Response to Advertisement - Explained
Why do People Watch Advertisements?
Written by J. Mance Gordon
Updated at April 17th, 2024
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Why do Individuals React to Advertisements?
The primary reason why individuals react to advertising include:
- Social Utility - People desire to learn about the social significance of a product or brand.
- Communication Utility - People desire to use the topic or content of the advertising for communication purposes (to discuss with others).
- Vicarious Consumption - Viewing the advertising allows people to feel associated with the product, brand, or those involved in the advertising. people watch an ad to participate indirectly in a desired lifestyle.
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- American Advertising Federation Definition
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