The Impact of Advertising and Media Messages on Consumer Behavior
In today's world, advertising and media messages play a significant role in influencing consumer behavior. From our childhoods to our adult lives, the advertisements we encounter subtly guide our decisions, often without us even realizing it. With the advent of digital media and advanced advertising techniques, the impact of these messages is even more profound. This article delves into the ways in which advertising and media messages influence people, drawing from the latest research and theories in the field of marketing.
Understanding Consumer Influence Through Advertising
Advertising is not just about showcasing products; it is a complex and multifaceted tool that shapes our perceptions, emotions, and ultimately, our buying behavior. The subtle ways in which advertisements tap into our subconscious minds can be quite powerful, often leaving a lasting impact even when we aren't consciously aware of it.
The Dominance of the Information Processing Model
For much of the 20th and early 21st centuries, the dominant model in understanding the effectiveness of advertising was the Information Processing (IP) model. This model posits that the effectiveness of an advertisement is measured by its ability to be recalled. However, with the advent of digital advertising and the complex nature of modern consumer behavior, newer models have emerged. One such model is the Low Information Processing (LIP) model, proposed by Robert Heath.
The Emergence of the Low Information Processing Model
The LIP model is rooted in cognitive psychology and advances in neuroscience. It suggests that people can be influenced by ads even when they do not actively pay attention to them. Emotions, rather than conscious recall, are believed to play a crucial role in buying decisions. Heath argues that in a world inundated with advertising, consumers rely on instinct and intuition rather than rational deliberation to make brand decisions. As a result, attributing the effectiveness and value of an advertisement becomes challenging.
Empirical Evidence Supporting the LIP Model
Shapiro et al. (1997) conducted a laboratory study that supports the LIP model. The study concluded that advertisements can influence future buying decisions, even if subjects are preoccupied with another task and do not actively process the ad. Heath further argues that given the ubiquity of advertising, consumers often give up trying to memorize brand information, leading to decisions based on emotions rather than rational analysis.
Challenges in Measuring Advertising Effectiveness
The shift towards the LIP model brings with it a host of challenges in measuring the effectiveness of digital advertising. Issues such as irritation caused by animations, mismatch between brand and site, banner blindness, and spillover effects all contribute to the complexity of evaluating advertising impact.
Irritation and Brand Mismatch
According to Thota et al. (2012), users often experience irritation when animated ads are used on websites, especially if the brand is not liked. This irritation can lead to negative feedback about the site. Conversely, if the brand matches the site, it can enhance the site's reputation. These findings highlight the importance of alignment between the brand and the site's offerings.
Spillover Effects of Advertising
Spillover effects, as described by Thota et al. (2012), are the unintended consequences of advertising on both the ad and the host website. Positive associations can bolster the host website's reputation, while negative associations can harm it. This phenomenon underscores the need for advertisers to consider the broader impact of their campaigns.
Conclusion
The influence of advertising and media messages on consumer behavior is profound and multifaceted. While the traditional IP model provides a framework for understanding recall-driven influence, the LIP model offers insights into subliminal and emotional effects. As marketing continues to evolve, understanding both the intended and unintended effects of advertising will be crucial for marketers, advertisers, and consumers alike.
For a comprehensive understanding of the psychological aspects of advertising, readers are encouraged to explore "Seducing the Subconscious: The Psychology of Emotional Influence in Advertising" by Robert Heath. Heath's work remains a cornerstone in the field of advertising theory and practice.