'The AIDA model, which identifies the stages of the advertising process, applies to all cultures.' To what extent do you agree with this statement? Use examples of research you have studied to support your answer.

Mark scheme

Marking points from the official mark scheme (May/June 2019). The mark or mark type is shown in brackets.

1. Marks: use generic levels of response in table C.
2. Syllabus: AIDA model (and updates of it)
3. AIDA model = stages of consumer decision-making. Gain Attention, hold Interest, arouse Desire and achieve Action
4. Most likely (any other appropriate responses should be credited):
5. Does:
6. The model identifies stages, but not specifics of any stage (i.e. how it might vary across cultures).
7. The model identifies cognitive decision-making (get Attention, maintain Interest, create Desire and Action results) which applies to all people.
8. The model is holist rather than reductionist and it can be applied in different ways / adapted by different cultures.
9. The model is over 100 years old, and as it (and variations of it) are going strong it must have appeal.
10. Does not:
11. The model is based on consumerism and consumerism is very different in some cultures (e.g. cultures where there is no television, shopping mall, etc.)
12. There are always individual differences (e.g. as there are different types of shopper) and so there will also be cultural differences
13. The model is based on western culture (it began in the USA) and material wealth. Some cultures are less materialistic.