Impact Analysis of Advertising on the Consumer: The Role of Perceived Value

Introduction: The Role of Advertising in Consumption

Advertising is a critical factor in the consumer market, as it helps to disseminate information about products and services, making them more appealing to consumers. However, advertising is not just a mechanism for promoting products, but also an agent of change in consumer behavior.

Received Value and Consumption

The perceived value is the concept that the price of a product or service is also influenced by the consumer's perception of the value they can obtain from it. This means that the perceived value is correlated to the product or service's characteristics, quality, and customer satisfaction. Advertising can influence the perceived value, making it more attractive to the consumer.

How advertising influences the perceived value of the consumer?

The advertisement influences the perceived value of the consumer by making the product or service more known, increasing confidence in the product or service and creating a more positive perception about the value that can be obtained. This may lead to a change in consumer behavior, making it more likely for them to buy the product or service.

In addition, advertising can also influence the perceived value of the consumer by creating a sense of urgency or limited offer, which may increase the likelihood of purchase. The construction of the brand is also an important factor, as the brand identity can create an emotional connection with the consumer, making it more likely to buy the product or service.

Acquisition Principles

Ernest Dicken's theory of acquisition principles identifies various reasons why consumers buy products or services. The main motives include the need, convenience, status, perceived value, and experience. Advertising can influence all these principles, making the product or service more attractive to the consumer.

How does advertising influence consumers regarding acquisition principles?

Advertising can influence the consumer regarding acquisition principles by creating a more positive perception of the value that can be obtained, making it more likely to buy the product or service. Additionally, advertising can also influence the consumer's need, convenience, and status, making it more likely to buy the product or service.

Conclusion: The role of advertising in consumption is crucial, as it can influence the perceived value of the consumer, acquisition principles, and consumer behavior. Therefore, it's essential that companies choose the most appropriate advertising for their products or services and use it effectively to influence consumer decisions.