The Influence Exposure Has on Consumer Behavior

• Main Author: Farney, Ryan M
• Format: Others
• Published: Scholarship @ Claremont 2016
• Subjects: Consumer Behavior; Advertising; Low Involvement; High Involvement; Internet; Location Services; Data Mining; Exposure; Stimulus; Social Psychology
• Online Access: http://scholarship.claremont.edu/cmc_theses/1251; http://scholarship.claremont.edu/cgi/viewcontent.cgi?article=2308&context=cmc_theses

Advertising has been around for thousands of years and has proven to be a valuable asset to company revenue. The methods used in advertising have been examined closely more recently, specifically from a psychological standpoint. The human brain reacts to advertisements in different ways. Low and high involvement advertisements stimulate the brain in the subconscious and conscious state effectively. While each of these advertising methods are useful, complex messaging techniques seem to stimulate recall more effectively than simple messaging. In the age of digital advertising, sponsors look to put new resources to use to ensure paid advertisements are doing their job. With data mining and location based services available, advertisers are getting more in touch with the consumer than ever before. The bombardment of advertising is changing the consumer’s eye for low and high involvement and the advertising industry will be forced to adjust yet again.