Most purchases require low involvement
AIDA asks quite a lot of the consumer, namely an investment of time and attention. This point was briefly touched upon above. An additional comment on this is that most purchases require low involvement and are routine. Fortunately, otherwise we would have a full-time job determining what to buy.
A model like AIDA reduces people to passive recipients of information, who respond in the desired way if your advertising message complies with the rules of the model. However, today's consumer is well-educated, critical and takes the initiative themselves. The housewife from 1925 cannot be compared to the educated office manager from 2012. In addition, 'opposing voices' are spread more quickly. In the past, companies and governments more or less had an information monopoly, but nowadays everyone can read on social media and comparison sites what others think of a product or brand.
As an organisation, you are not the only source of information about your offer. AIDA, on the other hand, implicitly assumes an information vacuum. Apart from the information that you as an advertiser send to the consumer, there is nothing. An understandable simplification, but certainly not realistic in our time. Consumers, action groups, NGOs: everyone sends and shares information. For example, Shell will not be happy with the fact that there are currently many images like this on the internet. Thanks to their 'friends' at Greenpeace. Whatever you think about this, the fact is that as a brand you have no control uganda phone data over how people talk about you.
The future of AIDA
Given these objections, is AIDA doomed to quickly leave the scene? I don't think so. Despite the fact that there is little scientific evidence for the model and the above-mentioned reservations, it is still widely used.
What makes AIDA so attractive to marketers and salespeople is the simplicity and elegance of the model. As a checklist, it can be used well. Handy to ensure that you do something to attract attention, arouse desire and try to close the sale (call to action). However, do not attach too much value to it, because as a model for human behavior, AIDA falls short.
People are more complex than was thought in the late 19th century. Personally, I find that reassuring.
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