Studies and surveys are multiplying to decode and understand consumer behavior and the influence of advertising on the act of purchase. It is obvious that it plays a crucial role because advertising continues to be omnipresent on all media and use social networks to better conquer the customer and that we see according to the messages consumers rushing to buy the products. highlighted. Of course, the message will have to be relevant.
As a business, you advertise to sell your products and / or services. This in order to have an impact on consumers and encourage them to consume. But what is the real nature of the influence of advertising on consumers?
Advertising is presented as a form of communication. It seeks to attract the attention of a target defined in advance. Its goal is clearly an incentive and aims to adopt a desired behavior, for example, the purchase of a product or a service, For the company, it is therefore all the commercial or industrial actions in order to publicize its products and / or services and promote their sale. Its objective is therefore to influence the consumer to push him to the act of purchasing.
Determined advertising objectives
However, it is the need that remains at the origin of the majority of purchasing acts. The purchasing process linked to this involves a certain amount of rationality.
Consumers who are going to buy a product or service, however, do not necessarily express a basic need for it. One of the roles of advertising is to create desire. People who would not have the usefulness of a product or service at the beginning are thus brought to have the impression that it would be better to own it. Advertising creates this feeling out of envy. It is from there that, in certain cases, the act of purchase will emerge for this consumer.
In terms of communication, advertising aims to deliver a message constructed in a specific way. This message must be clear, synthetic and well-argued in order to convince the audience to which it is addressed. Above all, it is essential that this message be intelligible, that is to say that it is understandable so that it is understood by as many people as possible. The advertising communication aims at a psychological action to generate a favorable economic action on the part of the target audience, represented here by a purchasing action.
Studies show that advertising, after 4 visualizations, in terms of explicit memory, makes its viewers retain 50% of the elements in the following week, and 30% in the following two months.
Regarding the visual aspect, as is particularly the case for brand logos, seen several times, they are all the more easily recognizable for the target audience. The more original a logo is, the more chance it will have of being identified more quickly, retained, and thus contributes to the rapprochement with the consumer.
This is a real way to retain consumers earlier.
A sense of belonging
Advertising promotes brands and offers the consumer the possibility of belonging to a certain social group. For example, the influence of clothing brands is having a strong impact on young people, especially among adolescents. The latter see in this a means of identification, acceptance and belonging to a certain social group. They are a very popular target for brands because they do not stand out from the consumer society, at least in most cases.
The same is true for the food sector where we can identify food standards and habits among consumers.
Advertising in the food industry
Food advertisements are placed as the main advertisements. They are the ones who influence the consumer the most. Half of the advertisements concern a product of an edible nature. In a competitive logic, they always want to be more appetizing than the others. More and more attractive, and often slipped between films, they are very persuasive when it comes to inducing a purchase.
Alcohol is also seen a lot by young people through advertisements, and, once again, especially by adolescents. Encouraging people to drink alcohol, advertising can then reveal negative aspects and have a dangerous side because it can be harmful to health. Advertising can indeed encourage people to consume “bad” products.
Advertising in the field of hardware
After the food sector, follows the material sector, very present in advertising. This is the second most widely used advertising category on television, radio, newspapers, etc. The game of competition emerges very clearly. Each brand aims to sell its product and will focus on the qualitative or inexpensive aspect. And the more convincing the advertisement is, the more the consumer will be inclined to buy even a relatively expensive product.
Finally, advertising takes advantage of a personality trait present in many people: the desire to please. By praising the merits of a particular product, advertising arouses envy among consumers who, driven by their desire to please, will express the wish to buy this product.
Influence for the consumer … of an unconscious nature
Although they are not always aware of being exposed to these advertisements, consumers see themselves all the more impacted, especially in relation to their consumption behavior. So-called “implicit” advertisements have a stronger influence on consumers who are unaware of being affected and make stronger judgments.
When consumers see their thoughts and judgments affected by a certain influence, and this unconsciously and therefore involuntarily, we speak of “mental contamination”.
In other words, with the consumer, the capacity for analysis and reasoning can sometimes be replaced by desires, intuitions, feelings.
Children, who have a great influence on their parents’ purchases, are also targeted. Advertising benefits even more and sees them as a target of choice due to their ignorance and vulnerability.
Consumers buy the products advertised when they are not necessarily needed. Advertising thus holds the art of buying consumers …