REKLAMLARDA ÜNLÜ KULLANIMININ KOMPULSİF SATIN ALMAYA ETKİSİNİN MATERYALİST BAĞLAMDA DEĞERLENDİRİLMESİ

Melda Medine Sunay () and Seda Muti Tabanlı ()

Academic Review of Humanities and Social Sciences, 2023, vol. 6, issue 2, 106-130

Abstract: The aim of this study was to determine attitudes to advertisements and the effect of the use of famous people in advertisements and of family influence on a materialist attitude from the components that affect compulsive purchasing behaviour, which has destructive economic and social effects. İn this direction an online questionnaire was delivered to 387 consumers aged >18 years. The data obtained from the questionnaire were analyzed with SPSS vn.25 software, and the hypotheses were tested in the model formed. As a result of the analysis, demonstrated that advertisements and the attitudes of consumers to advertisements affected materialism and compulsive purchasing preferences, the family effect did not have an effect on materialism and compulsive purchasing preferences, and the materialist attitude was a determinant of the intention to compulsively purchase. The variable of age had a significant effect on the variable of compulsive purchasing intention, but income level and educational level did not. Materialist trend, brand awareness, pu rsuit of luxury and comfort, symbolic consumption, etc. It forms the basis of behavior and gives a significant direction to decision-making and purchases. As revealed in the research, the appearance of these products in advertisements and the use of celebrities in their advertisements increase this trend even more

Keywords: advertising (search for similar items in EconPapers)
Date: 2023
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