Advertising in a competitive society

Economics makes assumptions about a human being’s rational consumer behavior. He is supposed to choose his products intelligently, weighing all pros and cons. However, his buying behavior has psychological dimensions as well. He is exposed to the external forces which make him choose one product in place of another. Advertising, an external influence, it used rightly and ethically, facilitates the consumer’s choice of the rightly and ethically, facilitates the consumer’s choice of the rightly and ethically, facilitates the consumer’s choice of the right product out of several available, keeping in mind his needs and resources. Advertising thus sustains competitive activity which puts on the market several products for one and the same need; and hence a choice becomes necessary. Advertising brings our cogently and convincingly the merits of products. It kindles new hopes and desires in the consumer, whop has an employed work force that can now be increased. More money comes in the hands of the salaried class which, in turn, results in greater purchasing power.