A Review of the Impact of Advertising on Consumer Behavior in the Education Sector

Abstract

The role of advertising in shaping consumer behavior has become increasingly important within the education sector, where institutions are adopting diverse strategies to attract students in an intensely competitive environment. This review-based study examines existing literature to explore how advertising influences awareness, perceptions, and decision-making among students and parents in choosing educational institutions. Traditional advertising methods such as print, radio, and television have been supplemented by digital media, social platforms, and influencer-driven campaigns, significantly expanding the reach and persuasive power of educational promotions. Findings from reviewed studies indicate that advertising serves both an informative and persuasive function. Informative aspects highlight key institutional features such as faculty expertise, placement opportunities, global exposure, and affordability, thereby reducing the information gap for consumers. Conversely, persuasive appeals emphasize aspirations, prestige, and the promise of social mobility, creating strong emotional connections. The review also highlights ethical concerns, particularly the risks of exaggerated claims and the commodification of education, which may mislead consumers and undermine trust. Overall, the study concludes that while advertising enhances consumer choice and institutional visibility, its true impact depends on transparency, authenticity, and the alignment of promotional messages with actual educational outcomes. This underscores the dual nature of advertising as both a driver of informed choice and a source of ethical debate in the education sector.