Advertising influencing consumer behavior

Advertisements are developed to influence the way people think about products and brands. More specifically it is designed to affect consumers beliefs and brand attitude. Attitude is the nearest variable to buying decision. Advertisers use multi-attribute attitude models to help them ascertain the attitudes of target consumers. However consumers have perceptual defenses that allow them to ignore or distort most most of the commercial message to which they are exposed. While passing by roads we are exposed to so many advertisements and billboards. Initially they are able to catch our attention, but over a period of time we distort them. Because they fail to create the stimuli that is needed for attention. If a TVC is shown repeatedly on television, we tend to swap channels whenever it is telecasted or do other things in the mean time.So it becomes a challenge for the ad maker to create the innate stimuli. But when we are exposed to something new, different and abstract we tend to focus on it. This things create a stimuli in our brain and we pay attention to these creative ads. When consumers are not motivated to thoughtfully process an advertiser's message, it may be in that advertiser's best interest to feature one or more peripheral cues as part of the message.