Examining Third-Person Perception in Advertisements within the Context of Optimistic Bias: A Comparison of Turkey and Canada

Autor:	Ekici, Nezahat, Erdogan, Bayram Zafer
Přispěvatelé:	Ekici, Nezahat, Anadolu Üniversitesi
Jazyk:	turečtina
Rok vydání:	2019
Předmět:	Third-Person Perception Optimistic Bias Purchase İntention Suggestive Advertising İşletme Third-person perception Optimistic bias Purchase intention Suggestive advertising Purchase intention Üçüncü kişi algısı Yanlı iyimserlik Satın alma niyeti Cinsel içerikli reklamlar Management
Zdroj:	Volume: 48, Issue: 2 313-334 Istanbul Business Research
ISSN:	2630-5488
Popis:	Ekici, Nezahat/0000-0003-1697-3483 WOS: 000502319600007 The aim of this study is to examine the interaction between the concepts of third-person perception and optimistic bias - which are highly based on psychology - in the context of suggestive advertisements and purchase intention. For that purpose, data was used drawn via a survey from Canadian and Turkish university students using the convenience sampling method. A 2X4 MANOVA was used for analyzing the data. According to the results, individuals' cultural background and optimistic bias levels have no interaction effect on perceptual and behavioral gap when the product is hedonic. For functional products on the other hand, these two factors have a marginally significant interaction effect on the perceptual gap and a significant interaction effect on the behavioral gap. It is expected that the results obtained will contribute to the knowledge of researchers and practitioners who study the effects of media in the context of culture, advertisement, and consumer behavior.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::b6d811d5217aa6cdf0676ce574504485 https://dergipark.org.tr/tr/pub/ibr/issue/48973/642838 Zobrazit plný text záznamu