This phenomenon is sometimes described as a " purchase funnel". Moving from step to step, the total number of prospects diminishes. 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. The basic AIDA model is one of the longest serving hierarchical models, having been in use for more than a century. purchase/ trial/ consumption/ usage/ sharing information) The purchase funnel illustrates the relative number of prospective purchasers over time Some texts refer to this sequence as Learning → Feeling → Doing or C-A-B (cognitive -affective-behavioral) models.Ĭognition (Awareness/learning) → Affect (Feeling/ interest/ desire) → Behavior (Action e.g. Thus the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral sequence. Īs consumers move through the hierarchy of effects they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Hierarchical models have dominated advertising theory, and, of these models, the AIDA model is one of the most widely applied. A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects, DAGMAR and variants of AIDA. In other words, the AIDA model is an applied stimulus-response model. The common thread among all hierarchical models is that advertising operates as a stimulus (S) and the purchase decision is a response (R). Some of the contemporary variants of the model replace attention with awareness. Action – The consumer forms a purchase intention, shops around, engages in trial or makes a purchase.Desire – The consumer develops a favorable disposition towards the brand.Interest – The consumer becomes interested by learning about brand benefits & how the brand fits with lifestyle.Attention – The consumer becomes aware of a category, product or brand (usually through advertising).The steps proposed by the AIDA model are as follows: These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural (doing e.g. The AIDA model is just one of a class of models known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. Generalised hierarchy of effects sequence
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