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The Effect of Status Consumption on Social Recognition

Year 2020, Volume: 5 Issue: 3, 267 - 274, 24.10.2020

Abstract

Throughout history, the needs and goals have changed as the conditions have changed continuously and indefinitely, and human beings have changed their tendencies and behaviors in order to adapt to this change. Today, the fact that people depend on technology and live in a virtual culture environment also changes the consumption preferences of individuals. At the last point reached, the individual is indexed according to the product he buys himself in the society, the brand he prefers, the clothes he wears, and even the music he listens to. This consumption pattern that the individual made to gain a place in the society is actually an indicator of the status consumption that is frequently encountered. The aim of this study was to determine the effect of status consumption behavior on social recognition and the relationship between sociodemographic characteristics and status consumption behavior among university students. Regression analysis showed that status consumption had a positive and significant effect on social recognition level. Status consumption was not significantly correlated with age, marital status, gender, and education and income level.

References

  • Aaker, D.A., Kumar, V. & Day, G.S. (2007). Marketing Research. 9. Edition, John Wiley & Sons, Danvers.
  • Aslay, F., Ünal, S. ve Akbulut, Ö. (2013). “Materyalizmin Statü Tüketimi Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma”, Atatürk Üniversitesi, İktisadi ve İdari Bilimler Dergisi, 27(2), 43-62
  • Can, P. (2019). Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 19(2), 151-170.
  • Chao, A. & Schor, J.B. (1998). Empirical Tests Of Status Consumption: Evidence From Women’s Cosmetics. Journal of Economic Psychology, 19(1), 107-131.
  • Coopers, P.W. (2012). South African Retail and Consumer Products Outlook 2012-2016. PWC, South Africa
  • Cronje, A., Jacobs, B. & Retief, A. (2016). Black Urban Consumers’ Status Consumption Of Clothing Brands In The Emerging South African market. International Journal of Consumer Studies, 40, 754-764.
  • Eastman, J. K., Goldsmith, R. E. & Flynn, L. R. (1999). Status Consumption in Consumer behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
  • Eastman, J. K. & Eastman, K. L. (2011) Perceptions of Status Consumption and The Economy, Journal of Business & Economics Research, 9 (7), 9-20.
  • Gao, H., Winterich, K.P. & Zhang, Y. (2016). All That Glitters Is Not Gold: How others’ Status Influences The Effect Of Power Distance Belief On Status Consumption. Journal of Consumer Research, 43, 265-281.
  • George, D. & Mallery, P. (2003). SPSS for Windows Step By Step: A Simple Guide And Reference 11.0 Update. Pearson Education, Inc, United States of America
  • Goldsmith, R. E., Freiden, J. B., & Kilsheimer, J. C. (1993). Social Values And Female Fashion Leadership: A cross-cultural study. Psychology and Marketing, 10(5), 399–412. doi:10.1002/mar.4220100504
  • Goldsmith, R., Flynn, L. & Eastman, J. (1996). Statusconsumption And Fashion Behaviour: An Exploratorystudy. Association Of Marketing Theory And Practiceproceedings. 309 –316.
  • Goldsmith, R. E., Flynn, L. R. & Kim, D. (2010). Status Consumption and Price Sensitivity. Journal of Marketing Theory and Practice, 18(4), 323–338.
  • Goldsmith, R. E. & Clark, R. A. (2012). “Materialism, Status Consumption, and Consumer Independence”, The Journal of Social Psychology, 152(1), 43-60
  • Heaney, J. G., Goldsmith, R. E. & Jusoh W. J. W. (2005). Status Consumption Among Malaysion Consumers: Exploring Its Relationships With Materialism And Attention-To-Socialcomparison-Information. Journal Of International Consumer Marketing, 17(4), 83-98.
  • Kalaycı, Ş. (2014). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın
  • Kiecolt, J. & McGrath, E. (1979). Social desirability responding in the measurement of assertive behavior. Journal of Consulting and Clinical Psychology, 47(3), 640–642.
  • Millham, J., San Miguel, C. C. & Kellogg, R. A. (1976). Factor Analytic Conceptualization Of Attitudes Toward Male And Female Homosexuals.J. Homsex. 2: 3-20.
  • O’Cass, A. & Frost, H. (2002). Status brands: Examining The Effects of Non-Product-Related Brand Associations on Status And Conspicuous Consumption. Journal of Product and Brand Management, 11(2), 67-88.
  • Reynolds, W. (1982). Development Of Reliable And Valid Short Forms Of The Marlow–Crowne Social Desirability Scale. Journal of Clinical Psychology 38(1), 119-125.
  • Scheetz, T. (2004). A Modern Investigation of Status Consumption. URL: https://artscimedia.case.edu/wp-content/uploads/sites/57/2014/01/14235806/scheetzreport.pdf Erişim Tarihi: 15.03.2020
  • Sipahi B., Yurtkoru, E.S. ve Çinko M. (2008). Sosyal Bilimlerde SPSS ile Veri Analizi, İstanbul: Beta Yayınları.
  • Tokgöz, E. (2018). “Materyalist Değerler Statü Tüketimi ve Dürtüsel Satın Alma Arasındaki İlişki”, Yönetim ve Ekonomi Araştırmaları Dergisi, 16, 1-19
  • Veblen, T. (1899). The Theory of The Leisure Class. NewYork: Macmillan.

Statü Tüketiminin Toplumsal Sosyal Kabul Üzerine Etkisi

Year 2020, Volume: 5 Issue: 3, 267 - 274, 24.10.2020

Abstract

Tarih boyunca şartların sürekli ve süresiz olarak şekil değiştirmesi doğrultusunda ihtiyaçlar ve amaçlar da değişmektedir. İnsanoğlu bu değişim karşısında uyum sağlayabilmek için eğilim ve davranışlarını değiştirmektedir. Günümüzde, insanların teknolojiye bağımlı olması ve sanal kültür ortamında yaşaması bireylerin tüketim tercihlerini de değiştirmektedir. Gelinen son noktada, bireyin satın aldığı ürün, tercih ettiği marka, giydiği kıyafet hatta dinlediği müziğe göre toplumdaki yeri değerlendirilmektedir. Bireyin toplumda kendine yer edinmek için yapmış olduğu bu tüketim örüntüsü aslında sıklıkla karşılaşılan statü tüketiminin de bir göstergesi niteliğindendir. Bu araştırmada, üniversite öğrencilerinin statü tüketim davranışlarının sosyal kabul üzerinde anlamlı bir etkisinin olup olmadığının belirlenmesi amaçlanmaktadır. Ayrıca bu araştırmada, öğrencilerin demografik özellikleri ile statü tüketim davranışları arasında istatistiksel olarak anlamlı bir farklılık olup, olmadığı ortaya konulmuştur. Yapılan regresyon analizi sonucuna göre, statü tüketiminin sosyal kabul düzeyi üzerinde pozitif ve anlamlı bir etkiye sahip olduğu tespit edilmiştir. Statü tüketimi ve demografik değişkenler arasındaki ilişki incelendiğinde ise; statü tüketimi ile yaş, medeni durum, cinsiyet, eğitim düzeyi ve gelir seviyesi arasında anlamlı bir farklılığın olmadığı sonucuna varılmıştır.

References

  • Aaker, D.A., Kumar, V. & Day, G.S. (2007). Marketing Research. 9. Edition, John Wiley & Sons, Danvers.
  • Aslay, F., Ünal, S. ve Akbulut, Ö. (2013). “Materyalizmin Statü Tüketimi Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma”, Atatürk Üniversitesi, İktisadi ve İdari Bilimler Dergisi, 27(2), 43-62
  • Can, P. (2019). Statü Tüketiminin Fiyat Duyarlılığına Etkisini Belirlemeye Yönelik Bir Araştırma. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 19(2), 151-170.
  • Chao, A. & Schor, J.B. (1998). Empirical Tests Of Status Consumption: Evidence From Women’s Cosmetics. Journal of Economic Psychology, 19(1), 107-131.
  • Coopers, P.W. (2012). South African Retail and Consumer Products Outlook 2012-2016. PWC, South Africa
  • Cronje, A., Jacobs, B. & Retief, A. (2016). Black Urban Consumers’ Status Consumption Of Clothing Brands In The Emerging South African market. International Journal of Consumer Studies, 40, 754-764.
  • Eastman, J. K., Goldsmith, R. E. & Flynn, L. R. (1999). Status Consumption in Consumer behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
  • Eastman, J. K. & Eastman, K. L. (2011) Perceptions of Status Consumption and The Economy, Journal of Business & Economics Research, 9 (7), 9-20.
  • Gao, H., Winterich, K.P. & Zhang, Y. (2016). All That Glitters Is Not Gold: How others’ Status Influences The Effect Of Power Distance Belief On Status Consumption. Journal of Consumer Research, 43, 265-281.
  • George, D. & Mallery, P. (2003). SPSS for Windows Step By Step: A Simple Guide And Reference 11.0 Update. Pearson Education, Inc, United States of America
  • Goldsmith, R. E., Freiden, J. B., & Kilsheimer, J. C. (1993). Social Values And Female Fashion Leadership: A cross-cultural study. Psychology and Marketing, 10(5), 399–412. doi:10.1002/mar.4220100504
  • Goldsmith, R., Flynn, L. & Eastman, J. (1996). Statusconsumption And Fashion Behaviour: An Exploratorystudy. Association Of Marketing Theory And Practiceproceedings. 309 –316.
  • Goldsmith, R. E., Flynn, L. R. & Kim, D. (2010). Status Consumption and Price Sensitivity. Journal of Marketing Theory and Practice, 18(4), 323–338.
  • Goldsmith, R. E. & Clark, R. A. (2012). “Materialism, Status Consumption, and Consumer Independence”, The Journal of Social Psychology, 152(1), 43-60
  • Heaney, J. G., Goldsmith, R. E. & Jusoh W. J. W. (2005). Status Consumption Among Malaysion Consumers: Exploring Its Relationships With Materialism And Attention-To-Socialcomparison-Information. Journal Of International Consumer Marketing, 17(4), 83-98.
  • Kalaycı, Ş. (2014). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın
  • Kiecolt, J. & McGrath, E. (1979). Social desirability responding in the measurement of assertive behavior. Journal of Consulting and Clinical Psychology, 47(3), 640–642.
  • Millham, J., San Miguel, C. C. & Kellogg, R. A. (1976). Factor Analytic Conceptualization Of Attitudes Toward Male And Female Homosexuals.J. Homsex. 2: 3-20.
  • O’Cass, A. & Frost, H. (2002). Status brands: Examining The Effects of Non-Product-Related Brand Associations on Status And Conspicuous Consumption. Journal of Product and Brand Management, 11(2), 67-88.
  • Reynolds, W. (1982). Development Of Reliable And Valid Short Forms Of The Marlow–Crowne Social Desirability Scale. Journal of Clinical Psychology 38(1), 119-125.
  • Scheetz, T. (2004). A Modern Investigation of Status Consumption. URL: https://artscimedia.case.edu/wp-content/uploads/sites/57/2014/01/14235806/scheetzreport.pdf Erişim Tarihi: 15.03.2020
  • Sipahi B., Yurtkoru, E.S. ve Çinko M. (2008). Sosyal Bilimlerde SPSS ile Veri Analizi, İstanbul: Beta Yayınları.
  • Tokgöz, E. (2018). “Materyalist Değerler Statü Tüketimi ve Dürtüsel Satın Alma Arasındaki İlişki”, Yönetim ve Ekonomi Araştırmaları Dergisi, 16, 1-19
  • Veblen, T. (1899). The Theory of The Leisure Class. NewYork: Macmillan.
There are 24 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mahmut Tekin 0000-0003-0558-4271

Derya Öztürk 0000-0001-5287-6600

Kamile Pınar Sungur 0000-0002-4136-9459

Publication Date October 24, 2020
Submission Date July 5, 2020
Published in Issue Year 2020 Volume: 5 Issue: 3

Cite

APA Tekin, M., Öztürk, D., & Sungur, K. P. (2020). Statü Tüketiminin Toplumsal Sosyal Kabul Üzerine Etkisi. The Journal of International Scientific Researches, 5(3), 267-274.