The AIDA Concept

The AIDA Concept

LO5 The AIDA Concept AIDA AIDA Concept Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. A Attention ttention IInterest

nterest D Desire esire A Action ction Chapter 16 Copyright 2012 by Cengage Learning Inc. All rights reserved 1 Exhibit 16.4 Chapter 16

Copyright 2012 by Cengage Learning Inc. All rights reserved 2 The AIDA Concept Action Desire Conative (doing) Interest Attention Affective (feeling) Cognitive (thinking) LO5

Chapter 16 Copyright 2012 by Cengage Learning Inc. All rights reserved 3 AIDA & Consumer Decision Process Chapter 16 Copyright 2012 by Cengage Learning Inc. All rights reserved 4

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