▲ The process of consumer behavior, AIDMA

AIDMA is an abbreviation of 'Attention, Interest, Desire, Memory, and Action'. It is a basic law generally used in an advertisement. The term was first used by Rowland Hall in the United States. Even though it was invented more than 100 years ago, it is still available in the advertisement. Let us explain five steps by using an example of buying a noodle.

First, the product we are going to sell need to be exposed to get consumers' attention. various kinds of advertisements can be a typical example of the attention stage. Recently, many marketers are using 'viral marketing', which means a direct marketing technique in which a company persuades internet users to forward its publicity material through e-mails. The time when I see an advertisement for noodle on television, this stage can be attention stage.

Second, the interest stage literally means getting an interest in the product. When consumers perceive discrimination of the product compared with others, they usually feel interested. If I believe the advertisement of noodle on television must taste better than other noodles, people might feel interested in the noodle. This stage is an interesting stage.

Third, we should make consumers feel the desire to buy the product as well as to feel interested in it. Although a consumer feels interested int eh product, unless the interest provokes a desire to purchase it, it is useless. If I see the advertisement and it looks so tasty, I will decide to buy it. This stage is the desired stage.

Fourth, consumers should remember the product until purchasing it. Today's companies are trying hard to make consumers remember their products, so they tend to invest a lot of money in this stage to imprint information of products in the consumers' mind. After I decided to purchase the noodle and take photos of the advertisement to remember it, this stage can be a memory stage.

Fifth, all of these stages should lead to an 'action', which is buying the product. When I go to the market and buy the noodle, this stage can be an action stage.

▲ AIDMA being changed to AISAS as communication through Internet develops

These days, the term 'AIDMA' is being replaced by 'AISAS' which is an abbreviation of Attention, Interest, Search, Action, and Share. As communication through the Internet develops, people quickly search for products and share information with other consumers. It means the process of buying products became much simpler and faster. Therefore, the ability to catch consumers' mind seems to be more critical these days.

▲ Many other consumer behavior process including AISAS

March 17th, 2019

Seo Young Kim