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The AIDA Model in marketing is one of four micromodels of marketing communications. The four micromodels of marketing communications are:
- AIDA Model
- Hierarchy-of-Effects Model
- Innovation-Adoption Model
- Communications Model
AIDA Model and its Stages
AIDA stands for Attention, Interest, Desire, and Action. AIDA and the other three micromodels assume that the buyer passes through the cognitive, affective, and behavioral stages of a buying decision in that exact order.
During the cognitive stage, the marketer creates a communication strategy that attracts attention (awareness) to their target audience.
Interest and Desire follow in the affective stage and Action in the behavior stage. (See chart below for further explanation.)
| Stage | AIDA Model | Description |
|---|---|---|
| Cognitive Stage | Attention | Craft a marketing communication strategy that creates attention (awareness) to the target audience. |
| Affective Stage | Interest | Generate interest in the product with the target audience. Focus on what the benefits (value is) are, and how the product or service will solve a pain-point for the target audience. |
| Desire | Convince your target audience that they desire the product. The focus should be on the product or service satisfying their needs. | |
| Behavior Stage | Action | Get the target audience to take Action. Action can be calling a number, visiting your website, or purchasing your product or service. |
This micromodel is a theoretical, systematic approach to understanding how to target your market and the steps to get your target audience to take Action.
The cognitive, affective, and behavioral stages are known as a “learn-feel-do” sequence. The “learn-feel-do” is appropriate when the target audience has a high involvement with a product category perceived to have a high differentiation among other products in the same category. For example, automobiles require a high emotional commitment with the buyer, and within the automobile category, there is high perceived differentiation between brands, unlike convenience products like toilet paper.
