"Hierarchy of Effects" is a marketing concept that talks about the different stages a consumer goes through before making a purchase decision. There are several synonyms for this term, such as the AIDA model which stands for "Attention, Interest, Desire, and Action". Others include the customer journey, sales funnel, purchase funnel, decision-making process, and marketing funnel. All of these terms aim to describe the journey that a potential customer goes through before deciding to make a purchase. Understanding the hierarchy of effects is crucial for marketers because it helps them design effective marketing campaigns that resonate with their target audience and increase their chances of converting them into buyers.