The purchasing behavior process changes with the times. Introducing 7 from the earliest to the latest

Have you ever heard of the term “purchasing behavior model”? A

purchasing behavior

model is a model that models the psychological and behavioral changes that occur before a consumer purchases a service or product. The shape of this purchasing behavior model has changed significantly over time. Purchasing behavior models change from time to time, such as before and after the spread of the Internet and after the spread of SNS. Here, we will introduce in detail each of the seven behavioral purchasing models, from the earliest purchasing behavior models to the latest models.

What is a purchasing behavior model?

A purchasing behavior model is a model that models the psychological and behavioral changes that occur before a consumer purchases a service or product. By creating a marketing strategy based on this behavioral model, you will be able to promote the right product at the time when more consumers need it. It is very important to understand purchasing behavior models in order to get more consumers to choose your services and products. The form of media is constantly changing with the times, such as before and after the spread of the Internet and after the spread of SNS, so purchasing behavior models are also changing in line with these changes.

From now on, I will explain in detail each of the eras of the four purchasing behavior models mentioned above.

Purchasing behavior model in the age of mass media

In the era of

mass media

, advertisements from companies were received unilaterally by an unspecified number of people. Here we introduce two typical purchasing behavior models in the mass media era.

AIDA

The oldest purchasing behavior model is AIDA, proposed by American St. Elmo Lewis. It became widely recognized after being cited by American E. K. Strong in his paper “Theories of Selling” published in 1925.

AIDA is

Purchasing behavior is modeled using the above four steps.

purchasing behavior	consumer condition	The approach you need
Attention	Recognize the product	Make consumers aware of the product through advertising
Interest	be interested in the product	Appealing the appeal of products to consumers
Desire	want the product	Convince people that purchasing the product will bring them satisfaction
Action	purchase product	Encourage people to take purchasing action

AIDA is known as the basis of subsequent purchasing behavior models, and is said to be the one that is recognized by more people than other purchasing behavior models.

AIDMA

AIDMA

was proposed by American Samuel Roland Hall in the 1920s based on AIDA.

AIDMA is one of the purchasing behavior models that has been used for a long time in Japan, and can be said to be the basis of sales.

The difference between AIDA and AIDMA is that there is a memory step for remembering and recalling products and services. Even if consumers are interested in a service or product, they may lose interest in purchasing it or forget about it after a while. Memory is important in order to leave a strong impression without reducing purchasing intent.

AIDMA is

We model purchasing behavior using the five steps above.

purchasing behavior	consumer condition	The approach you need
Attention	Recognize the product	Make consumers aware of the product through advertising
Interest	be interested in the product	Appealing the appeal of products to consumers
Desire	want the product	Convince people that purchasing the product will bring them satisfaction
Memory	remember (remember) the product	Follow us via DM, phone, etc.
Action	purchase product	Encourage people to take purchasing action

Purchasing behavior model in the Internet era

With the spread of the Internet, purchasing behavior models have also changed. In a sense, compared to the behavioral purchasing model of the mass media era, which provided one-sided guidance, it has become more complex with more steps. Here we introduce two typical purchasing behavior models in the Internet era.

AISAS

AISAS

is a model proposed by Dentsu in 2005. It is recognized as a representative purchasing behavior model after the spread of the Internet. Here, we model the behavior of consumers themselves as they search the Internet for services and products and spread information. With the spread of the Internet, consumers have now been able to search for and send out information on their own, instead of only receiving information one-sidedly. These behavioral changes are also having an impact on the purchasing behavior process.

Additionally, the spread of smartphones has made it easier for consumers to search for information on services and products that interest them. In addition, after making a purchase, there is a movement to easily spread word-of-mouth information such as impressions and reviews on SNS.

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AISAS is

We model purchasing behavior using the five steps above.

purchasing behavior	consumer condition	The approach you need
Attention	Recognize the product	Make consumers aware of your products through advertising
Interest	be interested in the product	Appealing the appeal of products to consumers
Search	Search for products online	Providing product information on your website
Action	purchase product	Encourage people to take purchasing action
Share	Share product information online	Create a system that makes it easy to send information on SNS etc.

AISCEAS

AISCEAS is a purchasing behavior model based on AISAS, which I explained earlier. When consumers purchase services or products, they include the steps of comparison and consideration.

With the spread of the Internet and smartphones, consumers can now freely post and search reviews about services and products. Since it is now possible to obtain more detailed information on comparison sites and personal blogs, such as testimonials from people who have actually used the product, people are now taking more time to carefully examine the product than they did in the past. Now you can

AISCEAS is

Purchasing behavior is modeled using the above seven steps.

purchasing behavior	consumer condition	The approach you need
Attention	Recognize the product	Make consumers aware of your products through advertising
Interest	be interested in the product	Appealing the appeal of products to consumers
Search	Search for products online	Providing product information on your website
Comparison	Compare multiple products and services	Highlight the strengths of your product compared to others
Examination	Choose from multiple products and services	Highlight the strengths of your product compared to others
Action	purchase product	Encourage people to take purchasing action
Share	Share product information online	Create a system that makes it easy to send information on SNS etc.

Purchasing behavior model in the SNS era

In recent years, with the spread of smartphones, the number of SNS users has increased rapidly. Along with this, consumer purchasing behavior has also changed, and a purchasing behavior model using SNS has been created. Here, we will introduce two typical purchasing behavior models in the SNS era.

VISAS

VISAS shows that the possibility of consumers becoming aware of services and products increases through word of mouth and introduction through posts on SNS. Up until now, users had largely relied on announcements and information from companies to decide whether to purchase a product or not, but with the spread of SNS, a system has been created in which individuals can have more influence than companies. As a result, actions based on “empathy” have come to occupy the steps from consumers’ awareness of services and products to their evaluation. It becomes a behavioral model in which the customer does not simply want the product, but empathizes with and is influenced by the person introducing the product, leading to purchase.

VISAS is

We model purchasing behavior using the five steps above.

purchasing behavior	consumer condition	The approach you need
Viral (review)	Consumers become aware of products through the use of SNS	Make consumers aware of your products on SNS
Influence	Consumers are influenced by the person who posted the word of mouth or post.	Have influential people on SNS promote the appeal of your product.
Sympathy	Empathize with the reviewer and their philosophy	Have influential people on SNS promote the appeal of your product.
Action	purchase product	Encourage people to take purchasing action
Share	Buyers share product information online	Create a system that makes it easy to send information on SNS etc.

SIPS

SIPS is also a purchasing behavior model that uses SNS. The key point is the consumer’s behavior of introducing products in a casual way by using the “Like” button and spread function when posting on SNS.

Even if they don’t make a purchase themselves, they take action based on various psychological factors such as “I like it” or “I want to share it with a friend.” By allowing individuals to easily participate in expanding information about services and products, this will ultimately lead to a significant expansion of the market.

SIPS is

Purchasing behavior is modeled using the above four steps.

purchasing behavior	consumer condition	The approach you need
Sympathize	Consumers empathize with information from companies and acquaintances	Make consumers aware of your products on SNS
Identify	Check what resonates with consumers through internet searches and word of mouth.	Create a system that makes it easy to search for products on SNS and the internet
Participate	Express your sympathy with actions such as pressing the “like” button or making a purchase	Make it easier to get likes on SNS
Share & Spread	Spread and share the movement of participation and purchase	Make it easier to get likes on SNS

Behavioral model in the content marketing era

In recent years, more and more companies have been focusing on

content marketing

. Content marketing is a marketing method that provides information about services and products that consumers are looking for as content, fostering the needs of potential customers and leading them to purchase. Here, we will introduce one typical purchasing behavior model in the Internet era.

DECAX

DECAX is a model proposed by Dentsu Digital Holdings in 2015. It is important to build a relationship between content readers and the company providing the information, and by continuously providing high-quality content until interested readers make a purchase, we build relationships and gain trust. There are hurdles.

DECAX is

We model purchasing behavior using the five steps above.

purchasing behavior	consumer condition	The approach you need
Discovery	Discover products through online content	Prepare content that helps people discover your products
Engage (relationship building)	View content repeatedly to deepen relationships with products and companies	Prepare enough diverse content to keep them coming back.
Check	Check if the product is worth paying for	Create a system that increases trust in your company and provides detailed product information
Action	purchase product	Lead to purchase at the right time
Experience	Experience the product and share your experience online	Create a system that makes it easy to send information on SNS etc.

summary

We have introduced seven purchasing behavior models that have changed over time. You can now see how purchasing behavior has changed significantly from what was initially proposed due to the spread of the Internet, smartphones, and SNS. Also, some of you may have realized that, even if you are not aware of it, you follow the same steps when purchasing a service or product.

When you want to sell a service or product, it is important to provide the information and steps required from a consumer’s perspective. Please consider which purchasing behavior model is effective based on the target image of the people who might purchase your company’s services and products.