Judging from the purchase behavior of some of my friends, family members, and coworkers, it's apparent that some people are heavily influenced by advertising. I've lost track of the many times in recent weeks that people around me have admitted to being swayed by an ad in a newspaper or magazine, a banner ad on a website, or ubiquitous TV commercials. And it's not as if they feel compelled to purchase things they really need; usually, they already have heaps of whatever it is they're looking to buy stocked in their drawers or closets -- be it cologne, shirts, or shoes.
This is precisely why I studied marketing and psychology -- so that I can be impervious to the advertisements we're assailed by daily and immune to the underhanded tactics that salespeople at mobile phone stores, car dealerships, and other places attempt to employ.
I recommend that people only let their guard down when it comes to advertisements for products they really need -- the kinds of products we seek out. For example, if I have a need for a new set of tires, I'll certainly be more receptive to a Firestone commercial than I would an ad promoting the 2015 Toyota Camry.
In other words, don't be afraid to tune out advertisements for items you have no need for. But here's the thing: retailers have but one secret weapon in their arsenal to try and reel us in, and that is the almighty sale.
They try to convince us that even if we have little need for the product now, whether it be hairspray or a brand new toaster, we should still take advantage of the offer or discount in order to save money. It's this kind of thinking, I think, that is partly to blame for the financial mess of 2008 that we're still trying to clean up to this day. Sure, there's no harm in taking advantage of a discount here and there, but all those purchases add up, and before you know it, you're spending on an array of products you would otherwise not have shelled money for.
As consumers, we need to be mindful of retailers' efforts to influence our purchasing behavior. Advertisers are adept at using a bevy of factors -- including attractive women, celebrities, colors, pets, and so on -- to associate their products with and evoke certain emotions. For example, we've all seen ads for fabric softeners like Snuggle that feature puppies or teddy bears. This is done deliberately so that every time we think of the product or see it at the grocery store, we remember the puppy's soft fur, leaving us convinced that it can leave our clothes and blankets feeling similarly soft.
So the next time you come across an advertisement, determine whether you need what it is they're selling. If the answer is no, you'd be wise to flip to the next page of the magazine, change the channel, or jump to a different website.
Do you find yourself easily swayed by advertising?
This is precisely why I studied marketing and psychology -- so that I can be impervious to the advertisements we're assailed by daily and immune to the underhanded tactics that salespeople at mobile phone stores, car dealerships, and other places attempt to employ.
I recommend that people only let their guard down when it comes to advertisements for products they really need -- the kinds of products we seek out. For example, if I have a need for a new set of tires, I'll certainly be more receptive to a Firestone commercial than I would an ad promoting the 2015 Toyota Camry.
In other words, don't be afraid to tune out advertisements for items you have no need for. But here's the thing: retailers have but one secret weapon in their arsenal to try and reel us in, and that is the almighty sale.
They try to convince us that even if we have little need for the product now, whether it be hairspray or a brand new toaster, we should still take advantage of the offer or discount in order to save money. It's this kind of thinking, I think, that is partly to blame for the financial mess of 2008 that we're still trying to clean up to this day. Sure, there's no harm in taking advantage of a discount here and there, but all those purchases add up, and before you know it, you're spending on an array of products you would otherwise not have shelled money for.
As consumers, we need to be mindful of retailers' efforts to influence our purchasing behavior. Advertisers are adept at using a bevy of factors -- including attractive women, celebrities, colors, pets, and so on -- to associate their products with and evoke certain emotions. For example, we've all seen ads for fabric softeners like Snuggle that feature puppies or teddy bears. This is done deliberately so that every time we think of the product or see it at the grocery store, we remember the puppy's soft fur, leaving us convinced that it can leave our clothes and blankets feeling similarly soft.
So the next time you come across an advertisement, determine whether you need what it is they're selling. If the answer is no, you'd be wise to flip to the next page of the magazine, change the channel, or jump to a different website.
Do you find yourself easily swayed by advertising?
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