Question

An auto manufacturer starts an advertising campaign that stresses the benefits of purchasing a new car every five years so that consumers who are driving an older car will start to want to purchase an automobile. This is an example of a company appealing to what phase of the consumer decision-making process?

Answer 1

In the present case, the advertising of the automobile company seeks to affect the first phase of the decision-making process of consumers, that is, it seeks to create in consumers the need to consume: in the case, it seeks to create the need to buy a new car.

In this way, the company aims to create a situation that motivates the consumption of the product it is selling, through certain marketing strategies, to maximize its sales, and therefore its profits.