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With a vast range of choices available for products from low to high involvement, one of the factors to initiate a purchase is the product’s advertising technique, which can even go wasted if  the  potential  consumers  of  the  product  lack  trust  in  the  information  conveyed  through  its  advertisement. This paper attempts to investigate the impact of consumer trust in advertising on  purchase  behavior  of  hair  products  (shampoos)  in  Pakistan,  and  aims  to  look  at  their  relationship  through  the  moderators  of  gender  and  age.  The  target  population  for  the  study  is consumers of various shampoo brands available for use and being advertised in Pakistan. The sample comprises of 200 respondents belonging to different demographic categories from Karachi, where all the various forms of advertisement media are in function at large. Data was gathered through a structured questionnaire filled by the respondents, bearing 23 items related to  the  independent  variable  of  Trust  in  Advertising  and  the  dependent  variable  of  Consumer  Purchase Behavior (current and future purchase). After the analysis of data, the results showed that trust in advertising and purchase behavior have significant relationship with each other, but  only  the  sub-variable  of  Affect  bears  significant  impact  on  purchase  behavior.  With  a  vast  range  of  product  choices  available  from  low  to  high  involvement,  product  brands  and  advertising companies should take into account the trust factor at large, otherwise potential consumers of the product might become disloyal if they lack trust in the information conveyed through its advertisement

The Influence of Adtrust (Trust In Advertising) on Current and Future Purchases of Consumers: A Study of Hair Products in Pakistan