The paper "Cause of Various Mobile Phones Consuming for Students" is a good example of a literature review on category. 1. Brand Preference and Advertisement The primary source of the knowledge a consumer gets about mobile phones is from their own experience, word of mouth and advertisements. Advertisements help brands make consumers more brand loyal by making them less price sensitive. The most critical impact happens when a consumer is exposed to advertisements. Regular exposure changes consumers’ attitudes and behavior (Evans, Moutinho & Van Raaij, 1996). To increase the recall, the advertisement should hold its target consumer group’ s attention.
Irrespective of the content of the advertisement, it has been seen that the category dominant brands have a lasting impact, the reason being the influence of the brand itself (Simon, 1970). So, even if an advertisement’ s content is perfect, it may not be impactful if the brand is less popular. The audience’ s positive or negative response towards the advertisement does not necessarily lead to brand approval or refusal (Biehal, Stephens and Curlo, 1992). Therefore, even if the consumer may display a positive response towards an advertisement, they might as well not prefer the brand during their purchase decision process.
Generally, consumers consider both their attitudes towards the brand as well as the advertisement while making purchase decisions. Different genders tend to interpret advertisements differently based on their own judgments and attitudes (Hogg and Garrow, 2003; Maldonando, Tansuhaj and Muehling, 2003; Putrevu, 2001). Research studies have shown that female consumers, in contrast with male counterparts, tend to involve more deeply into the details of the brand (Maldonado & Muehling, 2003). Women tend to pay more detailed attention to the ad characteristics when exposed to an advertisement message (Hogg and Garrow, 2003).
The researchers argue that it may be attributed to the characteristics of females’ reliance on outside information and information related to other people. They attribute women as “ Comprehensive Processors” trying to assimilate all knowledge associated with the product. Alreck and Settle (1999), proposed six steps of developing brand preferences – Need Association – the brand associated to need through repeated information packages Mood Association – associate brands with positive emotions through soothing music, lyrics, and taglines Subconscious motivation – using symbolic figures to stimulate consumers’ subconscious motives Behavior modification – consumers are virtually compelled for a repeat purchase behavior by controlling cues and related relevant rewards Cognitive processing – destroying the perceptive and cognitive hurdles to generate positive attitude related to the brand Model emulation – exposing consumers to the ideal lifestyle for them to follow The limitation of this research was that it concentrated on the intangible aspects of influencing brand preference.