Effect hierarchy models have a long and well-establis tradition in marketing and communication research. Figure 1.1. contains an overview of some of the more prominent ones, viz. the "AIDA" model due to Strong (1925), the "Hierarchy of Effects" model of Lavidge and Steiner and Rogers' (1962) "Innovation Adoption" model. Also eluded in the figure is the hierarchy underlying the TEST, an integrated conceptual and measurement model copy testing that has been developed and validated by Sherman Group Inc. It is a commercial application of BUY©TEST, conducted by AIM Research, Denmark, that will form the empirical basis for this paper.