The AIDA concept:
A) assumes that the second step in the purchase-decision process is inertia.
B) does not explain how all promotions influence purchase decisions.
C) assumes that consumers regularly go through each stage of the process during all purchases.
D) indicates that the purchase decision is the same for high-involvement and low-involvement products.
E) is accurately described by none of the choices.

Question

Quizplus · Accepted Answer

The AIDA concept does not explain how all promotions influence purchase decisions.The model suggests that promotional effectiveness can be measured in terms of consumers progressing from one stage to the next.However,the order of stages in the model,as well as whether consumers go through all steps,has been much debated.

The AIDA Concept