How does advertising influence consumer behavior and perceptions
Advertising shapes consumer behavior and perceptions through several powerful mechanisms: 1. Raising Awareness and Information Ads inform consumers about new products, features, and solutions, helping them make more informed purchasing decisions. Product knowledge and problem-solution messaging can guide consumer choices by highlighting specific needs and benefits. 2. Shaping Attitudes and Emotional Connections Emotional appeals in advertising—using happiness, excitement, nostalgia, or fear—are especially effective at creating strong emotional connections to brands, which drives brand loyalty and repeat purchases. Visual elements like colors and images are used to evoke specific emotions and influence perceptions (e.g., red for urgency, blue for trust). 3. Repetition and Brand Recall Frequent exposure to ads builds brand recognition and familiarity, making the brand top-of-mind during purchase decisions, and establishing trust through repeated brand messaging. 4. Cognitive Biases and P...