Notes
- AIDA model helps understanding better the process or steps that the consumer goes through before purchasing a product.
- E. St. Elmo Lewis developed it in 1898.
- AIDA stands for Attention, Interest, Desire, and Action.
- Attention: attract consumer attention via advertising materials. Example: consumer watches a YouTube ad.
- Interest: the product should arouse consumer interests. For example, the website presents more information about the product to the consumer.
- Desire: the seller should create a desire in the consumer to own the product. For example, the seller provides examples and benefits that the product will bring to the consumer.
- Action: the consumer must take action, whether buying or not. For example, in e-commerce, this is the shopping cart process that must be easiest as possible.
- Nowadays, this model is not complete because:
- It doesn't consider the emotion associated with a selling process, which is an elementary consideration.
- It doesn't include target social-demographic types of users.
- The process doesn't need to be linear as proposed by this method.