The steps proposed by the AIDA model are as follows: ::*
Attention – The consumer becomes aware of a category, product or brand (usually through advertising) :::::::↓ ::*
Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle :::::::↓ ::*
Desire – The consumer develops a favorable disposition towards the brand :::::::↓ ::*
Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase Some of the contemporary variants of the model replace
attention with
awareness. The common thread among all hierarchical models is that advertising operates as a stimulus (S) and the purchase decision is a response (R). In other words, the AIDA model is an applied
stimulus-response model. A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects,
DAGMAR and variants of AIDA. Hierarchical models have dominated advertising theory, and, of these models, the AIDA model is one of the most widely applied. As consumers move through the hierarchy of effects they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Thus the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral sequence. Some texts refer to this sequence as Learning → Feeling → Doing or C-A-B (cognitive -affective-behavioral) models. : Cognition (Awareness/learning) → Affect (Feeling/ interest/ desire) → Behavior (Action e.g. purchase/ trial/ consumption/ usage/ sharing information) The basic AIDA model is one of the longest serving hierarchical models, having been in use for more than a century. Using a hierarchical system, such as AIDA, provides the marketer with a detailed understanding of how target audiences change over time, and provides insights as to which types of advertising messages are likely to be more effective at different junctures. Moving from step to step, the total number of prospects diminishes. This phenomenon is sometimes described as a "
purchase funnel". A relatively large number of potential purchasers become aware of a product or brand, and then a smaller subset becomes interested, with only a relatively small proportion moving through to the actual purchase. This effect is also known as a "customer funnel", "marketing funnel", or "sales funnel". The model is also used extensively in selling and advertising. According to the original model, "the steps to be taken by the seller at each stage are as follows: : Stage I. Secure attention. : Stage II. Hold attention Through Interest. : Stage III. Arouse Desire. : Stage IV. Create Confidence and Belief. : Stage V. Secure Decision and Action. : Stage VI. Create Satisfaction."
Criticisms A major deficiency of the AIDA model and other hierarchical models is the absence of post-purchase effects such as satisfaction, consumption, repeat patronage behaviour and other post-purchase behavioural intentions such as referrals or participating in the preparation of online product reviews. Other criticisms include the model's reliance on a linear nature, and hierarchical sequence. In empirical studies, the model has been found to be a poor predictor of actual consumer behaviour. In addition, an extensive review of the literature surrounding advertising effects, carried out by Vakratsas and Ambler found little empirical support for the hierarchical models. Indeed, some research suggests that consumers process promotional information via dual pathways, namely both cognitive (thinking) and affective (feeling) simultaneously. This insight has led to the development of a class of alternative models, known as
integrative models. Selected variants of AIDA: :: Basic AIDA Model: Awareness → Interest → Desire → Action :: Lavidge et al's Hierarchy of Effects: Awareness → Knowledge → Liking → Preference → Conviction → Purchase :: McGuire's model: Presentation → Attention → Comprehension → Yielding → Retention → Behavior. :: Modified AIDA Model: Awareness → Interest → Conviction → Desire → Action (purchase or consumption) :: AIDAS Model: Attention → Interest → Desire → Action → Satisfaction ::
AISDALSLove model: Awareness → Interest → Search → Desire → Action → Like/dislike → Share → Love/Hate ==Origins==