The Influence of Advertisements of Insurance Policies on Consumer Behavior of Pakistani Citizens

Abstract

In this global economy, the effectiveness of advertisements especially in influencing consumer behavior plays a central role towards the success of marketing strategies. This thesis aims at examining the impact of insurance policy advertisements on individuals regarding their behavior in the social context of Pakistani society and adopts the Theory of Planned behavior (TPB) as the theoretical foundation. The research is a quantitative one using a cross-sectional survey method; participants are 200, aged between 18 and 60 years, located in Pakistan. In order to analyze the effects of these feelings and attitudes on the beliefs of the consumers and their decision-making process about advertisements toward insurance policies, the research makes use of statistical packages such as SPSS. The results suggest that perceived persuasive tones of insurance advertisements have direct impact on attitude and behavioral intentions which translate to behaviors. More so, the evaluations are more favorable when the advertisements are a good fit for the prevailing norms and beliefs of the consumers towards insurance policies. Therefore, these findings offer support for the application of TPB to examine consumers’ responses to insurance advertisements and supply valuable guidelines for advertising practitioners in the insurance industry. The study points out on the revelation of how an advertisement should be related to the users’ attitudes which in return assist in the formulation of better advertisement techniques. The findings of the study are crucial for the improvement of consumer knowledge specifically in the insurance sector of Pakistan and pave the way for further research to explore other dominating factors and differences in different demographics.