Z ve X kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tutum ve satın alma niyeti üzerine bir araştırma
A research on the attitudes and purchase intentions of the Z and X generations towards individualist and collectivist advertising messages

Summary/Abstract: The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers' attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualism/collectivism dimension in Turkey.

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