Tüketicilerin Satın Alma Niyetlerinde Antropomorfik Maskotun Etkisi: Deneysel Bir Çalışma

Yıl 2021, , 229 - 254, 31.10.2021

Kadir Deligoz , Sevtap Ünal

https://doi.org/10.17233/sosyoekonomi.2021.04.11

Öz

Müşteriler, ürün veya hizmetleri kendileriyle özdeşleştirmek için evrensel bir eğilim içerisindedirler. Bu nedenle insana ait özelliklerin diğer varlıklara atfedilmesi olan antropomorfizm, tüketicilerin işletme, ürün veya hizmetler ile kendisini özdeşleştirmesi için bir fırsat yaratmaktadır. Bu çalışmada, tüketicilerin satın alma niyetlerinde antropomorfik maskotun etkisi deneysel serim şeklinde araştırılmıştır. Verileri anket yoluyla toplanan çalışma Erzurum ili merkez ilçelerinde yapılmıştır. Araştırma sonuçlarına göre tüketicilerin markalara yönelik satın alma niyetlerinde antropomorfik maskotun olumlu etkisi olduğu sonucuna varılmıştır. Ayrıca antropomorfik maskot kullanan markalara yönelik marka imajı, marka değeri, marka kimliği, marka kişiliği, marka deneyimi ve marka ilginliğinin satın alma niyeti üzerinde olumlu etkiye sahip olduğu sonucuna varılmıştır.

Anahtar Kelimeler

Animizm, Antropomorfizm, Marka, Maskot, Satın Alma Niyeti

Teşekkür

Dosya içerisinde belirtilmiştir.

The Effect of Anthropomorphic Mascot on The Purchasing Intention of Consumers: An Experimental Study

Öz

Anthropomorphism, the process of attributing human physical or mental characteristics to living beings, such as plants and animals, and inanimate beings, such as objects, or events, is one of the most effective ways to connect consumers and businesses. Anthropomorphism creates an opportunity for consumers to identify themselves with businesses, products, or services. This study explores the effect of anthropomorphic mascots on the purchasing intention of consumers in an experimental layout. The study, for which data was collected through surveys, was conducted in Erzurum, Turkey. The study results conclude that the anthropomorphic mascot positively affects consumers' purchasing intention towards brands. In addition, brand image, brand value, identity, personality, experience, and engagement towards brands using anthropomorphic mascots positively affect purchasing intent.

Anahtar Kelimeler

Animism, Anthropomorphism, Brand, Mascot, Purchasing Intention

Kaynakça

• Aaker, D.A. (1991), Managing Brand Equity, San Francisco: Free Press.
• Aaker, J.L. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research, 34, 347-356.
• Aggarwal, P. & A.L. McGill (2007), “Is That Car Smiling at Me? Schema Congruity as A Basis for Evaluating Anthropomorphized Products”, Journal of Consumer Research, 34, 468-479.
• Aggarwal, P. & A.L. McGill (2012), “When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism”, Journal of Consumer Research, 39(2), 307-323.
• Airenti, G. (2018), “The Development of Anthropomorphism in Interaction: Intersubjectivity”, Imagination, and Theory of Mind. Frontiers in Psychology, 9, 1-13.
• Aksoy, L. & A. Özsomer (2007), “Türkiye’de Marka Kişiliği Oluşturan Boyutlar”, 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı, Sakarya Üniversitesi, 1-14.
• Auken, V.S. & S.C. Lonial (1985), “Children's Perceptions of Human Versus Animate Characters: Assessing Implications for Children's Advertising”, Journal of Advertising, 14 (2), 13-22.
• Baglole, J. (2002), “Mascots Are Getting Bigger Role in Corporate Advertising Plans”, Wall Street Journal, 239(69), 12.
• Baldauf, A. et al. (2003), “Performance Consequences of Brand Equity Management: Evidence from Organizations in The Value Chain”, Journal of Product & Brand Management, 12 (4), 220-236.
• Brakus, J.J. et al. (2009), “Brand Experience: What is It? How is It Measured? Does It Affect Loyalty”, Journal Of Marketing, 73, 52-68.
• Brown, S. (2010), “Where the Wild Brands Are: Some Thoughts on Anthropomorphic Marketing”, The Marketing Review, 10, 209-224.
• Brown, S. (2011), “It's Alive Inside! A Note on The Prevalence of Personification”, Irish Marketing Review, 21(1/2), 3-11.
• Büyüköztürk, Ş. (2001), Deneysel Desenler: Öntest-Sontest, Kontrol Grubu, Desen ve Veri Analizi, Ankara: Pegem Akademi Yayıncılık.
• Callcott, M.F. & P.A. Alvey (1991), “Toons Sell... and sometimes they don't: An advertising spokes-character typology and exploratory study”, in: R. Holman (ed.), Proceedings of the 1991, Conference of The American Academy of Advertising, 43-52.
• Callcott, M.F. & W.-N. Lee (1995), “Establishing the Spokes-Character in Academic Inquiry: Historical Overview and Framework for Definition”, Advances in Consumer Research, 22, 144-151.
• Campbell, D.T. & J.C. Stanley (1963), Experimental and Quasi-Experimental Designs for Research, USA: Rand McNally and Company.
• Chang, H.-H. & Y.M. Liu (2009), “The Impact of Brand Equity on Brand Preference and Purchase Intentions in The Service Industries”, Service Industries Journal, 29(12), 1687-1706.
• Coleman, D.A. (2011), “Service Brand Identity: Definition, Measurement, Dimensionality and Influence on Brand Performance”, Unpublished Doctoral Dissertation, Birmingham University.
• Darwin, C. (1872), The Expression of Emotions in Man and Animals, London: John Murray.
• De Chernatony, L. (2010), “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation”, Journal of Marketing Management, 1 (3), 157-179.
• Delbaere, M. et al. (2011), “Personification in Advertising”, Journal of Advertising, 40(1), 121-130.
• DeVellis, R.F. (2016), Scale Development: Theory and Applications, USA: Sage Company.
• DiSalvio, C. & F. Gemperle (2003), “From Seduction to Fulfillment: The Use of Anthropomorphic Form in Design. Proceedings of the 2003”, New York International Conference on Designing Pleasurable Products and Interfaces, 67-72.
• Dotz, W. & M. Husain (2003), Meet Mr. Product; The Art of the Advertising Character, USA: Chronicle Books.
• Duffy, B.R. (2002), “Anthropomorphism and Robotics”, Presented at the Symposium on Animating Expressive Characters of Social Interactions, London: Imperial College.
• Epley, N. et al. (2007), “On Seeing Human: A Three-Factor Theory Anthropomorphism”, Psychological Review, 114(4), 864-886.
• Feuerbach, L. (2004), The Essence of Religion, Amherst, New York: Prometheus Books, (Original work published 1873).
• Fournier, S. (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, 24, 343-373.
• Fung So, K.K. et al. (2014), “Customer Engagement with Tourism Brands: Scale Development and Validation”, Journal of Hospitality and Tourism Research, 38(3), 304-329.
• Gallese, V. & A.I. Goldman (1998), “Mirror Neurons and The Simulation Theory of Mind-Reading”, Trends in Cognitive Sciences, 2, 493-501.
• Garretson, J.A. & R.W. Niedrich (2004), “Spokes-Characters: Creating Character Trust and Positive Brand Attitudes”, Journal of Advertising, 33(2), 25-36.
• Gegez, E. (2010), Pazarlama Araştırmaları, İstanbul: Beta Basım Yayım Dağıtım.
• George, D. & P. Mallery (2003), SPSS for Windows Step by Step: A Simple Guide and Reference 11.0 Update, Boston: Allyn & Bacon.
• Green, P.E. & S.T. Donald (1978), Research for Marketing Decisions, Prentice Hall; Revised Edition.
• Guthrie, S. (1997), “Anthropomorphism: A Definition and a Theory”, in: R.W. Mitchell et al.(eds.), Anthropomorphism, Anecdotes, and Animals Albany, New York: State University of New York Press.
• Guthrie, S.E. (1993), Faces in the Clouds: A New Theory of Religion, New York: Oxford University Press.
• Haigood, T.L. (1999), “The Brand Personality Effect: An Empirical Investigation”, American Marketing Association Conference Proceedings, 10(Winter), 140-149.
• Hair, J.F. et al. (2003), Marketing Research: Within a Changing Information Environment, USA: McGraw-Hill Irwin.
• Halıçınarlı, Ö. (2008), “Marka İletişiminde Ticari Karakterler: “Vadaa” Worldcard ve “Blue Lion”- Post Bank Örnek Olayı”, Yayımlanmamış Yüksek Lisans Tezi, Eskişehir Anadolu Üniversitesi.
• Higgins, E.T. (1996), “Knowledge Activation: Accessibility, Applicability, and Salience”, in: E.T. Higgins & A.W. Kruglanski (eds.), Social psychology: Handbook of basic principles, New York: Guilford Press.
• Hogg, M.K. (1998), “Anti-Constellations: Exploring the Impact of Negation on Consumption”, Journal Marketing Management, 14, 133-58.
• Hume, D. (1956), The natural history of religion, Stanford, CA: Stanford University Press, (Original work published 1757).
• John, D.R. (1999), “Consumer Socialization of Children a Retrospective Look at Twenty-Five Years of Research”, Journal of Consumer Research, 26(3), 183-200.
• Kaptan, S. (1973), Bilimsel Araştırma Teknikleri: Tez Hazırlama Yolları, Ankara: Rehber Yayınevi.
• Karasar, N. (2009), Bilimsel Araştırma Yöntemi, Ankara: Nobel Yayın.
• Kavak, B. (2017), Pazarlama ve Pazar Araştırmaları: Tasarım ve Analiz (2. Baskı), Ankara: Detay Yayıncılık.
• Keith, K. & M.E. Ben (1969), Experimentation for Marketing Decisions, USA: International Textbook Company.
• Khogeer, Y.K. (2013), “Brand Anthropomorphism: The Literary Lives of Marketing Mascots”, Doctoral Dissertation, Management School, University of Liverpool.
• Kim, H. et al. (2003), “The Effect of Consumer-Based Brand Equity on Firms' Financial Performance”, Journal of Consumer Marketing, 20(4), 335-351.
• Kirkpatrick, C.A. (1986), “Trade Characters in Promotion Programs”, The Journal of Marketing, 17, 360-371. Kline, P. (2000), The Handbook of Psychological Testing, London: Routledge.
• Kurtuluş, K. (2010), Araştırma Yöntemleri, İstanbul: Türkmen Kitapevi.
• Landwehr, J.R. et al. (2011), “It's got the look: The Effect of Friendly and Aggressive 'Facial' Expressions on Product Liking and Sales”, Journal of Marketing, 75(3), 132-146.
• Lee, M.S.W. et al. (2009), “Anti-Consumption and Brand Avoidance”, Journal of Business Research, 62, 169-180.
• Markova, G. & M. Legerstee (2015), “The Role of Maternal Behavior in Children's Pretense During the Second Year of Life”, Cognit. Dev. 34, 3-15.
• May, F. & A. Monga (2014), “When Time Has a Will of Its Own, The Powerless Don't Have the Will to Wait: Anthropomorphism of Time Can Decrease Patience”, Journal of Consumer Research, 40, 924-942.
• Meltzoff, A.N. (2007), “The “Like Me” Framework for Recognizing and Becoming an Intentional Agent”, Acta Psychologica, 124, 26-43.
• Mizerski R. (1997), “The Relationship Between Cartoon Trade Character Recognition and Attitude Toward Product Category in Young Children”, Social Marketing Quaterly, 59, 58-70.
• Neeley S.M. & D.W. Schumann (2004), “Using Animated Spokes-Characters in Advertising to Young Children”, Journal of Advertising, 33 (3), 7-23.
• Nickerson, R.S. (1999), “How We Know and Sometimes Misjudge What Others Know: Imputing One's Own Knowledge to Others”, Psychological Bulletin, 125, 737-759.
• Odabaşı, Y. (2003), Tüketici Davranışı (2. Basım), İstanbul: Mediacat Yayınları.
• Ostrom, T.M. (1969), “The Relationship Between the Affective, Behavioral, And Cognitive Components of Attitude”, Journal of Experimental Social Psychology, 5(1), 10-99.
• Özüpek, N.M. & E. Diker (2013), “İletişim Fakültesi Öğrencilerinin Cep Telefonu Markalarına Yönelik İmaj Algısı: Nokia ve Samsung Örneği”, e-Journal of New World Sciences Academy, NWSA -Humanities, 8(1), 100-120.
• Park, C.W. et al. (1986), “Strategic Brand Concept Image Management”, Journal of Marketing, 50, 135-145.
• Peirce, K. & M. Mcbride (1999), “Aunt Jemima Isn't Keeping Up with the Energizer Bunny: Stereotyping of Animated Spokescharacters in Advertising”, Sex Roles a Journal of Research, 40, 959-968.
• Philips, B.J. & B. Gyoeric (1999), “The Cow, The Cook and The Quaker: Fifty Years of Spokes Character Advertising”, Journalism and Mass Communication Quarterly, 76(4), 713-728.
• Phillips, B.J. (1996), “Defining Trade Characters and Their Role in American Popular Culture”, Journal of Popular Culture, 29(4), 146-153.
• Proctor, D. (2018), Cybernetic Animism: Non-human Personhood and the Internet Digital Existence Ontology, Ethics and Transcendence in Digital Culture (1st edt), USA: Taylor & Francis eBooks.
• Rosch, E. et al. (1976), “Basic Objects in Natural Categories”, Cognitive Psychology, 8 (3), 382-439.
• Shapiro, L. (2004), Something from the Oven: Reinventing Dinnerin 1950's America, New York: Viking Company.
• Stafford, R.M. et al. (2013), “A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions”, Journal of Advertising, 31(2), 17-35.
• Tek, Ö.B. (2004), “Bütünleşik Pazarlama İletişiminde ve Markaların Yerleşiminde Maskotların Rolü ve Önemi”, Pazarlama Dünyası Dergisi, 18(4), 28-32.
• Tomasello, M. & A. Vaish (2013), “Origins of human cooperation and morality”, Annu. Rev. Psychol. 64, 231-255 Uztuğ, F. (2003), Markan Kadar Konuş! Marka İletişimi Stratejileri, İstanbul: Mediacat Yayınları.