Final answer:
In the AIDA model of search engine advertising, the consumer develops a preference and desire to purchase a specific brand at the Interest or Desire stage. This is achieved through effective advertising strategies that can include associative learning, the central route of persuasion, and bandwagon effects.
Step-by-step explanation:
The stage in the AIDA model where a consumer develops a preference for a specific brand, leading to a desire to purchase it, is described as the Interest or Desire stage. Initially, the Awareness stage captures the consumer’s attention. Following this, in the Interest stage, effective advertising and associative learning create a connection between the product and positive attributes or emotions. For instance, when a car is advertised alongside an attractive model, consumers may begin to see the car as more desirable, leading to an increased preference for that brand. Eventually, this interest evolves into Desire when the consumer wants to buy the brand. Advertisements deploying the central route to persuasion, bandwagon effects, or synergy across multiple advertising platforms can all contribute to enhancing consumers' preferences for the brand before the final Action stage, where the actual purchase is made.