Definition of awareness, interest, desire, action (AIDA)

model of consumer behavior that traces the sequence of cognitive events leading to a purchase decision or other action; also called hierarchy of readiness. For example, in a political campaign, one first becomes aware of the candidates. After receiving additional information, an interest develops in one or more candidates, eventually resulting in a desire to see one candidate elected, and the act of casting a vote for that candidate. The AIDA model is used by marketers as a guideline for creating communications. This requires an understanding of where the market for a product currently lies among the AIDA continuum. Marketing of an innovation requires building awareness. Marketing of an established product may require building desire. Recipes that present new ways to use established brands are one way often used to build desire for an existing product.