4. Attention
• The first level of response is the cognitive stage of
customers. This is the act of thinking about the product. At
this stage, customers are becoming aware of the product
and start to develop some knowledge of the product’s
attributes and benefits. The Attention stage is usually
triggered through advertising. All products or brands that
customers are aware of, are part of the so called
‘awareness set‘. This is a smaller portion of the ‘total set‘ of
products and brand that are available within a certain
product category.
5. Example
• Mini Cooper, to attract more eyes and attention, used a
quirky guerilla marketing strategy of placing giant
cardboard cartons with torn gift wrapping on the streets of
Amsterdam.
6. Interest
• After the congnitive stage, customers enter the affective
stage. At this level customers have gone beyond mere
knowledge of the product and have actually begun to
develop attitudes, preferences and perhaps even interest in
the product. All products or brands that customers have
interest in, are likely to become part of the so called
‘consideration set‘. This means that customers are seriously
considering purchasing the product eventually. However
before taking action, customers will need to go through two
more stages.
8. Desire
• The Desire step of the AIDA Model is still part
of the cognitive stage of customers. However,
the interest customers initially had, has
developed even more into an actual need.
Customers are already imagining themselves
with the product.
10. Action
• The final stage is the behavioral stage. This is where
the customers take action. This could vary from
visiting a retailer to see a product demonstration or
writing an email to a shop owner for more
information on the product. Of course, ultimately
these actions should hopefully lead to the purchase
of the product. Consequently, products or brands
that made it to this stage are part of the ‘choice set‘
or ‘purchase set‘.
11. Example
• Amazon encourages purchases through its
‘EMI options’. That enables consumers to buy
durables and gadgets even when they’re
running on a tight budget.
