The 'think, feel, do' model is more formally called the ______ model.

• A. Hierarchy of Effects
• B. VALS
• C. AIDA
• D. STP

Answer: (C)

The think, feel, do sequence maps to how advertising moves a consumer through Attention, Interest, Desire, and Action. In the AIDA model, messages grab attention, spark interest, and build desire (a mental and emotional response) before encouraging the consumer to take action. That alignment makes AIDA the best fit for describing a progression from thinking to feeling to doing.

The other models describe different frameworks. The Hierarchy of Effects also tracks stages a buyer goes through but uses more granular steps (awareness, knowledge, liking, etc.) rather than the concise think–feel–do progression. VALS focuses on consumer psychographics and values for segmentation, not the sequence of cognitive, affective, and behavioral responses. STP covers Segmentation, Targeting, and Positioning planning, not the process a consumer experiences from thought to emotion to action.