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JEL Classification System

M31, M37

Abstract

This study was carried out to investigate consumer behavior toward advertisements that convey social messages. Not many studies have focused on the social message in ads and the subjective well-being of customers regarding such ads. To study this gap, the paper examined the relationship between (a) the attitude towards the ad with a social message and the purchase intention of the consumer and (b) the purchase intention of the consumer and their subjective well-being. Structural equation modeling (SEM) was used to study the interrelationships within the proposed model. The data was collected through an experiment and qualitative survey among university students. A field survey of 395 students was conducted to test the hypotheses. The results confirm that attitude towards the ad positively affects the purchase intention. Moreover, purchase intention positively influences the subjective well-being of the consumer. This study adds to the theory by providing a new insight into the advertising literature. It also offers marketers and advertisers the requisite knowledge on commercial advertisements targeted at bringing about social change and consumers’subjective well-being.

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