AIDA MODEL
The AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages, which describe the process leading a potential customer to purchase.
The stages, Attention, Interest, Desire, and Action, form a linear hierarchy.
It demonstrates that consumers must be aware of a product’s existence, be interested enough to pay attention to the product’s features/benefits, and have a desire to benefit from the product’s offerings.
Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research.
The AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages, which describe the process leading a potential customer to purchase.
The stages, Attention, Interest, Desire, and Action, form a linear hierarchy.
It demonstrates that consumers must be aware of a product’s existence, be interested enough to pay attention to the product’s features/benefits, and have a desire to benefit from the product’s offerings.
Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research.