The influence of advertising on consumer beahaviour

Opsimou, Eleni (2015)


Advertising is a powerful tool. Given the amount of money that is spent on this marketing medium by the major corporations, advertisers obviously feel that they can influence consumer decisions and thus behavior. Advertisements these days promise or seem to promise all sorts of things. They also rely on implications. Car advertisements generally use beautiful, successful looking people with the implication that buying the car could have the same effect on the target market. Beauty adverts are another example, many adverts for beauty products promise things, generally to make the consumer look younger. Do these really have an influence on the consumer’s decision to buy? How does the advertiser decide how to approach this area? What are the influences on the consumer?