Relationship Between Advertising and Consumer’s

Behaviour

Advertising aims at impacting consumer behaviour by influencing their

awareness and buying behaviour and attitude in either a positive or
negative way; this explains why every well-known brand must invest in
promotional activities to keep the interest of their products in the minds of
the consumers because the perception of the quality, awareness of a
product and consumer opinion is the driving force behind the buying
decisions.

Adverts are a basic source of creating awareness and shaping the

perceptions of the customer and these are the main driving forces behind
buying decisions, consumer behaviour and coating customer awareness.

Impacts of Advertising on Consumer Behaviour

It is important to gain an in-depth knowledge on the vital impact
advertising has on consumer behaviour. There are different methods of
persuasion used to achieve this purpose which are the rational and
emotional methods.

Advertising uses rational techniques in providing detailed, factual and

relevant information about a product or service that influences buying
decisions of the consumer. Information provided may reflect mainly the
benefits of a product and will be focused on the features of a product and
its benefit, comparison with other competitive products, products
performance and other relevant facts that help consumers arrive at logical
conclusions.
2. Advertising also focuses on user experience that promises to be fun,
exciting, captivating and fulfilling. This leaves the consumer with the
perception that products are unique and specially designed to improve
quality of life. This is an irrational technique and is very effective in growing
small businesses who cannot afford the cost of hiring advertising agencies.

Conclusion

Conclusion
Continuous advertising influences consumer behaviour because it serves as
reminders. For instance, the repeated advertising of minimie chin chin (a
well packaged snack) on nigerian television stations instilled a desire in me
to purchase it; even though I initially lacked interest.

It must be noted however that consumer behaviour is in two ways,

acceptance or rejection. We can agree that some ads have rubbed us off
the wrong way and have completely alienated us from the product no
matter how widely accepted it seems.

Irrational techniques are commonly used to play on the emotions of the

consumer, the aim to arouse the feelings not the reasoning of consumer.
After watching ads, consumers’ emotional feelings such joy, happiness or
sadness may be evoked towards the brand or product.

This kind of advertising builds trust between customers and brands. The
pattern here is to build the trust and loyalty of your customers and target
audience. An advertisement that appeals on the emotions of a customer
will meet the customer’s psychological, emotional and social needs.