How many stages are there in the response process?

The response process in marketing communications typically consists of four key stages: attention, interest, desire, and action, commonly referred to as the AIDA model. However, the way the question is framed can lead to confusion, as some interpretations of the response process may condense these stages differently based on theoretical perspectives. The reason three is often identified as a choice hinges on certain models simplifying complex stages into broader categories often seen in academic contexts. This can vary according to different marketing communication theories.

In many frameworks, after capturing attention, generating interest levels in the product, and fostering a desire for it, the ultimate goal is to drive action, whether that means making a purchase or engaging further with the brand. Viewing it through this lens can clarify the response outcome of an audience's interaction with marketing stimuli. Understanding this model helps marketers tailor their strategies to effectively move consumers from mere awareness to taking action, ensuring a comprehensive approach to integrated marketing communications.