Personal Influence On Consumer Behavior

Great Essays
Register to read the introduction… Environmental factors, situational factors, and level of involvement have also a big role on consumer behavior. Psychological factors such as motivation, learning, belief and attitude, personality, and life-style also influence the students on their buying behavior. Roles and status symbols, family influence, age and life-cycle, reference group, social class and social background are the social factors that can influence the students to manage their weekly allowance. Niazi (2012) states that effective advertising has an effective advertising have an influence on consumer behavior. Advertising is a non-personal paid from where ideas, concepts, products or services, and information are promoted through media (visual, verbal, and text) by an identified sponsor to persuade or influence behavior (Rahman, 2013). Emotional response, advertising is to create understanding, liking and selection of products and services. The most influencing theory in marketing and advertising research is the attitude towards the advertisement. Environmental response, environmental attitudes are defined as attitude theory, which is based on beliefs. Environmental attitude is based on those beliefs and norms, which are constructed through individual perception and this perception, should be taken as individuals’ opinion rather than attitude, in the study of Cavalcanti, Oliveria, and Foxell (2013), individual differences can also influence the consumer buying …show more content…
Advertising has a leading impact on viewers mind (Niazi, Siddiqui, Shah, & Hunjra). When consumer watches an advertisement about a specific product and develops likeness for the product, eventually, the consumer might purchase the product. (Goldsmith & Lafferty, 2002). From the results illustrated below (Figure 12 - 17), when buying students decide based on several things such as they read it form a magazine, newspapers, or article, they saw it from TV commercials, from a friend or they just see it.
The result shows that majority of the students decide when they just saw the product and like it. According to Goldsmith & Lafferty (2002) study, the purchasers who cannot decide what to purchase, use the process of purchase intent. But some of the students decide when they saw the product from a friend. Others also decide based on what they have watch on the television, they are being affected or attracted by the advertisements on TV. And lastly, from a magazine, the magazine got the lowest ranking because nowadays, students are not more on reading it, instead, students want more to read fictional

Related Documents

  • Improved Essays

    The intention of this study is to consider the influence that drug commercials have on the consumer. If a consumer is in contact with DTCA of prescription drugs, then they should have more influence to buy a certain prescription. This study is significant because of the rapid growth and presence of prescription ads, so much, that patients are using to them makes an informed decision about their health. Prescription ad campaigns are the majority of what people see while watching television. The number of pharmaceutical ads and frequency of them that appear on the airways is estimated to be around 18,906 that are nearly 8 percent of commercial airtime.…

    • 689 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    In the t.v. genre, commercials are created with the intended purpose of grabbing the audience’s attention and drawing focus to the product being advertised. Commercials can attract a person’s attention with a plethora of devices such as a catchy jingle, flashy pictures, and an upbeat intro with a memorable slogan ( i.e. “Shamwow!”). In Wells Fargo’s “Learning Sign Language” a lesbian couple is seen practicing sign-language, incorporating into their daily routines. The commercial wraps up with the couple being introduced to a young girl for the first time, and it turns out the young girl is being adopted by the women and she is deaf, validating why the moms-to-be were shown learning ASL.…

    • 821 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    The television promotes the purchase of goods through advertisements. American’s spend an average of 30 hours watching television per week (pg. 109). Within that range, people are exposed to enormous amounts of advertisements. These advertisements influence widespread consumptions of merchandise. In order to demonstrate persuasion in media, I chose four advertisements that portray methods of different persuasions.…

    • 885 Words
    • 4 Pages
    Superior Essays
  • Decent Essays

    Commercial Analysis Advertising is everywhere. The people that make these advertisements use ethos,logos, and pathos to be able to persuade the viewer on doing something. In this essay I will be talking about the ¨Shaq Buick commercial¨ and the ¨Geico Kraken commercia¨. I will be discussing what type of persuasion these commercials are using, the product they are selling, and if it is effective or not. The Shaq Buick commercial is basically trying to sell me a buick. The makers of this commercial purposely used Shaq to convince the audience that the Buick is a good car.…

    • 400 Words
    • 2 Pages
    Decent Essays
  • Improved Essays

    Adversing has always aided consumers when making decisions about products and their benefits. This promotion is meant to target people of the general pubic by attracting their attention towards their desires. While many products are benificial to customers, I believe that ads target our need to achieve buy using celeberties to sell the product image. Jib Fowels, author of " Avertising's Fifteen Basic Appeal," describes the need to achieve as is the ambition that cause people to succeed in thier personal and proffetional lives. It is triggered by our desire to complete something difficult.…

    • 706 Words
    • 3 Pages
    Improved Essays
  • Decent Essays

    In this analysis, Melissa Rubin explains the perceptions and realities of advertisements to its consumers. The specific question that Rubin states is “How do they persuade us?” Rubin provided great description throughout the article, she says the companies include text and images that appeal to us and almost say that it is perfect for us or that we should believe in it. In the advertisement there is a “larger than life” Coca Cola vending machine with a bright blue sky and the “Sprite Boy” to pop out and get the consumers attention. Rubin’s language was very clear and precise, although this topic did not need a large vocabulary she was sure to explain things.…

    • 231 Words
    • 1 Pages
    Decent Essays
  • Improved Essays

    A promotion is a message imprinted in a daily paper, or show to people, that endeavors to influence shoppers to purchase a particular item or concur with a specific thought. In the article "Advertising’s Fifteen Basic Appeals" by Jib Fowles, he explains that publicists have two ideas in their advertisements: the item data and the emotional claim in the brains of buyers. The purpose of this essay is to show how promoting impacts on our day-by-day lives, self-image, and analysis the methods and strategies that advertisers use to appeal to consumers. To begin with, the appeal that I selected first utilizes the need for sex as the engage persuade men to purchase a particular fragrance.…

    • 1186 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Henceforth although television influences in a multitude of ways, one facet it employs is advertising. Advertisement embodies the American history and spirit. As an extravagantly wealthy and capitalistic country, advertising plays a vital role in American ethics and culture. Advertising is selling through connection, and it relates to it’s audience by installing values, representations and subtle persuasions of what lifestyle humans should follow in order to capture happiness. Moreover agreeing with such statement, Dr. A. Bamatraf, from Influence Guides, argues: ,“Advertisements are made based on the target audience, and a lot of these commercials are geared to lure in teenagers and young adults because they are the more self-conscious age groups.…

    • 244 Words
    • 1 Pages
    Improved Essays
  • Improved Essays

    This report will focus on the concepts related to consumer behavior and how these concepts are used inside this Time Magazine issue. This segment of Time Magazine uses the following concepts: attention, attention to stimuli, perceptual positioning, priming, exposure, semiotics, and Hedonic consumption. Thus, this segment of the report will focus on Donald Trump and how he is able to capitalize on these concepts to gain political power using the general public. Donald Trump does a successful job on capturing the public’s attention with his famous “Make America Great…

    • 806 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    THE ROLL OF WOMEN IN ADVERTISING SINCE VICTORIAN AGES It is well known that advertising is a reflex of the culture since it has been recording all of those elements of our daily life for many years. In addition, advertising goes hand in hand with history and art as we can see in the Museum of Brands Culture and Advertising (London). All of this started in The Victorian ages. It was a new era, the 1830s, a new beginning of the industrial revolution with numbers of different innovations through the next decades, it was the beginning of the modern world, as we know a paradigm change, it also was an important moment for advertising because, define the idea of consumption and massification of goods.…

    • 734 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Advertising is what makes up society today. It can be found on a billboard on the interstate or on someone’s t-shirt they are wearing to class. Today people are so accustom to seeing advertisements that sometimes they overlook what they are really looking at. Therefore, the viewer’s eyes can be fooled when looking at the advertisement or even persuaded to purchase such an item.…

    • 1536 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    Understanding Why Things Catch On Berger in his book “Contagious: Why Things Catch On” explains how a product can be made popular. He explains the ideas and facts that make a product more favored than another similar one. In real life especially in the marketing sector, some brands, rumors and stories about some products are contagious. This infectious ability tends to boost how that product finds its way into the advertising sector but not because of the perfect advertising strategies the company or the producer may have applied. In the book, Berger tries to make the reader understand how things can go viral.…

    • 1203 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    Josh Salak Consumer Behavior 8 November 2015 Buy-ology: Book Review Innovative. Unorthodox. World-renowned. Martin Lindstrom, author of Buy-ology, has earned his stripes in the marketing realm time and time again with his ability to successfully brand companies and their products. He directly reflects his knowledge with his prestigious company clientele, as well as anyone yearning to understand the world of marketing (myself included) with the publishing of several best-selling books, including Buy-ology.…

    • 1412 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Consumers Decide What to Buy Sitting there drinking my coffee after just making the big purchase. I smirk at myself because I know the decision took way to long but I know I made the right decision. Sitting in the backseat of my car is a fifty-five inch flat screen television. The research was grueling and probably over done but at the end of the day I know I made the right decision.…

    • 640 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    The art of persuasion is something that we come across everyday. Persuasion happens very easily based off the simple fact that as human beings we are not logical in any decisions we make. There are seven things that trigger persuasion and they are called fixed action patterns or behavior. In this paper I will discuss three of the seven fixed action patterns of behavior by giving a brief description and telling a story that better explains how the theory works and how it has been applied in my everyday life. The three theories I will explain are liking, scarcity and the fun theory.…

    • 1265 Words
    • 6 Pages
    Improved Essays