Influence of Advertising on Consumer Behavior and Decision Making. Case Study of Always Sanitary Pad

Student: Mmesoma Mercy Okoro (Project, 2025)
Department of Mass Communication
Alex Ekwueme Federal University, Ndufu-Alike, Ebonyi State

Abstract

ABSTRACT
This study examines the profound impact of advertising on consumer behavior and decision-making, leveraging Always Sanitary Pads as a paradigmatic case.The study utilized Cognitive Dissonance Theory (Leon Festinger, 1957) as its theoretical framework. Through a quantitative research, this research reveals how targeted advertising strategies shape attitudes, preferences, and purchasing intentions among women. The findings underscore the critical role of emotional appeal, brand loyalty, and credibility in driving consumer engagement. This research contributes valuable insights for marketers and businesses seeking to optimize advertising strategies, enhance brand reputation, and foster loyal customer relationships.

Keywords
influence advertising consumer behavior decision making always sanitary
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