Influence of advertising on consumer behaviour
Investigación del comportamiento del consumidor
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How does advertising influence consumer behavior?
In other words, advertising is responsible for creating conditions for the sale of products. To do this, it conveys the idea to the target market segment, hoping that they will agree with the idea and take it into account when buying.
What effects does advertising have on people?
- Advertising encourages consumers to buy unnecessary things. This stimulates consumption and a country's economy. - Advertisements play an important role in the economy, as they contribute to the creation of many jobs. Without them, many people would be unemployed today.
How does advertising incite consumerism?
The role of advertising in consumption is based on a communication process with the intention of reaching the masses by bringing them an open message, sometimes subliminal, in which they are informed of the need and availability of the products on the market.
Comportamiento del consumidor empresarial
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Lee, J. & Hong, I.B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Factors influencing consumer behavior pdf
When the marketing director of a company or the manager of a commercial establishment plans their management, in addition to thinking about how to achieve the objectives they have set themselves, they are also constantly considering which people or organizations buy their products, where they buy them, what level of satisfaction they get from consuming those products and what their impression is of the price they pay for them. They are therefore taking into account a whole set of aspects related to buyers, knowledge of which will enable them to formulate business strategies. In this way, the actions to be taken will consider exactly which consumers are targeted and the factors on the basis of which they make their purchasing decisions.
The application of the marketing concept leads companies to focus their efforts on satisfying the needs and desires of consumers, which is why they must know what products consumers want, and why, how, when and where they buy them.
Explica la interrelación entre el comportamiento del consumidor y el concepto de marketing
Las campañas publicitarias influyen en el comportamiento del consumidor utilizando conceptos clave que las ciencias del comportamiento han mapeado mediante experimentos de laboratorio controlados y aleatorizados. El objetivo de este artículo de investigación bibliográfica es, por lo tanto, presentar, articular y discutir las principales teorías de la psicología social relativas tanto a la actitud como al cambio de comportamiento. Más concretamente, este estudio pretende reducir la distancia entre el marco teórico-conceptual de la psicología y la práctica profesional de la producción publicitaria, proponiendo una interfaz entre estos dos universos y ofreciendo sugerencias sobre cómo podrían aplicarse los conocimientos psicológicos para mejorar la eficacia publicitaria.
Jonathan Jones dos Santos Pereira (Universidad de Guelph, Departamento de Psicología, Programa de Posgrado en Psicología Social Aplicada. Guelph - Ontário, Canadá).University of GuelphCanadáGuelph, Ontário, CanadáUniversity of Guelph, Guelph, Ontário, Canadá
