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Evaluation of Low/High Product Involvement by Consumers According to Involvement Theory

Year 2018, Volume: 5 Issue: 4, 243 - 252, 30.07.2018
https://doi.org/10.17680/erciyesiletisim.390430

Abstract

The concept of “interest” based on persuasive communication, marketing and
advertising disciplines as well as rooted in social psychology. In the 1960’s,
research on the subject started and it continues today. In this research, the concept
of involvement will be mentioned and it will be evaluated from the 1960s on the
theory that there is a difference in product involvement in today’s consumer. In this
evaluation, questions were asked to Eskişehir Anadolu University employees about
purchasing products for the product groups determined by the purchase decision
scale. According to Kaller Fay Group product category, the product category in which
the product interest is high and which is low is evaluated in the context of the product
category. At the end of the evaluation; Consumer’s highest product involvement; In
the telecommunication category, Mobile Phone (Smartphone), in the lowest product
involvement, in Shopping category, preference of Shopping Mall.

References

  • Andrews, J., Craig, Srinivas, D. ve Syed, H. Akhter (1990). A Framework for Conceptualising and Measuring the Involvement Construct in Advertising Research, Journal of Advertising, 19(4), 27-40
  • Antil, H, Jhon (1984) .Conceptualization and Operationalization of Involvement, in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 203-209.
  • Arlı, M. ve Nazik, H. (2001). Bilimsel araştırmaya giriş. Ankara: Gazi Kitabevi.
  • Balcı, A. (2005). Sosyal bilimlerde araştırma. Ankara: Pegema Yayıncılık.
  • Bloch, P. H., Sherrell, D. L., ve Ridgway, N. M. (1986). Consumer search: An extended framework. Journal of Consumer Research, 13, 119-26. http://dx.doi. org/10.1086/209052
  • Houston, M.J. ve Rothschild, M.L. (1978). Conceptual and methodological perspectives on involvement. In: Hunt, H.K. (Ed.), Advances in Consumer Research 5, Ann Arbor MI: Association for Consumer Research, 184-187.
  • Kaller Fay Group. (2016). Product Category. Erişim: 16.11.2017 https://www. kellerfay.com/the-gender-gap-in-product-category-conversations/
  • Krugman, H. E. (1965), “The Impact of Television Advertising: Learning without Involvement,” Public Opinion Quarterly, 29, 349-356. Michaelidou, N. ve Dibb C.S. (2006). Product involvement: an application in Clothing. Journal of Consumer Behaviour, 5 (5), 442-453.
  • Mitchell, A. A. (1979), “Involvement: A Potentially Important Mediator of Consumer Behavior,” in W. Wilkie ed., Advances in Consumer Research, Vol. 6, Ann Arbor: Association for Consumer Research, 191-196.
  • Mittal, Banvari ve Myung-Soo Lee (1989), “A Casual Model of Consumer Involvement”, Journal of Economic Psychology, 10 (3), 363-389.
  • Mittal, Banwari (1995), “A Comparative Analysis of Four Scales of Consumer Involvement”, Psychology & Marketing, Vol. 12 (7), 663-682.
  • Muehling, D. D., ve Laczniak, R. N. (1988). Advertising’s immediate and delayed influence on brand attitudes: Considerations across message-involvement levels. Journal of Advertising, 17(4), 23-34.
  • Petty, R. E. ve J. T. Cacioppo (1979), “Issue Involvement Can Increase or Decrease Persuasion by Enhancing Message -Relevant Cognitive Responses,” Journal of Personality and Social Psychology, 37, 1915-1926.
  • Sencer, M. (1989). Toplumbilimlerinde Yöntem. İstanbul: Beta Basım.
  • Ulusu, Y. (2016). İlginlik. Marmara Üniversitesi Öneri Dergisi. 12 (45), 569-586.
  • Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising Research, 20(5), 27-33.involvement construct. Journal of Consumer Research, 12, 341-52. http://dx.doi.org/10.1086/208520
  • Young, P. V. (1968). Bilimsel sosyal incelemeler ve araştırma (Çev. G. Bingöl ve N. İşçil). Ankara: Ege Matbaası.

İlginlik Kuramına Göre Düşük/Yüksek Ürün İlginliğinin Tüketiciler Tarafından Değerlendirilmesi

Year 2018, Volume: 5 Issue: 4, 243 - 252, 30.07.2018
https://doi.org/10.17680/erciyesiletisim.390430

Abstract

“İlginlik” ya da diğer adıyla “İlgilenim” kavramı köken olarak sosyal psikolojiye
dayanmakla beraber ikna edici iletişim, pazarlama ve reklamcılık disiplinlerinin de
temelinde yer alan bir kavram olmuştur. 1960’lı yıllarda konu ile ilgili araştırmalar
yapılmaya başlanmış ve günümüzde de sürerek devam etmektedir. Bu araştırmada da
ilginlik kavramından bahsedilecek ve 1960’lı yıllardan günümüz tüketicisinde ürün
ilginliğini anlamında bir fark olup olmadığı kuram bağlamında değerlendirilecektir.
Bu değerlendirmede Eskişehir Anadolu Üniversitesi çalışanlarına satın alma kararı
ölçeği ile belirlenen ürün gruplarına yönelik olarak ürün satın almalarıyla ilişkili
sorular sorulmuştur. Kaller Fay Grup ürün kategorisine göre yapılan araştırmada
ürün ilginliğinin hangi üründe yüksek hangi üründe düşük olduğu ürün kategorisi
bağlamında değerlendirilmiştir. Değerlendirme sonucunda; tüketicilerin en yüksek
ürün ilginliği Telekomünikasyon kategorisinde, Cep Telefonu (Smartphone), en
düşük ürün ilginliği ise, Alışveriş yeri kategorisinde, AVM tercihi olarak çıkmıştır.

References

  • Andrews, J., Craig, Srinivas, D. ve Syed, H. Akhter (1990). A Framework for Conceptualising and Measuring the Involvement Construct in Advertising Research, Journal of Advertising, 19(4), 27-40
  • Antil, H, Jhon (1984) .Conceptualization and Operationalization of Involvement, in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, 203-209.
  • Arlı, M. ve Nazik, H. (2001). Bilimsel araştırmaya giriş. Ankara: Gazi Kitabevi.
  • Balcı, A. (2005). Sosyal bilimlerde araştırma. Ankara: Pegema Yayıncılık.
  • Bloch, P. H., Sherrell, D. L., ve Ridgway, N. M. (1986). Consumer search: An extended framework. Journal of Consumer Research, 13, 119-26. http://dx.doi. org/10.1086/209052
  • Houston, M.J. ve Rothschild, M.L. (1978). Conceptual and methodological perspectives on involvement. In: Hunt, H.K. (Ed.), Advances in Consumer Research 5, Ann Arbor MI: Association for Consumer Research, 184-187.
  • Kaller Fay Group. (2016). Product Category. Erişim: 16.11.2017 https://www. kellerfay.com/the-gender-gap-in-product-category-conversations/
  • Krugman, H. E. (1965), “The Impact of Television Advertising: Learning without Involvement,” Public Opinion Quarterly, 29, 349-356. Michaelidou, N. ve Dibb C.S. (2006). Product involvement: an application in Clothing. Journal of Consumer Behaviour, 5 (5), 442-453.
  • Mitchell, A. A. (1979), “Involvement: A Potentially Important Mediator of Consumer Behavior,” in W. Wilkie ed., Advances in Consumer Research, Vol. 6, Ann Arbor: Association for Consumer Research, 191-196.
  • Mittal, Banvari ve Myung-Soo Lee (1989), “A Casual Model of Consumer Involvement”, Journal of Economic Psychology, 10 (3), 363-389.
  • Mittal, Banwari (1995), “A Comparative Analysis of Four Scales of Consumer Involvement”, Psychology & Marketing, Vol. 12 (7), 663-682.
  • Muehling, D. D., ve Laczniak, R. N. (1988). Advertising’s immediate and delayed influence on brand attitudes: Considerations across message-involvement levels. Journal of Advertising, 17(4), 23-34.
  • Petty, R. E. ve J. T. Cacioppo (1979), “Issue Involvement Can Increase or Decrease Persuasion by Enhancing Message -Relevant Cognitive Responses,” Journal of Personality and Social Psychology, 37, 1915-1926.
  • Sencer, M. (1989). Toplumbilimlerinde Yöntem. İstanbul: Beta Basım.
  • Ulusu, Y. (2016). İlginlik. Marmara Üniversitesi Öneri Dergisi. 12 (45), 569-586.
  • Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising Research, 20(5), 27-33.involvement construct. Journal of Consumer Research, 12, 341-52. http://dx.doi.org/10.1086/208520
  • Young, P. V. (1968). Bilimsel sosyal incelemeler ve araştırma (Çev. G. Bingöl ve N. İşçil). Ankara: Ege Matbaası.
There are 17 citations in total.

Details

Primary Language Turkish
Journal Section Türkçe Araştırma Makaleleri
Authors

Engin Coşkun

Publication Date July 30, 2018
Submission Date February 5, 2018
Published in Issue Year 2018 Volume: 5 Issue: 4

Cite

APA Coşkun, E. (2018). İlginlik Kuramına Göre Düşük/Yüksek Ürün İlginliğinin Tüketiciler Tarafından Değerlendirilmesi. Erciyes İletişim Dergisi, 5(4), 243-252. https://doi.org/10.17680/erciyesiletisim.390430