Pedro Arantesrose

AIDA Model

It was created to understand better the process, or steps that the consumer goes through, before purchasing a product.
Zettelkasten,August 08, 2020 (updated at April 10, 2021)


  • It was created to understand better the process, or steps that the consumer goes through, before purchasing a product.
  • It was developed by E. St. Elmo Lewis, 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 interest in the product should be aroused in the consumer. Example: more information about the product is presented to the consumer on a website.
    • Desire: the seller should create a desire in the consumer to own the product. Example: the seller provides examples and benefits that the product will bring to the consumer.
    • Action: the consumer must take an action, whether buying or not. Example: In the case of 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 considered elementary.
    • Targeting social-demographic types of users isn't included.
    • The process doesn't need to be linear as proposed by this method.


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