Traditional Response Hierarchy Models -
October 20th, 2010
A number of models have been developed to depict the stages a consumer may pass through in moving from a state of not being aware of a company,product,or brands to actual purchase behavior.
The AIDA model was presented by Elmo Lewis to explain how personal selling works. It shows a set of stair-step stages, which describe the process leading a potential customer to purchase.
The stages, Attention, Interest, Desire, and Action, form a linear hierarchy. It demonstrates that consumers must be aware of a product’s existence, be interested enough to pay attention to the product’s features/benefits, and have a desire to benefit from the product’s offerings.
Action, the fourth stage, would come as a natural result of movement through the first three stages. Although this idea was rudimentary, it led to the later emerging field of consumer behavior research