Final answer:
In the hierarchy of effects model, preference for a product occurs after awareness, liking, and knowledge, but conviction is not necessary for preference to exist; thus, conviction is the correct response. The correct answer to the initial question is 'D) conviction' .
Step-by-step explanation:
In the hierarchy of effects model, preference for a particular product only occurs after a series of steps, which typically include awareness, liking, knowledge, and conviction. The exception among the options given is conviction, as preference can occur without the customer being fully convinced to make a purchase. Preference implies a favorable attitude towards the product, possibly based on awareness, knowledge, and liking, but does not necessarily indicate the customer has the intention to buy.
Conviction is the stage in the hierarchy where a potential consumer has a firm belief in the product and is close to making a purchase decision. Therefore, the correct answer to the initial question is 'D) conviction' as it is not required for a customer to have preference for a particular product.