The Influence of Mass Media Advertising on Consumer Behavior Essay

1335 Words 6 Pages
The advertising industry is a multi-billion dollar industry in the United States. Companies compete against each other and allocate big budget to improve and promote advertisements solely to persuade consumer’s preferences toward their brand or product. Advertisers construct a sense of synonymy to brands and products while influencing consumer’s settled way of thinking or feeling about the brand or product, typically one that is reflected in a person’s behavior. The purpose of advertising itself is to persuade audience (viewers, readers, or listeners) to take some action with respect to products, ideas, or services (Curtis, 2012). The success of advertisements can be determined by the consumer’s final decision to consume the said products …show more content…
When consumer see one option is being selected by the public, they interpret the popular option as the right one. Society has a set of standard and expectations regarding how they should act and look and this leads to conformity, a change in beliefs or actions as a reaction to real or imagined group pressure. Consumer also relies heavily on testimonials as a source of social proof that the product is the right on to choose.

Authority
A figure of authority influences the consumer with the ‘expert’ opinion or recommendation. Expertise means the figure has a personal experience and/or specific knowledge with the product or problem.
Basically, one person’s personal experience with the product could be viewed as the source of authority.

Affinity
Consumer tend to abide to those people whom they find attractive or otherwise desirable.
If consumer seems to show affection toward someone in particular, they are more likely to obey their requests and accept the beliefs and actions as their own. Advertisers often use celebrities as endorsers as a source of affinity. This is the basic principle of sex sells product.

Scarcity
Consumer tend to desire things more when they think they cannot have them. That shows the principle of scarcity at work. Whenever

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