Do you know the relationship between advertising and consumer behaviour? Advertising plays an important role in influencing consumer behaviour. It can be used to persuade potential customers to purchase a product or service, or it can be used to discourage them from doing so. Either way, advertising can have a significant impact on the decisions that people make about what they buy.
This article will explore the relationship between advertising and consumer behaviour. We will look at how advertising can influence how people think and feel about a product and how this can impact their purchasing decisions. We will also discuss some ethical concerns associated with advertising and how these can influence consumer behaviour.
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What is the relationship between advertising and consumer behaviour?
Every day you are faced with countless advertising messages. They are on television, radio, billboards, the Internet, magazines, and newspapers. Advertisers use many techniques to persuade you to buy their product or use their service.
The goal of advertising is to influence or persuade an audience (viewers, readers, or listeners) to take action. It usually has the following characteristics:
- An offer
- A message
- An advertisement
The offer is the product or service that is being advertised. The message is how the advertiser tries to persuade you to buy the product or use the service. The advertisement is the medium through which the offer and message are communicated (television, radio, the Internet, etc.).
What is the advertising action model?
These models are based on internal variables: learning, motivation, attitude and personality. According to learning, the individual bases her future behaviour; therefore, advertising has to be able to influence this learning, and this is studied in the models:
- Classical Conditioning Theory
It is based on conditioned and unconditioned stimuli. For example, associating music with emotion and pleasure. These ads will try to provoke an emotional response in the consumer.
- Instrumental Conditioning Theory
Memorizing beneficial behaviours and forgetting unsatisfactory ones. For example, loyalty programs for the first case and advertising of accidents for the second. When you see an ad for an accident, you will think about your safety.
- Cognitive learning
People learn to solve problems from information available in the environment. The individual considers himself an active being, looks at other people’s behaviour and learns from specific situations. For example, when we show testimonials of satisfaction with the brand or with a product.
How can advertising influence how people think and feel about a product?
If you know what advertising is trying to do, it is less likely to be influenced. Advertisers use many techniques to persuade you to buy their product or use their service. Some of these techniques are:
- Bandwagon: This is when the advertiser tries to persuade you to buy their product or use their service because everyone else is doing it. They try to create a sense of urgency or fear of missing out.
- Testimonial: This is when the advertiser uses someone famous or someone who appears to be an expert to endorse their product or service.
- Snob appeal: This is when the advertiser tries to persuade you to buy their product or use their service because it is a status symbol. They try to make you feel better than others if you use their product or service.
- Plain folks: This is when the advertiser tries to persuade you to buy their product or use their service by making themselves seem like everyday people. They try to make you feel that they are just like you and that you can trust them.
As you can see, advertisers use many different techniques to try and influence your thoughts and feelings about their product or service.
Now you know what they are trying to do, you can be more aware of these techniques and use them to make more informed decisions about the products and services you sell.
What are the Different Advertising Motivations?
Advertising motivations are the reasons that advertisers use to persuade potential customers to purchase their products or services. Advertisers may use a variety of different advertising motivations. The different theories of motivation highlight two categories:
Internal and non-social motives
- Consistency: Maintain consistent behaviour over time.
- Preference: Attain a desired state or condition.Dissonance reduction: Reduce inconsistency between two thoughts, behaviours, or
- Causality: define what determines what happens to us and how they are determined.
- Categorization: we need to organize all the information received.
- Appearance: We must reflect on what we feel and are.
- Independence: the need for self-government. Example of messages that appeal to personal style.
- Novelty: I need to vary and try new things. Example of advertising new products.
External and social reasons
- Self-expression: need to show one’s personality. Example of products that have symbolic meaning
- Defend the ego: we need to defend our personality. Example of problem-solution ads.
- Affirmation: need to increase self-esteem.
- Reinforcement: we need to act in such a way that others reward us.
- Affiliation: need to develop satisfactory relationships with others.
- Modelling: the tendency to act according to the behaviours of others.
Things to remember while creating a successful advertising
Below are the key points to remember while creating advertising:
- Understand your audience: It is important to know your target audience before creating an ad. This will help you create an ad that resonates with them and is more likely to persuade them to buy your product or use your service.
- Keep it simple: An ad should be easy to understand and should not contain too much information. Otherwise, people will not bother to read it.
- Use persuasive language: The language you use in your ad should be persuasive and motivate people to take the desired action. This will help you achieve your advertising objectives.
- Make it visually appealing: An ad should be visually appealing so that people will notice it. Use attractive images and colours to make your ad stand out so that people will remember it.
- Test your Ad: Before launching your ad campaign, it is important to test your ad to see if it is effective. Try different versions of your ad and see which one performs the best.
Conclusion
In my opinion, advertising does have an impact on consumer behaviour. By using the key points mentioned above, businesses can create ads more likely to influence people’s purchase decisions.
However, it is important to remember that advertising is just one of the many factors influencing consumer behaviour. Other factors such as price, product quality, and word-of-mouth also play a role. Understanding these factors will help businesses create more effective marketing strategies and improve their bottom line.