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The Influence of Advertisements
The Influence of Advertisements
on Purchasing Decisions
Three surveys were used:
- First two were designed to collect data on participants’ willingness to purchase an application based on two different promotional strategies: Popularity and Rating
- Popularity: Over 5 Million People Downloaded this App in 2012
- Rating: Rated in the Top 10 Apps of 2012
- The third survey categorized the participant as either a maximizer or a satisficer based on his or her consumer behavior
- Rating advertisement was marginally more effective in changing participants' decision to download the app
- Exposure to any advertisement = greater likelihood to own the app
- Participants who changed their decision after the ad were mostly maximizers
- Satisficers were less influenced by the advertisements
"Buy" versus "Own"
Randomly surveyed 30 people
- 22 were more likely to download the app when the phrasing was "own"
- 18 were more likely to download the app when the phrasing was "buy"
Can presume that "buy" had the implications of spending $ which dissuaded the majority of participants
Only a marginally significant effect on the outcome of our experiment
- Consumers are much more likely to purchase a product after being exposed to a product more than once
- Maximizers are slightly more likely to change their decision in regards to acquiring a product when given positive information from an official source
- Simple exposure takes more precedence than content
Jade Bonacolta, Jessi Koo,
& Hillary Rieger
What is already known?
Methods
- Satisficers
- have an ideal set of criteria they want met
- settling with a product that meets those needs
- Maximizers
- strive for the "optimum" choice in the set of available options
- more sensitive to regret
- Consumers are more likely to feel regret for purchases made for material gain instead of experiential gain
- People often form an identity through the goods they buy
- Marketing techniques have been creating "brand communities" where group membership is established through products
Our Study
- The effects of advertising strategies, gender, and young adults' decision-making styles in the digital market
- We predict that the Rating advertisement will have the greatest effect on maximizers based on their desire to own the "best" products available
Results
Limitations and Problems
- The decision-making style survey was abridged
- Not enough male participants to accurately assess the impact of gender
- Number of participants was not equal for Popularity and Rating
- Advertisements were basic and not pre-tested