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AIDA is an acronym that stands for Attention, Interest, Desire, and Action and is a classic model that describes the stages through which a consumer goes during the buying process.

The AIDA model is often depicted as a marketing funnel that illustrates the customer’s journey from being aware of a product or service (Attention), to developing an interest in it, to desiring the product or service, and finally to taking action, i.e., making a purchase or performing another desired action such as signing up for a newsletter or contacting the company-that is, completing a conversion.