Primary Marketing Concepts in Advertising
In the realm of modern consumerism, advertisements serve as more than just promotional messages. They operate as collaborative rituals, allowing people to connect with societies through visionary prognosis towards others [1]. This unique aspect of advertising is rooted in the concept of organized magic, which conceals the real nature of consumerism and impacts social goals and public attitudes [2].
The power of advertising lies in its ability to influence consumer behavior, and five major theories are commonly discussed for their influence on consumer psychology. These theories include Attachment Theory, Self-Congruity Theory, Theory of Planned Behavior, Emotional Flow Theory, and Social Proof Theory [3].
Attachment Theory explains that consumers form emotional bonds with brands, similar to human attachments. These emotional connections increase brand loyalty and long-term relationships. Personalized advertising strengthens these bonds by creating tailored brand experiences, thus enhancing brand equity [1].
Self-Congruity Theory posits that consumers prefer brands whose image aligns with their own self-concept or identity. Advertising that personalizes messaging to reflect consumers’ personalities encourages identification with the brand, increasing emotional attachment and purchase likelihood [1].
The Theory of Planned Behavior (TPB) suggests that behavior is predicted by intentions shaped by attitudes towards the behavior, perceived social norms, and perceived control over the behavior. Advertising influences consumer attitudes, leverages social approval (via influencers or norms), and enhances perceived ease of purchase to drive behavior [3].
Emotional Flow Theory asserts that effective advertising shifts consumers’ emotional states throughout the ad to create a compelling narrative that motivates behavior change. For example, moving from positive emotions to concern and then resolution can push consumers to act, such as adopting environmentally friendly behaviors [2].
Social Proof Theory holds that people look to others for cues on how to behave. Showing that others approve or use a product (through testimonials, influencer endorsements, or visible popularity) persuades consumers to conform and purchase, leveraging the social desire to fit in [2].
These theories guide marketers in crafting ads that connect emotionally, align with consumer identity, harness social influence, and motivate behavioral intentions to increase buying decisions [1][2][3].
Advertisements also employ tactics such as shifting loyalties, where ads try to cultivate loyalty to a brand while also urging consumers to alter their loyalties and try new products [4]. They capitalize on the human tendency to desire what others wish, aiming to make consumers aspire to become like powerful, good-looking, or famous individuals [5].
Moreover, advertisements have objectives such as communicating with potential customers and persuading them to adopt a product or develop a preference for repeat purchases [6]. The effectiveness of advertising is often linked to exposure towards the brand and repetitive advertising [7].
However, it's essential to critically analyse advertisements to reveal hidden messages and ideologies, as they are potent tools in shaping beliefs and loyalty [8]. Advertisements can manipulate and unconsciously mislead the public, using hidden and emotionally-loaded messages [9].
It's also worth noting that advertisements are not one-way messages but rather collaborative rituals that create a shared vision among consumers [1]. They infuse meaning of products to users beyond selling, influencing values and beliefs of consumers [10]. The use of authority figures, such as doctors, in advertising can further influence consumers to use a product due to the perceived association with health [11].
In conclusion, advertisements play a significant role in influencing consumer behavior by creating emotional engagement and loyalty, shaping intentions and perceived control over purchase decisions, evoking targeted emotional transitions to motivate action, and utilizing social validation to reduce purchase resistance [1][2][3]. Understanding these theories can help consumers make informed decisions and marketers craft more effective advertising strategies.
- In the realm of business and finance, marketers use various theories to craft effective advertisements that influence consumer behavior, such as Attachment Theory, Self-Congruity Theory, Theory of Planned Behavior, Emotional Flow Theory, and Social Proof Theory.
- Advertisements strategically employ tactics like shifting loyalties and the use of authority figures, such as doctors, to influence consumer choices and create brand loyalty, which are crucial aspects of business and finance.
