The second stage in the AIDA buying cycle model, Interest, indicates a prospect looking to learn more about a general category of product or service. The prospect has not settled on a brand (much less a model) - they are not ready to think about making a Decision.
Continuing the scenario from our last Blog post, a student researching eco-tourism for an MBA paper found her Attention drawn by a PPC ad for eco-tents. She clicked, and the idea "clicked" with her. She made a mental note, and went back to her research.
