The demarketing strategy which tries to reduce or increase the demand for a product is used to regulate the excessive or low demand. The use of this strategy, which focuses on creating value and quality instead of an ever-increasing demand, in advertisements changes the behavior of consumers and increases their quality of life. Today, with the increasing importance of issues such as environment and sustainability, more studies on demarketing strategies have begun. There are few studies on demarketing strategy in the domestic literature. In this study, the demarketing strategy has been comprehensively examined and the results have been tried to be revealed by using the experimental research method. In this context, in the research, whether there is a difference between the attitudes, perceptual antecedents and purchase intentions of the participants between traditional, demarketing and general advertising has been quantitatively examined using the experimental research method. According to the t-test analysis made in the study whose sample consisted of university students, the informational elements of the participants who were exposed to traditional advertisements were higher than those of demarketing advertisements. In addition, the information elements and purchase intentions of the control group participants were higher than the advertisements using the demarketing strategy, and the disturbing elements were lower. Attitudes, purchase intentions, perceived entertainment and information elements of the participants in the control group were higher than the traditional advertisements, and the disturbing elements were lower.
