The Influence of Advertising on the Consumers’ Purchasing Decision
Available Online May 2019.
- https://doi.org/10.2991/bems-19.2019.26How to use a DOI?
- Consumer psychology, brand marketing, advertising communication.
- The willingness of consumer to purchase is the premise of marketing and the basis for business survival. With the increase of the number of similar products and consumers’ choices, companies must differentiate their own product in order for consumers to buy. Advertising is the only channel that makes a company stand out, which can produce a huge impact on consumers. From the consumer psychology, brand marketing and advertising communication, this article indicates that advertising has an impact on consumer purchasing decisions by taking “Think Different”, the advertising which were launched by Apple in 1997, as an example.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Ruixin Zhang PY - 2019/05 DA - 2019/05 TI - The Influence of Advertising on the Consumers’ Purchasing Decision PB - Atlantis Press SP - 142 EP - 146 SN - 2352-5428 UR - https://doi.org/10.2991/bems-19.2019.26 DO - https://doi.org/10.2991/bems-19.2019.26 ID - Zhang2019/05 ER -