Advertising and Consumer Behavior in Post-Dobbs Era

• In Event: Contraception, Fertility, and Health in Changing Policy Landscapes

Abstract

The 2022 Supreme Court decision in Dobbs v. Jackson Women's Health Organization, which overturned Roe v. Wade, has significantly reshaped reproductive health in the U.S. This study examines its impact on advertising strategies and consumer behavior regarding over-the-counter (OTC) reproductive health products. Using Nielsen Ad Intel, retail scanner, and consumer panel data, we analyze shifts in ad volume, content, geographic targeting, and OTC product sales, such as emergency contraception and pregnancy tests. Preliminary findings indicate certain brands experienced a 537%sales surge over five weeks. We hypothesize that these trends reflect consumer adaptation to policy-driven healthcare constraints and firms’ proactive market responses. By quantifying these dynamics, this research provides critical insights into the interplay between policy changes, market behavior, and consumer choices. Our findings contribute to understanding the broader social and economic consequences of the Dobbs decision, informing future reproductive health policies.

Authors

• Nikita Dhingra, Georgia State University
  Presenting Author

• Raka Datta, Georgia State University
  Non-Presenting Co-Author

• Sukriti Beniwal, Georgia State University
  Non-Presenting Co-Author