Today, organizations must adapt to the new realities of the environment in which they operate, and their efforts must be increasingly more oriented towards identifying the factors that influence consumer behavior, in particular economic, social and psychological aspects. When consumers are acting on incomplete information base, they assume automatically a risk for each purchasing decision. The size of the risk decreases depending on the quantity and relevance of information transmitted through communicational messages. Therefore, the aim of this paper is to highlight the factors that should be taken into account when designing a communicational message, so that this has to have the ability to change consumer attitudes and to keep constant interest to the products and / or services of a company.
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