In their advertising, businesses nowadays usually emphasize that their products are new in some way. Why is this? Do you think it is a positive or negative development?

Companies often advertise their merchandise as having novel

features

. The reason for

this

is that

product

differentiation is often critical to convincing

consumers

to

purchase

.

This

is a progressive development as it leads to more informed

consumers

. The motivation for commercials to highlight

product

innovations is to persuade

consumers

to

purchase

the featured products. By communicating the unique

features

of a

product

consumers

may be convinced to

purchase

it.

This

is because they will see the featured

product

as being better than others.

For instance

, every time Apple releases a new version of their I-phone the new

features

of it are clearly articulated to potential purchasers.

This

highlights the value that can be derived from upgrading your phone to the latest version of the Apple brand, which increases the likelihood of a

purchase

.

This

phenomenon is highly beneficial to

consumers

as they become more informed shoppers. By having information about a

product

's unique and novel

features

savvy

consumers

are able to make

product

comparisons and choose the exact

product

that best suits their unique circumstances.

For instance

, I purchased an I-phone 12 because I saw that it has the highest camera resolution of all phones currently available. As an amateur photographer, the

purchase

of

this

phone ensures that I can take the best photos possible with a smartphone, and

this

feature was well worth the high price tag to me. In conclusion, companies are choosing to advertise the new

features

of their products as a way of convincing shoppers to

purchase

their products.

This

is a highly constructive phenomenon as it is leading to more informed

consumers

who are making better purchasing decisions.