AISAS
Updated 2026-08-09
INTRODUCTION
English translation pending.
CORE DEFINITION
AISAS revises the older AIDMA model for the internet age by replacing memory with search and adding share after action. Consumers now move from attention and interest into an active search for reviews and comparisons, then act, then publish their own experience for others. The two new stages shift power toward the buyer: reputation is researched before purchase and broadcast afterwards, so word of mouth becomes a channel rather than an outcome. Marketing therefore has to invest in search visibility and in content that customers will want to pass on.
SCAFFOLDING EFFECT
Reduce cognitive load
- Add the search stage: plan for the reviews and comparisons buyers will look up. - Add the share stage: design what customers will want to post after purchase. - Drop the memory assumption: stop assuming repeated advertising is what closes the sale.
Anchor fast decisions
Online, a buyer who becomes interested can immediately search for reviews, comparisons and prices, so the seller is no longer the only source of information. That search stage transfers credibility to other users, and the purchase decision is shaped before any contact with the brand. After buying, the same tools let the customer publish an account that becomes input for the next buyer's search, closing the loop. The cycle means reputation compounds, so the content and experience that generate sharing are as important as the advertising that generates attention.
MINIMUM ACTION
In progress 0/1Practice this model in one real situation:
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Source support: Explicit
- en.wikipedia.orghttps://en.wikipedia.org/wiki/AIDA_(marketingverified
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