Motivation in Advertising and Buying Behavior
Schneider, Wendi Annette
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Advertising is the attempt to influence our behavior favorably towards a service or product, i.e., to persuade us to buy the product or use the service. Because that which is produced, consumption, is an act of behavior, it has been studied by psychologists, sociologists, and other social scientists. Correspondingly, because advertising is meant to influence behavior, advertisers have looked to the behavioral sciences to find out how the mind of the consumer functions and how it can be influenced. All psychological principles are important to those who would seek to manipulate behavior, but motivation is perhaps the core for advertisers. To successfully sell a product the advertising man must appeal to a want or need which is present within the individual and convince him that the product will satisfy this want. First the appeal is developed and then the communication of it is developed. The purpose of this paper will be to discuss motivation as it applies to advertising and buying behavior. Also to be discussed will be the use of "hidden persuaders." Is it ethical to appeal to unconscious motives for mercenary purposes, and need we fear this?If you are not a current K College student, faculty, or staff member, email email@example.com to request access to this SIP.