An effective advertising consists of many components. Advertising science has been developing over years and keeps advancing. There are always new things to find out about human behavior, motives and demands. The more advertisers understand the motives and demands of their consumers, the better they design their products and promote them.
There are several main theories in psychology about human behavior, and buying behavior in particular. Oftentimes they seem to contradict each other. Studying subjective behavior, emotions and motives it is really hard to come to objective conclusions about them.
One of these theories is behaviorism. Even though to some extent it contradicts the views of Jung and Freud, it still has found its field of application in advertising. While the adepts of different psychological theories are unable to reconcile them, advertisers are quite able to do so.
The main behaviorism statement is S-R formula, where S is an outward motivation and R is an individual reaction to this motivation. R is in complete dependence from S and there is no any influence of personal inner motives or desires of people, as it is according to Jung.
Later on, this simple formula was augmented by one more variable V. V represents inner process that affects outer human behavior.
One more behaviorism statement that has found its application in advertising is the idea that people judge things or events on the basis of their subjective experience, which can therefore form certain patterns of their behavior and habits, including buying ones. If this personal experience was pleasant a person would try to repeat it. However, if it was an unpleasant one a person would try to avoid it.
It is obvious that behaviorism leaves out some complicated psychological factors of human nature. Nevertheless, it is widely used in advertising. Formula S-V-R was applied by advertisers in the following way. In order to get R (the purchase of the product) first customers have to be informed about it S (that is advertising), and V would stand for a right motivation chosen for it.
However, advertisers found out that V cannot be judged on the basis of R results. Consumers motives (V) have to be defined even before they produce any results or resolve in action (R). They have to be defined at the stage of product and advertisement development and design. Only then they would bring forth the desired results. If advertisers can understand what motivates people to make a purchase or what holds them back from doing it they can create and design the right products, and the use of behaviorism in advertisements would produce the desired results.
The matter of no less importance in shaping future buying behavior is consumers' impressions from the test purchase. Consumers' behavior and psychological mindsets formed by their personal experience are a lot more stable and consistent than those formed by their inner motives. The former are less flexible and harder to change by advertising.
Therefore, it is essential for your product to match your main advertising promise. Otherwise, consumers will put your products on their black list. For the success of your advertising and product promotion it is useful to study different psychological theories on buying behavior and consumers' motivation, and choose those that are the most applicable.