Effects Of Advertisement On Consumer Behavior

Effects Of Advertisement On Consumer Behavior

Advertising is a marketing concept that aims at influencing the buying behavior of consumers. In this context, consumer behavior is the thought process and action by which consumers evaluate, purchase, and consume the services or products to satisfy their needs or wants. This research paper discussed the effects of advertisements on the buying behavior of consumers. Consumers they play a critical role in the economic systems if their respective countries since they keep the production cycle moving because they are the end users of services and products.

Consumers purchase different goods based on their taste and preferences for the goods. Awareness of a commodity influences consumers to demand that particular commodity. Other factors that influence the taste and preferences of the consumers for a commodity are environmental and psychological factors. Awareness of a product, brought about by advertisement, majorly influences the taste and preference of the consumers, thus their choice. Advertising is an old concept that has been in use by marketers for many decades.

The importance of advertising can be seen from the fact that the University of Pennsylvania offered a course of ‘product marketing' from as early as 1905. Therefore, the observable fact of the influences of advertisements was well-known to the populace from over a hundred years back, and the first advertisement was created in 1963 further supporting the statement. Several relevant literatures were reviewed to demonstrate how TV advertisement affects consumer buying behavior. Introduction Advertising is a marketing concept that aims at influencing the buying behavior of consumers. In this context, consumer behavior is the thought process and action by which consumers evaluate, purchase, and consume the services or products to satisfy their needs or wants.

Consumers keep the production cycle moving because they are the end users of services and products. Consumers they play a critical role in the economic systems if their respective countries. Therefore, a country will face a crisis if its consumers do not have the effective demand for products produced. Consumers purchase different goods based on their taste and preferences for the goods. Awareness of a commodity influences consumers to demand that particular commodity. Other factors that influence the taste and preferences of the consumers for a commodity are environmental and psychological factors. The taste and preferences for a commodity change over time. Awareness of a product, brought about by advertisement, majorly influences the taste and preference of the consumers, thus their choice. Over time, consumers have been to be rational with their purchase choices, aiming at capitalizing on their satisfaction from consumer goods (Vakratsas, 1996). TV advertisement has a high influence on the purchase behavior of the consumers. Therefore, advertising and consumer behavior are interrelated and have a direct relationship with one another.

Background of Effects of Advertisements on Consumer Behavior Advertising is an old concept that has been in use by marketers for many decades. The importance of advertising can be seen from the fact that the University of Pennsylvania offered a course of ‘product marketing' from as early as 1905. Therefore, the observable fact of the influences of advertisements was well-known to the populace from over a hundred years back, and the first advertisement was created in 1963 further sustaining the statement. Numerous scientists and psychologists have researched on the topic of motivation for many years and come up with various motivation theories such as Maslow, and Feud.

Here, it can be accounted that advertising is also a function of motivating consumers into purchasing various commodities. Some advertisements induce through psychological influencing while some motivate by viewing celebrities who endorse the products (Pelati, 1989). Resultantly, most companies attached a great significance to marketing via advertisements and have been doing so for many decades to reach out to their customers. Nevertheless, in the recent past, the concept of consumer behavior has received a enhancement and businesses, regardless of size, have recognize its importance; thus it has presently become a critical part of social sciences. Presently, the primary mission of every marketer is to reach out to prospective customers as much and to influence their awareness, attitude, as well as purchase behavior.

To succeed in doing so, there is a need for them to comprehend what makes the potential consumers to behave the way they do. How Sales Messages Are Presented Through Advertisements In TV advertisement, the sales messages are presented in two basic ways: emotionally and intellectually. An intellectual presentation relies on reasonable arguments based on reason to persuade a consumer to purchase the product or service. For instance, many television buyers do not by a set depending on looks of the case or on how the machine may affect their social life. The technical information is what they are looking for: the resolution, USB, and HDMI functionality.

The sales message is the significant part, which must summarize all the features, as well as benefits the consumer might have if he purchases the product. On the other hand, emotional presentation concentrates on the aspects of the consumer's values, which are economic, social, and social. For instance, the presentation illustrates how the service or product advertised increases the earning power of the audience, or how it will improve their social life by enhancing their self-esteem or snob-value (Jin, 2006). Literature Review Ferris (2004) researched to find out the effects of advertising on emotional response and the consumer behavior. In his research, Ferris identified three aspects; emotional, cognitive and behavioral and evaluated them.

He also tried to find out other theoretical studies on psychological impacts of advertising on consumer behavior and reviewed them to test the impacts on the Consumer behavior empirically. The researcher found out consumer's awareness as one of the cognitive psychological aspects. The study also found out that the emotional aspect influences consumers since it causes optimistic thoughts for the major part of the consumers. The researcher finally concluded that advertising creates a psychological vigor on consumers, thus influencing their behavior (Ferris, 2004). Albion (1983) conducted another study to determine the effects of advertisement on consumer behavior in a town and to identify the type of advertisement that affected the consumer purchase choice the most and whether consumer income influences their behavior or not, as well as whether the consumer behavior changes with to gender.

He employed questionnaires to find out the effects of advertisement to get awareness and knowledge of people about a particular product. Five brands of the product were used in the study. The findings of the study concluded that awareness, brought about by advertisement plays a significant role in consumer purchase choice. However, also change in trends, culture, background, and ethnicity changes the choices made by consumers. With the form of advertisement with the most effect, Albion found out that multimedia such as TV advertisements influence consumer behavior more than the banners or newspapers (Albion, 1983).

Another research on effects of advertising is that done by Agres and his colleagues (1990) to find out the relations between the personalities on advertisements and the purchase choices of consumers. The researchers used a sample of university students and a questionnaire to evaluate the effect of using celebrities on consumer purchase choices. The questionnaire was intended to gauge the effects of using celebrity on purchase choices. From the outcomes of the study, the researchers concluded that the TV advertisements which featured celebrities were considered attractive, and have much effect on consumer purchase decisions (Agres et al., 1990).

Paper For Above instruction

Advertising exerts a profound influence on consumer behavior, shaping perceptions, preferences, and purchasing decisions. The relationship between advertising and consumer behavior has been extensively studied, revealing that advertising is not merely about promoting products but also about influencing psychological, emotional, and social facets of consumers. This essay explores how advertising impacts consumer behavior, with a particular focus on television advertisements and the role of celebrity endorsements, supported by scholarly research and empirical evidence.

Fundamentally, advertising aims to raise awareness and influence consumer preferences. According to Vakratsas (1996), awareness generated through advertising significantly affects demand for a product, as consumers tend to purchase goods that are familiar and perceived as trustworthy. Television advertising, with its broad reach and visual appeal, plays a pivotal role in creating awareness and shaping perceptions. The emotional and intellectual presentation modes of TV ads serve to persuade consumers by appealing to their rationality or emotional values. For example, technical details like product features target the rational mind, while emotional appeals, such as enhancing social status or self-esteem, resonate on a deeper psychological level (Jin, 2006).

Empirical studies corroborate the influence of advertising on consumer behavior. Ferris (2004) examined emotional responses elicited by advertisements and found that emotional stimuli foster optimistic thoughts and psychological vigor, which in turn influence purchase decisions. He argued that emotional engagement is a key driver in motivating consumers and fostering brand loyalty. Albion (1983), through questionnaire-based research, demonstrated that multimedia advertising, particularly TV ads, most effectively influence consumer awareness and purchase choices. His findings highlighted that demographic factors such as culture, background, and income level modulate how consumers perceive and respond to advertising.

The power of celebrity endorsements within advertising has also been documented. Agres et al. (1990) conducted research on university students, revealing that celebrity endorsements enhance attractiveness and credibility of advertisements, thereby increasing consumers' purchase intentions. The attachment to celebrities influences consumers' trust and affinity toward promoted products, especially when the celebrity's image aligns with the product's brand positioning. Nevertheless, excessive endorsements by the same celebrity can have a diminishing effect, negatively impacting consumers' purchase intent due to perceived overexposure (Trappey & Woodside, 2005).

Advertising strategies are designed to tap into consumers' psychological motivations and social identities. The emotional appeals focus on aspects like social recognition and self-esteem, whereas intellectual appeals emphasize rational evaluation of product features. Both strategies collaborate to influence consumer behavior—often working in tandem to reinforce brand messages (Pelati, 1989). Notably, television advertising’s visual and auditory elements enhance its persuasive power, reaching a wide audience in a cost-effective manner. This broad reach and multi-sensory engagement make TV advertising a vital tool for marketers (Clark et al., 1993).

However, while advertising is effective, it also faces criticism. Some argue that advertising manipulates consumer perceptions or perpetuates materialistic values. Critics also suggest that advertising may create unrealistic expectations, leading to consumer dissatisfaction or overconsumption. Despite these criticisms, research indicates that when ethically and strategically implemented, advertising can foster informed decision-making and consumer satisfaction (Ferris, 2004). Strategies such as emphasizing truthful information and aligning advertisements with consumers' values are recommended to mitigate negative effects and promote responsible consumption.

In conclusion, advertising significantly influences consumer behavior through awareness creation, emotional engagement, and social influence, particularly via television and celebrity endorsement strategies. Empirical evidence underscores that well-designed advertisements can shape perceptions, motivate purchases, and foster brand loyalty. Nevertheless, ethical considerations must guide advertising practices to ensure that influence remains positive and transparent. As consumer markets evolve, the integration of psychological insights and technological advancements will further refine how advertising shapes consumer choices in the future.

References

• Albion, M. S. (1983). Advertising's hidden effects: Manufacturers' advertising and retail pricing. Boston, Mass: Auburn House Pub. Co.
• Agres, S. J., Edell, J. A., Dubitsky, T. M., Englis, B. G., & Lowe, T. (1990). Emotion in advertising: Theoretical and practical explorations. Quorum Books.
• Clark, E. M., Brock, T. C., & Stewart, D. W. (1993). Attention, attitude, and affect in response to advertising. Hillsdale, N.J: L. Erlbaum Associates.
• Ferris, C. E. (2004). The effects of advertising schema-congruity on emotional response. University of Florida.
• Jin, C. H. (2006). Animated commercials' effects on low-effort routes to persuasion: Classical conditioning approach. University of Florida.
• Pelati, V. (1989). Advertising repetition effects: Perceptions of leading media directors.
• Trappey, R. J., & Woodside, A. G. (2005). Brand choice: Revealing customers' unconscious-automatic and strategic thinking processes. Palgrave Macmillan.
• Vakratsas, D., & Ambler, T. (1996). Advertising effects: A taxonomy and review of concepts, methods, and results from the academic literature. Market Science Institute.