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Advertising can influence consumer decision making in many ways. It can appeal to a cultural value, and lifestyle desire or the consumers need to belong to a higher social class.

Example: Promoting an item like ice cream as 'classy' in advertising, can influence a consumers decision making process to want to belong to a more prestigious group. It has an impact on a consumers 'affective choice' and it makes them 'feel' a certain way.

Consumers use different decision rules (conjunctive, disjunctive, elimination by aspects, lexicographic and compensatory) for some purchases (not affective choices), if you work out where the product fits against other competitors in the decision rule the consumer is most likely to use, you can use advertising to strengthen the position of your product.

There are so many different ways that I could write a book, so just look at an ad and think what could that be appealing to, to increase the chance of a purchase.

Source(s):Google search the five decision rules to look at some lecture slides which will explain them more.

I'm a a marketing student.
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Q: Influence of advertisement on product choice of the consumer?
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