AIDA is an acronym that stands for Attention, Interest, Desire and Action.
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The AIDA model is widely used in marketing and advertising to describe the steps or stages that occur from the time when a consumer first becomes aware of a product or brand to when the consumer trials a product or makes a purchase decision:
- Attention: The consumer becomes aware of a category, product or brand (usually through advertising).
- Interest: The consumer becomes interested in a product or brand by learning about its benefits & how it fits his/her lifestyle.
- Desire: The consumer develops a favourable disposition towards the product or brand.
- Action: The consumer decides to buy.