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Year 2016, , 501 - 509, 01.04.2016
https://doi.org/10.24289/ijsser.279061

Abstract

Measurement of the impact of the personality types against consumer sentiment towards marketing

Year 2016, , 501 - 509, 01.04.2016
https://doi.org/10.24289/ijsser.279061

Abstract

The goal of this study is to measure if there is a relation between personality types, which are determined according to the Big Five scale, and consumer sentiment toward marketing and the severity and direction of this relation. After the literature review it was seen that there is not any studies about the measurement of the impact of the personality types against consumer sentiment toward marketing. Therefore the research is important in terms of contributing to the literature. The research implemented with survey method to the applicants who were selected by using quota sampling and convenience sampling. Number of the valid surveys are 417. According to the results of the analysis it was seen that the personality types, which are coherent to the perception of the promotion activities, extraversive and open to experience, are all related positively. The compatible personality type has a positive impact on the perception of place and product activities. The conscientuous personality type has also a positive impact on the perception of pricing activities. However, neurotic personality type does not have any impact on the consumer sentiment towards marketing.

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Details

Journal Section Makaleler
Authors

Aykut Yılmaz

Burçak Başak

Publication Date April 1, 2016
Published in Issue Year 2016

Cite

APA Yılmaz, A., & Başak, B. (2016). Measurement of the impact of the personality types against consumer sentiment towards marketing. International Journal of Social Sciences and Education Research, 2(2), 501-509. https://doi.org/10.24289/ijsser.279061
AMA Yılmaz A, Başak B. Measurement of the impact of the personality types against consumer sentiment towards marketing. International Journal of Social Sciences and Education Research. February 2016;2(2):501-509. doi:10.24289/ijsser.279061
Chicago Yılmaz, Aykut, and Burçak Başak. “Measurement of the Impact of the Personality Types Against Consumer Sentiment towards Marketing”. International Journal of Social Sciences and Education Research 2, no. 2 (February 2016): 501-9. https://doi.org/10.24289/ijsser.279061.
EndNote Yılmaz A, Başak B (February 1, 2016) Measurement of the impact of the personality types against consumer sentiment towards marketing. International Journal of Social Sciences and Education Research 2 2 501–509.
IEEE A. Yılmaz and B. Başak, “Measurement of the impact of the personality types against consumer sentiment towards marketing”, International Journal of Social Sciences and Education Research, vol. 2, no. 2, pp. 501–509, 2016, doi: 10.24289/ijsser.279061.
ISNAD Yılmaz, Aykut - Başak, Burçak. “Measurement of the Impact of the Personality Types Against Consumer Sentiment towards Marketing”. International Journal of Social Sciences and Education Research 2/2 (February 2016), 501-509. https://doi.org/10.24289/ijsser.279061.
JAMA Yılmaz A, Başak B. Measurement of the impact of the personality types against consumer sentiment towards marketing. International Journal of Social Sciences and Education Research. 2016;2:501–509.
MLA Yılmaz, Aykut and Burçak Başak. “Measurement of the Impact of the Personality Types Against Consumer Sentiment towards Marketing”. International Journal of Social Sciences and Education Research, vol. 2, no. 2, 2016, pp. 501-9, doi:10.24289/ijsser.279061.
Vancouver Yılmaz A, Başak B. Measurement of the impact of the personality types against consumer sentiment towards marketing. International Journal of Social Sciences and Education Research. 2016;2(2):501-9.

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