The Influence of TV Commercials on Shopping Habits: A Closer Look

TV commercials are ubiquitous in our daily lives, frequently appearing on screens during our favorite TV shows, at the grocery store, or while scrolling through social media. But do these advertisements truly influence our shopping habits, or are we more resistant to their persuasion than we think?

Altering Consumer Behavior: The Power of Advertising

At its core, the influence of advertising lies in its ability to alter what consumers think and feel. Successful advertisements cultivate a desire in viewers, making them want to purchase a product. Through careful manipulation, ads minimize doubts about the product, reducing the likelihood that consumers will experience buyer’s remorse, return the item, or post negative reviews.

Ads often counter potential doubts by offering features like money-back guarantees or free trials. By acknowledging a prospect's hesitation, especially for high-value items, these ads assure customers that they will only spend money if they feel fully satisfied. This is a proven strategy in the world of consumer marketing.

Are TV Commercials Really Influential?

For some, the power of TV commercials is a given. But for others, these advertisements have little to no impact on their decision-making process. According to my dad, big purchases like houses and cars are rarely influenced by commercials. He explained, "I bought my house without it being advertised and that was the biggest purchase of my life. I bought my several cars without them being advertised but just from having seen others like them on the road."

My dad went on to say that he buys his kitchen utensils from stores like Homesense and the dollar store, not because of any advertising. He added, "No company got my money! Not because of their ads, but because I found what I needed at affordable prices."

The Psychology Behind Advertising: Fear of Missing Out (FOMO)

Advertising is often more subtle than straightforward "buy this" messaging. One such strategy is fear of missing out (FOMO), a powerful psychological concept that makes consumers feel they are lagging behind others. Effective advertising taps into this emotion to drive purchases.

Advertisers aim to create the illusion that people have a problem and that their product is the solution. Take, for example, the classic ad slogan, "Every kiss begins with Kay." This ad creates the problem of not being able to show commitment and solves it by suggesting a diamond ring as the solution. Another famous slogan, "A diamond is forever," exploits the human desire for something eternal. It implies that without diamonds, love cannot last forever.

Other advertisements play on the desire for career success. Phrases like "Don't search for jobs, find the right fit instead" from imply that success lies in aligning with the right employer. These ads suggest that without their product or service, one cannot achieve the desired outcome.

Conclusion and Future of Advertising

While TV commercials can significantly influence some consumer behaviors, others remain resistant to their subtle manipulation. As we move forward, it's crucial to understand the psychological tactics used in advertising and how they influence our decision-making. Whether we accept their influence or reject it, it's clear that commercial messaging plays a significant role in shaping our desires and behaviors.

Keywords: TV commercials, shopping habits, consumer behavior