Impact of unethical advertisement on consumer's buying behavior : An evidence from twin cities

Abstract

The present study is focusing on the impact of unethical advertisement on consumer’s buying behaviors. Ethical concerns, which deal with ones norms and values in the advertisement, are the key factors thatsignify the consumer’s approach towards the product and brand choice. The consumer’s buying behavior has a strong influence by type of the advertisementpresented by the advertisers, especially the ads on electronic media. The primary data of this research wascollected through questionnaires.A sample of 206 (n=206)male and female adult respondents was taken from the twin cities of Pakistan. The study highlights that an ethical and well-executed advertisement has nevertheless a strong impact on the buying behaviors of the consumers in terms of their response. It also explores the advertisements in context of its products’ controversial nature and the controversial elements in the advertisement. Hence, the study concludes that there isa positive relationship of both the aspects of an advertisement, on the buying behavior of the consumer towards product and brand choice. It mayhelp in advancement of the promoted items and changes the buyer’s response towards advertisement goals, as found in study.