False advertising is a growing trend among businesses in our society. This trend includes directly trying to deceive consumers into thinking that they are getting something great but in reality they are getting nothing. All age groups are targeted by false advertising, it is just a matter of how consumer savvy you are. Almost all companies are guilty of this crime, including Phillip Morris Tobacco, weight loss programs, and even grocery stores just to name a few.
The reason that many companies and businesses falsely inform consumers is purely for more business. If a company feels that a product does not have high enough quality as their competitors, the company will mark down the price and maybe put the product in an eye-catching box or make up a catchy slogan. A lot of consumers can see right through this scheme, but most do not. That is how the company makes its money. For example, if a child were to go to a toy store and pick out a toy he or she would pick the first one that caught their eye. This is how companies target children. .
Companies use different models for advertising. The main model that is used by companies is the Lavidge and Steiner model, which is made up of stages that consumers go through. "Given exposure to an ad, these stages proceed from the awareness of the message, to knowledge, liking, preference, and conviction, which in the ultimate care, culminate in a purchase" (Jacoby, Hoyer p 30). In this case the consumer sees the ad, learns about it, likes it, and then buys the product. .
Brand belief is also a way that companies get consumers to buy. Brand belief, for example, is when a cold medicine claims that it can prevent colds before they start. If the ad says that is what the medicine does the consumer will pick up the medicine and believe that it works. By purchasing this cold medicine the consumer may also start to buy other products buy this company because of the "claim" made by the first product the consumer bought.
