The Impact Of Marketing Research On New Product Development
[NIGERIA BOTTLING COMPANY]

The AIDA model is just one of a class of model known as hierarchy of effects model or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behvioural stage (doing e.g. purchase or trail).
The steps proposed by the AIDA model are as follows;
Attention: The consumer becomes aware of a category, product or brand (usually through advertising).
Interest: The consumer becomes interested by learning about brand benefits & how the brand fits with life style.
Desire: The consumer develops a favourable disposition towards the brand.
Action: The consumer forms a purchase intention, shop around engages in trail or makes a purchase.
    The common thread among all hierarchical models is that advertising operates as a stimulus(s) and the purchase decision is a response ®. In other words, the AIDA model is an applied stimulus-response model. A number of hierarchical models can be found in the literature including Lavidge’s hierarchy of efforts, DAGMAR and variants of AIDA hierarchical model is have dominated advertising theory and of these models, the AIDA model is one of the most widely applied.
    As consumers move through the hierarchy of effects they pass through both cognitive processing stage and an effective processing stage before any action occurs. Thus the hierarchy of effects models all include cognition ©, affect (a) behvaiour (B) as the core steps in the underlying behavioral sequence some texts refer to the sequence as learning – feeling – doing or (cognitive- affective, behavioural models.
    Cognition (Awareness/learning) – affect (feeling/interst/desire) – behvaiour (Action e.g. Purchase/trial/consumption/usage/sharing information).