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How Advertising Affects Consumers

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  • WEILBACHER, WILLIAM M.

Abstract

Advertising, as currently practiced, ignores all that has been learned by cognitive psychologists in the past 30 or 40 years. Consumers process all incoming information, including advertising, in a very complex yet instantaneous manner. Advertising is not a stimulus in the outmoded behavioral psychology stimulus– response model of human information processing. Advertising, if it is attended to at all, is nothing more than a net addition to everything the consumer has previously learned and retained about the brand. The challenge for advertising is to find ways and means to bypass or upset business as usual in the consumer's brain and to build an enduring perceptual representation of the brand as one that is acceptable and desirable.

Suggested Citation

  • Weilbacher, William M., 2003. "How Advertising Affects Consumers," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 230-234, June.
    • Handle: RePEc:cup:jadres:v:43:y:2003:i:02:p:230-234_03
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    Cited by:

    1. Jian Tang & Ping Zhang & Philip Fei Wu, 2015. "Categorizing consumer behavioral responses and artifact design features: The case of online advertising," Information Systems Frontiers, Springer, vol. 17(3), pages 513-532, June.
    2. Evandro Luiz Lopes & Ricardo Teixeira Veiga, 2019. "Increasing purchasing intention of eco-efficient products: the role of the advertising communication strategy and the branding strategy," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 550-566, September.
    3. Tan Poh Leong & Laily Paim, 2015. "Mediating Effects of Intention On The Factors Affecting Organic Food Products Consumption Among Chinese Generation Y In Malaysia," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 6(1), pages 1-19, February.
    4. Dr. Makarand Upadhyaya, 2015. "The Impact of Humorous Television Advertisement in Customer Opinion in Bahrain," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 6(3), pages 20-25, September.
    5. Le Thanh Tam & Huong Xuan Ho & Dong Phong Nguyen & Arun Elias & Angelina Nhat Hanh Le, 2021. "Receptivity of Governmental Communication and Its Effectiveness During COVID-19 Pandemic Emergency in Vietnam: A Qualitative Study," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(1), pages 45-64, June.

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