Hierarchy of effects model has six steps. In this model the consumer become aware of the product through advertising. The knowledge is the second step that the consumer gains from this process. The role of the advertisement is to product information that is easily available. Then the brand tries to create a liking for the product. In this system, any product has many competitors. The consumers have more than one product brand and it turns towards one product . From this the consumers develop conviction of the product. This is found to reassure the consumers to buy the product.
Finally, the consumer makes the purchase of the product. This can be further divided into three steps based on the consumer behaviour. Cognition is the feeling that the consumer becomes aware of the product. Affective so that the consumers like the product and develop affinity towards the product and the behaviour is the variable that makes the consumer buy the product. The company had originally followed this system and it was proven to be successful. Some of the fundamental variables remain the same even in the current time. However, the scandal has caused more competition and loses in trust of the brand The consumers felt cheated in this process.