Araştırma Makalesi
BibTex RIS Kaynak Göster

Materyalizm ve Tüketici Uzmanlığının Reklamlara Yönelik Tutumlara Etkisi: Alt Gelir Grubu Tüketiciler Üzerine Bir Araştırma

Yıl 2020, Cilt: 19 Sayı: 4, 1480 - 1496, 30.10.2020
https://doi.org/10.21547/jss.726015

Öz

Bu araştırmanın amacı materyalizm ve tüketici uzmanlığının reklamlara yönelik tutum üzerindeki etkisini incelemektir. Keşfedici bir amaçla tasarlanan bu araştırma bir araştırma modelinin test edilmesine dayanmaktadır. Veriler Türkiye’nin Ege Bölgesi’nde yaşayan alt gelir grubu mensubu 829 kişiden yüz yüze anket aracılığıyla toplanmıştır. Veri toplama işlemi 5 Mart 2019 ve 31 Mayıs 2019 tarihleri arasında yürütülmüştür. Araştırma modelinin testi için LISREL 9.30 programı kullanılmıştır. Araştırmanın sonuçları, materyalizm ve reklamlara yönelik tutum arasında anlamlı bir ilişki olduğunu göstermiştir. Materyalizm reklamlara yönelik tutumu pozitif yönde etkilerken, reklamlara yönelik tutum materyalizmi negatif yönde etkilemektedir. Ayrıca, müşteri uzmanlığının reklamlara yönelik tutum üzerinde doğrudan ve pozitif yönde bir etkisi olduğu görülmüştür. Bu çalışma, tüketici uzmanlığı, materyalizm ve reklama karşı tutum bağlamında literatüre katkıda bulunmaktadır. Araştırma sonuçlarının ayrıca bir pazar bölümü olarak sıkça gözden kaçırılan alt gelir grubu tüketicilere yönelik reklam kampanyalarının yönetiminde uygulayıcılara faydalı olması beklenmektedir.

Kaynakça

  • Ahmed, M. E., Khan, M. M., and Samad, N. (2016). Income, Social Class and Consumer Behaviour: A Focus on Developing Nations. Journal of Applied Business and Economic Research, 14(10), 6679-6702.
  • Ahuvia, Aaron C. and Nancy Y. Wong. (2002). Personality and Values Based Materialism: Their Relationship and Origins. Journal of Consumer Psychology, 12(4), 389–402.
  • Akee, R., Copeland, W., Costello, E. J. and Simeonova, E. (2018) How Does Household Income Affect Child Personality Traits and Behaviors? American Economic Review, 108(3), 775–827.
  • Alba, J. W. and Hutchinson, W. (1987) Dimensions of consumer expertise. Journal of Consumer Research 13(4), 411-454.
  • Aydın, K. (2012). Türkiye’de Kişisel Gelir Dağılımının Sosyo-Ekonomik ve Demografik Belirleyicileri, Çalışma ve Toplum, 1, 147-166.
  • Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.
  • Bozoğlu, M.; Huang, C.L., Florkowski, W.J., Kılıç Topuz, B. ve Eroğlu, N. A. (2014). Tüketicilerin Gıda Güvenliği Farkındalıkları ve Gıda Güvenliği Sertifikalı Süt ve Ürünlerini Satın Alma Niyetleri, XI. Ulusal Tarım Ekonomisi Kongresi 3-5 Eylül, Samsun.
  • Budiner Mette, F. M., de Matos, C. A.; Rohden, S. F. ve Ponchio, M. C. (2019). Explanatory mechanisms of the decision to buy on credit: The role of materialism, impulsivity and financial knowledge. Journal of Behavioral and Experimental Finance, 21(March), 15-21
  • Carsana, L. and Jolibert, A. (2017). The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation. Journal of Product & Brand Management, 26(1), 80-90.
  • Castner, L. and Mabli, J. (2010). Low-Income Household Spending Patterns and Measures of Poverty, Washington: Mathematica Policy Research.
  • Chang, H. H., Wong, K. H. and Chu, T. W. (2018). Online advertorial attributions on consumer responses: materialism as a moderator, Online Information Review, 42(5), 697-717.
  • Chen, J. (2002). Chinese Identification, Acculturation and Conspicuous Consumption in a Multicultural Society: A Theoretical Framework and Emprical Evidence, Phd. Dissertation, UMI, The University of Guelph.
  • Cheung, C. M., Xiao, B. and Liu, I. L. (2012). The impact of observational learning and electronic word of mouth on consumer purchase decisions: The moderating role of consumer expertise and consumer involvement. 45th Hawaii International Conference on System Sciences (3228-3237).
  • Chung, E. and Fischer, E. (2001). When Conspicuous Consumption Becomes Inconspicious: The Case of the Migrant Hong Kong Consumers. The Journal of Consumer Marketing, 18(6), 474-487.
  • Clow, K. E. and Back, D. (2017). Integrated Advertising, Promotion and Marketing Communication, 8th Edition, London:Pearson Inc.
  • Çınar, R. ve Çubukçu, İ. (2009). Tüketim Toplumunun Şekillenmesi ve Tüketici Davranışları Karşılaştırmalı Bir Uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(1), 277-300.
  • Demir, H. (2014). Tüketim Kültürü ve İdeoloji Bağlamında Yazılı Basın Metinlerinde Kimlik, Statü, Arzu, Haz ve Tatminin Üretimi, Yüksek Lisans Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü.
  • Duhan, D. F., Rinaldo, S. B., Velikova, N., Dodd, T. and Trela, B. (2019). Hospitality situations, consumer expertise, and perceptions of wine attributes: three empirical studies. International Journal of Wine Business Research, 31(1), 68-88.
  • Durmuş, İ. (2016). TV Reklamlarının Tüketicilerin Tutum ve Motivasyonları Üzerindeki Sosyo-Ekonomik Etkileri: Üniversite Öğrencileri Üzerine Bir Uygulama. Uluslararası Bilimsel Araştırmalar Dergisi, 1(1), 28-40.
  • Engelbertink, A. and Van Hullebusch, S. (2013). The effects of education and income on consumers’ motivation to read online hotel reviews. Research in Hospitality Management, 2(1-2), 57-61.
  • Espinola, A. and Badrinarayanan, V. (2010). Consumer expertise, sacralization, and event attendance: a conceptual framework. Marketing Management Journal, 20(1), 145-164. Eze, U. C. and Lee, C. H. (2012). Consumers’ attitude towards advertising. International journal of business and management, 7(13), 94.
  • Garðarsdóttir R. B. and Dittmar, H. (2012). The relationship of materialism to debt and financial well-being: The case of Iceland’s perceived prosperity, Journal of Economic Psychology 33, 471–481.
  • Goldsmith, R. E. and Clark, R. A. (2012). Materialism, Status Consumption, and Consumer Independence, The Journal of Social Psychology, 152:1, 43-60.
  • Güllülü, U. Ünal, S. ve Bilgili, B. (2010). Kendini Gösterim ve Kişilerarası Etkileşimin Gösterişçi Tüketim Üzerindeki Etkilerini Belirlemeye Yönelik Bir Araştırma, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(1), 105-139.
  • Hirsch, D (2013) Paying for children: The state’s changing role and income adequacy. Journal of Social Policy, 42, 495–512.
  • Hu, L.T. and Bentler, P.M. (1999). Cut off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, Y., Edirisinghe, I. and Burton-Freeman, B. M. (2016). Low-Income Shoppers and Fruit and Vegetables What Do They Think? Food and Nutrition, 51(5), 241-250.
  • Huggett, M. and Ventura, G. (2000). Understanding why high-income households save more than low income households. Journal of Monetary Economics, 45, 361-397.
  • Ibok, N. I. and Umana, V. S. (2013). Behavioural Characteristics and the Marketing Implications of the Low-Income Consumers. International Journal of Business Administration 4(5), 73-78.
  • İkakat Tümer, E., Akbay, S. and Palabıyık, E. (2018). The Economic Contribution of Recycling in Kahramanmaras, KSU Journal of Agricalture and Nature, 21(Special Issue), 146-153.
  • İnce, M., Bozyiğit, S. ve Kadıoğlu, Cansu Tor (2019). Reklamlarda Ünlü Kullanımının Y Kuşağı Tüketicilerinin Materyalist Eğilimleri Üzerindeki Etkisi, Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(4), 496-513.
  • Kamal, S., Chu, S. C. and Pedram, M. (2013). Materialism, attitudes, and social media usage and their impact on purchase intention of luxury fashion goods among American and Arab young generations. Journal of Interactive Advertising, 13(1), 27-40.
  • Kaus, W. (2013). Conspicuus Consumption and Race: Evidence from South Africa. Journal of Development Economics, 100, 63-73.
  • Kerstetter, D. and Cho, M.-H. (2004). Prior knowledge, credibility and information search. Annals of Tourism Research, 31(4). 961-85.
  • Ketelaar, P. E., Willemsen, L. M., Sleven, L. and Kerkhof, P. (2015). The good, the bad, and the expert: How consumer expertise affects review valence effects on purchase intentions in online product reviews. Journal of Computer-Mediated Communication, 20(6), 649-666.
  • Kleiser, S.B. and Mantel, S.P. (1994). The dimensions of consumer expertise: A scale development. AMA Summer Educators Proceedings, American Marketing Association, 20-26.
  • Klein, J. and Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
  • Korgaonkar, P. and Wolin, L. (2002). Web usage, advertising, and shopping: Relationship patterns. Internet Research: Electronic Networking Applications and Policy, 12(2), 191-204.
  • Kwak, D. H., McDaniel, S. and Kim, K. T. (2012). Revisiting the satisfaction-loyalty relationship in the sport video gaming context: The mediating role of consumer expertise. Journal of Sport Management, 26(1), 81-91.
  • Lembet, Z. (2014). Dergi Reklamlarında Sosyal Statü Göstergesi Olarak Markaların Sunumu”, Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü.
  • Maheswaran, D. and Sternthal, B. (1990). The effects of knowledge, motivation, and type of message on Ad processing and product judgements. Journal of Consumer Research, 17 (1), 66-73.
  • Maheswaran, D., Sternthal, B. and Gurhan, Z. (1996). Acquisition and impact of consumer expertise. Journal of Consumer Psychology 5(2), 115-133.
  • Mannion, C. and Brannick, T. (1995). Materialism and its measurement. Irish Journal of Management, 16, 1-15.
  • Mason, R.S. (2001) Conspicuous consumption: a literature review. European Journal of Marketing, 18(3), 26–39.
  • Matos, C., Vieira, V., Bonfanti, K. and Mette, F. (2019). Antecedents of indebtedness for low-income consumers: the mediating role of materialism. Journal of Consumer Marketing, 36(1), 92-101.
  • Mattila, A. and Wirtz, J. (2001). The moderating role of expertise in consumer evaluations of credence goods. International Quarterly Journal of Marketing, 1(4), 281-292.
  • Mishra, S., Umesh, U.N. and Stem, D.E. Jr (1993), “Antecedents of the attraction effect: an information-processing approach”, Journal of Marketing Research, Vol. 30 No. 3, pp. 331-349.
  • Moorthy, S., Ratchford, B. T. and Talukdar, D. (1997). Consumer information search revisited: Theory and empirical analysis. Journal of consumer research, 23(4), 263-277.
  • Moschis, G. P. and Churchill Jr., G.A. (1978) Consumer socialization: A theoretical and empirical analysis. Journal of Marketing Research 15(4), 599-609.
  • Mullainathan, S. and Shafir, E. (2013). Scarcity: Why having too little means so much. New York: Henry Holt and Company.
  • Mueller, S. and Szolnoki, G. (2010). The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness. Food Quality and Preference, 21(7), 774-783.
  • Munusamy, J. and Wong, C. H. (2007). Attitude towards advertising among students at private higher learning institutions in Selangor. Unitar E-journal, 3(1), 31-51.
  • Osmonbekov, T., Gregory, B. T., Brown, W. and Xie, F. T. (2009). How consumer expertise moderates the relationship between materialism and attitude toward advertising. Journal of Targeting, Measurement and Analysis for Marketing, 17(4), 321-327.
  • Otero-López, J. M., Pol, E. V., Bolaño, C. C., Santiago Mariño, M J. (2011). Materialism, life-satisfaction and addictive buying: Examining the causal relationships, Personality and Individual Differences, Personality and Individual Differences 50 (2011) 772–776.
  • Parker, R. S., Haytko, D. and Hermans, C. (2010). The perception of materialism in a global market: A comparison of younger Chinese and United States consumers. Journal of international business and cultural studies, 3(1), 399-411.
  • Perrouty, J.P., d’Hauteville, F. and Lockshin, L. (2006). The Influence of Wine Attributes on Region of Origin Equity: An Analysis of the Moderating Effect of Consumer’s Perceived Expertise. Agribusiness, 22(3), 323–341.
  • Ponchio, M. C. and Aranha, F. (2008). Materialism as a predictor variable of low-income consumer behavior when entering into installment plan agreements. Journal of Consumer Behaviour: An International Research Review, 7(1), 21-34.
  • Pradhan, D., Israel, D. and Jena, A. (2018). Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying. Asia Pacific Journal of Marketing and Logistics, 30(5), 1239-1258.
  • Richins, M. L. (2010). Consumer Materialism. Wiley International Encyclopedia of Marketing.
  • Richins, M. L. and Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303–316.
  • Richins, M. L. (1987). Media, Materialism and Human Happiness. Advances in Consumer Research, 14, 352-356.
  • Sekaran, U. (2003). Research Methods for Business: A Skill Building Approach, USA: John Wiley & Sons, Inc.
  • Soba, M. and Aydın, E. (2012). The Role of Income Level on Sensitivity Levels for Similar Product: A Purchasing Behavior Study, International Journal of Humanities and Social Science 2(18), 177-181.
  • Sharda, N. and Bhat, A. (2018), Austerity to materialism and brand consciousness: luxury consumption in India, Journal of Fashion Marketing and Management, 22(2), 223-239.
  • Singh, D. (2018). Integration of materialism with shopping motivations: motivations-based profile of Indian mall shoppers. Journal of Asia Business Studies,12(4), 381-401.
  • Sirgy, M. J. (1998). Materialism and Quality of Life. Social Indicators Research, 43(3), 227–260.
  • Soba, M., and Aydin, E. (2012). The role of income level on sensitivity levels for similar product: a purchasing behavior study. International Journal of Humanities and Social Science, 2(18), 177-181.
  • Tan, S. J. and Chia, L. (2007). Are we measuring the same attitude? Understanding media effects on attitude towards advertising. Marketing Theory, 7(4), 353-377.
  • Tarı, R. ve Pehlivanoğlu, F. (2007). Kocaeli İlinde Tüketici Davranışlarının Gelir-Harcama Grupları İlişkisi Açısından Analizi, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(1), 192-210.
  • Teichmann, K. (2011). Expertise, experience and self-confidence in consumers’ travel information search. International Journal of Culture, Tourism and Hospitality Research, 5(2), 184-194.
  • Tokgöz, E. (2018). Materyalist Değerler Statü Tüketimi ve Dürtüsel Satın Alma Arasındaki İlişki. Yönetim ve Ekonomi Araştırmaları Dergisi, 16, 1-19
  • Toma, E. (2014). Food Purchase Behaviors for Low, Medium and High Income Families. International Journal of Academic Research in Environment and Geography, 1(2), 33-39. Veblen, T. (1902). The Theory of The Leisure Class, An Economic Study of Institutions. New York: Macmillan.
  • Wakefield, K. L. and Inman, J. J. (2003). Situational price sensitivity: the role of consumption occasion, social context and income. Journal of Retailing, (79), 199–212.
  • Wallendort, M. and Arnould, E. J. (1988). My favorite things: A cross-cultural inquiry into object attachment, possessiveness, and social linkage. Journal of Consumer Research, 14, 531-547.
  • Wang, J. and Wallendorf, M. (2006). Materialism, status signalling, and product satisfaction. Journal of the Academy of Marketing Science 34(4), 494- 505.
  • Ward, S. and Wackman, D. (1971). Family and Media Influences on Adolescent Consumer Learning. American Behavioral Scientist, 14, 415-427.
  • Watson, J. J. (2003). The Relationship of Materialism to Spending Tendencies, Saving, and Debt. Journal of Economic Psychology, 24, 723-739.
  • Yoon, K. (1995). Comparison of beliefs about advertising, attitude toward advertising, and materialism held by African Americans and Caucasians. Psychological Reports, 77(2), 455-466.
  • Zou, P., Yu, B. and Hao, Y. (2011). Does the valence of online consumer reviews matter for consumer decision making? The moderating role of consumer expertise. Journal of computers, 6(3), 484-488.
  • Zuckerman, A. and Chaiken, S. (1998). A heuristic-systematic processing analysis of the effectiveness of product warning labels. Psychology and Marketing, 15(7), 621-642.
Yıl 2020, Cilt: 19 Sayı: 4, 1480 - 1496, 30.10.2020
https://doi.org/10.21547/jss.726015

Öz

Kaynakça

  • Ahmed, M. E., Khan, M. M., and Samad, N. (2016). Income, Social Class and Consumer Behaviour: A Focus on Developing Nations. Journal of Applied Business and Economic Research, 14(10), 6679-6702.
  • Ahuvia, Aaron C. and Nancy Y. Wong. (2002). Personality and Values Based Materialism: Their Relationship and Origins. Journal of Consumer Psychology, 12(4), 389–402.
  • Akee, R., Copeland, W., Costello, E. J. and Simeonova, E. (2018) How Does Household Income Affect Child Personality Traits and Behaviors? American Economic Review, 108(3), 775–827.
  • Alba, J. W. and Hutchinson, W. (1987) Dimensions of consumer expertise. Journal of Consumer Research 13(4), 411-454.
  • Aydın, K. (2012). Türkiye’de Kişisel Gelir Dağılımının Sosyo-Ekonomik ve Demografik Belirleyicileri, Çalışma ve Toplum, 1, 147-166.
  • Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.
  • Bozoğlu, M.; Huang, C.L., Florkowski, W.J., Kılıç Topuz, B. ve Eroğlu, N. A. (2014). Tüketicilerin Gıda Güvenliği Farkındalıkları ve Gıda Güvenliği Sertifikalı Süt ve Ürünlerini Satın Alma Niyetleri, XI. Ulusal Tarım Ekonomisi Kongresi 3-5 Eylül, Samsun.
  • Budiner Mette, F. M., de Matos, C. A.; Rohden, S. F. ve Ponchio, M. C. (2019). Explanatory mechanisms of the decision to buy on credit: The role of materialism, impulsivity and financial knowledge. Journal of Behavioral and Experimental Finance, 21(March), 15-21
  • Carsana, L. and Jolibert, A. (2017). The effects of expertise and brand schematicity on the perceived importance of choice criteria: a Bordeaux wine investigation. Journal of Product & Brand Management, 26(1), 80-90.
  • Castner, L. and Mabli, J. (2010). Low-Income Household Spending Patterns and Measures of Poverty, Washington: Mathematica Policy Research.
  • Chang, H. H., Wong, K. H. and Chu, T. W. (2018). Online advertorial attributions on consumer responses: materialism as a moderator, Online Information Review, 42(5), 697-717.
  • Chen, J. (2002). Chinese Identification, Acculturation and Conspicuous Consumption in a Multicultural Society: A Theoretical Framework and Emprical Evidence, Phd. Dissertation, UMI, The University of Guelph.
  • Cheung, C. M., Xiao, B. and Liu, I. L. (2012). The impact of observational learning and electronic word of mouth on consumer purchase decisions: The moderating role of consumer expertise and consumer involvement. 45th Hawaii International Conference on System Sciences (3228-3237).
  • Chung, E. and Fischer, E. (2001). When Conspicuous Consumption Becomes Inconspicious: The Case of the Migrant Hong Kong Consumers. The Journal of Consumer Marketing, 18(6), 474-487.
  • Clow, K. E. and Back, D. (2017). Integrated Advertising, Promotion and Marketing Communication, 8th Edition, London:Pearson Inc.
  • Çınar, R. ve Çubukçu, İ. (2009). Tüketim Toplumunun Şekillenmesi ve Tüketici Davranışları Karşılaştırmalı Bir Uygulama. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(1), 277-300.
  • Demir, H. (2014). Tüketim Kültürü ve İdeoloji Bağlamında Yazılı Basın Metinlerinde Kimlik, Statü, Arzu, Haz ve Tatminin Üretimi, Yüksek Lisans Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü.
  • Duhan, D. F., Rinaldo, S. B., Velikova, N., Dodd, T. and Trela, B. (2019). Hospitality situations, consumer expertise, and perceptions of wine attributes: three empirical studies. International Journal of Wine Business Research, 31(1), 68-88.
  • Durmuş, İ. (2016). TV Reklamlarının Tüketicilerin Tutum ve Motivasyonları Üzerindeki Sosyo-Ekonomik Etkileri: Üniversite Öğrencileri Üzerine Bir Uygulama. Uluslararası Bilimsel Araştırmalar Dergisi, 1(1), 28-40.
  • Engelbertink, A. and Van Hullebusch, S. (2013). The effects of education and income on consumers’ motivation to read online hotel reviews. Research in Hospitality Management, 2(1-2), 57-61.
  • Espinola, A. and Badrinarayanan, V. (2010). Consumer expertise, sacralization, and event attendance: a conceptual framework. Marketing Management Journal, 20(1), 145-164. Eze, U. C. and Lee, C. H. (2012). Consumers’ attitude towards advertising. International journal of business and management, 7(13), 94.
  • Garðarsdóttir R. B. and Dittmar, H. (2012). The relationship of materialism to debt and financial well-being: The case of Iceland’s perceived prosperity, Journal of Economic Psychology 33, 471–481.
  • Goldsmith, R. E. and Clark, R. A. (2012). Materialism, Status Consumption, and Consumer Independence, The Journal of Social Psychology, 152:1, 43-60.
  • Güllülü, U. Ünal, S. ve Bilgili, B. (2010). Kendini Gösterim ve Kişilerarası Etkileşimin Gösterişçi Tüketim Üzerindeki Etkilerini Belirlemeye Yönelik Bir Araştırma, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(1), 105-139.
  • Hirsch, D (2013) Paying for children: The state’s changing role and income adequacy. Journal of Social Policy, 42, 495–512.
  • Hu, L.T. and Bentler, P.M. (1999). Cut off criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Huang, Y., Edirisinghe, I. and Burton-Freeman, B. M. (2016). Low-Income Shoppers and Fruit and Vegetables What Do They Think? Food and Nutrition, 51(5), 241-250.
  • Huggett, M. and Ventura, G. (2000). Understanding why high-income households save more than low income households. Journal of Monetary Economics, 45, 361-397.
  • Ibok, N. I. and Umana, V. S. (2013). Behavioural Characteristics and the Marketing Implications of the Low-Income Consumers. International Journal of Business Administration 4(5), 73-78.
  • İkakat Tümer, E., Akbay, S. and Palabıyık, E. (2018). The Economic Contribution of Recycling in Kahramanmaras, KSU Journal of Agricalture and Nature, 21(Special Issue), 146-153.
  • İnce, M., Bozyiğit, S. ve Kadıoğlu, Cansu Tor (2019). Reklamlarda Ünlü Kullanımının Y Kuşağı Tüketicilerinin Materyalist Eğilimleri Üzerindeki Etkisi, Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(4), 496-513.
  • Kamal, S., Chu, S. C. and Pedram, M. (2013). Materialism, attitudes, and social media usage and their impact on purchase intention of luxury fashion goods among American and Arab young generations. Journal of Interactive Advertising, 13(1), 27-40.
  • Kaus, W. (2013). Conspicuus Consumption and Race: Evidence from South Africa. Journal of Development Economics, 100, 63-73.
  • Kerstetter, D. and Cho, M.-H. (2004). Prior knowledge, credibility and information search. Annals of Tourism Research, 31(4). 961-85.
  • Ketelaar, P. E., Willemsen, L. M., Sleven, L. and Kerkhof, P. (2015). The good, the bad, and the expert: How consumer expertise affects review valence effects on purchase intentions in online product reviews. Journal of Computer-Mediated Communication, 20(6), 649-666.
  • Kleiser, S.B. and Mantel, S.P. (1994). The dimensions of consumer expertise: A scale development. AMA Summer Educators Proceedings, American Marketing Association, 20-26.
  • Klein, J. and Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
  • Korgaonkar, P. and Wolin, L. (2002). Web usage, advertising, and shopping: Relationship patterns. Internet Research: Electronic Networking Applications and Policy, 12(2), 191-204.
  • Kwak, D. H., McDaniel, S. and Kim, K. T. (2012). Revisiting the satisfaction-loyalty relationship in the sport video gaming context: The mediating role of consumer expertise. Journal of Sport Management, 26(1), 81-91.
  • Lembet, Z. (2014). Dergi Reklamlarında Sosyal Statü Göstergesi Olarak Markaların Sunumu”, Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü.
  • Maheswaran, D. and Sternthal, B. (1990). The effects of knowledge, motivation, and type of message on Ad processing and product judgements. Journal of Consumer Research, 17 (1), 66-73.
  • Maheswaran, D., Sternthal, B. and Gurhan, Z. (1996). Acquisition and impact of consumer expertise. Journal of Consumer Psychology 5(2), 115-133.
  • Mannion, C. and Brannick, T. (1995). Materialism and its measurement. Irish Journal of Management, 16, 1-15.
  • Mason, R.S. (2001) Conspicuous consumption: a literature review. European Journal of Marketing, 18(3), 26–39.
  • Matos, C., Vieira, V., Bonfanti, K. and Mette, F. (2019). Antecedents of indebtedness for low-income consumers: the mediating role of materialism. Journal of Consumer Marketing, 36(1), 92-101.
  • Mattila, A. and Wirtz, J. (2001). The moderating role of expertise in consumer evaluations of credence goods. International Quarterly Journal of Marketing, 1(4), 281-292.
  • Mishra, S., Umesh, U.N. and Stem, D.E. Jr (1993), “Antecedents of the attraction effect: an information-processing approach”, Journal of Marketing Research, Vol. 30 No. 3, pp. 331-349.
  • Moorthy, S., Ratchford, B. T. and Talukdar, D. (1997). Consumer information search revisited: Theory and empirical analysis. Journal of consumer research, 23(4), 263-277.
  • Moschis, G. P. and Churchill Jr., G.A. (1978) Consumer socialization: A theoretical and empirical analysis. Journal of Marketing Research 15(4), 599-609.
  • Mullainathan, S. and Shafir, E. (2013). Scarcity: Why having too little means so much. New York: Henry Holt and Company.
  • Mueller, S. and Szolnoki, G. (2010). The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness. Food Quality and Preference, 21(7), 774-783.
  • Munusamy, J. and Wong, C. H. (2007). Attitude towards advertising among students at private higher learning institutions in Selangor. Unitar E-journal, 3(1), 31-51.
  • Osmonbekov, T., Gregory, B. T., Brown, W. and Xie, F. T. (2009). How consumer expertise moderates the relationship between materialism and attitude toward advertising. Journal of Targeting, Measurement and Analysis for Marketing, 17(4), 321-327.
  • Otero-López, J. M., Pol, E. V., Bolaño, C. C., Santiago Mariño, M J. (2011). Materialism, life-satisfaction and addictive buying: Examining the causal relationships, Personality and Individual Differences, Personality and Individual Differences 50 (2011) 772–776.
  • Parker, R. S., Haytko, D. and Hermans, C. (2010). The perception of materialism in a global market: A comparison of younger Chinese and United States consumers. Journal of international business and cultural studies, 3(1), 399-411.
  • Perrouty, J.P., d’Hauteville, F. and Lockshin, L. (2006). The Influence of Wine Attributes on Region of Origin Equity: An Analysis of the Moderating Effect of Consumer’s Perceived Expertise. Agribusiness, 22(3), 323–341.
  • Ponchio, M. C. and Aranha, F. (2008). Materialism as a predictor variable of low-income consumer behavior when entering into installment plan agreements. Journal of Consumer Behaviour: An International Research Review, 7(1), 21-34.
  • Pradhan, D., Israel, D. and Jena, A. (2018). Materialism and compulsive buying behaviour: The role of consumer credit card use and impulse buying. Asia Pacific Journal of Marketing and Logistics, 30(5), 1239-1258.
  • Richins, M. L. (2010). Consumer Materialism. Wiley International Encyclopedia of Marketing.
  • Richins, M. L. and Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303–316.
  • Richins, M. L. (1987). Media, Materialism and Human Happiness. Advances in Consumer Research, 14, 352-356.
  • Sekaran, U. (2003). Research Methods for Business: A Skill Building Approach, USA: John Wiley & Sons, Inc.
  • Soba, M. and Aydın, E. (2012). The Role of Income Level on Sensitivity Levels for Similar Product: A Purchasing Behavior Study, International Journal of Humanities and Social Science 2(18), 177-181.
  • Sharda, N. and Bhat, A. (2018), Austerity to materialism and brand consciousness: luxury consumption in India, Journal of Fashion Marketing and Management, 22(2), 223-239.
  • Singh, D. (2018). Integration of materialism with shopping motivations: motivations-based profile of Indian mall shoppers. Journal of Asia Business Studies,12(4), 381-401.
  • Sirgy, M. J. (1998). Materialism and Quality of Life. Social Indicators Research, 43(3), 227–260.
  • Soba, M., and Aydin, E. (2012). The role of income level on sensitivity levels for similar product: a purchasing behavior study. International Journal of Humanities and Social Science, 2(18), 177-181.
  • Tan, S. J. and Chia, L. (2007). Are we measuring the same attitude? Understanding media effects on attitude towards advertising. Marketing Theory, 7(4), 353-377.
  • Tarı, R. ve Pehlivanoğlu, F. (2007). Kocaeli İlinde Tüketici Davranışlarının Gelir-Harcama Grupları İlişkisi Açısından Analizi, Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(1), 192-210.
  • Teichmann, K. (2011). Expertise, experience and self-confidence in consumers’ travel information search. International Journal of Culture, Tourism and Hospitality Research, 5(2), 184-194.
  • Tokgöz, E. (2018). Materyalist Değerler Statü Tüketimi ve Dürtüsel Satın Alma Arasındaki İlişki. Yönetim ve Ekonomi Araştırmaları Dergisi, 16, 1-19
  • Toma, E. (2014). Food Purchase Behaviors for Low, Medium and High Income Families. International Journal of Academic Research in Environment and Geography, 1(2), 33-39. Veblen, T. (1902). The Theory of The Leisure Class, An Economic Study of Institutions. New York: Macmillan.
  • Wakefield, K. L. and Inman, J. J. (2003). Situational price sensitivity: the role of consumption occasion, social context and income. Journal of Retailing, (79), 199–212.
  • Wallendort, M. and Arnould, E. J. (1988). My favorite things: A cross-cultural inquiry into object attachment, possessiveness, and social linkage. Journal of Consumer Research, 14, 531-547.
  • Wang, J. and Wallendorf, M. (2006). Materialism, status signalling, and product satisfaction. Journal of the Academy of Marketing Science 34(4), 494- 505.
  • Ward, S. and Wackman, D. (1971). Family and Media Influences on Adolescent Consumer Learning. American Behavioral Scientist, 14, 415-427.
  • Watson, J. J. (2003). The Relationship of Materialism to Spending Tendencies, Saving, and Debt. Journal of Economic Psychology, 24, 723-739.
  • Yoon, K. (1995). Comparison of beliefs about advertising, attitude toward advertising, and materialism held by African Americans and Caucasians. Psychological Reports, 77(2), 455-466.
  • Zou, P., Yu, B. and Hao, Y. (2011). Does the valence of online consumer reviews matter for consumer decision making? The moderating role of consumer expertise. Journal of computers, 6(3), 484-488.
  • Zuckerman, A. and Chaiken, S. (1998). A heuristic-systematic processing analysis of the effectiveness of product warning labels. Psychology and Marketing, 15(7), 621-642.
Toplam 80 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Finans
Bölüm İşletme Finans
Yazarlar

Esra GÜVEN 0000-0003-3233-9714

Aysun KAHRAMAN 0000-0003-4210-3924

Yayımlanma Tarihi 30 Ekim 2020
Gönderilme Tarihi 23 Nisan 2020
Kabul Tarihi 29 Ağustos 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 19 Sayı: 4

Kaynak Göster

APA GÜVEN, E., & KAHRAMAN, A. (2020). Materyalizm ve Tüketici Uzmanlığının Reklamlara Yönelik Tutumlara Etkisi: Alt Gelir Grubu Tüketiciler Üzerine Bir Araştırma. Gaziantep University Journal of Social Sciences, 19(4), 1480-1496. https://doi.org/10.21547/jss.726015