Investment Management Certificate (IMC) Practice Exam

One goal of advertising is to influence what aspect of consumer behavior?

1. Price sensitivity

2. Brand loyalty

3. Attitudes towards products

4. Shopping frequency

The correct answer is: Attitudes towards products

Influencing attitudes towards products is a primary goal of advertising because it aims to shape perceptions, feelings, and thoughts that consumers hold about a product or brand. By effectively communicating the benefits, features, and emotional appeal of a product, advertising seeks to either create a positive attitude or reinforce an existing favorable view. This can lead consumers to feel more positively about the brand, which can affect their decision-making process when they consider purchases. While factors like price sensitivity, brand loyalty, and shopping frequency are important elements of consumer behavior, advertising's core function is to change or enhance consumer attitudes. For instance, while effective advertising might indirectly lead to increased brand loyalty or influence shopping frequency over time, its immediate and most direct impact is on how consumers feel about a product or brand, which ultimately drives their purchasing decisions.