FCB Grid (Richard Vaughn, Foote Cone & Belding, 1980)

A 2x2 that shatters the single funnel into four. Axes: involvement (high/low) x think/feel (cognitive/affective). Each quadrant runs a different learn-feel-do order:

• Informative (high involvement / think): learn, feel, do.
• Affective (high / feel): feel, learn, do.
• Habitual (low / think): do, learn, feel.
• Satisfaction (low / feel): do, feel, learn.

The claim that kills the universal ladder: there is no single hierarchy — the order of think/feel/do depends on the quadrant.

Where superseded/refined. The Rossiter-Percy grid extends it with motivation type (informational vs transformational) and explicit brand-awareness/attitude goals.

Transfer. Your awareness content is not one genre. High-involvement/think topics (technical, decision-heavy) reward dense information and let comprehension precede affect; low-involvement/feel content earns the action first and justification later. This is why the same "good writing" advice contradicts itself across niches, and why generic content tuned to no quadrant connects with none — the mechanism of anti-mid. The involvement axis is the same lever elm pulls: high involvement opens the central route.

Kin: hierarchy-of-effects, elm, anti-mid, models