MEDIA’S INFLUENCE ON THE CONSUMER’S DECISION MAKING 1 Media’s Influence on Consumer’s Decision Making Student Name Institutional Affiliations Introduction Psychology tries to explain and educate about the different roles of the mind and our appeals into making different decisions. The studies in human thinking and how they use different perspectives to make decisions, often defines the essence and means of using different approaches into making people’s perspectives changes from one instance to another. This is a common aspect applied by business organizations in marketing and attracting consumers in the contemporary community. Different businesses use various methods to explain and improve usability of the company’s products and services. The role played by these appeals helps to attract and influence consumers into making different choices and preferences. These local and global companies use different methods to influence, attract and get the attention of their consumers. For instance, in the modern community, the application of communication channels and media outlets have the largest and fastest reach to consumers. Business companies use these communication outlets to improve and communicate to their consumers in the community. It is a responsibility and means of improving communication and sending different information to their consumers. The same applies to how media influences people in the community. The role of media is to offer an outlet for information sharing and dissemination from one person to another. The media takes different forms applied by different personalities, organizations and campaigners in influencing people to either create a certain relation or make an opinion to a given argument. A common usability of media is to influence people and the society at large into either agreeing or disagreeing to given policies in the community. The research will focus on the role of media on how it influences people’s opinions in the contemporary community. This is important and essential in determining the role of media in general and any impacts its influence has in the community in general. Literature Review Media can take different forms. These forms form the basis through which media shares its information with the community by laying out objectives for either passing the information for helping the society or against. Sometimes is difficult to understand and ascertain the different objectives of information shared in the media and its many outlets. One the most commonly used media outlets is information shared through digital media. Digital media classification is all the information that is either contained in static matter. The state of using digital based resources such as computers to send and print emails, encode and decode information and above all present different policies and measures essential to retrieve and store while protecting information, radio stations, television sets and gadgets and any other electroni ...

1. MEDIA’S INFLUENCE ON THE CONSUMER’S DECISION
MAKING
1
Media’s Influence on Consumer’s Decision Making
Student Name
Institutional Affiliations
Introduction
Psychology tries to explain and educate about the different roles
of the mind and our appeals into making different decisions.
The studies in human thinking and how they use different
perspectives to make decisions, often defines the essence and
means of using different approaches into making people’s
perspectives changes from one instance to another. This is a
common aspect applied by business organizations in marketing
and attracting consumers in the contemporary community.
Different businesses use various methods to explain and
improve usability of the company’s products and services. The
role played by these appeals helps to attract and influence
consumers into making different choices and preferences. These
local and global companies use different methods to influence,
attract and get the attention of their consumers. For instance, in
the modern community, the application of communication
channels and media outlets have the largest and fastest reach to
consumers. Business companies use these communication
outlets to improve and communicate to their consumers in the
community. It is a responsibility and means of improving
communication and sending different information to their
consumers. The same applies to how media influences people in
the community. The role of media is to offer an outlet for
information sharing and dissemination from one person to

2. another. The media takes different forms applied by different
personalities, organizations and campaigners in influencing
people to either create a certain relation or make an opinion to a
given argument. A common usability of media is to influence
people and the society at large into either agreeing or
disagreeing to given policies in the community. The research
will focus on the role of media on how it influences people’s
opinions in the contemporary community. This is important and
essential in determining the role of media in general and any
impacts its influence has in the community in general.
Literature Review
Media can take different forms. These forms form the basis
through which media shares its information with the community
by laying out objectives for either passing the information for
helping the society or against. Sometimes is difficult to
understand and ascertain the different objectives of information
shared in the media and its many outlets. One the most
commonly used media outlets is information shared through
digital media. Digital media classification is all the information
that is either contained in static matter. The state of using
digital based resources such as computers to send and print
emails, encode and decode information and above all present
different policies and measures essential to retrieve and store
while protecting information, radio stations, television sets and
gadgets and any other electronic based system that applies
electricity. Media takes different forms and it is essential to
understand the different levels through which information can
be accessed and how it plays a vital role to influencing the
community and individuals. Information dissemination through
media influences individuals, a society and business
organizations.
a) Individuals
Based on the reports and findings published by McCombs
(2011), the media influences and helps to educate an individual

3. about the different occurrences in the community and this may
result in developing different perspectives that may hinder and
affect public opinions. It is important also to compare and
educate the necessary resources such as admission, planning and
creating a volatile perspective that may affect operational
effectiveness of the community. In relation to working to meet
the necessary instances plans and services, it is essential and
critical to influence the power, admission and plan of the media
a power influencer of people in the community. As an
individual it is important to take the consideration of Dave
Barry’ Red White and Beer (2006). Here Barry, defines the
essence and means through the media influences a person. For
instance, he considers different attributes from the media such
as men building houses while drinking beer. This is essential
and critical in explaining the essence of the media on
influencing individuals in different aspects and conditions. It is
important also to consider working to meet the necessary roles,
ways and motives that people get from using media in
harnessing information and presented resources in the
community.
b) Society Beliefs
The media has the foundation of influencing the community and
changing the different perspectives of people belonging to
either a given society of social class. This is a common aspect,
based on Fan, David P., and Albert R. Tims (1989), the media
has the necessary potential of influencing the community to a
given aspect and resource. This is the role that the society plays
when they use and are influenced by the ultimate power of the
media. It forms the gateway to inform and define the community
to influence and use the different resources to meet and increase
the occasional balance between the varying community values
and the necessary information being shared. According to
Athique (2013), the society evolves and adopts different public
opinions emphasized by the media. The different public forums
in the community also engage the different associations we as

4. human beings in the community share. It is the values that teach
the community and help to improve the understanding of human
thinking and reasoning. It is important to also understand the
role of the media on and how it influences the community.
Sharing information and using the freedom of communication
and expression is a political tool and power that many different
media personalities engage to either take sides or influence the
community on what they consider the right motive for the
community.
c) Business organizations
On the other hand, business organizations take to the media as a
common manner to reach out to their consumers and applicable
aspects of their businesses. No matter the role played and
entities raised in the community, it is important and essential to
use the different roles of the community to educate and teach
the society. Media influences the growth of the economy by
becoming the natural source of marketing different
organizations’ products and services. The core of running
modern business is not possible without the involvement of the
media. According to McCombs (2011), the media has the public
power to control the media and influence the contemporary
society to increase its relative admission on what affairs matters
in the community. The media impacts the contemporary
community in different ways which are critical to the
psychological warfare of the marketing companies. Based also
on McCombs (2013), the media sets the pace and agenda of
influencing the contemporary consumers and increasing
companies’ marketing and operational strategies. It is the belief
that the community influenced by the media offers different
psychological warfare based on the different perspectives of the
media personalities and regulations.
Research Questions
What is the role of media on influencing consumer’s decision
making?

5. The mass media plays a vital role of collecting facts and
presenting the necessary facts to the different groups of the
community. It is important to consider the application of mass
media into the prime role of converting information into almost
tangible facts for influencing different opinions of different
consumers in the community. According to McCombs (2002),
the ultimate power of media and how it influence the opinions
of consumers is on how the information is presented to this
community. There is the need of using different information
factors to increase and improve the retention of the positivity on
consumers. Based on the study conducted and reported by
Emamzadeh, Zahra, and Shaho (2017), the media such as media
has different attractions into the people. The pulling effect on
the different ways the information is presented to the
community, defines the different assumptions that people make
from such different digital media information. The media plays
a role of influencing, gauging, attracting and psychologically
attracting the community to a given aspect of information.
How can media change the judgment of a consumer’s
perspective in deciding about emerging issues in the market
opinions?
According to Miller, David (1998), the media presents
information in a given way that is how the public’s influence is
attained. Using different methods to express information,
planning and increasing community influence is a logical
organization that seeks support and overall understanding. It is
important and essential in developing, planning and using the
community’s aspects such as quality and overall appreciation to
a given aspect to make the necessary observations. Based on
Dave Barry’ Red White and Beer (2006), people’s judgment
also falls under the different disguise of public opinion and
what the media shares. It the hidden message that pulls the
community into understanding the objectives of the media.
Barry’s discussion and criticism of being patriotic is the
element, which the media uses in pulling and aiming at the

6. community of people in the society. The media gives the people
a set of opinions based on the focus on public and people’s
perspectives to improve, communicate and justify the
relationship of how the community integrates with the society.
What issues might arise by the influence of media on public
opinion on marketing commercials?
In their analysis, Boczkowski, Pablo J., and Eugenia
Mitchelstein (2016), identifies the different gaps that exist
between the media and public opinions. It is the role of the
media being a bridge that advocates and educates the
community about the different issues and affairs of their
society. But due to the stance and stand taken by the different
media personalities, this raises the issues of disparity, confusion
and dire mass movement and alienation to a given stance in the
community. According to Dave Barry’ Red White and Beer
(2006), the common issues arising from the influence of media
to the community is the lack of moral judgment based on the
reality and moral perceptions of certain ideas. For instance,
Barry thinks of the beer tasting like rat saliva, but the
community enjoys in taking and drinking the beer. This is the
issues of the media on the challenges of moral perception, and
how they influence the normal development of the community.
What are the impacts on the public if there is no media coverage
of the community’s policy making through commercials?
According to Boczkowski, Pablo J., and Eugenia Mitchelstein
(2016), the media and the gap between the community and the
information power houses is critical to effective and normal
flow of information from one perspective to another. The
community has different groups that have influence in the media
houses and personalities. It is important to use and share the
different roles played by the community into organizing and
saving the society image and information deficiency in the
community. The lack of information and dissemination through
the community will hinder integration of the community and

7. reduce the balance of achieving a common goal. Base on Miller,
David (1998), the lack of information in the community will
affect the responsibility of the society to making notable stands
to given affairs and issues affecting the community. The media
keeps the public informed. It influences the public to
understand and gain a common social responsibility that
influences, educates and impacts the logical perspective of the
community in emerging issues.
What’s the actual role which the media should play to support
commercials’ policy making?
According to Dave Barry’ Red White and Beer (2006), the
media should play the vital role of keeping the public informed
not to influence individual and group matters. It is a thrill to
have media house to report on different issues such as
organizational balance, performance of governmental office and
different policies in the community. The element of using the
media is to influence and educate the community on given
policies such as marketing and consumption. At the same time,
the media should act as a body that influenced information
dissemination and not on personal level or influencing the
perspective of the community. Barry further argues since the
media is often applied as a marketing platform by different
companies, it is important and essential to take into
consideration the different resources essential in undermining
and promoting community moral stability. It is an argument that
Barry presents based on the different resources to undermine,
underpin and increase the ontological presentation of the
community towards improving communication, awareness and
being informed in the community.
Pros of Media
According to Fan, David P., and Albert R. Tims (1989), media
plays a vital role in the contemporary community, it is an outlet
that helps to keep balance and leading the community about
different emerging issues in the community. Governmental and
political institutions often engage the public through media

8. houses and personalities. It is important to advocate for
understanding the community through using personal and public
media houses. Media personalities create different public
forums on the internet and shows to simply educate the
community about the changing times of the community. Based
on McCombs (2002), the media also becomes a critical resource
in the 21st century that is vital to peace and understanding of
the community itself. It is essential for the public to understand
and use the different resources in the contemporary community
such as marketing policies. It helps in gauging and improving
the operational foundations and cultures of the community.
Cons of Media
According to Dave Barry’ Red White and Beer (2006), the
media fails in communicating and educating the community
about the moral foundations in the contemporary community
such as making the right decisions and the use of media in an
upright manner. Take into the different political sites and
bloggers in the community. They take the different resources of
the media to divide the community based on the different and
differing opinions of the differ groups in the community.
Marketing companies have taken into the media as a platform
for engaging the public into adhering to their products and
messages. For instance, based on Barry’s input, is it being
patriotic when drinking and building houses? The ethical
ramification is it is dangerous to build and drink at the same
time.
Recommendation and
Solution

9. According to Athique (2013), the media should adopt different
strategies to improve and communicate to meet the necessary
entities in the community by differing to take different
positions in critical and emerging issues in the community. The
media houses should use the different forms of media to
communicate and educate the community on emerging issues. It
is a standard ideology that explains the necessary and essential
focus of improving operational support and organizational
reality to support one another. It is important to seek
commonality by offering different solutions to curb influences
that may endanger the roots of society. Based on Athique’s
media and society approaches, the media and community should
interactively engage in openness and truthful presentation of
facts in the community. It is a resource that is essential and
critical to influence, educate and increase communication based
on different resources to understand and promote the ideas of
the community.
Based on McCombs (2011), the different bodies controlling and
with influence on media houses and personalities should offer
and develop different strategies that will help the community to
learn and engage itself fully. It is important and essential to
learn from the community also, instead of using the media to
inform and influence the community, the society and media
should also fully integrate each other and communicate to meet

10. the needs of the public in terms of social understanding.
Therefore, the usability of the media should be on the purpose
of presenting information rather than influencing the policies
and minds of the community.
Conclusion
In conclusion, media and its many applications in the
community are critical to the success and suitability of the
community towards making progressive learning. It is important
and critical to help in engaging with the community towards
making a final stand on the journey and importance of media in
the society. For individuals, it is a resources that can be used to
replenish knowledge and communicate to one another. It is also
a source of a wide information such as entertainment from
different companies seeking to generate consumers and retain
some of its markets. But more commonly is collecting and
influencing public opinions in the community but either
deterring people or by using the media as a propaganda with
setting of agendas in the community. The role of influencing
people in the community has different repercussions that may
hinder and affect the responsibility of the community towards
making the right decisions and focusing on the right policies
and perspectives. To gain and use electronic wisely without
misinforming and ill-information is to focus on the right
objectives of the people and using media to focus on the
emerging issues by informing the community.

11. Works Cited
Athique, Adrian. Digital media and society: An introduction.
John Wiley & Sons, 2013.
Barry, Dave. "Red, White, and Beer." The McGraw-Hill Reader:
Issues across The Disciplines 8 (2006): 519-521.
Boczkowski, Pablo J., and Eugenia Mitchelstein. "The gap
between the media and the public." Rethinking Journalism
Again: Societal role and public relevance in a digital
age (2016): 19.
Emamzadeh, Zahra, and Shaho Sabbar. "How Can Cinema
Justify Wars-A Qualitative Study on War Justification in
American Cinema." J. Pol. & L. 10 (2017): 18.
Fan, David P., and Albert R. Tims. "The impact of the news
media on public opinion: American presidential election 1987–
1988." International Journal of Public Opinion Research 1.2
(1989): 151-163.
McCombs, Maxwell. "The agenda-setting role of the mass media
in the shaping of public opinion." Mass Media Economics 2002
Conference, London School of Economics: http://sticerd. lse.
ac. uk/dps/extra/McCombs. pdf. 2002.
McCombs, Maxwell E. The News And Public Opinion. 1st ed.
Cambridge: Polity, 2011. Print.

12. McCombs, Maxwell. Setting The Agenda: The Mass Media And
Public Opinion. 1st ed. Cambridge: John Willey & Sons, 2013.
Print.
Miller, David. "Promotional strategies and media power." The
Media: An introduction. Longman, London (1998).