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The article discusses ideas about the stages of change or effect hierarchies an individual moves through when confronted with new information. Effect hierarchies describe the various phases people move through, from the initial response to a message to, ideally, a sustained behavioral change. Educational variables refer to variables such as the content of the message, the characteristics of receivers of the message, the characteristics of the source providing the message, and aspects that are related to the channels used to deliver the message. Various other fields, such as advertising and diffusion of innovations, have also developed ideas about the stages that people go through before leading to action.