research on impact of advertising on consumer behaviour

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Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

Ahmed h. alsharif.

1 Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai 81310, Johor, Malaysia

Nor Zafir Md Salleh

Shaymah ahmed al-zahrani.

2 Department of Economic & Finance, College of Business Administration, Taif University, Taif 21944, Saudi Arabia

Ahmad Khraiwish

3 Department of Marketing, Faculty of Business, Applied Science Private University (ASU), Amman 11931, Jordan

Associated Data

Not applicable.

In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to extract relevant articles. It extracted and analysed 76 empirical articles from the Web of Science (WoS) database from 2009–2020. The findings revealed that the inferior frontal gyrus was associated with pleasure, while the middle temporal gyrus correlated with displeasure of advertising. Meanwhile, the right superior-temporal is related to high arousal and the right middle-frontal-gyrus is linked to low arousal toward advertisement campaigns. The right prefrontal-cortex (PFC) is correlated with withdrawal behaviour, and the left PFC is linked to approach behaviour. For the reward system, the ventral striatum has a main role in the reward system. It has also been found that perception is connected to the orbitofrontal cortex (OFC) and ventromedial (Vm) PFC. The study’s findings provide a profound overview of the importance of brain processes such as emotional processes, reward, motivation, cognitive processes, and perception in advertising campaigns such as commercial, social initiative, and public health.

1. Introduction

Self-report has been adopted in marketing activities to evaluate and identify consumer responses toward stimuli in the marketing sector, such as advertising practices. According to Carrington, et al. [ 1 ], the self-report methods reflect/measure the conscious responses (e.g., perception, approach/withdrawal attitudes, and thoughts) toward advertising. In fact, self-report cannot measure the unconscious or subconscious responses, which represent the majority of consumer responses, such as decision-making. Thus, researchers and marketers have adopted neuroscience tools such as electroencephalography (EEG) in the marketing field, to better understand the unconscious responses of consumers [ 2 , 3 , 4 ], which has led to an emerging new field, the so-called “Neuromarketing”. Smidts [ 5 ] was the first business researcher who coined the term “neuromarketing”, in 2002. Neuromarketing is a hybrid field containing numerous areas/fields such as psychology, marketing, and neuroscience [ 6 ]. According to Fortunato, et al. [ 7 ], the thanks for spreading this term was given to the Bright House Company when it created the first fMRI laboratory for marketing research.

In the hyper-competitive environment, neuromarketing is a mainstay in advertising because it has an opportunity to gauge consumers’ neural responses as emotional responses toward advertising; thereby, it is a revolutionary field for a better understanding of the subconscious and unconscious consumer responses. According to the literature, the rapid technological progress in neuroscience technology led to a better understanding of consumers’ behaviour in several contexts, such as, but not limited to, advertising [ 8 , 9 , 10 , 11 ]. Therefore, marketing and advertising leaders have used this technology to boost innovation and success in marketing and advertising, by controlling and minimizing task conflict [ 12 ]. According to Ramsoy [ 13 ], neuromarketing tools have been divided into four clusters, as follows: (1) neuroimaging tools such as electroencephalography (EEG), magnetoencephalography (MEG), functional magnetic resonance imaging (fMRI), positron emission tomography (PET), and transcranial magnetic stimulation (TMS); (2) physiological tools such as galvanic skin responses (GSR), eye-tracking (ET), electrocardiogram (ECG), and electromyography (EMG); (3) self-report methods such as surveys, observations, focus groups, and interviews; (4) behavioural measurements, such as the implicit association test (IAT). For instance, neuroimaging tools have been used to gauge emotions, attention, and memory regarding advertising [ 14 , 15 ]. At the same time, physiological tools have been used to gauge the physiological responses of consumers, such as, but not limited to, visual fixation in-store at the purchasing point, thereby providing valuable and fruitful insights into the attitudes of consumers (i.e., approach, withdrawal) [ 16 , 17 , 18 ]. Behavioural measurements are used to measure the reaction time of consumers toward stimuli, and self-reporting is used to measure the conscious behaviour of consumers toward stimuli such as approach/withdrawal attitudes [ 18 ].

According to the literature, the first fMRI investigation in neuromarketing was carried out by McClure, et al. [ 19 ], and largely contributed to the practical studies of neuromarketing [ 18 ]. Therefore, neuromarketing research has received attention from both academia and the industrial world as a means of filling the gap in traditional marketing methods and overcoming the limitations by reducing consumer social-bias (e.g., consumer choices can be affected by others) [ 7 ]. However, understanding the global trends in advertising research within the neuromarketing field is still unclear in academic studies. In addition, to date, no investigation has determined the current neurophysiological and physiological techniques that have been used in studying the unconscious/subconscious responses of consumers toward advertising such as YouTube video scenes, TV ads, public health ads (antismoking), initiative ads (encouraging the use of seat belts in cars). To sum that, this study tries to analyse the extracted articles in depth, to provide a precise and concise conclusion. The contributions of this work are summarized as follows:

• Provides a profound evaluation of the current advertising research that has been used to investigate unconscious and subconscious consumer behaviour, such as emotional dimensions, perceptions, reward processes, and approach/withdrawal motivation toward advertising.
• Provides an overview of the current neurophysiological and physiological tools that were used in advertising within the neuromarketing context between 2009 and 2020.

In this vein, the current paper provides an inclusive overview of neuromarketing research and the current research objectives. Section two presents the methodology and data-collection process. Section three presents the growth of the publication, topics of interest and a thematic analysis. A discussion of the study’s findings is presented in Section four. Section five presents a concise conclusion and the implications of our work. Finally, Section six presents the limitations and future directions.

2. Materials and Methods

This review study is designed to select empirical articles from the Web of Science (WoS) database in advertising within the neuromarketing context, to fill the gap in the literature. The reason behind choosing the WoS database over Scopus is the availability of cleaner data, which means reducing the duplications as compared to the Scopus database; additionally, WoS includes publications in top-tier journals [ 20 ]. The first step was to follow the instructions of the PRISMA protocol to select the empirical articles which used neuroimaging and physiological tools to investigate consumer responses to advertising research within neuromarketing [ 21 ]. The reason behind the use of the PRISMA protocol to select the relevant articles for this study were that it has been widely used in social science and business to extract and select articles related to the study, for example, online learning [ 22 ], neuromarketing [ 23 ], and service and healthcare [ 24 , 25 ].

For the second step, we used the content analysis of selected empirical articles for this study. The above processes will provide us with a profound insight into the advancement in advertising research by identifying and analysing the general and specific areas. Additionally, providing us with a better understanding of advertising research that used neuroimaging and physiological tools/methods and which can be considered when we are conducting further research into advertising research. Therefore, the findings of this study provide a guide for new scholars who are interested in advertising research within a neuromarketing field.

Relevant empirical articles have been selected by using the following query applied to the title, abstract, and keywords: (((“neuromarketing” OR “consumer neuroscience”) AND (“advertising” OR “advertisement”) AND (neuroimaging OR physiological))). This study extracted 76 empirical articles relevant to this review paper from January 2009 to December 2020. This study focused on empirical journal-articles, in comparison to conferences and book chapters, which generally undergo a much more rigorous review process and therefore improve the credibility of published research in journals [ 26 ]. Figure 1 demonstrates the selection of articles processed for this study, as follows:

• Methods: neuroimaging and physiological tools;
• Publication year: January 2009 to December 2020;
• Language: English;
• Document type: original articles (chapters of books, articles from conferences, reviews, and proceedings books were excluded).

PRISMA protocol to extract empirical articles for this systematic study.

3.1. Growth of the Publication

Seventy-six articles were extracted from the WOS which used neuromarketing tools. According to the literature, McClure, et al. [ 19 ] published the first neuromarketing study in 2004, when they investigated the neural correlates of consumer behaviour (e.g., choice, decision-making) toward two brands (Coca-Cola vs. Pepsi Cola). However, the first investigation into advertising was carried out by Morris, et al. [ 27 ]. They found the gyri regions of the brain were highly related to pleasure/displeasure and high/low arousal. From January 2009 to December 2020, there was a fluctuation in the number of published articles in advertising. In 2020, it was the highest number of annual publications with thirteen articles, as depicted in Figure 2 .

By exploring the relevant articles to develop this review article, it was possible to classify the global academic-research trends and advancement in advertising and neuromarketing, as follows: (i) neuroimaging and physiological tools used in advertising; and (ii) consumers’ brain processes to be considered in advertising, such as emotions, motivation, reward process, attentions, perception, and memory. By reviewing the selected articles, we can enrich our understanding, to achieve the objectives of this study. Table 1 shows the summary of the neuroimaging and physiological tools that were used to investigate the brain processes of consumers toward advertising research.

Classifications of neuroimaging and physiological tools used in advertising research.

3.2. Topics of Interest and Thematic Analysis

3.2.1. neuroimaging and physiological tools used in advertising.

We found that the neural-response recording-tool most used in advertising was EEG. EEG is an electrical and also a non-invasive technique to gauge the unconscious/subconscious responses of consumers toward ads by recording the voltage changes of frequencies at scalp regions [ 28 , 29 , 30 , 31 ]. According to [ 32 ], there are five frequency bands (e.g., delta, theta, alpha, beta, and gamma). The EEG tool uses a 10–20 global system, which is used to describe the electrode locations on the volunteer’s scalp, for example, (Fp), (F), (P), (O), (C), and (T) describe the prefrontal, frontal, parietal, occipital, central, and temporal, respectively. Moreover, it uses the same number of electrodes on both side of the volunteer’s head (i.e., right and left side) [ 33 , 34 ]. In addition, it has an excellent temporal accuracy (estimated in milliseconds (ms)) and a poor spatial accuracy (estimated at 1 cm 3 at the scalp regions) [ 35 , 36 , 37 ]. In addition, it is not expensive or noisy [ 38 ]. fMRI and fNIRS are non-invasive, metabolic tools. Both are used to record oxygenated and deoxygenated haemoglobin in the brain [ 39 , 40 ]. fMRI has a superior spatial accuracy (estimated at 1–10 mm 3 of the deep structure of the brain) compared with fNIRS, which has poor spatial accuracy (estimated at 4 cm of cortical-activity regions) [ 41 ]. Meanwhile, both have acceptable temporal accuracy (estimated in seconds) [ 42 , 43 ]. fMRI and fNIRS have been used in marketing research to record the subconscious/unconscious responses of consumers (e.g., preference, perceptions, purchase decisions, choices) toward marketing stimuli [ 41 , 43 , 44 ]. fNIRS is a portable, novel, promising, and silent neuroimaging technique, which is also cheaper than fMRI [ 39 , 45 , 46 ].

ET is a portable technique that is used to gauge physiological reactions such as eye movements, pupil dilation, saccade, and fixation toward the stimuli of marketing [ 18 ]. According to Hoffman [ 47 ], it is used for measuring eye movements and the attention of consumers, which is beneficial for psychology and neurological research. Eye fixations last between 200 and 350 ms while reading a text and watching video scenes, respectively, while 200 ms refers to the duration of saccadic eye-movements [ 48 ]. The set of fixations and saccades is named the scan route, and analyses visual perception and cognitive purpose [ 49 ]. Pupil dilation with a longer blink-period gives us better information about processing [ 18 ]. The GSR and ECG tools are used to gauge the emotional reactions of consumers toward ads [ 50 ]. For example, sweating level is recorded by the GSR tool and the heart rate/heartbeat is measured by the ECG tool [ 50 , 51 , 52 ]. In addition, both of them can measure the autonomic nervous system and evaluate the internal emotional status of consumers [ 53 ]. Therefore, GSR and ECG are convenient and reliable techniques for measuring the emotional status of consumers and changes in skin conductance, respectively [ 54 ]. IAT is able to identify the customers’ attitudes toward marketing stimuli such as brands or ads (e.g., like/dislike) by recording the reaction time of customers [ 18 ]. EMG is used to measure the reactions shown on individuals’ faces (e.g., pleasure/displeasure, …, etc.) toward advertising [ 55 ], because facial-expression analysis is significant for marketers and advertisers, because faces can provide beneficial information about perceptions of customers toward ads in terms of measuring visible and invisible facial-muscle reactions [ 29 ].

3.2.2. Brain Processes to Be Considered in Advertising

Emotion and feelings.

The feeling is a relatively conscious aspect of emotional status [ 56 ], which derives from individuals’ judgments such as level of pleasure or unpleasure toward advertising [ 31 ]; it is likely the best way to understand and explain the physiological responses of the consumer toward ads [ 31 , 57 ]. Many research studies have affirmed that ad-elicited feelings are strong indexes of consumers’ response toward advertising [ 58 ]. On the opposite side of the spectrum, emotion is an unconscious aspect of emotional status which correlates to an automatic somatic response such as increased heart beat in some conditions (fright, anger) [ 56 , 59 ], which is crucial for making decisions, learning, and solving problems [ 60 ]. Advertisers and marketers can use both in advertising to captivate consumers’ attention, thereby enhancing purchase intention. Emotions are accompanied with changes in the autonomic nervous system (i.e., zygomatic facial muscles, corrugator facial muscles, and heart-rate), which can provide rich information about the emotional status of consumers. Therefore, the study of emotions has attracted many researchers and advertisers [ 61 ].

Emotion is constructed from a neural network in the brain, which performs basic psychological activities/functions (e.g., memory, perception, salience detection) [ 62 ]. Therefore, emotion is defined as the set of changes in the individual’s physiological and subconscious and unconscious responses, based on the individual’s experiences [ 63 , 64 ]. In addition, emotion is a relationship between humans and the environment, including multiple subcomponents (e.g., physiological, behavioural, appraisal, and expression [ 65 ]. The cognitive and neurological frameworks of the role of emotion in decision-making has been investigated more through Damasio’s theory, which is also known as the somatic marker hypothesis [ 66 , 67 ]. Consequently, researchers have agreed on two dimensions for measuring emotional responses toward stimuli: (i) valence/balance (i.e., pleasure or displeasure, depression or excitement), (ii) arousal (e.g., high or low) ( Figure 3 ) [ 28 , 68 , 69 ]. Figure 3 shows that the valence indicates either positive or negative emotional-status which is evoked by external stimuli such as advertising. In addition, valence is measured from the positive to the negative side. On the other side of the spectrum, arousal indicates the level of excitement; whether high or low, it is measured from high to low levels [ 68 , 70 , 71 ].

Dimensions model of emotions [ 68 ].

Table 2 shows several methods to measure emotions and feelings toward marketing stimuli. Previous studies have used, for example, self-report and physiological methods to analyse the emotional responses of consumers toward advertising [ 72 ]. For example, the EMG and self-report investigation of Lajante, et al. [ 73 ] gauge the consumer’s pleasure/displeasure toward advertisements. The findings of the experiment revealed that pleasure/displeasure had positively impacted the attitudes of customers toward advertisements. The ECG, EDA, and questionnaire study of Baraybar-Fernández, et al. [ 50 ] found that audio and visual ads with sad messages have more influence on participants. Barquero-Pérez, et al. [ 53 ] used the ECG, EDA and questionnaire in their experiment. They found that each type of ad generated a different emotion, such as surprise, anger, and so forth. In addition, physiological tools have been used to investigate the effectiveness of online advertising (e.g., YouTube) [ 51 ]. For example, Guixeres, et al. [ 51 ] used brain response, ECG, and ET to investigate the relationship between ad effectiveness and the number of views on YouTube. They found that there is a solid relationship between ad effectiveness and the number of views on YouTube. Herrador, et al. [ 74 ] conducted an EDA experiment and the findings revealed that both groups of participants (male and female) indicated a strong initial activation; moreover, they noticed a reduced activation during the most significant part of video material in the male group. Venkatraman, et al. [ 28 ] used several neuromarketing tools to evaluate participant’ responses to a 30-second TV advertisement. The findings revealed that the activity in the ventral striatum could be the predictor of response to advertising. Grigaliunaite and Pileliene [ 75 ] conducted an experiment by using ET and they found that emotional and rational advertising appeals influence consumers’ responses in various ways. The IAT and ET investigation of Pileliene and Grigaliunaite [ 76 ] found that warm-colour temperature attracts more visual attention to the advertisement; thereby generating a positive implicit attitude and inducing the buying intentions toward the advertised product, compared with cool-colour temperature advertisements, whether the spokesperson is a female or male celebrity. Similarly, Grigaliunaite and Pileliene [ 77 ] found that negative smoking images reflected a negative implicit attitude/behaviour of individuals toward those images and smoking behaviour, increasing the influence on individuals’ intention to whether to quit or not to start smoking. The ERP, ET, and questionnaire investigation of Pileliene and Grigaliunaite [ 78 ] found that a well-known female spokesperson has a significant impact on the effectiveness of fast-moving consumer-goods advertising.

Neuromarketing tools to measure emotions and feelings.

There has been an interesting growth in understanding the non-verbal responses of emotional status toward advertising by using neuroscience methods such as fMRI, EEG, fNIRS [ 31 , 51 , 79 , 80 , 81 , 82 ]. For example, Plichta, et al. [ 45 ] conducted an fNIRS experiment to investigate the detection of sensory activity by measuring emotional signals in the auditory field. The findings revealed that pleasurable/unpleasurable sounds increased the activity in the auditory cortex, compared to neutral sounds. Gier, et al. [ 41 ] conducted the fNIRS experiment to explore whether the fNIRS tool had the ability to predict the success of point-of-sale elements by measuring the neural signals of brain regions such as the dlPFC. The findings revealed that the fNIRS has the ability to predict the success elements at the point of sale, relying on the cortical-activity effect.

The EEG investigations of Vecchiato, et al. [ 83 ], and Vecchiato, et al. [ 84 ] found that activity in the right frontal alpha is associated with pleasure/liking ads, while the left frontal alpha correlated to displeasure/disliking ads. Additionally, Vecchiato, et al. [ 85 ] found that there were gender (i.e., male and female) differences in interest toward commercial categories and scenes in two ads. The EEG experiment of Harris, et al. [ 86 ] found that emotional advertisements are more effective than rational advertisements, which leads to a positive change in decision-making, inducing donation, and liking. The findings of Chen, et al. [ 87 ] revealed that e-cigarette ads increased the smoking desire; additionally, e-cigarette ads increased activity in the left middle-frontal-gyrus, the right medial-frontal-gyrus, the right parahippocampus, the left insula, the left lingual gyrus/fusiform gyrus, the right inferior-parietal-lobule, the left posterior-cingulate, and the left angular-gyrus. Wang, et al. [ 88 ] and Royo González, et al. [ 89 ] found that the narrative approach of ads and exposure to branding products have a favourable influence on the consumers’ preferences and excitement. The fMRI investigations of Morris, et al. [ 27 ] and Shen and Morris [ 90 ] found that pleasure and displeasure are correlated with more activity in the inferior frontal- and middle temporal-gyrus, respectively, while low and high arousal is associated with the right superior-temporal- and right middle-frontal-gyrus, consecutively. Leanza [ 91 ] used EEG and found that some of the emotive features of the virtual reality (VR) experience significantly influenced consumers’ preferences. Ramsoy, et al. [ 92 ] found that arousal and cognitive load were highly connected to subsequently stated travel-preferences; moreover, consumers’ subconscious emotional and cognitive responses are not identical to subjective travel-preference. Shestyuk, et al. [ 93 ] found that the EEG is a convenient tool to predict the success of TV programs and determine cognitive processes. Wang, et al. [ 94 ] conducted an experiment to propose a generative-design method using EEG measurements. The findings revealed that the product image that was generated with preference EEG-signals had more preference than the product image generated without preference EEG-signals. Kim, et al. [ 95 ] conducted an experiment to identify the effect of visual art (e.g., Mondrian’s and Kandinsky’s artworks) on consumers’ preferences, by using EEG. The findings showed that the visual effects induced high emotional arousal, which might promote heuristic decision-making. Mengual-Recuerda, et al. [ 96 ] found that food served by a chef positively influences emotions, while dishes with special presentations attract more attention than traditional dishes. The EEG study of Eijlers, et al. [ 31 ] found that arousal is positively connected to prominent ads in the wider population and negatively to consumer attitudes toward these ads.

According to Lang and Bradley [ 97 ], emotions and motivation processes are highly intersected and correlated. Chiew and Braver [ 98 ] and Pessoa [ 99 ] found that cognition and consumers’ behaviours are highly affected by motivational processes. For example, positive motivational stimuli will urge individuals toward achieving goals (e.g., obtain or predict a reward by performing a task correctly) [ 100 ], while negative motivational stimuli can lead to distraction [ 101 ].

Pessoa [ 102 ] and Raymond [ 103 ] suggested that motivational processes are a compass of consumers’ attitudes toward external stimuli to engage with the environment and achieve goals. Higgins [ 104 ] suggested two dimensions for measuring motivational processes such as withdrawal and approach attitudes. Researchers and practitioners attempted to investigate the neural responses of motivational processes to better understand consumers’ behaviours toward advertisements and products [ 83 ]. For example, Cherubino, et al. [ 105 ] carried out an experiment using EEG to investigate the relationship between the PFC and motivational dimensions. The findings revealed that the PFC is related to motivational dimensions, wherein the right PFC correlated to withdrawal attitudes and the left PFC related to approach attitudes. The EEG investigations of Pozharliev, et al. [ 106 ] and Zhang, et al. [ 107 ] recorded the brain responses of subjects toward luxury products (motivations). The findings showed that social motivations have a vital role in influencing the purchase of luxury products in order to satisfy social goals (at least one goal). The EEG investigation of Bosshard, et al. [ 108 ] found that liked brands reflect more motivational aspects and activity signals in the right parietal-cortices than disliked brands.

Therefore, there is a strong relationship between the activation of the PFC and motivational dimensions toward marketing stimuli such as advertisements [ 109 ]. Therefore, marketing researchers and practitioners have to focus on the motivational processes of consumers to orient the marketing mix (e.g., target-appropriate audiences and markets, increasing the effectiveness of ads and products) [ 110 ]. According to previous studies, NM research has used the approach/withdrawal attitude to evaluate TV ads [ 111 ]. Therefore, approach/withdrawal motivational attitudes are highly significant for marketing and advertising research.

Reward Processing

According to the literature, it is highly significant for researchers and practitioners to study and know the neural responses that are responsible for reward processing, such as money, food, and social activities [ 112 , 113 , 114 , 115 ]. This is because the positive rewards such as gaining money, foods, or other types of rewards, enhance the accuracy and cognitive task [ 116 , 117 , 118 ] through modifying the early attentional process. Anderson, et al. [ 101 ] demonstrated that visual features (e.g., product design) that are correlated to reward, will make the consumer prioritize, therefore attracting the consumer’s attention automatically. For example, the design preference of a product or brand can increase the activity in the regions which are responsible for reward processing, thereby, causing more activation in regions of motivations that might impact consumers’ purchase decisions [ 29 ]. Many studies concentrated on the individual’s response toward a monetary reward by studying the approach/avoidance attitude [ 112 , 113 ]. For example, Bechara, et al. [ 119 ] carried out an experiment named the “Iowa Gambling Task” by using GSR to investigate the influence of reward on decision-making. They divided participants into two groups, the healthy group and the group with lesions in the vmPFC. The findings revealed that healthy participants sweated more, which led them to infer that participants had a negative emotional experience toward picking up cards from a monetary losing deck; meanwhile, the lesion group picked up cards regardless of whether they were cards with monetary wins or losses. Consequently, reward highly influenced decision-making [ 112 , 120 , 121 ].

Many researchers have confirmed that the importance of the striatum activity in reward processing, wherein the components of the striatum such as the caudate nucleus, nucleus accumbens (NAcc), and putamen play a central role in expectation and evaluation of reward [ 115 , 122 , 123 ]. For example, Galvan [ 124 ] and Geier, et al. [ 125 ] carried out an experiment to investigate the relationship between reward processing and the striatum. Their findings revealed that the ventral striatum (VS) has a key role in the prediction of reward. Jung, et al. [ 126 ] found that the rewards, memory, semantics, and attention regions in the brain were lit up when viewing a combination of a celebrity face and a car, compared with viewing a combination of a non-celebrity face and a car. In addition, car favourableness correlated positively with activation in the left anterior-insula, left OFC, and left higher-order visual cortex in the OL. Padmanabhan, et al. [ 127 ] investigated the influence of the reward system on attention processes. Their findings showed that incentives facilitate cognitive control. Previous neuroimaging studies demonstrated that rewards activate the ventral medial prefrontal cortex (vmPFC) and ventral striatum [ 128 , 129 , 130 ]. The ventral striatum has been discussed before as a part of the reward system [ 131 ]. Therefore, findings suggest that neurodevelopmental changes in the striatum systems may contribute to changes in how reward influences attentional processes [ 56 ].

Attention is defined as the way “people tend to seek, accept and consume the messages that meet their interests, beliefs, values, expectations and ideas, and overlook the messages that are incompatible with this system” [ 132 ]. It has also been defined as selective perception [ 133 ]. Selective perception is associated with filtering out information and concentrating on significant information (e.g., different aspects of stimulus or different stimuli) [ 134 ]. For instance, consumers are exposed to nearly 10 million bits of visual information (e.g., ads, images, sound, video, and colour) per second through their senses (e.g., eyes, ears, skin) daily. Most input information goes by unnoticed, with consumers able to process almost 40 bits of input information per second [ 29 , 135 ]. This lead us to infer that attention has a strong influence on consumer behaviour in how consumers represent, perceive and process information and thus select and prioritize information. Attentional and emotional processes are relatively intersected/connected, and emotion is considered a reliable and effective source for attracting consumers ’ attention [ 136 , 137 ]. For example, the activation in the amygdala (AMY) and cingulate cortex (CC) in the brain is related to emotional stimuli.

Attention is a significant brain process, which has a central role in measuring the effectiveness of advertising campaigns; thereby, it is an indicator of consumer’s behaviour and the effectiveness of advertising [ 138 ]. According to the literature, the majority of researchers have agreed on two systems to measure attention toward advertising: (i) bottom-up, and (ii) top-down, systems [ 28 , 139 , 140 ]. Bottom-up (visual saliency/exogenous/ involuntary) attention is the type of attentional system which is initiated by external stimuli such as colour, voice, promotion, faces, text, novelty, brightness, and so forth, which lead to a process in which information in external stimuli is received automatically. Top-down (goal-driven/endogenous/voluntary) attention is the other type of attentional system, which is initiated by internal and external goals and expectation; thereby, it is necessary to focus all your mental power toward the goal that you are looking to achieve, thereby filtering goals to achieve your goals ( Figure 4 ) [ 2 , 140 , 141 ].

The bottom-up and top-down attention processes [ 59 ].

For this reason, the underlying brain reactions of attention and visual processing are highly interesting for advertising. Moreover, the anterior cingulate cortex (ACC) is highly related to the function of top-down and bottom-up attentional systems [ 142 , 143 ]. For example, Smith and Gevins [ 144 ] found that the occipital lobe (OL) is associated with attentional processes toward TV advertisements. The EEG investigation of Kong, et al. [ 145 ] found that variation in activity in the cerebral hemisphere related to the cognitive task can help to determine the success or lack of success of the advertisement. A recent fMRI investigation by Casado-Aranda, et al. [ 146 ] found that the correspondence between advertising and gender voice (male, female) induces attention regions in the brain. Ananos [ 147 ] carried out experiment using ET to investigate the attention level and processing of information in advertising (content recognition) among elderly and young people groups. Their findings revealed that the attention level among both groups was the same, but recognition by the young-people group was higher than that of the elderly-people group for untraditional advertising. Guixeres, et al. [ 51 ] conducted an experiment to investigate the effectiveness of an ad (e.g., a recall ad) and the number of views on YouTube channels, using neural networks and neuroscience-based metrics (e.g., brain response, ECG, and ET). Their findings suggest an important relationship between neuroscience metrics and self-report of ad effectiveness (e.g., recall ad) and the number of views on YouTube. Cuesta-Cambra, et al. [ 148 ] investigated how information is processed and learned and how visual attention takes place. Their findings indicated that the visual activity of men has different patterns from women, and does not influence subsequent recall, wherein recall relies on the emotional value of ads and simplicity, while complex ads need more visual fixation and are therefore hard to remember. In addition, the importance of the playful component of memory and low-involvement processing were confirmed by EEG. Treleaven-Hassard, et al. [ 149 ] examined the engagement of the consumer with interactive TV ads with a particular brand’s logo compared with non-interactive TV ads. The findings revealed that brands linked with interactive ads attract more automatic attention. Boscolo, et al. [ 81 ] conducted an experiment using ET and questionnaires to investigate differences in the visual attention between genders (male and female), toward print ads. Their findings revealed that there is difference in visual attention in the case of male, while no differences were noticed in the case of females.

According to Simson [ 150 ], studies into the perception of value and how it is formed reflect what is known in marketing theory, wherein the marketing-mix elements can be changed to influence the perceived value of a product. However, studies on how attention systems impact consumers ’ perception and actions have been limited to consumer report and behavioural studies, which depend on a rational report; this is not enough to explain attention processes, wherein there are two attentional systems influencing consumers’ perceptions (e.g., top-down and bottom-up attention system) ( Figure 5 ) [ 59 ]. Consumer perception is the first step in engagement with marketing stimuli or any other stimuli in the environment [ 151 ]. Hogg, et al. [ 152 ] defined perception as “the process by which marketing stimuli are selected, organised, and interpreted”. Therefore, individuals add meaning and interpret it in a certain way, which leads to the perceptions of the individual’s findings for each one. As stated by Belch and Belch [ 153 ] perception processing is extremely reliant on internal processes such as prior knowledge (experiences), current goals, beliefs, expectations, needs, and moods, and also external stimuli such as colour, orientation, intensity, and movement [ 59 ]. Although this explains the process of how consumer perceptions are formed, the exact the part concerning the explanation of sensations and the internal and unique assignation of meaning to sensations is what lies concealed, and remains unexplained in detail in the current consumer-behaviour literature. However, it is widely believed that this process is driven by the unconscious.

Two attentional systems impact the consumers’ perceptions.

Cartocci, et al. [ 154 ] and Modica, et al. [ 155 ] conducted experiments to estimate the accuracy measurement of the cerebral and emotional perception of social advertising campaigns (i.e., antismoking) using several methods such as EEG, GSR, and ECG. The findings showed that the antismoking campaign which was characterized by a symbolic communication style gained the highest approach-values, as evaluated by the approach/withdrawal index. Meanwhile, an image based on “fear-arousing appeal” and with a narrative style reported the highest and lowest effort-values index, respectively. The fMRI investigation of Falk, et al. [ 156 ] predicted the out-of-sample (population) effectiveness of quit-smoking ads. The findings revealed that activity in the prior mPFC was largely predictive of the success of various advertising campaigns in the real world. Plassmann, et al. [ 157 ] carried out an experiment to study the perception of pleasantness in the taste of wines, using the fMRI tool. Their findings showed a stronger activation in the medial OFC (mOFC) regions in the brain when subjects believed they are drinking expensive wine, showing that the mOFC is responsible for experiencing pleasantness. This led to infer that the pleasantness report was correlated with perceived value and price of product more than taste itself. Neuroscientists have found that the OFC and ventromedial prefrontal cortex (vmPFC) are involved in decision-making, through the perceived value of products [ 158 ]. Nuñez-Gomez, et al. [ 159 ] carried out an experiment using EEG to examine how advertising material is perceived by two groups (e.g., healthy group and group with Asperger syndrome). The findings revealed that there are large difference between these groups in their perception of emotion and their attention variables. Gong, et al. [ 160 ] carried out an experiment to identify the influence of sales promotion (e.g., gift-giving, discount) on the perception of consumers and purchase decisions by using EEG/ERP. The findings revealed that discount promotions have more impact on purchase decisions than gift-giving sales promotions.

Memory is defined as an ongoing learning-process, which has input and output functions in the brain [ 161 , 162 ]. The input function encodes information, while the output function retrieves information, and this is very important for advertising research [ 137 , 163 ]. For example, recall and recognition advertising-information is a retrieving function [ 28 ]. Myers and DeWall [ 162 ] and Atkinson and Shiffrin [ 163 ] presented the multistore model of memory, which includes three steps, as follows: (i) a sensory memory, (ii) short-term memory (STM), and (iii) long-term memory (LTM) ( Figure 6 ) [ 164 ]. Brain processes related to memory have revealed certain valuable outcomes, as to the factors which influence the consumers’ behaviour ,such as recall- and recognition-advertising [ 165 ]. Input and output functions in the memory are highly important for marketers and advertisers, due to each function having an awareness and unawareness aspect in the brain [ 137 , 166 ]. Memory and emotion are highly connected to each other. For example, previous studies confirmed that the emotional events are usually remembered more than neutral events, and especially if emotions correspond to events at that moment [ 167 ].

The information phases in the memory’s stages [ 164 ].

The memory process has been widely studied, and it has concluded that the hippocampus (HC), located in the temporal lobe (TL), plays a major role in generating and processing memories [ 165 ]. Additionally, activation of the HC has a strong relationship with LTM and STM, which highly impacts consumers’ purchase decisions [ 168 , 169 ]. In addition, the AMY is located next and close to the HC, which is significant for the memory system [ 165 ]. For example, the EEG investigation by Rossiter, et al. [ 170 ] found that the left hemisphere is correlated with encoding in the LTM. Similarly, the EEG investigations by Astolfi, et al. [ 171 ] used EEG to determine the brain regions that were triggered by the successful memory-encoding of TV ads. They found stronger activity in the cortical regions. Morey [ 172 ] investigated the impact of advertising message on recognition memory. The findings revealed stronger activity in the gamma band, which directly affected memory. The fMRI investigation by Bakalash and Riemer [ 173 ] and Seelig, et al. [ 174 ] measured the brain regions of memory ads. The findings revealed that stronger activity in the amygdala (AMY) and frontotemporal regions is associated with memorable and unmemorable ads. Similarly, [ 175 ] carried out experiments to investigate the content of ads and the activity of frontal regions and memory. The findings showed that the content of ads increased the activity in the frontal regions and the input function (encoding) of memory.

The study of these mental processes such as emotion and feelings, attention, memory, reward processing, motivation, and perception are highly important considerations for advertising research.

4. Discussion

A total of 76 articles were extracted and analysed, wherein the content analysis of the relevant articles revealed that the annual and the accumulative number of publications has been growing since 2009, reaching its peak in 2020 with twelve empirical articles that used neuroimaging, physiological, and self-report techniques to study the consumers’ brain processes such as, but not limited to, emotions toward the stimuli of marketing such as advertising. We followed the PRISMA protocol to select the relevant empirical articles for this study as brain processes such as emotions, feelings, motivation, reward, attention, and memory need to be considered in advertising research. The findings of the study revealed that the neuroimaging tool that is used most in studying the brain processes of consumers is the EEG, with 38 empirical articles, followed by the fMRI with 20 articles; it was also noticed that only four articles used the fNIRS tool in neuromarketing research. In addition, for physiological tools, it was observed that five techniques were used in neuromarketing studies to investigate consumer responses toward the stimuli of marketing such as advertising. The ET was used in 14 articles alongside neuroimaging tools such as EEG, wherein ET is the most used tool, followed by GSR with 12 articles; it was also used alongside other physiological tools such as ECG and EMG. Finally, self-report (i.e., surveys, interviews, focus groups, and observation) was used in seven articles.

This study found that the brain processes to be considered most in advertising research are emotions, feelings, attention, memory, perception, approach/withdrawal motivation, and reward processing. The findings demonstrated that the strongest activity in the inferior-frontal- and middle-temporal-gyri are associated with pleasure and displeasure, while the activity in the right superior-temporal and the right middle-frontal-gyrus correlated with high or low arousal [ 90 ]. As well as this, we found the OL connected with the attention system [ 144 ], and the HC, located in the temporal lobe (TL), plays a major role in generating and processing memories [ 165 ]. In addition, the VS, which is located in the basal ganglia plays a central role in the reward system; for example, the key functions of VS (i.e., control movement and planning) have a vital role in the reward system, while the components of VS such as the putamen, caudate nucleus, and nucleus accumbens (NAcc) have a central role in the assessment of consumer expectations, compared to the actual reward received [ 123 ]. In addition, the ventral tegmental region is considered a part of the reward system, which passes the neurotransmitter dopamine to other brain areas, thereby affecting goal-seeking behaviour [ 123 ]. For motivation, it was found that the anterior cerebral hemispheres play a central role in withdrawal and approach motivation; for example, the increase in activation in the right PFC is linked to withdrawal behaviour, while the increase in activation in the left PFC is associated with approach behaviour [ 105 , 176 ]. Finally, in accordance with the literature, it was found that the OFC and vmPFC regions play vital roles in perception (i.e., perceived value) [ 158 ].

5. Conclusions and Implications

Implication of the research findings for theory and practice: Theoretically, the current findings can be divided into three areas, as follows: firstly, neuroscientific techniques and methods enable the capture/measurement of the activity signals of the brain and body relating to consumers’ responses (e.g., emotions and feelings, attention, memory, perception, reward processing, and motivation) toward advertising campaigns. For example, neuroimaging tools (e.g., fMRI, EEG/ERP, fNIRS) enable the recording of the neural signals of the mental responses (e.g., pleasure/displeasure, low/high arousal, advertising recall and recognition) toward advertising, which can be beneficial for advertisers and marketers in creating more effective advertising campaigns to attract, captivate, and impact consumers. Meanwhile, physiological tools (e.g., ET, GSR, EMG, and ECG) enable researchers to gauge the physiological reactions of the consumer, such as pupil dilation, fixation, eye movements, saccade, heart rate, blood pressure, sweating level, and reaction time toward advertising. Secondly, neuroimaging and physiological tools will help advertisers and scholars to identify the weak elements in advertising which lead to withdrawal behaviour and to address these, besides identifying the strengths which lead to approach behaviour, and to enhance them. Thirdly, many articles have concentrated on detecting the neural and physiological responses of emotions, feelings, attention, memory, reward processing, motivation and perception toward advertising such as the presenter’s features (i.e., celebrity), because these processes play a key role in the decision-making of consumers (i.e., purchasing decisions). Additionally, some advertising research concentrated on gender voice (i.e., male, female), ads appeal, faces of celebrity, social campaigns (i.e., using seat belts in the car), and public health (i.e., anti-smoking campaigns). These areas can provide a reasonable explanation of the neural and physiological correlates of emotions and feelings (e.g., pleasure/displeasure, high/low arousal), attention (e.g., top-down, bottom-up), memory (e.g., encoding, retrieving), motivation (e.g., approach/withdrawal), reward processing, and perception (e.g., perceived value of ads) to be considered in advertising research. Thus, an application of this research perhaps offers reasonable explanations of how advertising works in consumers’ minds, and the relationship between the neural correlates of consumers’ brain and physiological responses toward advertising, thereby better understanding consumers’ behaviour, which leads to the creation of more attractive advertising for political, social and business sectors.

General Conclusion : Neuromarketing is a promising field, not only to study and solve the commercial issues such as the weaknesses of advertising campaigns and to reduce the wastage of advertising budgets, but also to create more effective advertising campaigns in social, political, and public-health sectors, in order to increase human awareness. In today’s hyper-competitive environments among advertising agencies, each agency seeks to find the most beneficial methods to beat competitors and be the first priorities in the consumer’s mind. Thus, advertisers have adopted neuroscientific methods in their research to study, analyse, and predict the neural and physiological responses of consumers toward the stimuli of marketing (i.e., advertising), thereby identifying the most important mental and physiological responses to be considered in advertising research to raise advertising effectiveness. Most studies in advertising research have determined the main mental processes of interest for advertising research, such as emotions and feelings, attention, memory, reward processing, motivation, and perception.

The findings of the study suggest that neuroscientific methods and techniques are significant to gauge the brain and physiological reactions of consumers toward the stimuli of marketing, such as advertising research. For example, neuroimaging tools are able to gauge the neural-activity signals of the consumer’s brain. At the same time, physiological tools can gauge physiological reactions such as eye movements, sweating level, and fixation.

6. Limitations and Future Directions

This paper tried to minimize the limitations in methodology; however, some limitations occurred and provided several directions for further research. This research concentrated on the English articles that were published in open-access journals from 2009 to 2020 and were listed in the WOS database. Therefore, this paper overlooked non-English articles, non-open-access articles, and other documents such as books, review papers, conference proceedings, and so forth. Thus, this paper is not free of bias. For future directions, we hope to overcome the obstacles in the future, which include the cost of research and techniques, lack of labs and facilities, use of time (e.g., data interpretation, recruiting participants, and so forth), and increased investment and funding in neuromarketing research and technique [ 177 ]. We encourage researchers and marketers from emerging countries to enter this embryonic field and leave their footprint by publishing articles for future works. In addition, we suggest that researchers and scholars identify the influence of advertising on consumers persuasion, engagement, and excitement, as well as the contributions of neuromarketing research to various domains (e.g., social sciences, public health, politics, and stock exchanges). We believe that this review study provides a profound overview of the global academic-trends in neuromarketing research, using the neuroimaging and physiological studies in advertising to study the brain processes of consumers. Thus, it provides valuable and reliable insights into the appropriate brain processes to be considered in future research.

Acknowledgments

The authors would like to thank Universiti Teknologi Malaysia (UTM), Azman Hashim International Business School (AHIBS); Taif University, Department of Economic & Finance, College of Business Administration; and Applied Science Private University (ASU), Department of Marketing for supporting this study.

Funding Statement

This research received no external funding.

Author Contributions

A.H.A., conceptualization, methodology, writing—original draft preparation, result discussion, and data curation; N.Z.M.S., supervision, review and editing; S.A.A.-Z., review, editing, and methodology; A.K., review and results discussion. All authors have read and agreed to the published version of the manuscript.

Institutional Review Board Statement

Informed consent statement, data availability statement, conflicts of interest.

The authors declare no conflict of interest.

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.

• DOI: 10.55041/ijsrem27952
• Corpus ID: 168589050

Impact of Advertising on Consumer Behaviour

• Dr. Amit Kumar Upadhyay
• Published in INTERANTIONAL JOURNAL OF… 8 January 2024
• Business, Psychology

33 Citations

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• Mallika Tewari 4 ,
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Part of the book series: Palgrave Studies in Democracy, Innovation, and Entrepreneurship for Growth ((DIG))

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Marketers utilize a range of media venues to sway customer behavior (CB). Each advertisement on a media portal has a diverse makeup that calls to customers in a different manner. Because of digitalization, public media tastes have progressed. As an outcome, a greater grasp of advertisements through numerous media channels and their impacts on Consumer Behavior is vital. The research looks at how advertisements on magazines, newspapers, radio, television, and the Internet affect consumer awareness, interest, conviction, purchase, and post-purchase behavior. The investigation employs a meta-analysis of bibliometric quotes to investigate how media affects the AWR, INT, and CON phases of Consumer Behavior (CB). The ISI Web of Science summarized the bibliography. A bibliometric analysis of 117 publications published between 2007 and 2022 yielded 6407 citations. On the basis of the study’s findings, the analysis proposes a strategy for further research into the relationship between customers and promotional media. Using a bibliometric review, the study examines the influence of media on Consumer Behavior in previous studies. The research focuses mostly on papers that have had the greatest impact in the scientific field. The publications that largely dealt with this paradigm, as well as the authors that have had the greatest impact on the academic community in this field. The study demonstrates a set of linkages between the information bases examined by distinct authors and journals, as well as the framework of such interactions, depending on keywords addressed in each study.

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Tewari, M., Upadhyay, A., Pant, A. (2023). The Impact of Media on Consumer Behavior: An Examination of the Role of Cinema, Newspaper, Theater, Internet, and Television. In: Rajagopal, Behl, R. (eds) Paradigm Shift in Business. Palgrave Studies in Democracy, Innovation, and Entrepreneurship for Growth. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-40439-9_10

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ORIGINAL RESEARCH article

Untying the influence of advertisements on consumers buying behavior and brand loyalty through brand awareness: the moderating role of perceived quality.

• 1 School of Finance, Shanghai Lixin University of Accounting and Finance, Shanghai, China
• 2 School of Management, Jiangsu University, Zhenjiang, China
• 3 KUBEAC Department, University of Management and Technology, Sialkot, Pakistan
• 4 Department of Accounting and Financial Management, University of Portsmouth, Portsmouth, United Kingdom

Consumer buying behavior is an important aspect in every marketing strategy to produce maximum output from the market. This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality. For this purpose, this study targets the rising cosmetics industry. This study used the purposive sampling technique to collect data from 300 respondents with the help of an online survey method via Google doc. The partial least squares structural equation modeling PLS-SEM was applied to verify the hypotheses relationships. The findings have confirmed that advertisements substantially predicted brand awareness, brand loyalty, and consumer buying behavior. Furthermore, brand awareness partially mediated the association of advertisement with brand loyalty and consumer buying behavior. Also, perceived quality is significantly moderated on the association of brand awareness with brand loyalty and consumer buying behavior. Based on such findings, this study has contributed to the literature and provided new insights into the practical implications alongside the future roadmap of the survey.

Introduction

Fashion Trends is changing rapidly in the international market ( Hur and Cassidy, 2019 ). Consumers are becoming increasingly brand conscious, and they value branded products to express their status symbol ( Turunen and Pöyry, 2019 ). The consumer desires fashion items that are like their culture. Brittian et al. (2013) found that women have a higher desire to use branded products compared to men. Naturally, the human being is always looking for unique and innovative things. Before brand awareness, women used to wear whatever was available to them ( Wei and Lu, 2013 ). Dörnyei (2020) showed that the emotions of having a unique product help the marketers establish market share by providing exceptional brand elements.

Furthermore, Oh et al. (2020) proposed that the word brand is not a new concept in marketing, rather in the modern era, it is a term exclusively used in the fashion industry. Nettelhorst et al. (2020) explained that marketers changed their mentality from what they want to what their customers want. The brand is an important asset for any business in our local setup because it can change people’s buying behavior. It can play a crucial role in enlarging any business ( Choi et al., 2017 ). There is fierce competition among companies to get a large market share. Rehman et al. (2017) demonstrated that it is very difficult for a company to differentiate its product when many competitors have similar attributes to their product. Jung et al. (2020) discussed why people agree to buy clothes at higher prices. The study found that the consumer’s thinking gets modified.

Similarly, Fazal-e-Hasan et al. (2018) showed that brands were considered highly valuable and helpful in building a relationship with customers. Scholz and Smith (2019) argued that a company’s financial aspect emphasizes the brand’s total value and grows successfully to serve the market. In the current globalizing and emerging markets age, business war depends on price and loyalty, attraction, and related matters ( Kim et al., 2019 ). Alalwan (2018) explained that impressive brand awareness attracts the consumer’s attention and insists they purchase again and again, which results in an increase in sales for a company.

Brand loyalty, brand image, psychical quality and top-of-the-mind brand, and brand recall are ways to measure brand awareness ( Sürücü et al., 2019 ). In the past, women did use expensive items, but the word branded was not clear. These expensive cosmetic items are included in luxuries, but no brand name was used ( Çifci et al., 2016 ). Historically, men and women were not involved in brands too much because of price constraints and their mindset. Through the opportunity to avoid it an early age, young and working-class individuals now confront it as brand slaves ( Han et al., 2015 ). They are always in search of unique designs and better quality. Chung et al. (2017) explained that the quality of any product is judged by price, which is the main reason for satisfaction and dissatisfaction. Before customers buy any brand, they do a lot of research.

Akrout and Nagy (2018) described quality as a key aspect in achieving a company’s wants and business success to grab a place in the global market. Priya et al. (2010) demonstrated that women are the most exclusive consumer for their direct purchase of 80% of total product sold. All types of consumers are highly affected by television advertisements. Nam et al. (2017) discussed how to search for information about brands, one requires internal and external data. Kim and Moon (2020) explained that advertisement and experience are a type of internal information. The data collected through the marketplace, peers, and family is external. The advertisement directly influences consumer awareness, which affects customer loyalty and consumer buying behavior, specifically in the fashion industry.

This study examines the functions of advertisement in building company success and its effect on consumers’ buying behavior and brand loyalty. The aim is to know how the brand is perceived, especially the buying behavior of young men and women. To reinstate a product as top-of-the-mind for consumers, organizations from all areas of the world spend huge amounts on advertisement ( Zhao and Yan, 2020 ). Given its effect on the sales and purchasing behavior of the organization, businesses are unable to decide how to make the most of their advertising and advertising communication ( Bagnied et al., 2020 ). Looking into prior studies, most of the researchers have examined the relationship between consumer purchase intention and social media advertisement ( Weismueller et al., 2020 ), personal factors of consumer buying behaviors ( Rehman et al., 2017 ), brand equity, brand association, and brand awareness on customer buying intentions ( Shanahan et al., 2019 ), social media advertising and customer purchase intention ( Alalwan, 2018 ), and brand awareness, image, physical quality, and employee behavior ( Sürücü et al., 2019 ) in the context of Western economies. Few empirical studies have investigated the impact of advertisement, brand awareness, brand loyalty, perceived quality, and consumer buying behavior in the context of developing countries ( Rehman et al., 2017 ; Rahman, 2018 ; Shareef et al., 2019 ). Therefore, to fill this research gap this study is conducted to measure the influence of advertisement on consumer buying behavior and brand loyalty and mediation of brand awareness in this relationship. In addition, it also explores the impact of brand awareness on consumer buying behavior and brand loyalty and the moderation of quality on their relationship. Therefore, this study has proposed the following research questions:

RQ1: What is the influence of advertisement on brand awareness, brand loyalty, and consumer buying behavior?

RQ2: Does brand awareness mediate the relationship between advertisement, brand loyalty, and consumer buying behavior?

RQ3: Does quality moderate the relationship between advertisement, brand loyalty, and consumer buying behavior?

Literature Review and Theoretical Support

Theoretical support.

This study used the theory of reasoned action to support this conceptual model. This theory is proposed by Ajzen (1991) . According to this theory, attitude toward behavior is one of the important predictors of behavioral intention ( Madden et al., 2016 ; Li et al., 2020 ). Attitude is defined as “an internal evaluation of an object such as [a] branded product.” Kaur and Hundal (2017) established that consumer attitude and behavior toward the advertisement affects consumer exposure, attention, and reaction to the individual advertisement through a variety of cognitive and affective processes. In consumer buying behavior research, attitude toward the advertisement, attitude toward brand loyalty, and brand awareness are commonly used constructs for predicting the effectiveness of marketing communications on different media ( Ayanwale et al., 2005 ; Alalwan, 2018 ).

Advertisement

An advertisement is a valuable tool to divert people’s attitudes positively and attract people toward a product ( Shareef et al., 2019 ). Advertisement is a mode of communication marketing through electronic or print media that persuade the customer to continue or adopt some action by paid content ( Cheah et al., 2019 ). According to Sofi et al. (2018) , it is a non-personal way of sharing information related to a product produced by a sponsor with the help of media. Similarly, Ayanwale et al. (2005) proposed that advertising is a paid, non-personal way in which concepts, products or services, ideas, and information are publicized through media (verbal, visual, and te’t) and identified promoter influence behavior. Zhang X. et al. (2020) described that in a company, to meet communication and marketing objectives, mass media plays a vital role and maximum information is provided to the target market about the product. Rehman et al. (2017) purported that the aim of advertising has popularity worldwide. Most companies are spending large amounts of money on advertisement to attract the customer to their products and services. Lichtenthal et al. (2006) summed up that such advertisement is a picture representing the whole story or in written form that the viewer cannot ignore, and it is beneficial for many advertising media.

Fennis and Stroebe (2020) identified that advertising is a promotional marketing strategy to attract people to a product or service. People are in favor of those brands with which they resonate emotionally. The medium can be chosen by your own choice. Some of the mediums are T.V., social media, magazines, and outdoor advertisements.

1. T.V. is the fastest medium of telecommunication for receiving and transmitting multi-colored images and pictures seen by people throughout the world regularly ( Masui et al., 2020 ).

2. Social Media: Most commonly used by the customers, marketers target their customers by posting links on social sites ( Zhou et al., 2021 ).

3. Magazines: Lee and Rim (2017) found that magazine advertisement has a huge impact on customers’ decision-making as the reader is interested in the magazine and forms a relationship with it.

4. Outdoor Advertisement: It includes billboards, posters, broachers, and banners ( Weismueller et al., 2020 ).

Repeated Exposure

Repetition of advertising increases product exposure to increase customer popularity ( Cox and Cox, 2017 ). In previous studies, researchers assessed that the repeating and selection of advertising methods should be in accordance with the product categorization, brand positioning, format, and advertising goals ( Green et al., 2008 ; Montoya and Horton, 2020 ). Prior studies have identified the various impacts of repeated advertising and supporting advertising appeals on brand purchase intention for distinct product classes ( Belanche et al., 2017 ; Wang et al., 2017 ). More exposure to advertising repetition develops a favorable customer mindset. As a consequence, it is more effective to repeat announcements of known goods compared to announcements of new ones ( Yang, 2018 ). Repeating ads enables marketers to inform customers about the goods and familiarize them with an advertised brand, which improves the likelihood of the products being purchased indirectly. Repeated exposure to advertising has a beneficial impact on customers’ purchasing decisions and helps them remember the brand’s goods ( Montoya et al., 2017 ).

Celebrity Endorsement

Advertisers also use celebrity endorsements in their advertisements to sway customer attitudes ( Gilal et al., 2020 ). Celebrities are people who are well-known among the general public for reasons other than their support of certain brands or goods ( Schimmelpfennig and Hunt, 2020 ). Advertisers’ employment of celebrity has a great impact on consumers’ attitudes about advertising ( Osei-Frimpong et al., 2019 ). Only when a well-known celebrity is supporting an advertisement will people buy the goods, regardless of whether or not they know anything about them. Popular celebrity endorsement affects buying intention more than unknown celebrity endorsement ( Yang, 2018 ). According to the experts who conducted the experiments cited above, celebrity endorsements have a favorable effect on customers’ purchasing intentions ( Zhang X. et al., 2020 ).

Sexual Appeals

Marketers’ goal was to make the commercial more glamorous and enticing to persuade customers to buy the goods by pushing its picture in their minds ( Wirtz et al., 2017 ). As a result, customers are more likely to buy the goods because of the advertisement’s sexual attractions. When words alone are not doing the job, sex appeal is often utilized in commercials to draw customers’ intention ( Black and Morton, 2015 ). Sexual appeal in advertising has a greater impact on women’s purchasing decisions and self-esteem. Using sexually explicit advertising reduces customers’ desire for product knowledge while increasing efficiency by influencing their purchasing decisions ( Gong and Shurtliff, 2020 ). The advertisements featuring attractive models attracted customers of the opposite sex and impacted their purchasing decisions ( Ekici et al., 2020 ). More and more image-based advertisements include sexual themes, and cosmetic product advertising is a good place for testing the impact of these themes on consumer advertising attitudes ( Vargas-Bianchi and Mensa, 2020 ).

Consumer Buying Behavior

Consumer behavior involves making a purchase decision based on available resources, i.e., effort, money, and time ( Chiang et al., 2016 ). Furthermore, Tsao et al. (2019) proposed a holistic view of consumer buying behavior. Consumer behaviors are those activities and processes in which individuals choose and utilize ideas, products, services, and experiences. Li et al. (2021) stated that consumer behavior analysis is another tool to examine the complexity of marketing operations. Meanwhile, Sumi and Kabir (2018) demonstrated that today’s consumers are kept in the dark about when and what they desire, all of which results in interactive advertising. Consumer behavior is a mixture of consuming and purchasing products and services ( Sundararaj and Rejeesh, 2021 ). Therefore, Anetoh et al. (2020) explored seven steps of consumer buying decision which needs recognition: search for information, pre-purchase, evaluation, purchase, consumption, post-consumption evaluation, and divestment.

Brand Loyalty

Brand loyalty describes a client’s connection with a brand ( Coelho et al., 2018 ). Brand loyalty is the tendency to be loyal to a brand, and loyalty demonstrates the consumer’s buying intention ( Atulkar, 2020 ). Additionally, Zhang X. et al. (2020) stated that a loyal consumer characterizes a basis for a price premium, a barrier to entry, protection against deleterious price accomplishment, and responding to competitors. The basic dimension of brand equity is brand loyalty. Similarly, the objective of brand management is brand loyalty. If the company needs to examine the strength and weaknesses of its consumer loyalty, whether the consumer is promoting its product more compared to competitors can be examined ( Coelho et al., 2019 ). Moreover, it is the attitude of the consumer on brand preferences from prior shopping experiences of a product summed up ( Bairrada et al., 2018 ). Furthermore, attitudinal loyalty is the degree of dispositional guarantees for some preferences linked with the brand whereas behavioral loyalty is the repeated buying intention of a consumer ( Diallo et al., 2020 ).

Brand Awareness

Brand awareness plays a significant role in creating consumer buying decisions by bringing three benefits: learning, consideration, and choice ( Foroudi, 2019 ). Sürücü et al. (2019) designate that brand awareness might be known by thickness and deepness. Thickness expresses how easily a brand name will arise in the customer’s mind while purchasing a product. Deepness means how quickly a customer identifies or recalls a brand. Brand awareness will be greater if a product at once possesses both brand thickness and brand deepness; customers will have thought of a definite product when they need to purchase a product ( Romaniuk et al., 2017 ). Furthermore, the brand name is the most vital part. Brand recall and brand recognition are the components of brand awareness. Brand recall means the customer can recall a brand name accurately when they see a product, and brand recognition means the capability of a customer to detect a brand whenever there is a brand sign ( Cheung et al., 2019 ). Brand awareness is a customer’s capability to recall or memorize brand information ( Romaniuk et al., 2017 ). Any product or service variation in the buying behavior is due to brand awareness related to any good or service.

Perceived Quality

This quality is possessed by an entity capable of specific or indirect desires ( Yang et al., 2019 ). Among handlers, it is the indication of the assured attributes in a product that create pleasure or frustration ( García-Fernández et al., 2018 ). Konuk (2018) express the quality of a product based on the foundation of performance, strength, consistency, advantages, and technology. It is based on consumers’ judgment and experience. Wang et al. (2020) explain the close link between product and service quality, company profitability, and customer gratification. The assessment of the benefits and strength of the client is service product quality. The chief aim of a lot of investigators is perceived quality ( Chi et al., 2020 ). Pooya et al. (2020) determine that perceived quality describes the buyer’s individual quality decisions about a brand’s whole fineness or advantage. The important element of consumers’ preferences and attitudes is the perceived quality, which is a significant issue in defining affective commitment.

Hypotheses Development

Advertisement and consumer buying behavior.

Advertisement is a source that convinces people to purchase the product at least once in their lives. Celebrities or personas used in ads may positively influence peoples’ buying intention ( Shanahan et al., 2019 ). Consumer buying behavior should be referred to as the choice to buy a product ( Sundararaj and Rejeesh, 2021 ). Advertisers are adapting different techniques to create purchase decisions through effective commercial messages. Additionally, market advertisers use celebrities in commercials to sponsor their product image ( Alalwan, 2018 ). The involvement of celebrities affects the buying intention of the consumer. This study shows that advertisements have a positive effect on consumer buying intention.

Consequently, Vargas-Bianchi and Mensa (2020) remarked that advertisement has a crucial role in the current age as it is an instrument to build society’s behavior regarding products. Ads help people to get information and make a purchasing decision. People’s psychological, emotional, and behavioral aspects are important while making a purchasing decision ( Wirtz et al., 2017 ). Consumer buying behavior can be predicted by relevant brand awareness in the market ( Alalwan, 2018 ). In conclusion, advertisement has a direct relation with consumer buying behavior. If advertisement increases, it will eventually lead toward an increase in buying intention of the consumer. Therefore, the following hypothesis is proposed:

H1: Advertisement substantially predicts consumer buying behavior.

Advertisement and Brand Loyalty

Nowadays, organizations aim to build strong customer relationships rather than provide only products or services to ensure customer loyalty ( Kwon et al., 2020 ). The process of introducing products to customers, making the product known, and selecting the product agreed upon by customers makes customers loyal to a brand ( Balakrishnan et al., 2014 ). Moreover, Ramaseshan and Stein (2014) explained that the degree of commitment when a customer purchases a product of a special brand is named loyalty. Prior researchers enlightened different factors that affect brand loyalty, but this study reveals five factors: easy usage, quality, brand awareness, brand image, and advertisement ( Tidwell et al., 1992 ; Iglesias et al., 2011 ; Hoewe and Hatemi, 2016 ).

Advertisement is one of the essential tools to increase the level of identification. Advertisement is a type of cost. According to Shanahan et al. (2019) it is not a cost if an advertisement lasts for a long period. Besides, every year millions of companies are generating revenue that results in brand loyalty and in making customers loyal to a special brand or firm. Consequently, Casteran et al. (2019) demonstrated that advertisement has a direct impact on brand loyalty. Thus, it is concluded that if advertisement spending is increased, there will be an increase in customer loyalty level. Moreover, the following hypothesis is assumed:

H2: Advertisement substantially predicts brand loyalty.

Advertisement and Brand Awareness

Rahman (2018) has commented that advertisement means attracting potential customers from the market. In contrast, Kanungo and Dutta (1966) have commented that advertisement means communicating with customers. In this regard, it will be essential to state that advertisement means attracting potential and existing customers from the market by creating awareness of the brand, product, or service ( Chang and Chang, 2014 ). Similarly, several prior research studies have stated that brand awareness can be predicted by the active marketing campaign of the brand, such as advertisement and promotional activities ( Wang and Yang, 2010 ; Lee et al., 2017 ). From this perspective, this study proposed the hypothesis:

H3: Advertisement substantially predicts brand awareness.

Brand Awareness as a Mediator

According to Foroudi (2019) , brand awareness is created to sell the product or service to the customer. Sundararaj and Rejeesh (2021) stated that brand awareness is a mandatory element of the overall knowledge system in the mind of the customer - how likely a customer is to recognize the brand under different situations, how frequently the brand name comes into the customer mind, and how much they like the brand. Moreover, Çifci et al. (2016) explored that customer’s ability to remember or recall brand information is called brand awareness. Li et al. (2021) summed up that it supports customers to make the best purchase decision where an exceedingly competitive market exists. Kanungo and Dutta (1966) showed that companies try to better use brand awareness by adapting marketing strategies to create awareness among customers. Cheung et al. (2019) identified that it has two aspects: width and depth. Width represents the outcomes when a customer makes a purchase decision when a brand name comes into their mind, and depth refers to the way customers can recall a brand.

According to Alalwan (2018) , when companies establish a new market or product, their core purpose is to focus on creating awareness among customers to get the best results, as brand awareness creates positive brand loyalty. Coelho et al. (2018) explored that brand loyalty is a customer’s past psychological attachment and affection to any brand. It can be measured by taking note of repeated purchases from the same brand. Moreover, Atulkar (2020) examined that to maintain and create a brand, companies must realize the increasing importance of unaided and aided awareness in customers and develop strategies related to it. Market communication should be made with different concerns on public relations and advertisement. Advertising options like radio, television, and social media create awareness.

Zhang H. et al. (2020) explained that a brand’s purchase intention depends upon searching information, problem arousal, comparing alternatives, post-purchase, and purchase behavior. The purchase intention of the customer consists of how much awareness he/she has about a brand. Marketers popularize products with the help of promotional activities to create awareness. When customers use and become aware of any brand, their personal experience will turn into brand loyalty ( Sürücü et al., 2019 ). That effect in purchasing the product again and again in case of a good experience refers to direct loyalty. Thus, we hypothesize:

H4: Brand awareness substantially mediates between advertisement and consumer buying behavior.

H5: Brand awareness substantially mediates between advertisement and brand loyalty.

Perceived Quality as a Moderator

In this section, this study discusses the modifying aspect of quality on the association of brand awareness and consumer buying behavior. There is an important relationship between brand awareness and perceived quality ( García-Fernández et al., 2018 ). Few researchers have explored the moderating role of perceived quality on the relationship between brand awareness and consumer buying behavior. It is further suggested that when the brand awareness is high, customer quality evaluation is also high ( Yang, 2018 ). In addition, Wang et al. (2020) explored that perceived quality will affect consumer buying intention and that quality will positively influence purchase intention.

Li et al. (2021) assert that a highly well-known brand will have a greater purchase desire than a less well-known brand. Furthermore, prior studies remarked that perceived quality and purchase intention are positively correlated ( Sürücü et al., 2019 ; Yang et al., 2019 ). Thus, there is a direct relationship between brand awareness and quality. Romaniuk et al. (2017) described that brand awareness has a significant and positive relationship with quality. Therefore, previous studies argued that higher awareness results in higher perceived quality ( Sürücü et al., 2019 ; Chi et al., 2020 ). Thus, the following hypothesis is predicted:

H6: Perceived quality substantially moderates the relationship between brand awareness and consumer buying behavior.

In this section, perceived quality has a moderating effect on the relationship between brand awareness and brand loyalty. Konuk (2018) explained that perceived quality is related to emotional value. Zhang H. et al. (2020) explained that the road map to brand loyalty is perceived quality. Moreover, Chang and Chang (2014) describes that brand quality is a limitation to measure brand excellence. Furthermore, Yang et al. (2019) elaborated that different people have different perspectives on the same product; when evaluating a product, their attitudes, values, and experiences are considered. Their attitude toward the product is important to measure quality, and feedback is obtained from people who use the product to assess the brand’s quality. Prior studies show that perceived quality will influence brand loyalty and trust and affect purchase behavior ( Pooya et al., 2020 ). Thus, perceived quality and brand loyalty are significantly and positively correlated, and brand loyalty will increase if the perceived quality is increased.

H7: Perceived quality substantially moderates the relationship between brand awareness and brand loyalty.

Theoretical Model

To identify the impact of advertisement on consumer buying behavior and brand loyalty, as well as the mediating role of brand awareness and moderating influence of quality, we have conceptualized this theoretical model. Figure 1 shows the research model for consumer buying behavior and brand loyalty.

Figure 1. Conceptual model.

Methodology

The current study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediating role of brand awareness and the moderating role of perceived quality. This study is quantitative and descriptive. However, this study followed deductive reasoning because the foundations of the study are linked with existing literature. Similarly, this study followed a cross-sectional design to gather data from respondents. A questionnaire survey technique was implemented to attain the online feedback of customer responses by using the purposive sampling technique.

Data Collection Procedure

The target population of the study was consumers of cosmetics brands. Therefore, this study has developed an online questionnaire by using Google docs. The link of the questionnaire has been spread over different social media platforms to gather responses. From this perspective, it can be stated that the present study has followed the purposive sampling method because it allows researchers to request respondents to spread the link to the questionnaire. When the responses of the questionnaire reached 328, the study compiled data in the SPSS file. However, twenty-eight questionnaires consist of empty responses and are considered invalid. Therefore, this study has employed analysis on the valid responses, which are 300 responses with a participation rate of 91%.

All the measures were adapted from earlier valid and reliable scales (See Appendix here). To measure the items, a 5-point Likert scale (5 demonstrating “strongly agree,” 4 signifying “agree,” 3 signifying “neutral,” 2 signifying “disagree,” and 1 demonstrating “strongly disagree”) was used.

The brand advertisement was measured using three dimensions, namely repeated exposure, celebrity endorsement, and sex appeal, adapted from the study of Kaur and Hundal (2017) . Each item has three measurement constructs. A sample item for repeated exposure is “repetition makes me remember the ad.” A sample item for celebrity endorsement is “products endorsed increases the loyalty of the customers.” A sample item for sexual appeal “sex appeal make the ad more attractive and attention-seeking.”

Brand awareness was assessed using a five-item scale adapted from the study of Sasmita and Mohd Suki (2015) . This scale was tested and validated by prior researchers ( Foroudi, 2019 ). A sample item is “I know how this particular product/brand looks.”

Brand loyalty was measured using a three items scale and adapted from the study of Sürücü et al. (2019) . This scale was widely accepted and used by previous researchers in the field of marketing ( Zhang S. et al., 2020 ). A sample item is “this brand would be my first choice.”

To measure consumer buying behavior, we adapted four items scale from the study of Sürücü et al. (2019) . This scale was tested and verified by existing studies ( Li et al., 2021 ). A sample item is “I mostly buy luxury brand goods for myself.”

Perceived quality was measured using a five items scale and adapted from the study of Shanahan et al. (2019) . A sample item is “this brand is of high quality.”

Profile of the Respondents

Table 1 show that most respondents were among the age group of 20–25, with a percentage of 79.3%. A further 13.7%, 4.7%, 1%, and 1% were from the age groups of 20–25, 26–30, 31–35, 36–40, and 40+, respectively. Regarding education, 1.3, 11, 51, 23.3, and 13.3% of respondents belonged to matric, intermediate, bachelors, masters, and MS/M.Phil., respectively. Likewise, 19.3, 4.3, 73, and 3.3% of respondents reported themselves as employed, unemployed, student, and others, respectively. Additionally, 16.3% were married, and 83.7%were unmarried. Similarly, 9% of respondents were users of MAC and 5.7, 19.3, 3, 7.7, 33.7, and 21.7% of respondents were users of Etude, L’OERAL, Avon, and Nivea, Dove, and others, respectively.

Table 1. Demographic information.

Measurement Model

The measurement model was analyzed through reliability and validity. Construct reliability was assessed using Cronbach’s alpha and composite reliability. Table 2 shows the values of Cronbach’s alpha and composite reliability for advertisement (0.888, 0.910), brand awareness (0.926, 0.945), consumer buying behavior (0.895, 0.927), brand loyalty (0.902, 0.939), and perceived quality (0.932, 0.949). According to Hair et al. (2014) , the values of Cronbach’s alpha should be >0.70 and the values of composite reliability should be >0.80. Therefore, the values of Cronbach’s alpha and composite reliability were acceptable and above the threshold value ( Sarstedt and Cheah, 2019 ). Moreover, construct validity was analyzed using average variance extracted AVE. The values of AVE were presented in Table 2 . The values of AVE for advertisement were (0.530), brand awareness (0.774), consumer buying behavior (0.761), brand loyalty (0.837), and perceived quality (0.787). Thus, all the values of validity fall within the range of the threshold value of 0.50 suggested by Sarstedt et al. (2011) . Furthermore, to check the multicollinearity issue, variance inflation test VIF was performed. The values of VIF were also shown in Table 2 . According to Hair et al. (2014) , the values of VIF must be lower than 5. Hence, the entire construct’s VIF were under the threshold value and there is no issue of multicollinearity in the data.

Table 2. Measurement model.

Discriminant Validity

Discriminant validity test was assessed using both criteria’s Fornell and Larcker (2018a) and Heterotrait-Monotrait HTMT ratio. The findings were shown in Tables 3 , 4 . As per criteria ( Fornell and Larcker, 2018b ), the square root of the AVE is called discriminant validity and must be higher than correlations values. Moreover, the values of the HTMT ratio should be less than 0.85. Thus, it is seen that the maximum achieved HTMT value was 0.599, and below the threshold value as suggested by Sarstedt et al. (2011) . Thus, all the measurement constructs were acceptable for structural model analysis.

Table 3. Fornell-Larcker criterion.

Table 4. Heterotrait-Monotrait ratio (HTMT) criterion.

Structural Model

The structural model was analyzed through Smart-PLS software and partial least squares structural equation modeling technique PLS-SEM was performed using the bootstrap method with 5000 sub-samples. This software was widely used and accepted in the field of management and social sciences studies ( Vinzi et al., 2010 ; Hair et al., 2014 ; Sarstedt et al., 2014a ; Cai et al., 2021 ). The fitness of the structural model was assessed through the standardized root mean square residual SRMR value. According to Sarstedt, Ringle, and Sarstedt et al. (2014b) a good structural model must have <0.080 SRMR value. Therefore, the value of SRMR was 0.070, which indicates an acceptable and adequate level of structural model fitness. Moreover, the structural model was also assessed using the value of the determination coefficient R 2 . As suggested by Chin (2010) , the desired R 2 should be greater than 0.1 or zero. Table 5 and Figure 2 shows that the structural model explained 23.6% variance in brand awareness, 29.9% in consumer buying behavior, and 35.9% in brand loyalty. Consequently, the values of R 2 were acceptable.

Table 5. Strength of model.

Figure 2. Structural model.

Additionally, for the predictive relevance of the model, the cross-validated redundancy measure (blindfolding) Q 2 test was performed. According to Götz et al. (2010) , the value of Q 2 must be >0.1 or zero. Table 6 explains that the values of Q 2 exceeded 0.1 and the positive predictive significance level of the model.

Table 6. Cross-validated redundancy.

Testing of Hypothesis

The results of the hypotheses were presented in Table 7 and Figure 3 . To test hypothesis H1, findings show that advertisement has a positive and significant impact on consumer buying behavior (β = 0.407, C.R = 9.216, p < 0.000). It means that if there is a more attractive advertisement about the brand, it will ultimately increase customers’ buying behavior. Therefore, H1 was accepted. Moreover, H2 results illustrate that advertisement has a positive and significant influence on brand loyalty (β = 0.420, C.R = 9.770, p < 0.000). Increased advertisement creates more brand loyalty among customers to satisfy their needs. Hence, H2 was supported. Moreover, H3 results indicate that advertisement has a positive and significant impact on brand awareness (β = 0.486, C.R = 11.085, p < 0.000). Hence, H3 was accepted. Furthermore, findings show that brand awareness has a positive and significant impact on consumer buying behavior (β = 0.087, C.R = 1.772, p < 0.047) and brand loyalty (β = 0.204, C.R = 4.333, p < 0.000). Additionally, this study also hypothesized that brand awareness plays a mediating role (indirect effect) on the relationship between advertisement, consumer buying behavior, and brand loyalty. The H4 findings illustrate that brand awareness positively and significantly mediates the relationship between advertisement and consumer buying behavior (β = 0.042, C.R = 1.723, p < 0.046). Therefore, H4 was accepted. Moreover, H5 results show that brand awareness positively and significantly mediates the relationship between advertisement and brand loyalty (β = 0.099, C.R = 3.801, p < 0.000). Thus, H5 was also supported.

Table 7. Structural model path coefficients.

Figure 3. Bootstrapping.

Moderation Analysis

To assess the moderating role of perceived quality in the relationship between brand awareness and consumer buying behavior, Table 8 results show that perceived quality has a positive influence on consumer buying behavior (β = 0.268, C.R = 6.046, p < 0.000) and also positively moderates the relationship between brand awareness and consumer buying behavior (β = 0.151, C.R = 3.386, p < 0.001). So, H6 was accepted. Meanwhile, H7 findings indicate that perceived quality has a significant impact on brand loyalty (β = 0.239, C.R = 4.867, p < 0.000) and significantly moderates the relationship between brand awareness and brand loyalty (β = 0.107, C.R = 3.298, p < 0.001). Thus, H7 was also supported.

Table 8. Moderation analysis.

This study aims to determine how advertisement affects consumer buying behavior and brand loyalty by considering a mediator between brand awareness and the moderating role of perceived quality. The study’s findings have revealed that advertising substantially predicted consumer behavior while brand loyalty mediated it, and perceived quality is moderated on their association. This study has confirmed that buying behavior is substantially predicted by advertisement and brand awareness. Similarly, Foroudi (2019) has confirmed that brand awareness is created by significant marketing campaigns of the companies, such as advertisements. It is also confirmed by the present study that advertisements are substantially linked to brand awareness in the cosmetics branding context. Furthermore, this study has also confirmed that brand awareness is significantly linked with consumer buying behavior. In this regard, Romaniuk et al. (2017) has commented that consumers create variation in their buying pattern due to significant brand awareness. However, several prior research studies have demonstrated that brand awareness attracts consumers toward the product or service and increases potential customers ( Kim et al., 2019 ; Shanahan et al., 2019 ). From this perspective, this study has concluded that brand awareness created by advertisements influences the buying behavior of cosmetics consumers.

Sofi et al. (2018) stated that advertisement substantially predicts consumer buying behavior, while such an association becomes stronger when advertisement actively produced positive outcomes. In the same sense, this study has proved the mediation effect of brand awareness between advertisement and consumer buying behavior. It implies that consumer buying behavior increases with an increase in an advertisement while such an increment becomes robust when brand association plays an active role. In contrast, this study has also confirmed the mediation effect of brand awareness between the association of advertisement and brand loyalty. In this regard, several prior research studies have stated that consumers become more loyal toward the brand when brand awareness substantially works ( Sasmita and Mohd Suki, 2015 ; Sürücü et al., 2019 ). Therefore, this study has concluded that consumers become more loyal and demonstrate constructive buying behavior because of the advertisement, and such association becomes robust based on brand awareness.

Furthermore, this study has found that perceived quality moderated the relationship between brand awareness, brand loyalty, and consumer buying behavior. In this regard, several prior research studies have stated that perceived quality attracts potential consumers from the market, and consequently, the company’s growth increases ( Akrout and Nagy, 2018 ; García-Fernández et al., 2018 ). However, this study has tested moderation of perceived quality which is statistically supported by the findings. Therefore, it is concluded that brand awareness increases loyalty and buying patterns and that when perceived quality is offered, brand awareness substantially predicts consumer buying behavior and brand loyalty.

Theoretical and Practical Implications

This study has contributed to the literature by evaluating the moderation effect of perceived quality on brand awareness with loyalty and consumer buying behavior. However, Teo et al. (2019) have confirmed that when a brand offers substantial-quality products and increased awareness in the market, it predicts the consumers’ higher purchasing behavior. It implies that perceived quality can be taken as a moderator. Therefore, this study has considered perceived quality as a moderator and tested empirically. Furthermore, the cosmetics industry is a growing industry worldwide and lacks research attention ( Amberg and Fogarassy, 2019 ). Therefore, this study has focused on the cosmetics industry to analyze the theoretical framework of the study. In this regard, this study has contributed to the literature of the cosmetics industry by stating that young people have a higher intention to demonstrate higher buying behavior. Therefore, managers have to focus on marketing campaigns focused on the younger population to produce a higher market share.

The findings of the study have confirmed that consumers preferred branded cosmetics products because they are more sensitive about their social standards. These consequences have important suggestions for international selling directors. With the increase in the quantity of cosmetics brands, brand managers and selling directors must evolve and understand the promotional activities from the Pakistani point of view. Outcomes would lead cosmetics product brand managers to develop policies to progress their branding decisions to gain a more competitive edge and stability of business through loyal customers. Consequences suggested that managers focus on brand awareness to increase consumer loyalty and consumer buying behavior by using promotional activities like advertisements. Teenagers are spending more time on social media sites like Facebook, Instagram, and Twitter, consequently, it will also be helpful for managers to create awareness in the mind of customers through social media. Meanwhile, to increase loyalty and consumer buying behavior, cosmetics product managers should pay more attention to building trust between their consumers by meeting or going beyond their expectations.

Limitation and Future Direction

The study’s findings are generalizable to the entire cosmetics industry, although this study has some limitations, just like other studies. For instance, one limit was due to the responses of the questions, which depended upon the Likert-type scale. Some people do not give a careful response, and others like to give careful answers. It means the presenter influenced the respondent’s reaction. Future research could be carried out in other sectors, including the telecom sector, banking sector, and textile sector, to show the cross-sector investigation of c consumer buying behavior and their outcome on performance, and the data should be collected using a mixed approach. Using this, the result might change. In the future, sample size should also be increased. Different promotional tools can be considered for further study to evaluate consumer behavior concerning perceived quality and brand awareness.

Data Availability Statement

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

Ethics Statement

The studies involving human participants were reviewed and approved by Ethics Committee of the Jiangsu University China. The patients/participants provided their written informed consent to participate in this study.

Author Contributions

RB and MM proposed the research, analyzed the experimental results, and wrote the manuscript. JZ, FM, and AS designed and carried out the revision of this manuscript and extensively edited the manuscript. All authors contributed to the article and approved the submitted version.

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s Note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

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Keywords : advertisement, brand awareness, brand loyalty, consumer buying behavior, perceived quality

Citation: Zhao J, Butt RS, Murad M, Mirza F and Saleh Al-Faryan MA (2022) Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality. Front. Psychol. 12:803348. doi: 10.3389/fpsyg.2021.803348

Received: 27 October 2021; Accepted: 09 December 2021; Published: 27 January 2022.

Reviewed by:

Copyright © 2022 Zhao, Butt, Murad, Mirza and Saleh Al-Faryan. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Rehan Sohail Butt, [email protected] ; Majid Murad, [email protected]

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

Introduction

Advertising is an essential element of any business's marketing strategy. It is a means of promoting products and services and creating awareness among consumers. However, advertising not only informs and influences consumers but also affects their behaviour. Understanding the impact of advertising on consumer behaviour is crucial to ensure effective advertising efforts. In this article, we will discuss the significance of comprehending the influence of ads on consumers.

The impact of advertising on consumer behaviour

• Advertising influences consumers' purchasing decisions: Advertising plays a significant role in shaping consumers' buying behaviour. Ads are designed to create a sense of urgency, need, or desire in the minds of consumers, which can persuade them to buy a product or service.
• Advertising affects consumers' perception of a brand: Advertising can impact how consumers perceive a brand. A well-crafted ad campaign can create a positive brand image in the minds of customers, while a poorly executed campaign can tarnish a brand's image.
• Advertising creates brand loyalty: Consistent advertising efforts can create brand loyalty among consumers. When a consumer repeatedly sees an ad for a particular brand, they develop trust in the brand and are more likely to remain loyal to it.
• Advertising shapes consumers' preferences and attitudes: Advertising can shape consumers' attitudes towards a particular product, service or brand. It can influence how they perceive a brand's value, quality, and benefits, influencing their preferences.

It is crucial for businesses to understand the impact of advertising on consumer behaviour to use it effectively to promote their products and services. Proper analysis of advertising campaigns can help businesses develop a better understanding of their target audience and how they respond to advertising efforts, allowing them to refine their advertising strategies.

The Science of Advertising

Advertising is the art of persuading people to buy a product or service. But how do advertisers get into the minds of consumers to convince them to make a purchase? This is where the science of advertising comes in.

The Role of Consumer Psychology in Advertising

Consumer psychology plays a crucial role in advertising. Advertisers need to understand what motivates consumers to make a purchase, and what factors influence their decision-making process.

Some of the factors that advertisers need to consider include:

• The consumer's needs and desires
• The consumer's values and beliefs
• The consumer's social and cultural background

By understanding these factors, advertisers can create ads that are more effective in persuading consumers to make a purchase.

How Ads Manipulate and Persuade

Ads use a variety of techniques to manipulate and persuade consumers. These techniques include emotional appeals, social cues, and cognitive biases.

Emotional appeals are one of the most effective ways to persuade consumers. Ads that use emotional appeals tap into the consumer's emotions, triggering feelings of happiness, fear, or sadness. This can lead the consumer to make a purchase based on their emotional response, rather than a rational decision.

Social cues are another way that ads manipulate consumers. Ads may feature social cues, such as celebrities or popular products, to make the consumer feel like they are part of a group. This can create a sense of belonging, making the consumer more likely to make a purchase.

Cognitive biases are another technique used by advertisers. Cognitive biases are mental shortcuts that our brains take when we make decisions. Ads may use cognitive biases to influence the consumer's decision-making process, such as by framing the product in a positive light, using scarcity to create a sense of urgency, or offering a discount.

Overall, the science of advertising is a complex field that requires a deep understanding of human psychology. By using techniques such as emotional appeals, social cues, and cognitive biases, advertisers can create ads that are more effective in persuading consumers to make a purchase.

Impact on Purchasing Habits

Advertising can have a significant effect on consumer behavior, influencing their purchasing habits, creating desire, and guiding decision-making processes. Here’s how:

Creating Desire

Advertisements create a sense of desire among consumers by showcasing the benefits and features of a particular product or service. They use persuasive language, appealing visuals, and emotional appeals to stimulate the consumer's senses and make them crave the product. For example, the famous Coca-Cola Christmas ads create a sense of warmth and togetherness that makes people want to share a bottle of Coke with their loved ones during the festive season.

Influencing Preferences

Advertising plays a significant role in shaping consumer preferences. Brand positioning, brand image, and brand recognition are all achieved through advertising. Consumers are likely to choose brands that resonate with them and match their values. Advertising helps to create and reinforce brand image, making a lasting impression on consumer's minds. For example, Apple's "Think Different" campaign positioned the company as an innovative, cutting-edge brand that resonates with people who value creativity and originality.

Guiding Decision-Making Processes

Advertisements guide the consumer decision-making process by providing information about the product or service, offering comparisons with competitors, and highlighting the unique selling points. Consumers often turn to ads to learn about new products or to compare prices, features, and benefits. For example, online display ads for hotels that promote amenities like free breakfast, free Wi-Fi, and pet-friendly policies can influence consumers' decisions when booking their accommodation.

Examples and Statistics

• Research has shown that advertising has a positive impact on sales, with brands spending around $180 billion globally on advertising in 2020 alone. (Source: Statista)
• A study found that 70% of consumers are more likely to purchase from a brand that they follow on social media. (Source: Forbes)
• Advertising has been found to influence children's snack preferences, with those exposed to food ads more likely to choose unhealthy snacks. (Source: Pediatrics Journal)

Overall, advertising plays a crucial role in influencing consumer behavior and guiding their purchasing habits. By creating desire, influencing preferences, and guiding decision-making processes, ads can have a significant impact on sales and brand success.

Brand Perception

Brand perception is the way consumers view and interpret a brand. It is shaped by various factors such as advertising, product quality, customer service, and social media presence. Advertising plays a vital role in shaping consumer perceptions of brands by creating certain associations, establishing credibility, and cultivating loyalty.

Associations

Advertisements create associations between a brand and certain aspects such as quality, reliability, and value. For example, ad campaigns that emphasize a brand's affordability and value can create the association of the brand being budget-friendly. Similarly, ads that showcase a brand's commitment to quality can build an association of trust and reliability.

Credibility

Ads can also establish a brand's credibility. By highlighting a brand's unique features, awards, and customer testimonials, ads create a perception of expertise and authenticity. For instance, an ad campaign that touts a brand's innovative technology can establish its credibility as a cutting-edge industry leader.

Finally, advertisements can cultivate loyalty among consumers by creating an emotional connection with the brand. Ads that showcase a brand's values, such as sustainability or social responsibility, can appeal to consumers who share those same values. Moreover, ad campaigns that build a brand persona are likely to create a loyal fan base that feels a personal connection with the brand.

Overall, advertising plays a crucial role in shaping consumer perceptions of brands. It can create positive associations, establish credibility, and cultivate loyalty. For instance, a study found that after viewing a brand's ads, consumers were 70% more likely to purchase the brand's products or services. Therefore, it is essential for brands to invest in effective advertising campaigns that help shape the desired consumer perception.

The Future of Advertising

In today's digital age, advertising has become an essential component of businesses. With the advancements in technology and changing consumer preferences, advertising is evolving at a rapid pace, challenging businesses to keep up with the latest trends and adapt to new strategies.

Advancements in Technology

The integration of artificial intelligence, machine learning, and data analytics has transformed the advertising industry. Brands are now using data to develop more targeted marketing campaigns and personalized communication with their customers. Emerging technologies such as augmented reality, virtual reality, and voice-activated assistants are also changing the way advertisements are being delivered to consumers.

Changing Consumer Preferences

As the power of information has shifted from the advertisers to the consumers, they are becoming more conscious of the advertising messages they receive. Brands are now focusing on creating authentic and engaging content to build lasting connections with their customers. Social media and influencers are playing a vital role in shaping consumer preferences, where customers are looking for authenticity, transparency, and personalized experiences.

Ethical Considerations and Potential Implications

With the increasing reliance on technology and data, there are ethical concerns surrounding data privacy and security. Consumers are now more aware of how their data is being used and expecting businesses to handle it responsibly. Additionally, the rise of deep fake technology, which can create realistic but false content, raises questions about the authenticity of advertisements and the potential implications it can have on society.

• Advancements in technology are changing the way advertisements are delivered.
• Changing consumer preferences require brands to create engaging and authentic content.
• Ethical considerations around data privacy and deep fake technology demand responsible advertising practices.

As businesses navigate the ever-changing landscape of advertising, understanding these trends and their implications is crucial to stay ahead of the game in the future of advertising.

Advertising has a significant impact on consumer behaviour, as it influences their decision-making processes and purchasing choices. In this article, we have highlighted some of the key points that demonstrate the influence of ads on consumer behaviour. We have seen how ads can create brand awareness, shape attitudes, and affect people's emotions towards a product or service. We have also discussed the role of advertising in influencing consumer preferences and driving sales.

It is important for consumers to become more aware of the influence of advertising and make informed decisions. By being more critical of the messages conveyed in ads, consumers can avoid falling prey to marketing strategies that are designed to manipulate their behaviour.

Key Takeaways:

• Advertising plays a crucial role in shaping consumer behaviour.
• Ads create brand awareness and influence consumer attitudes and emotions.
• Advertising drives sales and can affect consumer preferences.

As consumers, it is important to be mindful of the impact that advertising has on our behaviour. By questioning the messages conveyed in ads and making informed decisions, we can avoid being influenced by marketing strategies that are designed to manipulate our choices.

Take action now: Become more aware of the influence of ads by critically evaluating the messages conveyed in marketing campaigns. Research the product or service before making a purchase decision and seek out recommendations from trusted sources.

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The impact of advertising on consumer behavior

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