THE İMPORTANCE OF THE TRUTH EFFECT AND SOURCE CREDILIBLITY FOR NEW FMCGS ADVERTISING

Year 2009, Volume: 4 Issue: 13, 2016 - 2041, 01.06.2009

Serra İnci Çelebi

Abstract

Keywords

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 THE İMPORTANCE OF THE TRUTH EFFECT AND SOURCE CREDILIBLITY FOR NEW FMCGS ADVERTISING

Abstract

This study (N=348) examined the correlation for demographics of Turkish consumers, product trial, the type of media, and the credibility of advertising. The data was gathered by a telephone survey using the systematic sampling in Turkey. The results showed that higher household income, product trial, and certain types of media contributed to the credibility of advertising in a positive way. Price, quality, and word-of mouth were found to be important factors that affected Turkish consumers’ shopping decisions. The results were discussed in accordance with the truth effect and source credibility

Keywords

advertising, price, quality, word-of-mouth, source credibility, the truth effect, FMCGs

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