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Awareness-trial-repeat (ATR) is a paradigm consisting of three key steps by the intended user. The steps take the person or firm from a state of ignorance about a new product to the point of product adoption.

  • Awareness (cognition) may be of the product generally, its brand, and one or more of its attributes.
  • Trial means some form of test purchase or use, following upon favorable affect stemming from knowledge regarding the attributes.
  • Repeat means the trial was sufficiently successful to warrant one or more repeat purchases.

There are other, similar, paradigms (for example attention, interest, desire, action) but these are not new-product specific and do not cover the entire product adoption process.[1]


  1. ^ American Marketing Association. AMA Dictionary.

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