As advertizing is only one of a set of the incentives pushing to purchase, any of theories or models which were considered above does not explain completely and comprehensively the mechanism of its influence. At the same time each of them offers an explanation of some responses of potential buyers.
It is impossible to claim that advertizing is able to play a crucial role in that case when the potential buyer, being strongly involved in purchase, connects with it the increased risk. However enters a problem of advertizing not only as that to affect the buyer, but also to convince those who only and waits for it, that will help to make by him a right choice if they did not buy goods yet, or that they were not mistaken a choice, - if the goods are already acquired.
Everywhere it so. However there is also other party of a medal. Experience of market economy shows that civilized, not doing harm to society, advertizing is necessary. Moreover, it is impossible to do without it in modern conditions.
The person – a being public, he belongs or tries to belong to one or several groups, and this group often defines the most part of installations and acts of her members; it dictates rigid, even obligatory standards of behavior.