Understanding the purchase journey is one of the most important and popular research topics in modern marketing research. The funnel model, which describes a consumer's purchase process by breaking it down into critical stages, has been the dominant framework for understanding the process in marketing since its introduction in the early 20th century. Models such as AIDMA (attention-interest-desire-memory-action) or AISAS (attention-interest-search-action-share) are familiar examples for professionals in the marketing industry.
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Catalogue: Asia Pacific 2023 - Innovation
Author: Yongtae Park
November 22, 2023