AISDALSLove (standing for Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate), is a hierarchy of effects model in advertising[1] adapted from AIDA's hierarchy of effects model (Lewis, 1900; Strong, 1925) which has been used by many researchers, both academicians and practitioners, to measure the effect of an advertisement.[2]
This concept of AISDALSLove model was introduced by Bambang Sukma Wijaya in the International Seminar on Scientific Issues and Trends (ISSIT) in 2011 and published in the International Research Journal of Business Studies (IRJBS)[3] in 2012, titled "The Development of Hierarchy of Effects Model in Advertising".[4]
The hierarchy of effects model AISDALSLove can be described as 'A' for Attention (the stage where the consumer audience firstly pay attention to the ad), 'I' for Interest (stage at which the consumer audience then become interested in that ad), 'S' for Search (the stage where the consumer audience will seek for information about the message or the advertised brand, both internally and externally). 'D' for Desire (the stage where the consumer audience have a passion towards the brand or product after getting information about the brand or additional information regarding the advertising message), 'A' for Action (stage at which the consumer audience take action in form of purchase of products or the election of a brand to satisfy his/ her desire), 'L' for Like/ dislike (the stage where after experiencing a product or brand, the consumer audience will like or dislike towards that product). 'S' for Share (this stage is a continuation from the previous stage, in which the consumer audience will express feelings of likes or dislikes by sharing their experience to other consumers directly or through media), and the last is 'Love' for Love/hate (the stage when after feeling satisfied or not satisfied, the consumer audience share their experiences with others, and generate long-term feelings towards the product or brand, these feelings can be either love or hate).
New ideas and elements
As mentioned in his paper,[5] Wijaya put special attention on concept of AIDA (Attention, Interest, Desire, Action) model, considering this model is the most popular, widely used in studies to measure the effect of advertising, as well as inspiring the birth of new hierarchy of effect models. Barry & Howard (1990: 101)[6] stated that so important was the AIDA formulation at the turn of the century that Strong (1925) estimated that 90% of persons engaged in selling and the vast majority of advertising and selling textbooks fully endorsed the Lewis-Sheldon hierarchical framework.
In addition, the development of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing.[7] These developments eventually change our perspective in viewing advertising effects.
The advertising effects are no longer as simple as Attention, Interest, Desire and Action or added with Satisfaction as developed by Strong (1925). This is due to more critical public or potential customers who can no longer be dictated to by advertising information. The advertisement may be interesting, but not enticing enough to create a passion to purchase the advertised product. Therefore, the variables in the hierarchy of effects model needs to be updated in response to the latest developments in the respect of the public power as a consumer audience.
Apart from the development in stages by adding 'S' (Search) element, 'L' (Like/dislike), 'S' (Share) and 'Love' (Love/hate), in the AISDALSLove model, Wijaya carried out grouping of advertising effect to short-term effect and long-term effect, especially related to development of the advertised brand. Therefore, AISDALSLove model is more in line with the paradigm shift in advertising from selling-oriented to branding-oriented.
New elements in AISDALSLove model are described as follows:
Search (S) According to Wijaya, this element refers to the assumption that today's consumers are increasingly critical. Information obtained from an advertisement is not accepted instantly to become a belief or directly create a desire to purchase, no matter how interesting the displayed stimulus by the advertising message. Consumers will complete the obtained information or stimulus with other information before they decide to buy. Information search is the process by which we survey the environment for appropriate data to make a reasonable decision (Solomon, 2011: 337).[8] The process of information search includes internal and external search.
Like/Dislike (L) This element is closely related to consumers' experience after purchasing and using the product due to being tempted by the advertisement. If consumers like the product, then consumers usually feel satisfied and afterward do the next action, such as make a repurchase or reorder. Satisfaction is an attitude-like judgment following a consumption experience (Lovelock and Wirtz, 2011: 74).[9] The resulting judgment is labeled positive disconfirmation if the product or service is better than expected, negative disconfirmation if it is worse than expected, and simple confirmation if it is as expected (Oliver, 1997; Lovelock & Wirtz, 2011).
In short, consumers evaluate product or service performance through their experience by comparing what they expected and imagined versus what they perceive they received from a particular supplier. Thus, an unpleasant experience, not consistent with the promise delivered by the ads will lead to resentment with the product and usually the consumer decides not to try it again. The extreme importance of the 'Like/Dislike' effect in the post-purchase stage has made Sheldon (1919) complete the AIDA's effect stage with 'S', which is 'Satisfaction'. Meanwhile, Rogers called it 'Confirmation', and Bovee et al. named it 'Reinforcement'. The consumer's experience may cause the next snowball effect, which is sharing the experience with others about the advertised product.
Share (S) In an age where the world is becoming increasingly borderless by the late development of information technology, consumers have the power to perform radical actions that may cause impact to the brand image of a product. This is based on like and dislike experience toward the product they have used. Meanwhile, the law of small numbers in the consumer's decision-making process, whereby people expect information obtained from a small sample to be typical of the larger population (Tversky and Kahneman, 1971; Hoyer and Macinnis, 2010)[10] more strengthening the assumption of the role of consumer experience sharing in influencing other consumers.
If friends say that a new hand phone by a particular group is really good or that the food at a particular restaurant is terrible, we believe that information, even if most people do not feel that way. In fact, reliance on small numbers is another reason that word-of-mouthcommunication can be so powerful. We tend to have confidence that the opinions of friends or relatives are more reflective of the majority than they may actually be.
Moreover, with the growing users of digital social media today, make the consumers become freer in expressing their experience to the world. Therefore, the key for brands is to empower consumers by delivering an exceptional experience that inspires them to share their stories (Davila, 2011). In recent survey, it's clear that word of mouth via social media, productreview sites, etc. where consumer share their experiences is what drives business results. Apart from the form of storytelling in blogs, consumers also share their experience in the form of letter to the editor in many mass media, updated status in many social media such as Facebook and Twitter, upload video on YouTube, interpersonal rumors in hangout places, product review in certain websites, broadcast messages in messenger facilities and inbox, spamming and hoax, as well as information and comments posting in mailing lists and social media walls.
Love/Hate (Love) Long-term effect of an ad is love or hatred of consumers to the advertised brand or product. A consumer, who has already interested to purchase a product after being influenced by the ad's messages (visual or verbal), and feel satisfied after a 'simple confirmation' or even 'positive disconfirmation', then share the experience and express his/her satisfaction towards the products he has been tried, eventually will create a deep feeling to the brand, that is called 'Love' for good feeling or 'Hate' for bad feeling.
Pyramid of Love
Some degrees of love towards brand were also proposed by Wijaya through this concept of AISDALSLove, namely Pyramid of Love starts from hate, neutral, good perception, good experience, good feeling, brand liking, brand fans, brand obsession, to deep feeling (love) on the top (Wijaya, 2011: d-13).[11]
A love can also arise due to connection between consumers with story or creative advertising concept. This connection can be presented through in depth understanding of consumers through customer insight. Supported by a good brand experience, this connection becomes stronger over time so that creates brand loyalty and sense of belonging to the advertised brand. There is no better way to build such a similarly long-lasting brand loyalty than by continually nurturing brand relationship in order to ensure that brand and consumer remain connected (Wijaya, 2009).[12]
On the contrary, if the consumer experience towards the advertised product has a negative disconfirmation, the consumer will spread rumor to other consumers or society at large with the intention that impact to a bad perception of a product. Instead of love and loyal to a brand, consumer become resentful and may possibly express such hatred in various ways.
That is why advertisers should not focus only on short-term effects of advertising, which raises purchase action, but also consider long-term effect, namely loyalty to the brand which came from good experience on brand and good image about the brand product. As a result, according to Wijaya, in planning advertising and marketing communication, advertisers should be very careful in presenting 'what to say' and 'how to say' about their branded product.
/\ Love / \ Brand Obsession / \ Brand Fans / \ Brand Liking / \ Good Feeling / \ Good Experience / \ Good Perception /______________\ Neutral
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.
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In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.
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Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." Customers play an important role and are essential in keeping a product or service relevant; it is, therefore, in the best interest of the business to ensure customer satisfaction and build customer loyalty.
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Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
The following outline is provided as an overview of and topical guide to marketing:
"Youth Marketing" is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 11 to 35. More specifically, there is teen marketing, targeting people age 11 to 17, college marketing, targeting college-age consumers, typically ages 18 to 24, and young adult marketing, targeting ages 25 to 34.
A touchpoint can be defined as any way consumers can interact with a business organization, whether it be person-to-person, through a website, an app or any form of communication. When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion.
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Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light.
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest. This focus can also entail behavioral variables, such as browser history, purchase history, and other recent online activities. The process of algorithm targeting eliminates waste.
The AIDA model is just one of a class of models known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural stage.
Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion." After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other measures of advertising effectiveness become a main study stream. In the causal relationship, Aad usually acts a moderator, and it influences on brand attitude (Ab) and intention to purchase the brand. Based on conceptual and empirical research on Aad, four alternative models of attitude toward the ad are postulated.
Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations. While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM:
Massification is a strategy that some luxury companies use in order to attain growth in the sales of product. Some luxury brands have taken and used the concept of massification to allow their brands to grow to accommodate a broader market. As a method of implementing massification, companies have created diffusion lines. Diffusion lines are an offshoot of a company or a designers original line that is less expensive in order to reach a broader market and gain a wider consumer base. Another strategy used in massification is brand extensions, which is when an already established company releases a new product under their name.
↑ As mentioned in Barry, Thomas E. & Daniel J. Howard (1990). A Review and Critique of The Hierarchy of Effects in Advertising. International Journal of Advertising, 9 (2), 98-111
↑ Wijaya, Bambang Sukma (2012). "The Development of Hierarchy of Effects Model in Advertising", International Research Journal of Business Studies (IRJBS), 5 (1), April–July 2012, p. 73-85 ( ISSN2089-6271)
↑ Barry, Thomas E. & Daniel J. Howard (1990). A Review and Critique of The Hierarchy of Effects in Advertising. International Journal of Advertising, 9 (2), 98-111
↑ Solomon, Michael R. (2011). Consumer Behavior: Buying, Having, and Being. New Jersey: Pearson
↑ Lovelock, Christopher and Jochen Wirtz (2011). Service Marketing: People, Technology, Strategy. New Jersey: Pearson
↑ Hoyer, Wayne D. and Deborah J. Macinnis (2010). Consumer Behavior. Singapore: Cengage
↑ Wijaya, Bambang Sukma (2011). New Model of Hierarchy of Effects in Advertising. Proceeding International Seminar on Scientific Issues and Trends, d5-15
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