Preview

Impact of Persuasive Advertisements on Consumer Buying Behavior Towards Health Related Products.

Best Essays
Open Document
Open Document
1303 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Impact of Persuasive Advertisements on Consumer Buying Behavior Towards Health Related Products.
| RESEARCH PROPOSAL FORMAT | | Research Title: | | Impact of persuasive advertisements on consumer buying behavior towards health related products. | Introduction: | | This thesis is about the study of consumer buying behavior towards health related product and their perceptions after watching advertisements and then make their decisions whether to purchase the product or not. This will help to find out the most important factors which can affect the buying behavior of the consumer while purchasing and on the other hand it will help the marketer to improve their marketing methods as well.It will facilitate marketer to analyze the perception and buying behavior of the consumer’s for the advertisements of health related products. As consumer always show extra care before buying the products which are related to their health because sometimes side effects comes from those product or may be they hit directly to their health. So, advertisement must convey the proper and accurate information to create the relationship with the customers. In this 20th century it becomes very difficult and impossible to convey or advertise the product without using the advertisements. Consumer can use different channels & websites without any difficulty to get information and make their decisions to buy the products. Consumer always wanted to know what they are using before buying they made some perceptions which you can say post purchase behavior of the consumers. Marketers must have to produce reliable products. Sometimes sellers highlight and making false praise about product characteristics and does not expose real information. They pretend to sell the best quality and reliable products but they don’t fulfill those requirements (Chakraborty, & Harbaugh, 2012).Persuasive advertisements also effect the human behavior. As they see many persuasive messages in one day through T.V commercials, billboards and also by using internet. So, a single


References: | | Agarwal, P, K. ,Kumar, M. , & Kumar, P. (2012), Impact Of Celebrity Endorsement In Advertisement On Customer Buying Patterns, International Journal of Research in Management, Economics and Commerce, Vol. 2, 17 – 31.Klucharev,V. ,Smidts,A. & Ferna´ndez,G. , (2008), Brain Mechanisms Of Persuasion: How ’ExpertPower’ Modulates Memory And Attitudes, Journal of marketing management, Vol. 3, 353 - 356.Salehi,M. , (2012), Consumer Buying Behavior towards Online Shopping Stores in Malaysia, International Journal of Academic Research in Business and Social Sciences, Vol. 2, No. 1, 393 - 402.Macias, W. , (2003), A Preliminary Structural Equation Model Of Comprehension And Persuasion Of Interactive Advertising Brand Web Sites, Journal of Interactive Advertising, Vol. 3, 36 – 48Chakraborty,A. & Harbaugh,R. , (2012), Persuasive Puffery, Journal of economics, Vol. 5, 1 - 35Russo, J, E. , & Chaxel, A, S. , (2010), How Persuasive Messages Can Influence Behavior Without Awareness, Journal of consumer psychology, Vol. 20, 338-342.Zain-Ul-Abideen, & Saleem, S. , (2011), Effective Advertising And Its Influence On Consumer BuyingBehavior, European Journal of Business and Management, Vol. 3, 55 – 66.Pechmann, C. & Reibling, E, T. , (2006), Antismoking Advertisements for Youths: An Independent Evaluation of Health, Counter-Industry, and Industry Approaches, American Journal of Public Health, Vol 96, No. 5, 906 – 913. |
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Killing Us Softly
    • 467 Words
    • 2 Pages

    Killing Us Softly

    Sociology of Consumption: “Killing Us Softly” Course Code: AHSS 1050 “Killing Us Softly”, is a documentary that explains the effects of advertising. As mentioned in the video, on a daily basis we are exposed to nearly 1 500 ads a day, and it is evident not all the ads are watched, however they do manage to make it to the back of our heads. So even if we do not pay close attention to what the ad is saying, if the product that was being advertised comes in front of us we still manage to remember that we had seen the product advertisement earlier. The documentary takes a further look at the main reason why ads are made, and the conclusion made is that when products don’t sell, ads are made in the sense, telling their customers they need the product or else they are incomplete. I believe this is a general fact, everyone know that the main needs of any person are, some type of clothes to cover their body, food to eat, water to drink and some sort of shelter. However, when these ads are presented they create an urge in the sense the person believes that have to have the product being advertised. The example given in the documentary was of ageing creams. They are advertised in a way that older aged women feel they have to have the cream or else there is something wrong with them. Another example, is straightening irons, the traditional way of straightening hair is using a hair dryer, or any ordinary straightening iron sold at the store. However, there certain brands advertised in which people believe they are better which is not true. Even though all brands are the same, just because of the ad people believe one is better than the other and that is the only one they want. So when markets say ads sell more than product, concepts, thoughts and values, this is what they refer to. Overall, ads are made in the sense to tell their customers that the product being advertised is a need to them or else they are missing out on something and they are not normal. Many people do…

    • 467 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Synthesis Essay On Advertising
    • 451 Words
    • 2 Pages

    Synthesis Essay On Advertising

    Advertisements look to manipulate and persuade their consumers to purchase their products by using tactics such as boosting the customers’ self-esteem and lying to them. Even though people know the corruptness present in advertisements they still fall victim. Advertisements are effective for every individual in every society, no matter personal views. Whether it seems effective or not, advertisements motivate 90% of purchases in…

    • 451 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Analyzing an Ad
    • 380 Words
    • 2 Pages

    Analyzing an Ad

    Nowadays the majority of our lifetime is fulfilled with the advertising. You can look around and you’ll recognize different brand marks or logos, which can be considered as advertisement. Particularly in this essay we are going to talk about TV commercial, which nobody likes, but has to watch it.…

    • 380 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Jennifer Lawrence Research Paper
    • 984 Words
    • 4 Pages

    Jennifer Lawrence Research Paper

    Advertisements, whether it be on television or at the bus stop are the contributing factor to us buying products. Advertisements intrigue us by its vivid images, use of stereotypes (in some cases), catchy catchphrases etc. In order for an ad to be successful, it…

    • 984 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Direct To Consumer Advertising Essay
    • 696 Words
    • 3 Pages

    Direct To Consumer Advertising Essay

    In this paper, I would like to discuss drug companies and consumer related advertising. Many people do not think that drug companies do a good job on educating the consumer about the dangers involved with the using of their product. The reason for that way of thinking is in today’s society you see everyone doing things that are going to better benefit them or their company financially. Therefore, I am going to give my opinion on the subject, and a few quotes from others who also agree with me on this subject.…

    • 696 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Does Advertising Affect Obesity's Rate?
    • 1730 Words
    • 7 Pages

    Does Advertising Affect Obesity's Rate?

    Obesity rates have been increasing in the recent years which makes people concern about the reasons of it. Despite the fact, that many studies indicate there is no direct correlation between obesity and advertising, people continue to believe that food and beverages marketing is one of the main reasons for increasing obesity. The reason for this believes is because they think that ads attract consumers to buy unhealthy food. As a result of increasing obesity and public pressure, food manufacturers…

    • 1730 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Persuasive Advertising Prompts Purchases
    • 931 Words
    • 4 Pages

    Persuasive Advertising Prompts Purchases

    Two major corporations, Progressive and Allstate Insurance, have recently launched televised advertisements that appeal to two distinctly different audiences to sell their insurance product by using persuasive appeals as defined in both Jib Fowles’ “Advertising’s Fifteen Basic Appeals” (Fowles, 2008, p. 558) and the Aristotelian Appeals. The advertisers used Pathos as the underlying appeal in both advertisements to reach their targeted audience, but Allstate’s advertisement, “Girl in the Pink Truck” (N.p., Allstate Mayhem Commercial) also relied on the need for safety (Fowles p. 563) and nurturance (Fowles p. 558) to appeal to parents of teenage girls; while Progressive’s advertisement, “Chick Flick”, (N.p., Chick Flick Progressive Insurance Commercial) used the need for sex (Fowles p. 555) and achievement (Fowles p. 560) to reach the young adult audience. An analysis will be made as to how these appeals are used to persuade audiences to buy their product and how they are cleverly disguised in the advertisements.…

    • 931 Words
    • 4 Pages
    Better Essays
    Read More
  • Powerful Essays

    Why Do Industries Use Persuasion
    • 1578 Words
    • 7 Pages

    Why Do Industries Use Persuasion

    Baumgardner, Greenwald, Leippe & Ronis (1983), emphasize how people who use mass media on a regular basis are affect even more by advertisements on these media platforms. Industries that need consumers to buy their products or services are the ones’ using persuasive messages through the forms of advertisements. Persuasion in the Fashion…

    • 1578 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Persuasive Health Campaign
    • 2807 Words
    • 12 Pages

    Persuasive Health Campaign

    Adult viewers generally recognize the distorted standards often perpetuated in media as unrealistic advertisement-driven ideology but younger viewers may not. Younger audiences often see such advertisements as goals as opposed to unattainable but coveted traits. These images and messages strike younger viewers as an expectation they must live up to as opposed to the exception that can’t be achieved by most. Youths with a purchasing power of over $200 billion USD annually respond to advertisements that inspire feelings of inadequacy and high risk behavior (Lamb). These young people spend approximately 72 hours a week tuned in to electronic devices such as television and the internet (Lamb). We propose that the problem is not misleading advertising, but the lack of readily available resources to counter what is promoted by them.…

    • 2807 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Good Essays

    How Advertisers Manipulate Consumer's Decisions
    • 339 Words
    • 2 Pages

    How Advertisers Manipulate Consumer's Decisions

    Fowles interpretation of how advertisers manipulate consumer’s decisions is thought-provoking. Advertisers use subliminal messages in their ads to influence are buying consumption. The connotation of many ads give the impression, “If you have this need, then this product will help satisfy it” (Fowels). An advertiser’s motive is to appeal to your desires. The focus of the ad is to make consumers believe the product is an essential need. A formula used by advertisers to sell a product successfully is for a consumer to form a bond with the product and persistent exposer using all social media platforms. Advertisers appeal tactics continually have to evolve in order to keep up with today’s society.…

    • 339 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Dove campaign
    • 2086 Words
    • 9 Pages

    Dove campaign

    In the present time culture convinces us the real beauty of people is body`s beauty. Women are encouraged to invest in their bodies through diets, choosing proper life style, exercising and purchasing cosmetics which correct natural beauty. That`s one of ways to reach a paragon of beauty. The main role of creating healthy, young and skinny image plays media, specially advertising. Principal goal of advertising is building brand image and persuade customers for buying product, but its also one of the most important instruments which create and reproduce image which women identify. In short, advertisements create idealized version of women`s body and stereotypical view of beauty. In 2004 cosmetic brand Dove launched a new advertising campaign called Dove`s Campaign for Real Beauty. That`s one of the most successful marketing campaign which revolutionised stereotypes of beauty. In this assignment I will discuss a few questions about this campaign. The first is why Dove`s campaign was so successful. I`ll try answer how the campaign is different from traditional cosmetic brand campaign and also consider the key weaknesses of Dove`s marketing strategy. I also try to answer what segmentation Dove used to target their consumers.…

    • 2086 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Surrogate Advertising
    • 1208 Words
    • 5 Pages

    Surrogate Advertising

    Advertisements have a strong influence in our life. We like them because they provide information and create awareness about the market. Their significance in corporate world can not be underestimated. But many times, some advertisements are accused of misleading people. When such accusations are proved, some advertisements are scrapped off from media. Such instances have been reported in the advertisements endorsing alcoholic drinks and cigarettes. These advertisements were opposed by a major section of the society. Hence the Government had imposed a ban on advertisements of these products in the media in the year 2002.…

    • 1208 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Television Advertisement
    • 1068 Words
    • 5 Pages

    Television Advertisement

    Advertisements are mainly focused on certain groups of people. These groups of people range from kids to adults and health freaks to junkie freaks. But the most important part of advertising is to draw attention from the consumers to buy their product. The food industry has made many attempts to advertise as many different ways so they can possibly get the consumers to buy their products. Through commercials on televisions and radios, advertising in the newspapers and magazines, advertising has made it possible for most people to go in the restaurant or store and to buy their products. Advertisement contains a lot of false promise. Advertisement may contain a lot of satisfaction, happiness and exaggeration. But people tend to become subcontious with that advertisement. The viewers would often feel like he or she wants to be associated with the advertisement. To make the consumers feel they are associated with the advertise, advertisement often contains a lot of satisfaction and exaggeration.…

    • 1068 Words
    • 5 Pages
    Good Essays
    Read More
  • Best Essays

    Advertising to Children Notes
    • 3171 Words
    • 13 Pages

    Advertising to Children Notes

    * One key area in research on the effect of advertising on children has been analysis of age-based changes in children’s ability to understand commercial messages, particularly their intent. Before they reach the age of eight, children believe that the purpose of commercials is to help them in their purchasing decisions; they are unaware that commercials are designed to persuade them to buy specific products.…

    • 3171 Words
    • 13 Pages
    Best Essays
    Read More
  • Powerful Essays

    Consumer Buying Behavior
    • 3290 Words
    • 14 Pages

    Consumer Buying Behavior

    Abstract: Advertising is a way of communication to convince an audience for taking purchase decision about…

    • 3290 Words
    • 14 Pages
    Powerful Essays
    Read More

Related Topics