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Awareness, Interest, Desire, Action
In marketing, a model of the four steps a person takes in deciding upon an action (especially a purchase). Awareness occurs when, through advertising or word of mouth, a person comes to know the existence of the product. Interest is a curiosity that causes the person to seek out more information. Desire is the state in which the person wants the product. Finally, action occurs when the customer buys the product or commits the desired act. This model is used in marketing both goods and intangibles, such as political campaigns. It is abbreviated AIDA.