How does advertising affect consumers’ buying behavior?

How does advertising affect consumers’ buying behavior?

How does advertising affect consumers’ buying behavior? How does advertising affect consumers’ buying behavior?Advertisement is a marketing strategy that companies use to encourage, manipulate, or persuade a specific target group to adopt some new action or continue with the actions at present. In a nutshell, businesses communicate with their current or potential customers to improve sales, which ultimately reflects profit growth (Bryman, 2001). According to Petley (2003), virtually any media channel may be used for advertising; for example, television adverts, radio, printed flyers, cinema, web banners, magazines, mobile phones, bus stop benches, newspapers, posters, billboards to mention but a few As reported by Noya, Wei, and Jones (2011),  advertisement aims at improving business market base to achieve increased sales to products, services, and ideas


In the present era of the explosion of information and a media-oriented world, advertisements play a crucial role in modeling the attitude and behavior of consumers towards a particular product(s) being advertised. Advertisement influences how users consume the product and the consumer’s perception of the product or service. In addition, Tirmizi, Rehman, and Saif (2009) reaffirm that advertisements influence the purchasing decision of users by bestowing particular attributes on the product and convincing the customers that their choice outdoes those of the competitors.
Again, advertising a product or service depicts a mechanism of brand promotion for the users to gain attention toward a particular good or service. As a result, Petley (2003) explained that businesses create a tied relationship with the customers in a prolonged time bound with the objective of maintaining or improving sales. Therefore, companies must first understand their target audience and do a market analysis regarding the user’s demands and the need, from which a developed strategy addresses what the consumers want or prefer. Since consumers’ behavior is a surrogate of human behavior, the market analysis should focus on culture, social classes, religion, and other human behavior-defining parameters.


How does advertising affect consumer decisions?

How does advertising affect consumers’ buying behavior? Conceptually, consumer behavior relates to the emotional, mental, and physical activities people engage in during the selection, usage, purchasing, and disposal of goods and services. Also, the behavior of consumers inclines to their needs, desires, and preferences that dictate their willingness to pay or purchase (Petley, 2003). Likewise, a report by Abideen and Saleem (2001) argues that consumer purchasing behavior depends on the liking or disliking influence that an advert poses to the brand. Notably, an advertisement shapes consumer habits and trends of buying by initiating an emotional reaction. On the contrary, Bryman (2001) reports that most ads are controversial since they exaggerate the benefits of the brand and mislead consumers’ choices; hence a deterrent to healthy competition.

Fundamental Principles of Advertisements and their Influences


According to Tirmizi, Rehman, and Saif (2009), advertisements must conform to some principles to accomplish the business’s objectives, which gears towards capturing a broader market base. First, any promotion scores attention by persuading the buyers to favor the advertised brand. Further, all promotional mechanisms arouse the interest of the consumers by influencing their perception and psychological thoughts that manipulate buyers’ viewpoints towards a particular product in favor of others. In this regard, Goldsmith and Lafferty (2002) added that consumers’ interests are developed and sustained for companies to obtain new groups of consumers while simultaneously retaining the existing ones. In addition, advertisements create desires as the consumers tend to believe that the product advertised shows the best option from various brands in the market. Again, advertisements incite actions by making the potential buyer buy a brand that would otherwise not be purchased without the ad. Therefore, any publicity is based on goodwill to persuade or encourage consumers to choose the best alternative from several available goods and services within the market (Eriksson & Kovalainen, 2008).

 The Mechanism of Influencing Consumer Purchasing Behavior


Advertisement aims to create an understanding, selection, and liking of products and services by changing the consumers’ attitudes to develop purchase intention and willingness to pay for the brand (Tirmizi, Rehman, & Saif, 2009). In a nutshell, advertising a particular brand creates a positive attitude of the consumer toward the ad; consequently, consumers acquire a behavioral disposition that enhances purchase. Further, Sharma (2012) confirmed that emotions herald pleasure as the target group feels happy, sound, or joyful when buying the brand, which arouses dominance and control for businesses that advertise as opposed to those that do not. Apart from initiating emotional responses of the consumers, which shape their behaviors, advertisements also cause environmental reactions based on beliefs.
Petley (2003) reiterates that environmental responses create environmental attitudes based on norms or beliefs of the individuals’ opinions or perceptions. Social researchers show that ecological variables influence consumers’ buying behaviors through experiences. Therefore, through advertisement, consumers gain knowledge of the brand from the advertisement videos, songs, or pictures, thus leading to positive preferences for the advertised good or service. In support, Eriksson and Kovalainen hypothesize that there is a relationship between consumer buying behavior and the environmental responses created through advertisements.

Again, advertisement reminds consumers that the product still exists in the market; hence, all businesses repeatedly advertise. Furthermore, it serves as a way of disseminating information to the customer about the new development in the market. In this regard, cognition creates consumer awareness, and the message attracts the buyer’s attention (Sharma, 2012). According to Bryman (2001), the purchase funnel starts by ensuring that the consumers know the products in the market. Through continual advertisement, the buyers become familiar with the brand attributes such as quantity, quality, name, price, shape, and packaging, amongst others. Therefore, the buyers make considerations from the different brands to purchase the brand that suits their needs. However, advertisement has to continue to win consumers’ loyalty. In summation, advertising triggers any action consumers have to take: for example, making decisions and creating interest (Abideen & Saleem, 2001).

Fig 1: shows a consumer purchase model and circular model of decision making.

In addition, Tirmizi, Rehman, and Saif (2009) opined that advertisements inform consumers of the changes in a product; for example, if a company reduces its product prices, the price discount increases consumers’ purchase intentions or attitudes. According to Sharma (2012), it is also worth noting that buyers are sensitive to price changes and the efforts that firms put into ads. Advertisements are classified as short, medium, or long-term. In the short term, an ad initializes the positive image of the firm to the consumers. However, medium advertising creates buyer interest in the brand, and the target population starts to disregard the competitive brands. Eriksson and Kovalainen (2008) affirmed that when the advertisement persists, it creates long-term effects and responses from the consumer’s mind, thus leading to increased sales, returns, and consumer loyalty.
An RA report by Tirmizi, Rehman, and Saif (2009) assured the audience that consumer behaviorspurchases are affected by cultural, social, psychological, and personal characteristics; however, marketers do not understand these factors. However, business persons need to know and put customers into account when consumers make marketing decisions. Therefore, through advertisement, marketers influence customers’ behavior and attitude by influencing their way of consumption about how and what they purchase.
Consumer Buying Behavior
Abideen and Saleem (2001) reported that complex buying behavior puts consumers in high levels of involvement in purchasing decisions and where buyers choose from many brands. Mainly, it happens in situations where the product is expensive or risky. Therefore, advertisers help consumers learn about these products, how to differentiate the brand attributes, and create a message which influences consumers’ attitudes and beliefs. Similarly, consumers experience high involvement in dissonance-reducing purchasing behavior but have limited brands to choose from. To win customers, marketers use advertisements to conduct after-sale communication campaigns. These campaigns encourage and support buyers to choose the marketer’s brand. Again, Sharma (2012) added that the drives offer incentives and discounts to promote additional purchases and referrals.
On the other hand, habitual buying behavior creates a situation where the buyers undergo low involvement during the purchase and experience insignificant perceptions of the brand differences. These products are used daily; for example, toilet paper and salt; hence consumers buy them but not considering the different brands (Noya, Wei, & Jones, 2011). Therefore, continually choosing the same brand forms and habits and buyers become familiar with the product instead of being driven by belief and attitude. In such cases, advertisers use sales and price promotion for product trials. Abideen and Saleem (2001) concluded that advertisements emphasize a few key points and are repetitive, with more visual symbols or imagery for consumers to remember easily.
The advertisement provides communication where business persons can encourage or persuade current and potential customers to purchase a particular brand. There are several media through which advertising can be passed to the users depending on the target population’s social, cultural, psychological, and personal characteristics. Explicitly, businesses use marketing to influence consumers’ attitudes, perceptions, and beliefs by initiating emotional and environmental responses. Principally, the ad is meant to attract attention, create desire, arouse interest, and incite action. In summation, advertisement triggers any activity consumers have to take: for example, in making decisions and producing interest in a particular brand, influencing the consumers’ purchasing behavior.






Abideen, Z. & Saleem, S. (2001). Effective Advertising and its Influence on Consumer Buying Behavior. European Journal of Business Management, 3(3), 55-65.

Bryman, A. (2001).  Social Research Methods. NewYork: Oxford University Press.

Eriksson, P. & Kovalainen, A. (2008). Qualitative Methods in Business Research. 1st Ed. London: SAGE Publications Ltd.

Goldsmith, R. E., &  Lafferty, B.A. (2002). Consumer Response to Websites & Their Influence on Advertising Effectiveness. Journal of Electronic Networking Application and Policy, 12(4), 318-328.

Noya, M. L., Wei, J., & Jones, C. A. (2011). E-business Solutions in the Mobile Advertisement. International Journal of Business and Systems Research, 5(5), 475.

Petley, J. (2003). Advertising. North Mankato, Minn: Smart Apple Media.

Sharma, R. (2012). Fraudulent Advertisement: A Skirmish between the Manufacturers and the Consumers. IOSR Journal of Business and Management, 2(3), 27-30.

Tirmizi, M. A., Rehman, K. U., & Saif M. I. (2009). An Empirical Study of Consumer Impulse Buying Behavior in Local Markets. European Journal of Scientific Research, 28(4), 522-532.

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