The influence of advertisements on food preferences among university students: A gender-based and overall analysis of regret, trust, advertising role, influence, and product attributes

Abstract

This cross-sectional study examined the influence of food advertisements on the food preferences of 130 university students (65 males and 65 females) from rural and urban areas, aged 18-34 years. Data were collected through a structured questionnaire and analyzed using descriptive statistics and chi-square tests. Results showed low post-purchase regret, with only 18.46% of participants reporting regret, while most did not. A majority expressed doubt about advertising credibility, as 63.85% stated that advertisements do not reflect actual products, while 44.62% were neutral, indicating uncertainty rather than full trust. However, 44.62% agreed that advertisements influence their food choices, indicating an indirect effect. Students identified product quality (91.54%), health benefits (91.54%), taste (93.08%), and price (93.85%) as the most important factors in food selection, whereas brand reputation, visual appearance, emotional appeal, and social media presence were rated lower. Chi-square analyses revealed no significant gender differences (p>.05). In conclusion, advertisements influence awareness and behavior to some extent, but students rely more on core product attributes than on promotional claims when making food-related decisions.