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

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. The reason for

this

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is that

product

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differentiation is often critical to convincing

consumers

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to

purchase

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.

This

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is a progressive development as it leads to more informed

consumers

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. The motivation for commercials to highlight

product

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innovations is to persuade

consumers

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to

purchase

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the featured products. By communicating the unique

features

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of a

product

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consumers

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may be convinced to

purchase

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it.

This

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is because they will see the featured

product

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as being better than others.

For instance

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

features

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of it are clearly articulated to potential purchasers.

This

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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

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.

This

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phenomenon is highly beneficial to

consumers

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

product

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's unique and novel

features

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savvy

consumers

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are able to make

product

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comparisons and choose the exact

product

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that best suits their unique circumstances.

For instance

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, 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

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of

this

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

this

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

features

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of their products as a way of convincing shoppers to

purchase

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their products.

This

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

consumers

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who are making better purchasing decisions.