1. Introduction

In today’s society, with the widespread popularization of media communication tools in the 21st century, the advertising field is undergoing a profound and rapid evolution. One of the core features of this change is the increasing internationalization of advertising campaigns, while the form of advertising is gradually evolving in the direction of art and humanity. However, with the explosive growth of the number of advertisements, the competition is becoming increasingly fierce, which provides a new background of challenges and opportunities for the study of consumer psychology.

The core theme of this study focuses on the interaction between advertising and consumer psychology in the era of new media. This paper aims to deeply analyze the impact of new media advertising on the psychological processes of consumers, with a particular focus on the role of advertising creativity in shaping consumers’ emotions and purchase intentions.

To achieve this, we employ a multi-layered research approach that combines quantitative and qualitative analysis, as well as advertising content analysis and consumer psychology surveys. This comprehensive approach helps us to fully understand the complexities of advertising and psychological interactions in order to explore more deeply the actual impact of advertising.

The significance of this study is not only to fill a research gap in the field of advertising and consumer psychological interaction, but also to provide advertising producers with profound insights. Through this research, we hope to help the advertising industry create more attractive and personalized ads, improve advertising effectiveness, promote a closer connection between consumers and brands, and provide more practical guidance and strategies for the field of marketing. This has important implications for the improvement of both the advertising industry and the consumer experience, providing strong support for adapting to the changing media environment.

2. The Concept of Advertising Psychology

Advertising psychology is an important research field, which is the specific application of psychology in the field of marketing and advertising. This discipline aims to deeply study the psychological phenomena and laws of people in consumption activities, as well as the influence of advertising on individual psychological states and behaviors. [1] The focus of advertising psychology includes how advertising information stimulates consumers’ interest, elicits emotional responses, shapes brand image, and induces purchasing behavior. Through in-depth analysis of advertising content, creativity, and strategy, advertising psychology provides powerful theoretical and practical support for understanding consumer needs, predicting market trends, and improving advertising effectiveness. [2] In the ever-evolving field of advertising, the research findings of advertising psychology are critical to the success of advertising businesses and brand building. It not only helps AD makers better understand the psychological needs of the audience but also provides deep insight into advertising creativity and strategies to meet the expectations and needs of modern consumers so as to stand out in the market competition. Therefore, advertising psychology plays an important role in shaping the future of the advertising industry and improving its efficiency.

2.1. Conformity

Conformity is a fascinating psychological phenomenon that occurs when individuals adjust their thoughts, behaviors, and beliefs to align with those of a larger social group. [1] This natural human tendency to conform can be observed in various situations, ranging from everyday interactions to critical decision-making processes. Understanding the psychology behind conformity is essential to shed light on why people tend to act in similar ways and how societal influences impact individual behavior.

Here are the causes of Conformity. Firstly, normative social influence is one of the primary drivers of conformity. This occurs when individuals conform to social norms and standards to gain approval, acceptance, or avoid social rejection. The fear of being ostracized or ridiculed by the group motivates individuals to adopt the prevailing attitudes and behaviors, even if they might personally disagree.

Secondly, informational social influence emerges when individuals conform because they believe that the group possesses superior knowledge or expertise in a specific domain. People tend to rely on others’ opinions and expertise, assuming that the majority’s judgment is more accurate or valid than their own.

Thirdly, groups that exhibit strong cohesion can significantly influence individual behavior. The sense of belonging and identity within a group may lead individuals to adopt the group’s norms and values to maintain harmony and unity.

Lastly, individuals may conform due to the fear of deviating from the norm and facing potential consequences or criticism. The desire to avoid standing out or being labeled as an outsider can lead people to suppress their dissenting opinions and comply with the majority.

Conformity can lead to groupthink, where critical thinking and independent decision-making are suppressed within a group. Group members may prioritize harmony over making sound judgments, potentially leading to poor outcomes or flawed decision-making.

Besides, when individuals conform rigidly to group norms, unique perspectives and creative ideas may be stifled. Embracing diversity of thought and encouraging individuality fosters innovation and problem-solving.

Over all, conformity is a fundamental aspect of human behavior that arises from a combination of social, psychological, and cultural factors. While it can help maintain social order and facilitate cooperation, excessive conformity may hinder progress and limit individual growth. Understanding the psychology behind conformity allows us to strike a balance between fitting into a group and preserving our authentic selves, fostering a society that values diversity and independent thinking.

2.2. Empathy

Empathy, a multidimensional construct encompassing cognitive, emotional, and compassionate aspects, holds significant importance in the realm of psychology and human interaction. [3] At its core, empathy refers to the ability to understand and share the emotions, thoughts, and perspectives of others. Cognitive empathy involves the cognitive processing of another’s emotional state, allowing individuals to accurately perceive and identify the emotions experienced by others. Emotional empathy, on the other hand, involves an affective response, wherein individuals vicariously experience the emotions felt by those around them. Compassionate empathy takes empathy a step further, incorporating a genuine desire to offer support and assistance to individuals experiencing distress.

Empathy plays a crucial role in various facets of human life. In the realm of interpersonal relationships, it serves as a powerful tool for effective communication and understanding. Through empathy, individuals can establish rapport and create emotional connections with others, leading to stronger social bonds and enhanced relationship satisfaction. Moreover, empathy fosters prosocial behaviors, as individuals who can recognize and share the emotions of others are more inclined to engage in acts of altruism and compassion. [4]

In a broader societal context, empathy is pivotal for building a compassionate and harmonious community. It bridges the gap between individuals from diverse backgrounds, enabling them to comprehend and respect each other’s experiences, perspectives, and challenges. As empathy nurtures a sense of shared humanity, it can contribute to reducing conflicts, promoting social cohesion, and encouraging cooperation among members of society.

Empathy is a trait that varies among individuals, with some displaying higher levels of empathy than others. Factors such as genetics, upbringing, and cultural influences contribute to the development of empathic tendencies. [5] However, empathy is not a fixed trait and can be cultivated and enhanced through various means. Engaging in active listening, wherein individuals attentively listen to others without judgment or interruption, can foster empathy by allowing a deeper understanding of the emotions and experiences of those they interact with. Additionally, engaging in perspective-taking exercises, wherein individuals attempt to see situations from the viewpoint of others, can further promote empathetic understanding.

The significance of empathy extends beyond individual well-being and interpersonal relationships. In professional settings, empathy is vital for healthcare practitioners, counselors, and leaders who must connect with and support others effectively. Empathetic healthcare providers can enhance patient satisfaction, adherence to treatment plans, and overall health outcomes. Similarly, empathetic leaders can inspire and motivate their teams, leading to increased job satisfaction, productivity, and a positive work environment.

Despite its numerous benefits, empathy can also present challenges. Experiencing the emotions of others can be emotionally demanding, leading to empathy fatigue or burnout, particularly in professions that involve constant exposure to others’ suffering. [6] Therefore, it is crucial to strike a balance between empathy and self-care to maintain well-being while providing support to others.

In conclusion, empathy serves as a foundational aspect of human psychology and social interaction. Its multifaceted nature, encompassing cognitive, emotional, and compassionate dimensions, enables individuals to connect, understand, and support one another. Empathy enhances interpersonal relationships, fosters prosocial behaviors, and contributes to building a more compassionate and cohesive society. Cultivating empathy through active listening, perspective-taking, and self-care is essential for individuals and professionals alike, as it allows for more empathetic understanding and meaningful connections with others. As empathy continues to hold a central place in the study of human behavior, further research and interventions aimed at promoting empathy can positively impact individual and collective well-being.

3. The Psychological Effects of Advertising Language, Images, and Other Elements

Research in advertising psychology has found that successful advertising first needs to attract the attention of consumers and then stimulate their interest in the product, prompting them to know and understand the product, thereby generating the desire to buy, improving their confidence to buy, and ultimately guiding consumer behavior. Advertising plays a crucial role in consumers’ cognition of products, and attracting attention is the first link and a key element of the psychological strategy of advertising. Advertising can capture the attention of consumers in a variety of ways, including innovative advertising, sensory stimulation, and the stimulation of movement and change. Novel advertisements can give people a sense of freshness and refreshment, so that they suddenly pay attention to the content of the advertisement and leave a deep impression. [7] In addition, the stimuli of movement and change can also attract people’s unconscious attention more easily because psychological experiments and life experiences have shown that moving or changing objects attract people’s attention more than stationary objects. Therefore, advertising design should pay attention to sensory stimulation, using visual and auditory elements to attract the attention of consumers. However, in today’s environment where advertising is ubiquitous, consumers have developed a level of awareness about advertising and are no longer susceptible to simple repetitive advertising. Therefore, in order to stand out in the competitive market, AD planners and designers need to pursue innovation in order to make brands more memorable. For example, when we walk down the street at night, a newly erected shiny neon billboard often catches our attention. In addition, “St. Michael’s” ice cream moves the advertisement to a small stick, giving people a sense of freshness, and so on. In advertising design, the concise and eye-catching product advertising words are crucial, because it can reduce the memory burden of consumers and make it easier for them to remember the product. [8] For example, some popular advertising slogans such as Sprite’s “Crystal bright, refreshing” and Wahaha’s “Love is you” are short and to the point, making people easy to remember. In addition, the fresh element in advertising also plays an important role, as people will pull information from memory that is relevant to the current situation when faced with problem solving or decision-making. Therefore, fresh information or things that are easily available are more likely to affect information acquisition. Many product advertisements, especially for certain drugs, ask for the opinions of people who have already used the product, because the power of individuals can heavily influence consumer perceptions. Finally, in the process of advertising learning, interference factors may affect consumers’ learning and recall of advertising. [9] Therefore, advertising production needs to be concise and clear to reduce the need for rote memorization of advertising materials, while advertising messages need to be properly repeated to help consumers consolidate and strengthen memories. These factors together provide important advantages for image memory in advertising design.

4. Conclusion

In future advertising design, every detail of advertising design will be carried out on the basis of consumer psychological elements to meet the diversified needs of consumers in order to truly be “consumer-centered”, and obtain the psychological resonance of consumers. In modern society, with increasingly fierce competition for commodities, attracting customers is an important way to sell commodities. Therefore, the production of advertising should be based on the correct understanding of people’s perception characteristics, attention characteristics, memory characteristics, and attitude structure so as to play its role in arousing consumers’ interest and attention to a certain product, changing people’s consumption attitudes, and ultimately leading to the production of consumer behavior and selling goods. Advertising is constantly developing in practice, adding rich knowledge of advertising psychology, improving the ability to predict and control consumers’ consumption behaviors, planning and designing advertising activities and advertising works that can best stimulate consumers’ desire for consumption, which can not only better serve consumers, but also provide decision-making basis information for the production and operation activities of industrial and commercial enterprises. In order to guide corporate advertising activities more deterministic and scientific, humanized design based on consumer psychological elements will become a new development trend, and advertising psychology as a separate research field will be constantly updated and improved.

Current limitations in advertising psychology research include a reliance on self-reported data, short-term impact assessments, and a lack of cross-cultural perspectives. In the future, advancements can be made by integrating neuroscientific methods to explore subconscious responses, conducting longitudinal studies to assess the durability of advertising effects, and incorporating diverse cultural contexts to understand the universality of psychological principles in advertising. These approaches will provide a more holistic understanding of the intricate dynamics between consumers’ psychology and advertising strategies.