What Are the Purchasing Behavior Models AISAS and Dual AISAS in the Digital Age?

In today’s digital society, consumer purchasing behavior has become increasingly diverse.

Many web marketers are likely keen to predict purchasing behavior to ensure success in web marketing.

For such marketers, two purchasing behavior models they should know are “AISAS” and “Dual AISAS.”

AISAS was developed in 2004 by Dentsu Inc., while Dual AISAS was co-developed in 2015 by Dentsu Promotion Design Bureau and Arata Inc.

These purchasing models are tailored to the dynamics of the internet age.

Therefore, it’s no exaggeration to say that marketers in the digital era must be familiar with them.

This article provides an explanation of the two purchasing behavior models, AISAS and Dual AISAS.

By reading this article, you’ll be able to predict consumer purchasing behavior and accelerate your company’s web marketing efforts.

What is AISAS?

AISAS is a consumer purchasing behavior model proposed by Dentsu Inc. in 2004.

The model was developed against the backdrop of significant changes in consumer purchasing behavior due to the widespread use of the internet.

AISAS is an acronym derived from the following English terms:

Consumers recognize a product or service, become interested, and search for information about it online.

After checking detailed information or reviews, they decide the product is necessary and proceed to purchase it.

After purchasing, they share their experiences and reviews about the product online.

This is the flow of consumer purchasing behavior proposed by AISAS.

Features of AISAS

The defining features of AISAS are the two S’s.

With the proliferation of the internet, obtaining and sharing information has become easy for everyone.

As a result, consumers no longer need to visit physical stores to gather information by talking to sales staff.

Moreover, it has become easier to share experiences and reviews, leading consumers to post evaluations of products online after purchasing them.

These two features, both stemming from the rise of the internet, make Search and Share distinctive characteristics of AISAS.

Differences Between AISAS and AIDMA

Before the development of AISAS, a purchasing behavior model called “AIDMA” was commonly used.

AIDMA is a purchasing behavior model based on the initials of the following terms:

However, with the rise of the internet and smartphones, consumers have adopted behaviors such as searching for information and sharing reviews or impressions of products and services on social media.

In marketing activities, the impact of searches and shared reviews continues to grow significantly.

Consumers now make purchasing decisions based on reviews shared by other users and information they find through searches.

In this way, AISAS represents a purchasing behavior model suited for the internet age.

What Is Dual AISAS?

Dual AISAS, also proposed by Dentsu Inc., is an enhanced purchasing model that builds upon AISAS with deeper insights.

It expands the AISAS model—Attention → Interest → Search → Action → Share—by adding “A+ISAS” to the Attention phase.

Today, the media through which users obtain information has shifted beyond mass media to include social media and other user-generated content platforms.

The process through which consumers create and share their own content is represented by “A+ISAS.”

Dentsu describes “A+ISAS” as the “AISAS you want to spread.”

“A+ISAS” is based on the initials of Active → Interest → Share → Accept → Spread.

When users find a product, service, or content that piques their interest, they are more likely to share it.

There are various ways to share, such as using built-in functions on social media platforms or resharing on their own social media accounts.

Through these sharing actions, the shared content resonates (Accept) within networks and leads to further Spread, reaching other consumers across different media platforms.

This flow within ISAS that activates consumer Attention is referred to as the “AISAS you want to spread” or “A+ISAS.”

Reference: Dentsu Report “Strategizing for Better Sales with ‘Dual AISAS’“

【Note】Trademark Usage

The trademark for AISAS is owned by Dentsu Inc., so is it permissible to feature AISAS in articles?

As long as it is not used as a service name and is cited or discussed as a concept, it is generally considered acceptable.

While non-commercial usage does not typically pose issues, care should be taken in its handling.

Eight Other Purchasing Behavior Models Besides AISAS and Dual AISAS

AIDMA

AIDMA is one of the consumer purchasing behavior models.

It is believed to have been introduced by Samuel Roland Hall in his writings during the 1920s in the United States.

AIDMA is based on the initials of Attention → Interest → Desire → Memory/Motive → Action.

Although the “Memory” component can be replaced with “Motive,” it is more commonly referred to as Memory.

AIDA

AIDA is derived from AIDMA by removing the “Memory” component.

It is thought to have been introduced by E.K. Strong in a 1920s applied psychology paper.

While AIDMA is more commonly used in Japan, AIDA is frequently utilized in sales and marketing fields in Western countries.

AIDCA

AIDCA is one of the consumer purchasing behavior models.

AIDMA represents Attention → Interest → Desire → Conviction → Action.

It is said to be a modification of AIDA by E.K. Strong, who added “Conviction” to AIDA.

DECAX

DECAX is a consumer behavior model used in content marketing.

DECAX represents Discovery → Engage → Check → Action → Experience.

This model is a concept in content marketing, characterized by Discovery and Experience.

Instead of companies advertising to consumers, the model emphasizes consumers discovering the brand and building relationships through content.

AISCEAS

AISCEAS is a more detailed purchasing behavior model than AISAS.

It adds two steps: Comparison and Examination.

AISCEAS stands for Attention → Interest → Search → Comparison → Examination → Action → Share, with each step represented by its initial letter.

AIDEES

AIDEES is a consumer purchasing behavior model proposed by Hideki Katahira, a former professor at the University of Tokyo Graduate School of Economics. It focuses on post-purchase behavior compared to AIDMA.

AIDEES represents Attention → Interest → Desire → Experience → Enthusiasm → Share.

This model follows the same steps as AIDMA up to AID, but replaces Action with Experience.

It is based on the idea that the purpose of purchasing behavior for consumers is to “use/experience” the product or service.

As a result, after Share, the model transitions to inspiring another consumer to Desire, creating a cycle.

SIPS

SIPS is a consumer behavior model proposed in the context of the spread of social media.

It was introduced by Dentsu’s “Satonao Open Lab” (now Dentsu Modern Communication Lab) in 2011.

The process flows as Sympathize → Identify → Participate → Share & Spread, focusing on consumer behavior rather than purchasing behavior.

AMTUL

AMTUL is a purchasing behavior model aimed at linking marketing communication objectives to quantitative evaluations.

AMTUL represents Awareness → Memory → Trial → Usage → Loyalty.

1. Awareness: Recognized through aided brand awareness.*
2. Memory: Recalled through unaided brand awareness.*
3. Trial: Usage experience rate.
4. Usage: Main usage rate.
5. Loyalty: Future purchase intention rate.

This model primarily aims to quantitatively grasp each stage.

Aided brand awareness refers to the percentage of people who recognize the product as a brand when the brand name is provided.

Unaided brand awareness refers to the percentage of people who can recall the brand name without any assistance.