Percepcja przekazów reklamowych i jej wpływ na zachowania konsumentów w pierwszej dekadzie XXI wieku
Perception of advertising messages and its impact on consumers’ behavior in the first decade of the 21st century

Summary/Abstract: Changes influenced by the civilization development and evolution of competition phenomena touch all areas of the market activity. They can be seen both in the sphere of enterprise and consumption. In the latter, they concern evolution of the needs and preferences as well as consumer behavior influenced by marketing activities undertaken by enterprises, inter alia, under the influence of advertising. The objective of the paper is to analyze the changes in perception of advertising messages by addressees and impact thereof on their propensity to purchase in the years of the first decade of the 21st century. The basis for the study is findings of the research carried out by the author in 1999–2009 on representative samples of the Polish society as well as the secondary data from the monitoring of Poles’ attitude towards advertising being carried out since the beginning of the 1990s by the Pentor research institute (currently TNS Polska).

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