Cognitive Scaffold

Preparing your thinking workspace

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MENTAL MODEL · M0413

AIDA Model

AIDA Model
CollaborateHigh supportCommunication
Included
account_tree

Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

Proposed by E. St. Elmo Lewis, a classic funnel for advertising conversion. Four steps: Attention (grab attention), Interest (generate resonance), Desire (create desire to own), Action (purchase).

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

- Communication checklist: whether writing copy or giving a speech, check if you are trying to get people to 'Action' immediately, skipping the groundwork of stimulating 'Interest' and 'Desire'. - Conversion rate optimization: analyze where the ad breaks down? Is it that no one sees it (poor Attention), or they see it but don't buy (poor Desire)?

anchor

Anchor fast decisions

Based on the 'consumer psychological ladder'. Attention → Interest → Desire → Action progresses step by step, with fewer people at each subsequent stage, forming a conversion funnel.

MINIMUM ACTION

In progress 0/1

Practice this model in one real situation:

Check to track your progress (stored locally)
Learning progress0%
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Source support: Explicit

  • link
    en.wikipedia.orghttps://en.wikipedia.org/wiki/AIDA_(marketingZH · Explicit
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