Effect Of Advertisement On The Behavioral Aspects Of Consumers

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Recommended: Background of the study on the effects of advertising on consumer behaviour

Literature has laid a great importance of advertisement on the behavioral aspects of consumers. Different variables like sex portrayals, ad content, repetition of ad, feelings from ad and celebrity endorsement are going to be tested with attitude towards the advertisement and finally the attitude towards the advertisement’s relationship with the purchase intention will be illuminated. So far in the literature (Ilicic and Webster, 2011) while explaining the effect of celebrity being used in an advertisement said that if the celebrity is well known and at the same time the celebrity is endorsing multiple brands, it would eventually lead towards the decrement of purchase intention. (Brown and Stayman, 1992) found in their study that attitude towards …show more content…

(Brown and Stayman, 1992) when studied the relationship of attitude towards the advertisement and purchase intention it was found out that product type moderated the relationship and affected the strength of this relationship. But this study will be bound to study the relationship of attitude towards the advertisement with purchase intention without considering the product type as a moderator. Batra and Ray (1986) in the study examines the relationship of ad repetition on attitude towards the advertisement but in the same study it is also mentioned that after the attitude is developed for an advertisement the repetition of the advertisement will be affected that will affect the purchase ratio of that product. Researches have also explained the effects of repetition on purchase intention (Batra and Ray, 1986) but in this research the relationship of attitude towards the advertisement will be tested with purchase intention. When attitude towards the advertisement is formed it will influence attitude towards the brand and lead to purchase intention. Consumers …show more content…

Researches have also explained the effects of repetition on purchase intention (Batra, 1986). When there is low level of repetition of ads, it will lead to a positive attitude towards the ad (Berlyne, 1970; Cacioppo and Petty, 1979) but if there is high level of repetition of ads then it will lead to less effective advertisement and thus creating a negative attitude towards the ad which would lead to negative response towards the product and less or no purchase intent. Marketers repeat the ads so that their consumers are well aware of their products and it will stay in the consumers mind otherwise consumers tend to forget if they are not reminded. When the ads are repeated at an increasing level, consumers respond to the ad negatively (Malaviya, 2000). There is a strong correlation between repetition of ads and familiar and unfamiliar products which then shape the attitude towards the ad. Repeated ads of unfamiliar brands would irritate the consumer and would form a negative attitude and if a brand that is known and famous, ad repletion would be positive (Campbell and Keller, 2003). Ad repetition would influence consumers evaluation of that ad and would form an attitude towards that ad and product if

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