Kıymalıoğlu, AslıhanÖztürk, Bilge Nur2026-01-242026-01-2420181309-63622667-8349https://search.trdizin.gov.tr/tr/yayin/detay/303645https://hdl.handle.net/20.500.12868/4396The objective of the study is to unveil how infant formula ads affect and are perceived by vulnerable consumers on infant feeding. Three consecutive studies employing semiotics, ideological criticism, content analysis and semi-structured interviews were employed to analyze the ads and the perception of mothers as consumers vulnerable to subliminal messages of the ads. The findings revealed that education affects the perceptions and behaviors of mothers (highversus low education). Interestingly, income has a substitutional effectfor education as mothers with low education but mid-level incomedisplay similar attitudes to mothers with high education and mid-levelincome. The study reveals the negative effect of the unethical conductof advertising on mothers with low education and low income levelsas a vulnerable consumer group.eninfo:eu-repo/semantics/openAccessİşletme,Halkla İlişkiler,İşletme Finans,Psikoloji,Davranış BilimleriArticle102219264303645