The Psychology of Advertising and Consumer Behavior

Abstract

How do American corporations make people want things they don't need? This essay explores existing information on a topic that is constantly evolving. Up until 1929, consumer culture was based on needs rather than wants. Companies advertised their products exactly as they came, and lacked further persuasion that would lead to unnecessary purchases. Once Edward Bernays discovered that people's buying choices could be manipulated based on the way that they think and behave, advertisements started to strike an emotion and consumer culture was suddenly led by desire.