Advertising and Perceived Value: Impacts on Behavior

Advertising is a crucial tool for companies, as it can attract consumer attention and influence their purchasing decisions. However, advertising is not a consequence-free process. It can trigger a variety of responses from consumers, including the formation of opinions, behavioral changes, and building relationships with the brand. In this article, we will explore how advertising affects perceived value and consumer behavior.

Received Value

The perceived value is the perception that consumers have about the value of a product or service. Advertising can influence perceived value in various ways. On one hand, it may increase perceived value by highlighting its strong points and unique features. On the other hand, it may decrease perceived value if advertising is incomplete or misleading. Additionally, advertising may also influence perceived value by creating expectations among consumers about what a product can offer.

How does advertising influence perceived value?

Advertising can influence the perceived value by creating and repeating consistent messages that are not challenging. It can also use persuasion techniques, such as using socially accepted witnesses or presenting emotional benefits. Moreover, advertising can also use emotional communication to connect with receivers and create an affective connection with the brand.

Consumer behavior is another aspect that advertising may influence. Advertising can influence consumer behavior by creating attention, memory, and behavioral change. It can also influence the consumer's choice, whether by presenting product or service options and their characteristics, or by promoting the purchase or use of a product.

Influence on decision-making

Advertising can influence consumers' decision-making in various ways. It can increase the presentation of options and boost consumer choice. Additionally, advertising may also influence consumer choice by presenting alternative options and their characteristics. This can help consumers make more informed decisions and choose products or services that are best suited to their needs.

How can advertising influence decision-making?

Advertising can influence consumer decision-making by presenting information about products and services, presenting options, and informing the consumer's choice. It also uses persuasive techniques, such as presenting emotional benefits or using socially acceptable testimonials, to influence decision-making.