UNIT -3

INFLUENCES
Family
A family can be defined as two or more people living together, related by blood, adoption or
marriage, who share a common house, similar status and values. Family is an important element that
effects the consumption and disposal of products by an individual.
It is important for marketers to know the family structure, family composition, buying patterns,
buying roles, and motives of family members, life cycle stages etc. in order to understand family
influence on consumer behavior and position a product efficiently in the market.
Family influence on Consumer Behavior
Family is a social group and all members of a family influence and gets influenced by each other.
Family bonds are stronger than bonds in any other group and all members of a family form a single
decision unit in case of purchase of products and services for common consumption. Each member
influences and gets influenced by a family member depending on his/her role, life cycle stage and
relationship dynamics in the family. Hence, family influence on consumer behavior can be
understood by studying the buying roles, family dynamics and life cycle stage of a family member.
Family Dynamics
Family influence on consumer behavior exists due to relationship dynamics between family
members. The buying behavior of a family and its members basically depends upon the dynamics of
the husband-wife in decision making. There may be following types of decisions on the basis of
husband wife influences
Wife dominant decisions- Grocery, food, home décor etc.
Husband dominant decisions- car, phone, insurance etc.
Joint Decisions- Family Vacations, School for children etc.
Autonomic decisions- newspaper, milk etc.
Family Life Cycle
In 1960’s, based on their research Wells and Gruber came up with a new concept of segmentation,
called the family life cycle. Family life cycle can be a part of the segmentation targeting and
positioning triangle or even the consumer buying behavior study as it concerns itself with the various
phases and generations of people present within an individual family and how to target them with
your marketing efforts.
Thus, in a joint family, there might be youngsters, parents, grand parents, uncles and aunts, all in
different phases of their life. By taking each of them as a target market or a target demography, what
can be the marketing strategies that you can adopt, can be answered by Family life cycle.
What all these stages have in common are the criteria based on which they are formed involving age,
marital status, career, disposable income and either presence or absence of children. Thus, based on
all four type of segments, the typical demography can be made and targeting can be carried out
accordingly.
Considered to be a useful method for segmenting the market, the model provides an understanding
in customer behavior by looking into various stages of the family life resulting in different buying
patterns.
It takes into account changes in family structures and behavior accompanying progression from birth
to death.
Reference Groups
Reference group refers to a group or individual you refer to while making buying decisions. It is a
group that serves as a reference point for an individual for his beliefs, attitudes and behavior.
As consumers, our buying decisions are often influenced by our reference groups, these being the
group of people whose presumed perspectives or value are used as a basis for purchasing decisions.
Most people confuse this influence with peer pressure. Note that the influence in question is entirely
different from peer influence. Why? Because in most cases, those in reference groups are not aware
of their influence in your buying decisions. Therefore there is no pressure involved.
Reference groups play a significant role in consumer behaviour. They are the groups to which
individuals compare themselves and which influence their attitudes, aspirations, and behaviour.
Here's a breakdown of reference groups and their impact on consumer behaviour:
Types of Reference Groups:

Primary and secondary groups

Primary Reference Groups-

It is a group with which the person has regular face-to-face association and contact and whose
values, attitudes, and standards of behavior he follows. Berkman and Gilson defined it as a group
that contains relationships somewhat like those within the family.

It may include family, playmates, friendship groups in the neighborhood, peer groups, and closely
tied workgroups. Such a group consists of small individuals who have intimate relationships and
communicate with each other directly and regularly.

Intimate and direct associations characterize them over a long period of time. Such groups tend to
develop norms about what the group members should do and are expected to do under given
circumstances. These norms are like shared attitudes and opinions, and as such, they influence
group members’ behavior.

An individual actively participates with such a group of close associates. Most of the interpersonal
relations an individual has been with this group.

They are also characterized by frequent interpersonal contact. A primary group exerts the greatest
and most widespread impact on consumer buying behavior.
Secondary Reference Groups-

Individuals may also belong to groups other than the primary groups.

One may belong to secondary groups, in which he may have only slight or intermittent association.
Secondary groups maintain communication among much larger numbers of people, who are often
geographically dispersed and use mainly impersonal communication channels to maintain
identification and interaction.

Those groups characterized by limited interaction among members are referred to as secondary
groups. Loudon and Bitta defined secondary reference groups as those in which the relationship
among members is relatively impersonal and formalized, such as political parties, unions,
occasional sports groups, etc.

The members of the secondary groups lack the intimacy of personal involvement. Secondary
reference groups have formal membership requirements. Members may be expected to pay dues or
even to wear specific uniforms to meetings.

Secondary reference groups may also be defined in another way. If an individual interacts only
occasionally with others or does not consider their opinions particularly important, they make up a
second group.

The second reference group members’ relationship is less emotional, formal, structured, and
standardized, requiring less personal involvement.

Membership Groups: These are groups to which individuals actually belong, such as family,
friends, work colleagues, or clubs. Membership in these groups often leads to direct influence on
consumer behavior.
Aspirational Groups: These are groups to which individuals aspire to belong but may not
necessarily be a part of currently. For example, a person might aspire to be like a famous celebrity
or a successful entrepreneur.
Non-Aspirational Groups: These are groups with which individuals do not want to associate.
Influence on Consumer Behavior:
Normative Influence: Reference groups often set norms and standards that influence individual
behavior. People tend to conform to the behavior, attitudes, and preferences of their reference groups
to gain acceptance and approval.
Informational Influence: Reference groups also provide information and guidance to individuals
regarding various products, brands, and consumption patterns. People rely on the opinions and
recommendations of their reference groups when making purchasing decisions.
Value Expression: Consumers may align their consumption choices with the values and beliefs of
their reference groups to express their identity and belongingness.
Conformity and Differentiation:
Conformity: Individuals may conform to the consumption patterns of their reference groups to fit in
and avoid social rejection. This often leads to homogeneity in consumption choices within the group.
Differentiation: On the other hand, some individuals may deliberately choose to differentiate
themselves from their reference groups by adopting alternative consumption patterns or brands. This
differentiation serves to establish a unique identity or signal status.
Reference Groups in Marketing:
Marketers often utilize reference groups in their marketing strategies. They may use celebrities or
influential figures as aspirational reference groups to endorse their products.
Social proof tactics, such as testimonials or user reviews, leverage the influence of reference groups
by providing evidence of others' positive experiences with the product or service.
Peer-driven marketing initiatives, such as influencer marketing and user-generated content, capitalize
on the influence of reference groups in shaping consumer perceptions and behavior.
Understanding the dynamics of reference groups is essential for marketers to effectively target and
influence consumer behavior. By aligning marketing efforts with the norms, values, and aspirations
of relevant reference groups, marketers can enhance brand appeal and drive consumer engagement.

Personal Factors affecting Consumer Behaviour

Consumer Behavior helps us understand the buying tendencies and spending patterns of
consumers. Not all individuals would prefer to buy similar products.

Consumer behavior deals with as to why and why not an individual purchases particular products
and services.

Personal Factors play an important role in affecting consumer buying behavior.

Occupation

The occupation of an individual plays a significant role in influencing his/her buying decision. An
individual’s nature of job has a direct influence on the products and brands he picks for
himself/herself.

Tim was working with an organization as Chief Executive Officer while Jack, Tim’s friend now a
retired professor went to a nearby school as a part time faculty. Tim always looked for premium
brands which would go with his designation whereas Jack preferred brands which were not very
expensive. Tim was really conscious about the clothes he wore, the perfume he used, the watch he
wore whereas Jack never really bothered about all this.

That is the importance of one’s designation. As a CEO of an organization, it was really essential
for Tim to wear something really elegant and unique for others to look up to him. A CEO or for
that matter a senior professional can never afford to wear cheap labels and local brands to work.

An individual’s designation and his nature of work influence his buying decisions. You would
never find a low level worker purchasing business suits, ties for himself. An individual working
 on the shop floor can’t afford to wear premium brands everyday to work.

College goers and students would prefer casuals as compared to professionals who would be more
interested in buying formal shirts and trousers.

Age

Age and human lifecycle also influence the buying behaviour of consumers. Teenagers would be
more interested in buying bright and loud colours as compared to a middle aged or elderly
individual who would prefer decent and subtle designs.

A bachelor would prefer spending lavishly on items like beer, bikes, music, clothes, parties, clubs
and so on. A young single would hardly be interested in buying a house, property, insurance
policies, gold etc. An individual who has a family, on the other hand would be more interested in
buying something which would benefit his family and make their future secure.

Economic Condition

The buying tendency of an individual is directly proportional to his income/earnings per month.
How much an individual brings home decides how much he spends and on which products?

Individuals with high income would buy expensive and premium products as compared to
individuals from middle and lower income group who would spend mostly on necessary items.
You would hardly find an individual from a low income group spending money on designer clothes
and watches. He would be more interested in buying grocery items or products necessary for his
survival.

Lifestyle

Lifestyle, a term proposed by Austrian psychologist Alfred Adler in 1929, refers to the way an
individual stays in the society. It is really important for some people to wear branded clothes
whereas some individuals are really not brand conscious. An individual staying in a posh locality
needs to maintain his status and image. An individual’s lifestyle is something to do with his style,
attitude, perception, his social relations and immediate surroundings.

Personality

An individual’s personality also affects his buying behaviour. Every individual has his/her own
characteristic personality traits which reflect in his/her buying behaviour.A fitness freak would
always look for fitness equipments whereas a music lover would happily spend on musical
instruments, CDs, concerts, musical shows etc.

Consumer behavior deals with the study of buying behaviour of consumers. Consumer behaviour
helps us understand why and why not an individual purchases goods and services from the market.

There are several factors which influence the buying decision of consumers, cultural factors being
one of the most important factors.

What are Cultural Factors ?

Cultural factors comprise of set of values and ideologies of a particular community or group of
individuals. It is the culture of an individual which decides the way he/she behaves. In simpler
words, culture is nothing but values of an individual. What an individual learns from his parents
and relatives as a child becomes his culture.

Example - In India, people still value joint family system and family ties. Children in India are
conditioned to stay with their parents till they get married as compared to foreign countries where
children are more independent and leave their parents once they start earning a living for
themselves.

Cultural factors have a significant effect on an individual’s buying decision. Every individual has
different sets of habits, beliefs and principles which he/she develops from his family status and
background. What they see from their childhood becomes their culture.
Let us understand the influence of cultural factors on buying decision of individuals with the help
of various examples.

Females staying in West Bengal or Assam would prefer buying sarees as compared to Westerns.
Similarly a male consumer would prefer a Dhoti Kurta during auspicious ceremonies in Eastern
India as this is what their culture is. Girls in South India wear skirts and blouses as compared to
girls in north India who are more into Salwar Kameez.

Our culture says that we need to wear traditional attire on marriages and this is what we have been
following since years.

People in North India prefer breads over rice which is a favorite with people in South India and
East India.

Subcultures

Each culture further comprises of various subcultures such as religion, age, geographical location,
gender (male/female), status etc. A subculture is a smaller cultural group within a larger culture.
This group shares a collection of values, beliefs, rituals and traditions. If you're a marketing
professional, learning about the different subcultures can help you understand why people act and
think in certain ways and to create suitable and effective marketing strategies. It can help you
conduct market segmentation and identify your target market so you can develop a suitable
marketing strategy. For instance, you can help a company develop products suitable for the teenage
culture and create advertising directed at these consumers. Each subculture, like a larger culture,
has unique attitudes, beliefs and values that you can learn to create an effective marketing strategy
for.

Showing Major subculture Categories-

Categories Examples

Ethnic (based on the ancestors’ English, Chinese, Arab

birthplace)

Religious Muslim, Hindu, Christian

Regional Northern, Southern, Central

Age Teens, Middle aged, Elderly

Gender Male, Female

Occupation Teachers, Doctors, Engineers

Social Class Upper, Middle, Lower

Religion (Christianity, Hindu, Muslim, Sikhism, Jainism etc)

 A Hindu bride wears red, maroon or a bright colour lehanga or saree whereas a Christian bride
wears a white gown on her wedding day. It is against Hindu culture to wear white on auspicious
occasions. Muslims on the other hand prefer to wear green on important occasions.

For Hindus eating beef is considered to be a sin whereas Muslims and Christians absolutely relish
the same. Eating pork is against Muslim religion while Hindus do not mind eating it.

A sixty year old individual would not like something which is too bright and colorful. He would
prefer something which is more sophisticated and simple. On the other hand a teenager would
prefer funky dresses and loud colours.

In India widows are expected to wear whites. Widows wearing bright colours are treated with
suspicion.

Status (Upper Class, Middle class and Lower Class)

People from upper class generally have a tendency to spend on luxurious items such as expensive
gadgets, cars, dresses etc.You would hardly find an individual from a lower class spending money
on high-end products. A person who finds it difficult to make ends meet would rather prefer
spending on items necessary for survival. Individuals from middle class segment generally are
more interested in buying products which would make their future secure.

Gender (Male/Female)
People generally make fun of males buying fairness creams as in our culture only females are
expected to buy and use beauty products. Males are perceived to be strong and tough who look
good just the way they are.

What is the Consumer Decision Making Process

The consumer decision-making process involves five basic steps. This is the process by which
consumers evaluate making a purchasing decision. The 5 steps are problem recognition, information
search, alternatives evaluation, purchase decision and post-purchase evaluation.

5 steps of the consumer decision making process

1. Problem recognition: Recognizes the need for a service or product

2. Information search: Gathers information
3. Alternatives evaluation: Weighs choices against comparable alternatives
4. Purchase decision: Makes actual purchase
5. Post-purchase evaluation: Reflects on the purchase they made

The consumer decision-making process can seem mysterious, but all consumers go through basic
steps when making a purchase to determine what products and services will best fit their needs.
Think about your own thought process when buying something—especially when it’s something big,
like a car. You consider what you need, research, and compare your options before making the
decision to buy. Afterward, you often wonder if you made the right call.

If you work in sales or marketing, make more of an impact by putting yourself in the customer’s
shoes and reviewing the steps in the consumer decision-making process.

Steps in the consumer decision process

Generally speaking, the consumer decision-making process involves five basic steps.

1. Problem recognition

The first step of the consumer decision-making process is recognizing the need for a service or
product. Need recognition, whether prompted internally or externally, results in the same response:
a want. Once consumers recognize a want, they need to gather information to understand how they
can fulfill that want, which leads to step two.

But how can you influence consumers at this stage? Since internal stimulus comes from within and
includes basic impulses like hunger or a change in lifestyle, focus your sales and marketing efforts
on external stimulus.

Develop a comprehensive brand campaign to build brand awareness and recognition––you want
consumers to know you and trust you. Most importantly, you want them to feel like they have a
problem only you can solve.

Example: Winter is coming. This particular customer has several light jackets, but she’ll need a
heavy-duty winter coat if she’s going to survive the snow and lower temperatures.

2. Information search

When researching their options, consumers again rely on internal and external factors, as well as past
interactions with a product or brand, both positive and negative. In the information stage, they may
browse through options at a physical location or consult online resources, such as Google or customer
reviews.

Your job as a brand is to give the potential customer access to the information they want, with the
hopes that they decide to purchase your product or service. Create a funnel and plan out the types of
content that people will need. Present yourself as a trustworthy source of knowledge and
information.

Another important strategy is word of mouth—since consumers trust each other more than they do
businesses, make sure to include consumer-generated content, like customer reviews or video
testimonials, on your website.

Example: The customer searches “women’s winter coats” on Google to see what options are out
there. When she sees someone with a cute coat, she asks them where they bought it and what they
think of that brand.
3. Alternatives evaluation

At this point in the consumer decision-making process, prospective buyers have developed criteria
for what they want in a product. Now they weigh their prospective choices against comparable
alternatives.

Alternatives may present themselves in the form of lower prices, additional product benefits, product
availability, or something as personal as color or style options. Your marketing material should be
geared towards convincing consumers that your product is superior to other alternatives. Be ready
to overcome objections—e.g., in sales calls, know your competitors so you can answer questions and
compare benefits.

Example: The customer compares a few brands that she likes. She knows that she wants a brightly
colored coat that will complement the rest of her wardrobe, and though she would rather spend less
money, she also wants to find a coat made from sustainable materials.

4. Purchase decision

This is the moment the consumer has been waiting for: the purchase. Once they have gathered all the
facts, including feedback from previous customers, consumers should arrive at a logical conclusion
on the product or service to purchase.

If you’ve done your job correctly, the consumer will recognize that your product is the best option
and decide to purchase it.

Example: The customer finds a pink winter coat that’s on sale for 20% off. After confirming that the
brand uses sustainable materials and asking friends for their feedback, she orders the coat online.

5. Post-purchase evaluation

This part of the consumer decision-making process involves reflection from both the consumer and
the seller. As a seller, you should try to gauge the following:

• Did the purchase meet the need the consumer identified?

• Is the customer happy with the purchase?
• How can you continue to engage with this customer?

Remember, it’s your job to ensure your customer continues to have a positive experience with your
product. Post-purchase engagement could include follow-up emails, discount coupons, and
newsletters to entice the customer to make an additional purchase. You want to gain life-long
customers, and in an age where anyone can leave an online review, it’s more important than ever to
keep customers happy.

Post Purchase Behavior

Simply defined, Post-Purchase Behavior is the stage of the Buyer Decision Process when a consumer
will take additional action, based purely on their satisfaction or dissatisfaction. The consumer's level
of satisfaction or dissatisfaction is directly related to the varying relationship between their initial
expectations of the product (pre-purchase), and their perception of the actual performance of the
product (post-purchase) in their hands.
If after the purchase the consumer perceives the product's performance as matching their
expectations, or even exceeding them, they will be "satisfied". If their perception of the
product's performance is less than their expectations, then the consumer will feel
"dissatisfied".
The larger the gap between their expectations and the product's performance, the more
dissatisfaction. This dissatisfaction leads to Cognitive Dissonance.
Post Purchase/ Cognitive Dissonance
Many times in our own personal life, we buy products which we later regret buying. It could be costly
shoes, small items or anything which was an impulse buying or researched buying, but one we regret
after buying. The unhappiness which comes after the purchase is known as Post Purchase
Dissonance.
What is Post Purchase Dissonance?
Post Purchase Dissonance is when the customer’s state of the mind and perception is quite
uneasy after purchasing the product or service offering of the brand. This results in the
customer either regretting the brand or in returning the product back from where he
purchased.
There could be many reasons for Post purchase dissonance leaving the customer unsatisfied or
uneasy about the purchase. He thinks that he has overpaid for the product that he has purchased.
He has realized that the competitor’s product is far better in terms of price, features, and
attributes as compared to the brand’s product.
How to reduce Post Purchase Dissonance?
The feeling of Post Purchase Dissonance in the minds of the customers affects the credibility and
brand value of the firm in the market. Plus if the loyal set of customers feels the same, they tend to
prefer the product offerings of the competitors. Hence, it is very imperative for the firm to lay
impetus and astute importance to the aspects of the quality of the product along with the customer
service levels. Majority of times, it is the poor quality of the products that give rise to the feeling and
perspective of Post Purchase Dissonance in the minds of the customers. Right from the long-lasting
durability, attributes, features, and uniqueness of the product; the firm has to pay attention to the each
and every facet keeping the customers at the focal point. The feeling of Post Purchase Dissonance
can also be avoided if the customer conducts thorough market research and study of the product
that he intends to buy. Activities such as competitive analysis, pricing analysis, online reviews, and
study of the brand need to be carried out by the customer before indulging in the final purchase of
the product. Taking care of the above factors and having a crystal clear mind and perspective helps
to avoid the feeling of Post Purchase Dissonance. Next in the line to avoid the Post Purchase
Dissonance is to not to come under the peer group pressure or buying the product just for the
social standing. It happens most of the times with the teenagers or young adults as they buy the
specific product as their friends own the same or they want to match the standing and lifestyle of
their friends. Such purchase indulgences of the kids make the parents unhappy resulting in the Post
Purchase Dissonance.
CONSUMER SATISFACTION
Business always starts and closes with customers and hence the customers must be treated as the
King of the market. All the business enhancements, profit, status, image etc of the organization
depends on customers. Hence it is important for all the organizations to meet all the customers’
expectations and identify that they are satisfied customer.

Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall good
relationship with the supplier. In today’s competitive business marketplace, customer satisfaction
is an important performance exponent and basic differentiator of business strategies. Hence, the
more is customer satisfaction; more is the business and the bonding with customer.

Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on

customer’s expectation. It also depends on how efficiently it is managed and how promptly services
are provided. This satisfaction could be related to various business aspects like marketing, product
manufacturing, engineering, quality of products and services, responses customer’s problems and
queries, completion of project, post delivery services, complaint management etc.

Customer satisfaction is the overall essence of the impression about the supplier by the customers.
This impression which a customer makes regarding supplier is the sum total of all the process he
goes through, right from communicating supplier before doing any marketing to post delivery
options and services and managing queries or complaints post delivery. During this process the
customer comes across working environment of various departments and the type of strategies
involved in the organization. This helps the customer to make strong opinion about the supplier
which finally results in satisfaction or dissatisfaction.

Communication
Communication (from Latin ‘communis’, meaning to share) is the activity of conveying
information through the exchange of thoughts, messages, or information, as by speech, visual,
signals, writing or behaviour. Communication is the unique tool that marketers use to persuade
consumers to act in a desired way to vote, to make a purchase, to make a donation, to patronize a
retail store. Communication takes many forms; it can be either verbal or visual, and a combination
of two. There are many ways to define communication; most writers would agree that
communication is the transmission of a message from a sender to a receiver via a medium of some
sort. Many people believe that communication is a feedback which alerts the sender intended
message. There are five basic components of communication process from the perspective of
marketing and consumer behaviour.
Basic Communication Model

FEEDBACK

The Element of Communication Process

The message initiator (the source) The sponsor, or initiator, of the message first must decide
what the message should convey to whom to be sent and then must encode the message in such a
way that its meaning is interpreted by the targeted audience in precisely the intended way. The
sender has a large arsenal from which to draw encoding their message they can use words, picture,
symbols, spokesperson, and special channel. They can buy space or time in selected media to
advertise or broadcast their message or they can try to have their message published.

The sender as the initiator of the communication can be a formal or an informal source. A formal
source is likely to represent either for profit or non profit organization. An informal source can be
a parent or friend who gives product information or advice. It also known as a word of mouth to
mouth communication that tends to be highly persuasive, unlike formal sources, the sender
apparently has nothing to gain from the receiver’s subsequent actions.
The receiver of formal communication is likely to be targeted prospect or a customer. In this
process there are two type of audience involve intermediary audience and unintended audience.
Intermediary audience consist of wholesaler, distributors and retailers who are sent trade
advertising designed to persuade them to order and stock merchandise and relevant professional
to prescribe the marketer’s products. Unintended audiences include everyone who exposed to the
message, whether or not they are specifically targeted by the sources.
The Medium or communication channel can be interpersonal, an informal conversation (face to
face, telephone or by email). The medium can be impersonal a mass medium such as a newspaper
or television program. In some communities consumer can do their grocery shopping
electronically as the TV camera scans the grocery shelves. Despite the general use of the term
mass media to describe impersonal media, there is a growing trend toward demassification as
publishers shift their focuses from large, general interest audience.

The message can be verbal or nonverbal, or a combination of two. A verbal message can usually
contain more specific product or service information. Sometimes it combined with illustration or
a demonstration and together it will provide more information to the audience. Sometimes
nonverbal information takes the form of symbolic communication.
The target audience (the receivers) decode the message they receive on the basis of their personal
experience and personal characteristic. The trust level of each customer display towards the
message they receive from the sender.
Feedback is an essential component of both interpersonal and impersonal communication.
Prompt feedback permits the sender to reinforce, to change or to modify the message to
ensure that it is understood in the intended way clearly it is easier to obtain feedback (both
verbal and nonverbal) in interpersonal situation, but its ever more important for sponsors of
impersonal communication to obtain feedback as promptly as possible.

Barriers to communication.

Various “barriers” to communication may affect the accuracy with which consumer
messages interpret. These include psychological noise and selective perception.
In psychological noise, telephone static can impair a phone conversation, psychological
noise in the form of competing advertising messages or distracting thoughts, can impact the
reception of a promotional message. A viewer with the clutter of nine successive commercial
messages during a program break may actually receive and retain almost nothing of what he
has seen.
Similarly, an executive planning a department meeting while driving to work may be too
engrossed in her thoughts to hear a radio commercial. There are various strategies that
marketers use to overcome psychological noise.

First, digital technology allows marketers to monitor the consumer’s visit to Web sites infer
the person’s interests from this data, and design and send customized promotional message
to that person.

Second, copywriters often use contrast to break through the psychological noise and
advertising clutter.
And third is repeated exposure to an advertising message helps surmount psychological noise
and facilitates message reception. Thus, repeating an ad several times is a must.
However in selective exposure to message, consumer read ads carefully for product they are
interested in and tend to ignore advertisements that has no interest or relevance to them.
Furthermore, technology provides consumers with increasingly sophisticated means to
control their exposure to media. Consumer can now can control their exposure to media and
avoid commercial while watching TV by using the pause function when a string commercial
starts and then quickly returning to the broadcast once the ads are over. Readers of newspaper
and magazine online can create personalized edition of these publications and avoid many
ads, and satellite radio allows consumer to avoid hearing radio ads.