Advertising is a method of communication that aims to persuade viewers to buy a product or service by providing information and encouraging them to do so. Advertising’s primary goal is to influence purchasing behavior; nevertheless, people’s memories regularly change or reinforce this brand impression. In the mind of the consumer, associations associated with the brand name build memories about the brand. These brands have a constant influence on what people think about, evaluate, and ultimately buy. The hypothesis being tested is the consumers’ purchasing behavior, which has always received a lot of attention and attention in the literature on the effect of advertising on its effectiveness. The Rolex marketing video, for example, provides a subliminal message to the public that “Rolex” is solely for the wealthy and smart, and that it is what distinguishes a person from the ordinary. Rolex has evolved into a social status symbol rather than a timepiece. As a result, someone who has suddenly become wealthy might want to buy a Rolex just to feel like they belong in that “exclusive” group. The majority of the time, customer purchasing behavior is determined by the buyer’s fondness or dislike of the marketed goods. A high-quality advertisement is more likely to persuade customers to buy the goods, but a low-quality advertisement will have the reverse effect.
The impact of subliminal messaging in TV advertising on buyer behavior was investigated in an empirical study released in the Global Business Review titled “Impact of Subliminal Advertising on Consumer Buying Behaviour: An Empirical Study on Young Indian Consumers” (Sofi, et al., 2018) . The study used a behavioral approach among 390 young adults, which comprised a case study discussion accompanied by a questionnaire response. Data was gathered using a standardized questionnaire that has been reliability verified and confirmed. Discriminant analysis was also used for dependability, validity, and statistical analysis, in addition to exploratory and confirmatory component analysis. Overall, the findings were determined to be significant, and it was shown that largely subliminal exposure inveigles and seduces young customers into clandestine interactions through the subconscious mechanism. Aside from that, subliminal advertising is crucial in deciding a young consumer’s purchasing intents and compulsive buying behaviors. After being subjected to subliminal advertising, buyers showed significant variations in their compulsive buying tendency.
Delegate your assignment to our experts and they will do the rest.
The impact of advertising on customer buying behavior in the particular State of Nigeria was investigated in a second empirical work published in Semantic Scholar titled “THE IMPACT OF ADVERTISING ON CONSUMERS” (Chukwu, Kanu & Ezeabogu, 2019) . A survey research design was used in this study. It entailed gathering data from respondents via a questionnaire in order to evaluate theories. Hypotheses were tested using the multiple regression model. The findings revealed that the independent variables emotional reaction, environmental feedback to brand, brand recognition, and sensory-driven advertising have a strong and positive link with the dependent variable consumer buying behavior. The t-ratios of all independent variables were theoretically significant, and they all exhibited a positive association with consumer purchasing behavior. As a result, for efficient advertising to occur, the target audience must be thoroughly contacted to learn about their consumption patterns and behavior when it comes to goods and services.
The final empirical article, “How Advertising Affects the Buying Behavior of Consumers in Rural Areas: A Case of Pakistan,” looked at the effects of advertising and specific rural-area characteristics on customer purchasing behavior (Rehman, et al., 2014) . In order to acquire data in rural areas, the study used a questionnaire-based survey. Correlation statistics and basic regressions were used to analyze the data (Rehman, et al., 2014) . Results indicated that advertising has favorable and statistically significant impacts on consumer purchase behavior, while variables in rural areas have adverse but statistically significant impacts.
References
Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019). The Impact of Advertising on Consumers Buying Behaviour. International Journal of Arts and Commerce , 8 (1), 1-15.
Rehman, F., Nawaz, T., Khan, A., & Hyder, S. (2014). How advertising affects the buying behaviour of consumers in rural areas: A case of Pakistan. Academic Research International , 5 (4), 405-412.
Sofi, S. A., Nika, F. A., Shah, M. S., & Zarger, A. S. (2018). Impact of subliminal advertising on consumer buying behaviour: An empirical study on young Indian consumers. Global Business Review , 19 (6), 1580-1601.
