Abstract:

In the evolving landscape of financial services in India, the insurance sector plays a critical role in providing economic security and risk mitigation. However, consumer trust and perception significantly influence the uptake of insurance products. This theoretical research paper examines the role of media advertising in shaping these key psychological variables. The paper explores how various media platforms—traditional and digital—affect consumer attitudes, the formation of trust, and long-term brand associations within the insurance domain. The study draws from theories in consumer behavior, communication, and marketing to provide a framework for understanding advertising's impact on consumer trust in a culturally diverse and economically stratified market like India.

Description:

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