A Study on How Advertisement Affects Consumers Behavior
Advertising is a way of passing information to inspire addressees to make any verdict purchase about a product or service offered in an organization. According to RYAN 1996, it is a vibrant and crucial element for the economic growth of marketers and businesses. Besides, it is a form of exposure or promotion by some sponsors that reach through various traditional media such as television, radios, mails, and magazine, among others. Over the week, I researched how advertisement influences the behavior of the customers, consumer buying behavior, Familiarity, and social Imaging. Were my main aspects of consideration since they are a delightful part of the advertisement. I conducted my research in six days, that is, Monday and Tuesday I handled Familiarity followed by social Imaging on Wednesday and Thursday and then consumer buying behavior was the last topic done on Friday and Saturday.
According to Alba and Hutchison (1987), Familiarity is defined as the number of product-related or service-related experiences that have been gathered by the consumer. Rendering to my research, I had no otherwise but to conquer with their thought since I discovered that the related experiences include direct and indirect experiences, for example, exposure to advertisements, interactions with salespersons, word of mouth contact, and trial consumption, among others. Under Familiarity, I was able to discover a new term called band familiarity, and its effects can be viewed through a process called product-cues. This way, a consumer may want a lemon juice to have with a specific meal.
Social imaging was my crucial part of the advertisement, of which I tackle it on Wednesday and Thursday, as I mentioned earlier. Generally, I discovered that publications had got an impact on how we take in things around us. Through various types of Fliers, mainly, televisions, expose how a user of a particular product is or should be. It clearly indicates the social class the user of a product belongs to, their lifestyle and attitudes. For instance, in the case of a beauty product, this concept is highly applicable. According to my findings, research was conducted in the year 2009, and it was openly seen that one of the most influential ideas spread by the medias society’s perception of beauty and attractiveness.
The buying behavior of the consumer was the last aspect of my research. It is defined as the methods involved when individuals or groups choose, buy, utilize, or dispose of products, services, concepts, or experiences to suit their needs and desire. It is particularly important to study the subject of consumer buying behavior as it facilitates firms to plan and execute superior business strategies. Familiarity being one of the aspects, it also affects the tone of the consumer, as seen in Macinnis and Park 1991, where they carried out a study with consumers to investigate the effects of familiar songs in advertising and consumer behavior.
Despite the fact that I conducted my research successfully, I would like our research teacher to clarify on how to cite sources on a research paper, and how to insert the reference. In summary, Familiarity, social imaging, and consumer buying behavior are ever beautiful part of discursion when relating the action of the consumer and advertisement of goods and services.
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