Media and Consumer Psychology

Media influence of Consumer behavior; Advertising and promotion; buying decision making, recent

Researches

Media and consumer psychology are fields that study how people interact with media and how
media influences their behavior. How media and consumer psychology are related

 Media psychology can help businesses understand how media messages influence consumer
behavior

 Consumer psychology can help businesses understand how to create content that influences
consumer behavior

The science behind how and why consumers buy certain products and services is called consumer
psychology

Media influence of Consumer behavior

Consumer behaviour can be classified into five stages –1. Problem recognition2. Search of
information3. Evaluation of alternatives,4. Final decision5. Post-purchase decisions

1. Problem recognitionProblem recognition takes place whenever a consumer recognizes a significant

difference between the desired and theactual state of affairs, which is insufficient magnitude to
arouse and activate the decision process (Solomon, Bamossyand Askegaard 2002). At the point when
an individual is activated remotely, for example, an individual may see a TVnotice for a get-away, the
upgrades triggers musings or thoughts regarding the chance of making. Once consumersrecognize a
want, they need to gather information to understand how they can fulfil that want, which leads to
step 2.

2. Search of InformationThe last buy choice won't be made without a moment's delay, in any event,
when people recognize, perceive theirissues, and focus on the accessible items; similarly, when
possibilities have a certain enthusiasm for an item oradministration, they will in general experience
the accompanying strides before completing any activity – recognizingaccessible choices, considering
data of chose alternatives, and in the end judging which of these choices can no doubtconvey the
best result. While inquiring about their choices, purchasers again depend on inside and outside
elements,just as past associations with an item or brand, both positive and negative. In the search of
information, they may perusethrough alternatives at a physical area or counsel online assets, for
example, Google or client audits.

3. Evaluation of alternativesWhen data has been gathered, the customer utilizes it to assess and
survey the elective item decisions to show up at abuy choice. The elective assessment and data
search stages, however, introduced independently, are unpredictablyinterlaced during dynamic, and
shoppers frequently move to and fro between the two. Elective assessment includes
thedetermination of decision options and evaluative measures. When decided, the exhibition of the
considered decisionsis thought about along the notable rules, lastly, choice standards are applied to
limit the choices to make the lastdetermination. This stage prompts the arrangement of convictions,
perspectives, and goals, prompting the resultingphase of the procurement. The alternative that is
simpler to use or arrange, or what is preference of the majority orvarious other reviews and
experiences matters in the evaluation.

4. Final decisionPurchase choice alludes to the last decision or choice made with respect to which
item to purchase.. The act of purchaseis the last major stage, with the consumer deciding on what to
buy, where to buy, and how to pay. Purchase is a functionof intentions, environmental influences and
individual situations. Some of the influences that can affect the purchase
ction include the time available for decision making, information availability, and the retail
environment. The attitudeof family and friends, and unanticipated circumstances such as product
availability (size, colour) and stock-outs mayalso force a re-evaluation (Kotler and Armstrong, 2014).

5. Post-purchase decisionsAfter consumption, the consumer then experiences certain levels of

satisfaction or dissatisfaction and evaluates thewisdom of the choice made in selecting the
alternative. Two potential outcomes are derived from this phase –satisfaction or dissonance. When
consumer experiences dissonance towards the purchase, the choice is ‘devaluated’and the consumer
begins the process of searching, obtaining information and evaluating other options for future
buyingdecision, in which triggers new behaviour. (Sternthal and Craig 1982). In this part the process
involves initiative fromboth buyer and seller where the expectations of the buyer had to be met
perfectly by the product and seller has to ensurefuture engagement and repurchase by the buyer

Advertising and promotion

Advertising

 A one-way communication that informs potential customers about products or services

 Includes paid messages in magazines, newspapers, radio, TV, billboards, and websites

Promotion

 A paid way to expose a business to potential customers

 Can include advertising, but also other methods like direct marketing, public relations, and
sponsorship

Advertising is a paid form of communication that informs potential customers about a product or
service. Promotion is a paid way to expose a business to potential customers, and can include
advertising. Promotional advertisements are an effective way to quickly build awareness of a
product, increase a product's sales and boost your overall revenue. Promotional advertisements are
short-term marketing strategies businesses use to boost the sales of a certain product or service.
Promotions are typically short-term campaigns used to make quick sales to help companies meet
overall revenue goals or increase sales of specific products. Advertising is a long-term campaign used
to create or develop a brand's identity and to establish or strengthen a relationship and trust with
prospective or current customers.

1. Perception: How your consumers see your products can have a significant impact on their
purchasing choice. The packaging, branding, and advertising can all influence how a
consumer perceives a product.

2. Motivation: Motivation is a major determinant of consumer behavior. Customers may be

driven by a desire to meet a need, such as hunger or thirst, or by a desire to buy a luxury
 item. Your content must cater to their motivation as much as your product should cater to
their needs.

3. Consumer Attitude: Attitudes & sentiments can have an impact on purchasing decisions.
Positive Attitudes about a brand or product would result in increased loyalty and repeat
purchases.

4. Product knowledge: Customers gather knowledge about products through advertising, word
of mouth, and personal experience. This knowledge has the potential to impact future
purchasing decisions.

5. Personality: The personality traits of your buyers can impact their purchase decisions. A
customer who is extremely conscientious, for example, may prioritise quality and
dependability while making purchasing decisions.

6. Social Influence: Other people’s thoughts and behavior can impact buyer decisions. Family,
friends, celebrities, and online influencers can all exert social influence.

7. Emotions: Emotions can have a significant impact on buyer decision-making. Good emotions
like happiness or enthusiasm might lead to more impulsive purchasing decisions, whilst
negative emotions like fear or worry can lead to more cautious decision-making.

Advertising and promotion and psychology- buying decision making

Advertising and promotion use psychology to influence consumer behavior. This field is called
advertising psychology. Advertising and promotions use psychological principles to influence
consumer decision-making. This is because consumers' decisions are often influenced by their
emotions and thoughts, both conscious and subconscious

How psychology is used in advertising

 Emotional appeals: Ads can evoke emotions like joy or nostalgia to create a connection
between the product and the feeling. ds that effectively tap into emotions can evoke
empathy, nostalgia, or even joy, forging a connection with the audience. Whether it’s a
heartwarming story of family bonds or a touching portrayal of overcoming challenges,
emotional ads leave a lasting impact. By understanding the nuances of emotional triggers,
advertisers can craft campaigns that not only capture attention but also foster a sense of
loyalty and affinity towards their brands in the hearts of consumers.

Advertisements often use emotional appeals to tap into people's desires and needs. For
example, an ad for a luxury car might show a couple driving through scenic mountains with
the sun setting behind them. This ad is designed to evoke feelings of freedom, adventure,
and luxury, all of which are emotions that the car brand wants to be associated with.

 Social proof: Ads can use social proof to build trust and encourage repeat
purchases. Testimonials and reviews from other people can make consumers feel more
confident about buying a product. For example, a skincare brand might use a celebrity
spokesperson to promote their products, with the message that if the product is good
enough for the celebrity, it must be good enough for the consumer.

 Scarcity: Ads can create a sense of urgency or scarcity to drive immediate action. For
example, a travel company might offer a limited-time discount on a vacation package, with
 the message that the offer is only available for the next 24 hours. This creates a sense of
urgency and can encourage people to book the vacation before the offer expires. The
rideshare company Uber uses the scarcity principle by urging its customer to get rides during
certain hours and drivers to work those hours. This creates a sense of urgency in customers
to use the service because they know that their ride will be gone soon due to high demand
and drivers are rewarded for working these hours.

 Reciprocity: Ads can use free samples or valuable information to encourage loyalty.

 Neuromarketing: Ads can measure users' reactions to a stimulus to understand how the
brain works. Neuromarketing focuses on the brain and how it works. It is concerned with
measuring users' reactions to a stimulus and looking for mental or physical changes. It is a
broader concept because it encompasses all brain functioning and is not only related to
emotions.

 Memory: Ads aren’t just about selling stuff; they’re about making you feel something. Good
ads stick in your mind long after you’ve seen them because they touch your heart. That’s
why emotional ads are so effective.

 Sticking to Your Brand

 Persuasion: Persuasion is one of the basic elements of advertising. In fact, it is one of the
most important factors that define advertising and make it possible to achieve the main
objective: the sale. People are more likely to buy if they like you which is why one of the
most common ways advertising uses persuasion is through celebrity endorsement.

 • Cognitive Dissonance: Cognitive dissonance is related to satisfaction. If we choose a

product that does not satisfy us and that is not coherent, we feel bad. Cognitive dissonance
is a strategy that helps the consumer to know how useful the product will be so that he/she
feels satisfied and does not question the purchase.

 Classical Or Instrumental Conditioning: Classic conditioning is a strategy based on

highlighting attributes that are not always linked to the product or service advertised by the
brand or company. Whereas, instrumental conditioning is one in which the real
characteristics of the product or service are explained. The latter should be used whenever
the product or service has superior characteristics to those of the main competitors.

What are some psychological influences on consumer decision-making?

With the right content marketing, brands can create an emotional connection between the
company, its products and services, and its target audience/consumers. Understanding the decision-
making triggers that make your customers tick can help your brand thrive in a competitive market.

Retro Indian Ads: Bringing Back Memories

The Nirma Washing Powder ad from the 1970s is a classic example that many Indians still remember
fondly.

In early 2000s Bajaj came up with the "Definitely Male" campaign for its flagship model Pulsar 150.
The bike was aimed to target the youth and was a huge success in the 20-30 age group. This
particular model was largely responsible for bringing Bajaj back in competition with their rivals Hero
Honda.
Lifebuoy - “Germ Nashini”: Lifebuoy commercials often play on the fear of germs and the desire for
cleanliness and hygiene. They use scenarios where the product is shown as the solution to protect
against illness, tapping into the consumer’s concern for health and well-being.

How psychology can help businesses

 Understanding psychology can help businesses design more effective marketing campaigns.

 Understanding psychology can help businesses build emotional connections with their
customers.

 Understanding psychology can help businesses increase brand loyalty and sale

The psychological impact of advertisements on consumers is profound, shaping perceptions,

attitudes, and behaviours. Advertisements influence consumers by triggering emotional responses,
such as joy, fear, or nostalgia, which can lead to increased brand affinity and trust. Through repeated
exposure, ads can alter consumer attitudes towards a brand, making it more familiar and appealing.
They also use psychological cues like authority figures or relatable characters to build credibility and
connection. This impact extends beyond just encouraging purchases; it helps brands establish a place
in consumers' minds, reinforcing brand identity and loyalty, and influencing long-term consumer
preferences and decisions.
The psychology of advertising significantly influences consumer behaviour by leveraging emotional
and cognitive triggers that impact decision-making. Techniques such as storytelling, colour
psychology, and persuasive messaging appeal to consumers' desires, fears, and needs, often on a
subconscious level. For instance, advertisements that use emotional appeal can evoke feelings of
happiness, nostalgia, or even urgency, prompting consumers to act. This psychological approach
helps brands connect with audiences on a personal level, making products feel more relevant. By
aligning advertisements with the psychological needs of their target audience, companies can
enhance engagement, encourage purchases, and foster long-term loyalty.