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IMPACT OF CUTENESS PERCEPTION ON BUYING BEHAVIOUR: A RESEARCH IN DENİZLİ

Year 2017, Marketing Congress Special Issue, 24 - 40, 14.06.2017

Abstract

Cuteness culture and cute marketing approaches have become important in the marketing literature, because of their influence on consumer buying behaviors and using the tools for differentiation strategy by the enterprises. In the conceptual analysis part of this study, cuteness, cuteness culture, cuteness in marketing and cute marketing issues were explained. In the research part, in the framework of the social and emotional impacts, price and quality of cute products, consumer attitudes towards cute products and their effects to buying behavior were analyzed. According to the research results from 404 participants, participants (1) respondents had positive attitudes towards the cute products, (2) their attitudes towards cute products were affected by social and emotional impact and (3) they rated cute products as expensive and low quality in their purchasing preferences. In the light of the research results, the features of consumers who had the positive attitudes towards the cute products were defined and some suggestions were given to marketing managers.

References

  • Aksoy, T. (2010). Cool Olmak Ne Demek?. Erişim Tarihi: 11.04.2016, www.temelaksoy.com.tr.
  • Awad, N. F. and Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: an examination across genders. Journal of Management Information Systems, 24 (4), pp. 101-121. DOI 10.2753/MIS0742-1222240404.
  • Barutçu, S. ve Adıgüzel Ü., D. (2015). Sevimli pazarlama ve maskotların marka farkındalığı marka bağlılığı ve markaya yönelik tutum üzerindeki etkisi: karşılaştırmalı bir araştırma. Ekonomi ve Yönetim Araştırmaları Dergisi, 4 (2), ss. 76-93.
  • Berey, L.A. and Pollay, R. (1968). The ınfluencing role of the child in family decision making. Journal of Marketing Research, 70 (2),ss. 70-72. DOI: 10.2307/3149796.
  • Bohlen, G., Schlegelmilch, B., Diamantopoulos, A. (1993). Measuring ecological concern: a multi-construct perspective. Jounal of Marketing Management, 9,pp. 415-430. DOI: 10.1080/0267257X.1993.9964250
  • Brougere, G. (2013). Licensing and the rhetoric of fun: the cute and the cool. Young Consumers, 14 (4), pp. 342-350. ISSN: 1747-3616.
  • Brown, M., Pope, N., Voges, K. (2001). Buying or browsing? an exploration of shopping orientations and online purchase intention. European Journal of Marketing , 37 (11-12), pp. 1666-1684. DOI 10.1108/03090560310495401.
  • Cheok, A. D. and Fernando, O. N. N. (2012). Kawaii/cute ınteractive media. Univ Access Inf Soc, 11,pp. 295-309. DOI: 10.1007/s10209-011-0249-5.
  • Chiu, Y., Lin, C., Tang, L. (2005). Gender differs: assessing a model of online purchase intentions ın e-tail service. International Journal of Service Industry Management, 16(5), pp. 416-435. DOI 10.1108/09564230510625741.
  • Cho, S. (2012). Aesthetic and value judgment of neotenous objects: cuteness as a design factor and ıts effects on product evaluation. Doctorate Thesis, University of Michigan.
  • Chuang, T. (2005). The power of cuteness. Journal of East Asian Affairs, Summer, pp. 21-28.
  • Cila, N. (2008), The dimensions of users’ fun experiences with consumer products, Master Theses, ODTÜ, Ankara.
  • Crilly, N., Moultrie, J., Clarkson, P.J. (2004), Seeing things: consumer response to the visual domain in product design.Design Studies, 25 (6),pp. 547-577.
  • Darley, W. K. and Smith, R. E. (1995). Gender differences in ınformation processing strategies: an empirical test of the selectivity model in advertising response. Journal of Advertising, 24 (1),pp. 41-56.
  • Decatur, M. A. (2012). Consuming cuteness in japan: hello kitty, ındividualism and ıdentity. Popular Anthropology Magazine, 3 (1),pp. 1-4. Retrieved: 10.03.2016. www.popanthro.nfshost.com.
  • Demirbilek, O. ve Şener, B. (2003). Product design, semantics and emotional response. Ergonomics, 46 (13-14),pp. 1346-1360.
  • Demirbilek, O. (2006). Emotions and desing. International Encyclopedia of Ergonomics and Human Factors Volume 1, Second Edition. eBook ISBN: 978-0-8493-7547-7.
  • Deng, T. (2009). Selling "kawaii" in advertising: testing cross- cultural perceptions of kawaii appeals. Master Theses.
  • Fischer, M. P., Schwartz, P. M., Richards, W. J., Goldsteın, O. A., Rojas, H. T. (1991). Brand logo recognition by children aged 3 to 6 years. JAMA, 22 (266),pp.3145-3148. www.archwoodside.com/wp-content/uploads/2015/09/JAMA-1991-Fischer-3145-8.pdf.
  • Gavcar, E. ve Didin, S. (2007). Tüketicilerin “perakendeci markalı” ürünleri satın alma kararlarını etkileyen faktörler: Muğla il merkezi’nde bir araştırma. ZKÜ Sosyal Bilimler Dergisi, 3(6), ss. 21-32.
  • Gülerarslan, A. (2011). Tüketici olarak çocuk ve ailenin satın alma kararlarına etkisi. Selçuk İletişim, 6 (4),Erişim Tarihi: 06.06.2016.
  • Granot, E., Alejandro, B. and Russell, T., M.L. (2014). A socio-marketing analysis of the concept of cute and ıts consumer culture ımplications. Journal of Consumer Culture, 14 (1),pp. 66-87. DOI: 10.1177/1469540513485274.
  • Glocker, M. L., Langleben, D. D., Ruparel, K., Loughead, J. W., Gur, R. C., Sachser, N. (2009). Baby schema in ınfant faces ınduces cuteness perception and motivation for caretaking in adults. Ethology, 115 (3), pp. 257-263. DOI: 10.1111/j.1439-0310.2008.01603.x.
  • Hutchins, J. D., (2015). Consumers’ Green Orıentatıon: Conceptualizing and measuring the effects of green marketing strategies. pp. 1-49. www. coles.kennesaw.edu/coles-overview/faculty-and-research/working-paper-series/documents/SPRING15-04.pdf.
  • Longman Dictionary, Retrieved: 16 Mayıs 2016, www.ldoceonline.com/dictionary/.
  • John, D. R. (1999). Consumer socialization of children: a retrospective look at twenty-five years of research. Journal of Consumer Research, 26 (3),pp. 183-213. DOI: 0093-5301/2000/2603-0001.
  • Kinsella: (1995). Cuties in Japan. In Women, Media and Consumption in Japan. Honolulu University of Hawaii Press, pp.220-254.
  • Mizersky,R., (1995). The relationship between cartoon trade character recognition and attitude toward product category ın young children. Journal of Marketing, pp. 58-70. DOI: 10.2307/1252328
  • Möller, J. (2009). Cuteness as a form of communication. an on-line experience, Master of Communication Thesis, University of Gothenburg.
  • Neeley, M.S., Schumann, W.D. (2004). Using animated spokes-characters in advertising to young children-does ıncreasing attention to advertising necessarily lead to product preference?.Journal of Advertising, 33 (3),pp. 7-23. ISSN 0091-3367.
  • Nenkov, Y. G. and Scott, L. M. (2014), So cute ı could eat ıt up: priming effects of cute products on ındulgent consumption. Journal of Consumer Research, 41, pp. 326-341. DOI: 10.1086/676581.
  • Ngai: (2005). The cuteness of the avant-garde, Chicago Journals, 31 (4),pp. 811-847. DOI: 10.1086/444516.
  • Özdemir, Ş. ve Yaman, F. (2007). Hedonik alışverişin cinsiyete göre farklılaşması üzerine bir araştırma. Osmangazi Üniversitesi İ.İ.B.F. Dergisi, 2 (2), Erişim Tarihi: 16.05.2016, ss. 81-91.
  • Porter, C. (2002). Turning manga-nese: a japanese artist has breathed new life ınto a classic bag. a conversation with Takashi Murakami. The Guardian, 8 Kasım 2002. Retrieved: 16.05.2016. www.theguardian.com/culture/2002/nov/08/artsfeatures.fashion.
  • Sweeney, J. C., Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77, Retrieved: 10.04.2016, pp. 203–220. http://s3.amazonaws.com/academia.edu.documents/41315351/Sweeney_adn_Soutar_JR_2001.pdf.
  • Türk Dil Kurumu Sözlüğü, Erişim Tarihi: 15.05.2016. www.tdk.gov.tr.
  • Yağcı, M.İ. ve İlarslan, N. (2010). Reklamların ve cinsiyet kimliği rolünün tüketicilerin satın alma davranışları üzerindeki etkisi. Doğuş Üniversitesi Dergisi, 11 (1), Erişim Tarihi: 10.04.2016, ss. 138-155.
  • Yano, C. R. (2004). kitty litter: japanese cute at home and abroad. Toys, Games and Media, pp. 55-71. ISBN 1-4106-1100-0.
  • Yoo, B., Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52,pp. 1-14. ISSN: 0148-2963.

SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ'DE BİR ARAŞTIRMA

Year 2017, Marketing Congress Special Issue, 24 - 40, 14.06.2017

Abstract

Tüketici satın alma davranışlarına etki
etmesi ve işletmeler tarafından farklılaşma aracı olması nedeni ile sevimlilik
kültürü ve sevimli pazarlama yaklaşımları pazarlama literatüründe önemli hale
gelmiştir. Bu çalışmanın kavramsal analiz bölümünde, sevimlilik, sevimlilik
kültürü, pazarlamada sevimlilik ve sevimli pazarlama konuları açıklanmış,
araştırma bölümünde ise tüketicilerin sevimli ürünlere yönelik tutumları ve
sevimli ürünlerin satın alma davranışlarına etkisi sevimli ürünlerin kalite
algısı, fiyatı, sosyal etki ve duygusal etki çerçevesinde analiz edilmiştir.
404 katılımcı ile yapılan araştırma sonuçlarına göre; katılımcıların (1)
sevimli ürünlere yönelik olumlu bir tutuma sahip olduğu, (2) sevimli ürünlere
karşı olan tutumlarının duygusal ve sosyal etkilerden etkilendiği ve (3) satın
alma tercihlerinde ise sevimli ürünleri pahalı ve düşük kaliteli
değerlendirdikleri belirlenmiştir. Araştırma sonuçları ışığında sevimli ürünler
için en olumlu tutum gösteren tüketicilerin özellikleri açıklanmış ve pazarlama
yöneticilerine önerilerde bulunulmuştur. 

References

  • Aksoy, T. (2010). Cool Olmak Ne Demek?. Erişim Tarihi: 11.04.2016, www.temelaksoy.com.tr.
  • Awad, N. F. and Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: an examination across genders. Journal of Management Information Systems, 24 (4), pp. 101-121. DOI 10.2753/MIS0742-1222240404.
  • Barutçu, S. ve Adıgüzel Ü., D. (2015). Sevimli pazarlama ve maskotların marka farkındalığı marka bağlılığı ve markaya yönelik tutum üzerindeki etkisi: karşılaştırmalı bir araştırma. Ekonomi ve Yönetim Araştırmaları Dergisi, 4 (2), ss. 76-93.
  • Berey, L.A. and Pollay, R. (1968). The ınfluencing role of the child in family decision making. Journal of Marketing Research, 70 (2),ss. 70-72. DOI: 10.2307/3149796.
  • Bohlen, G., Schlegelmilch, B., Diamantopoulos, A. (1993). Measuring ecological concern: a multi-construct perspective. Jounal of Marketing Management, 9,pp. 415-430. DOI: 10.1080/0267257X.1993.9964250
  • Brougere, G. (2013). Licensing and the rhetoric of fun: the cute and the cool. Young Consumers, 14 (4), pp. 342-350. ISSN: 1747-3616.
  • Brown, M., Pope, N., Voges, K. (2001). Buying or browsing? an exploration of shopping orientations and online purchase intention. European Journal of Marketing , 37 (11-12), pp. 1666-1684. DOI 10.1108/03090560310495401.
  • Cheok, A. D. and Fernando, O. N. N. (2012). Kawaii/cute ınteractive media. Univ Access Inf Soc, 11,pp. 295-309. DOI: 10.1007/s10209-011-0249-5.
  • Chiu, Y., Lin, C., Tang, L. (2005). Gender differs: assessing a model of online purchase intentions ın e-tail service. International Journal of Service Industry Management, 16(5), pp. 416-435. DOI 10.1108/09564230510625741.
  • Cho, S. (2012). Aesthetic and value judgment of neotenous objects: cuteness as a design factor and ıts effects on product evaluation. Doctorate Thesis, University of Michigan.
  • Chuang, T. (2005). The power of cuteness. Journal of East Asian Affairs, Summer, pp. 21-28.
  • Cila, N. (2008), The dimensions of users’ fun experiences with consumer products, Master Theses, ODTÜ, Ankara.
  • Crilly, N., Moultrie, J., Clarkson, P.J. (2004), Seeing things: consumer response to the visual domain in product design.Design Studies, 25 (6),pp. 547-577.
  • Darley, W. K. and Smith, R. E. (1995). Gender differences in ınformation processing strategies: an empirical test of the selectivity model in advertising response. Journal of Advertising, 24 (1),pp. 41-56.
  • Decatur, M. A. (2012). Consuming cuteness in japan: hello kitty, ındividualism and ıdentity. Popular Anthropology Magazine, 3 (1),pp. 1-4. Retrieved: 10.03.2016. www.popanthro.nfshost.com.
  • Demirbilek, O. ve Şener, B. (2003). Product design, semantics and emotional response. Ergonomics, 46 (13-14),pp. 1346-1360.
  • Demirbilek, O. (2006). Emotions and desing. International Encyclopedia of Ergonomics and Human Factors Volume 1, Second Edition. eBook ISBN: 978-0-8493-7547-7.
  • Deng, T. (2009). Selling "kawaii" in advertising: testing cross- cultural perceptions of kawaii appeals. Master Theses.
  • Fischer, M. P., Schwartz, P. M., Richards, W. J., Goldsteın, O. A., Rojas, H. T. (1991). Brand logo recognition by children aged 3 to 6 years. JAMA, 22 (266),pp.3145-3148. www.archwoodside.com/wp-content/uploads/2015/09/JAMA-1991-Fischer-3145-8.pdf.
  • Gavcar, E. ve Didin, S. (2007). Tüketicilerin “perakendeci markalı” ürünleri satın alma kararlarını etkileyen faktörler: Muğla il merkezi’nde bir araştırma. ZKÜ Sosyal Bilimler Dergisi, 3(6), ss. 21-32.
  • Gülerarslan, A. (2011). Tüketici olarak çocuk ve ailenin satın alma kararlarına etkisi. Selçuk İletişim, 6 (4),Erişim Tarihi: 06.06.2016.
  • Granot, E., Alejandro, B. and Russell, T., M.L. (2014). A socio-marketing analysis of the concept of cute and ıts consumer culture ımplications. Journal of Consumer Culture, 14 (1),pp. 66-87. DOI: 10.1177/1469540513485274.
  • Glocker, M. L., Langleben, D. D., Ruparel, K., Loughead, J. W., Gur, R. C., Sachser, N. (2009). Baby schema in ınfant faces ınduces cuteness perception and motivation for caretaking in adults. Ethology, 115 (3), pp. 257-263. DOI: 10.1111/j.1439-0310.2008.01603.x.
  • Hutchins, J. D., (2015). Consumers’ Green Orıentatıon: Conceptualizing and measuring the effects of green marketing strategies. pp. 1-49. www. coles.kennesaw.edu/coles-overview/faculty-and-research/working-paper-series/documents/SPRING15-04.pdf.
  • Longman Dictionary, Retrieved: 16 Mayıs 2016, www.ldoceonline.com/dictionary/.
  • John, D. R. (1999). Consumer socialization of children: a retrospective look at twenty-five years of research. Journal of Consumer Research, 26 (3),pp. 183-213. DOI: 0093-5301/2000/2603-0001.
  • Kinsella: (1995). Cuties in Japan. In Women, Media and Consumption in Japan. Honolulu University of Hawaii Press, pp.220-254.
  • Mizersky,R., (1995). The relationship between cartoon trade character recognition and attitude toward product category ın young children. Journal of Marketing, pp. 58-70. DOI: 10.2307/1252328
  • Möller, J. (2009). Cuteness as a form of communication. an on-line experience, Master of Communication Thesis, University of Gothenburg.
  • Neeley, M.S., Schumann, W.D. (2004). Using animated spokes-characters in advertising to young children-does ıncreasing attention to advertising necessarily lead to product preference?.Journal of Advertising, 33 (3),pp. 7-23. ISSN 0091-3367.
  • Nenkov, Y. G. and Scott, L. M. (2014), So cute ı could eat ıt up: priming effects of cute products on ındulgent consumption. Journal of Consumer Research, 41, pp. 326-341. DOI: 10.1086/676581.
  • Ngai: (2005). The cuteness of the avant-garde, Chicago Journals, 31 (4),pp. 811-847. DOI: 10.1086/444516.
  • Özdemir, Ş. ve Yaman, F. (2007). Hedonik alışverişin cinsiyete göre farklılaşması üzerine bir araştırma. Osmangazi Üniversitesi İ.İ.B.F. Dergisi, 2 (2), Erişim Tarihi: 16.05.2016, ss. 81-91.
  • Porter, C. (2002). Turning manga-nese: a japanese artist has breathed new life ınto a classic bag. a conversation with Takashi Murakami. The Guardian, 8 Kasım 2002. Retrieved: 16.05.2016. www.theguardian.com/culture/2002/nov/08/artsfeatures.fashion.
  • Sweeney, J. C., Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77, Retrieved: 10.04.2016, pp. 203–220. http://s3.amazonaws.com/academia.edu.documents/41315351/Sweeney_adn_Soutar_JR_2001.pdf.
  • Türk Dil Kurumu Sözlüğü, Erişim Tarihi: 15.05.2016. www.tdk.gov.tr.
  • Yağcı, M.İ. ve İlarslan, N. (2010). Reklamların ve cinsiyet kimliği rolünün tüketicilerin satın alma davranışları üzerindeki etkisi. Doğuş Üniversitesi Dergisi, 11 (1), Erişim Tarihi: 10.04.2016, ss. 138-155.
  • Yano, C. R. (2004). kitty litter: japanese cute at home and abroad. Toys, Games and Media, pp. 55-71. ISBN 1-4106-1100-0.
  • Yoo, B., Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52,pp. 1-14. ISSN: 0148-2963.
There are 39 citations in total.

Details

Journal Section Articles
Authors

Deniz Ünal Adıgüzel

Süleyman Barutçu

Publication Date June 14, 2017
Published in Issue Year 2017 Marketing Congress Special Issue

Cite

APA Ünal Adıgüzel, D., & Barutçu, S. (2017). SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi24-40.
AMA Ünal Adıgüzel D, Barutçu S. SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Published online June 1, 2017:24-40.
Chicago Ünal Adıgüzel, Deniz, and Süleyman Barutçu. “SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, June (June 2017), 24-40.
EndNote Ünal Adıgüzel D, Barutçu S (June 1, 2017) SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 24–40.
IEEE D. Ünal Adıgüzel and S. Barutçu, “SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, pp. 24–40, June 2017.
ISNAD Ünal Adıgüzel, Deniz - Barutçu, Süleyman. “SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. June 2017. 24-40.
JAMA Ünal Adıgüzel D, Barutçu S. SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017;:24–40.
MLA Ünal Adıgüzel, Deniz and Süleyman Barutçu. “SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 2017, pp. 24-40.
Vancouver Ünal Adıgüzel D, Barutçu S. SEVİMLİLİK ALGISININ SATIN ALMA DAVRANIŞLARINA ETKİSİ: DENİZLİ’DE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017:24-40.

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