Advertising served to get the consumer\u2019s attention<\/em>, and create some interest <\/em>which would, hopefully, turn to desire<\/em>. If the advertisement was effective, that desire would be committed to memory<\/em> and hopefully remembered long enough so that the consumer would make the action<\/em>\u2014buy that product or brand\u2014upon his or her next visit to the store. AIDMA is a simple but effective model for traditional advertising of relatively simple products where the real objective is to get the consumer to choose your brand from among many choices. It assumes that the information provided by the company through the advertisement is all that a consumer needs, and the objective is, as much as anything, to get the consumer to remember the brand and the brand promise at the point of purchase.<\/p>\n The advertising models of many consumer products companies for years have been based on this model. The AIDMA model may work for companies where consumers have little reason to learn more about products beyond the advertising message before their purchase. In the Internet era, however, where anyone can easily access information, we have seen a great proliferation of what we call \u201cactive contact with information,\u201d that is, after consumers notice a product, service, or advertisement, they voluntarily dig deeper, and share with others the intriguing information that they have obtained. In addition to the flow of information from companies (the senders) to the consumers (the receivers), two unique behaviors of consumers themselves\u2014 searching for (i.e., gathering) and sharing information\u2014have become important factors in the purchase decision.<\/p>\n Based on these changes in the information environment, Dentsu now advocates a new consumption behavior model called AISAS (Attention, Interest, Search, Action, Share). If \u00a0this new consumption behavior model or AISAS (Attention, Interest, Search, Action, Share) compared to AIDMA, we would see that the psychological transformation process (A\u2192I\u2192D\u2192M) has been scaled back, and the based on these changes in the information environment, Dentsu now advocates a new consumption behavior model called AISAS (Attention, Interest, Search, Action, Share). And \u00a0the model becomes:<\/p>\n
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