AIDA Model

The AIDA model is only one of a class of models known as a hierarchy of effect models or hierarchical models, all of which involve consumers moving through a series of steps or steps when They make purchasing decisions. These models are linear and sequential models built on the assumption that consumers move through a series of cognitive (thoughts) and affective (sensations) steps culminating in a behavioral stage (eg buying or the trial).

The steps proposed by the AIDA model are as follows:

-       Awareness - The consumer becomes aware of a category, a product or a brand (usually through advertising)

-       Interest - The consumer becomes interested in learning the benefits of the brand and how the brand fits into the lifestyle

-       Desire - The consumer develops a favorable disposition for the brand

-       Action - The consumer forms a purchase intention, makes purchases, engages in a trial or makes a purchase