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Irrational Consumer Behavior. Why consumer often makes irrational decision to buy a low quality product because of advertisement or cultures?
Pages 6 (1506 words)
Fresh, attractive commercial videos, colorful posters, and environmental pressures have a lot of influence on people before they purchase products. Attention grabbing attractive advertisement and peer pressure are factors that influence consumer mind in seeking some brands.
Often a big poster of advertisement or television leads people to make some irrational decision in buying products. The role of television advertisement is significant in irrational consumer behavior (Mafe & Blas, 2007). Consumers often buy a low quality product because they were “deceived” by the advertisement. This happens because a majority number of individuals just trust tons of beautiful fonts, and words on the advertisement without making any further research about the products. The importance of the sensory receptors (eyes, ears, nose, mouth, and skin) plus peer pressure play an important role in irrational buying. Thus, the marketers often create great teasers to play with the consumer emotion because they know that the coherent pictures and the dynamic graphic on the commercial video are enormous stimuli for getting the consumer attention. Advertisement makes a lot of people ignore the details that are more important than the words that are written on the advertisement. If individuals do more research before they buy the products, they will make the rational choice. However, only a few people are eager to look up additional information on the internet when they are already falling in love with the advertisement on the Television, and Posters. Furthermore peer pressure is also involved in influencing people’s mind when deciding the products that they want to purchase. ...
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