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.
- American Marketing Association, AMA Dictionary.