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Explaining the link between materialism and life satisfaction: A life course study in Turkey
Betul Balikcioglu,Zerrin Arslan 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.1
The relationship between materialism and life satisfaction has been widely researched, but the direction of the presumed causality is a subject of debate. Most previous studies suggest that materialism makes people unhappy, other research suggests that unhappiness may promote materialism, while some researchers suggest that they emerged relationship may be the result of third variables. Such speculations remain largely unanswered in part because previous studies have ignored the mechanisms that explain the development of these orientations. The present study uses the life course approach to explain the mechanisms that may lead to the observed relationship between materialism and life satisfaction in Turkey. Despite its cross-sectional nature, the study findings suggest that the emerged relationships between the two variables reported in previous studies may develop relatively independent of each other; and they may explain the inconsistent findings about the nature of the relationship between the two variables. The findings raise the issue of whether the two variables are causally related or whether they are causally related as strongly as it was originally thought.
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CONSUMER ARROGANCE: A CROSS-CULTURAL VALIDATION IN TURKEY AND ROMANIA
Betul Balikcioglu,Muzeyyen Arslan 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Consumer arrogance is conceptualized and defined by Ruvio & Shoham (2016) as people's proclivity for demonstrating their social superiority through the acquisition, utilization, or display of consumer goods. This new notion rooted from the symbolic meaning of consumption that suggesting consumers use products as symbols to create self-identity, to maintain their self-concept, to express their self, to convey personal and social achievements and to reflect their social status to others (Holman, 1981; Belk, 1988; Hirschman & LaBarbera, 1990). This research examines the cross-cultural validity of the Ruvio & Shoham‘s (2016) consumer arrogance scale in Turkey and Romania. Data were collected from 192 Turkish and 176 Romanian students. Confirmatory factor analysis was used to test the four-factor solution. The scale demonstrates internal consistency and validity within the two countries and across countries. The cross-cultural validation tested via configural, metric and covariance methods. The results indicated that the consumer arrogance scale is consistent across countries and it can be established as a second order construct. The nomological validity with structural equation modelling results support that consumer arrogance is predicted by materialism in both countries. This cross-national study extended consumer arrogance scale in a collectivist cultural setting and contributes to enriching cross-cultural validation research as well as consumer behavior understanding.
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Randall Shannon,George Moschis,Thorsten Teichert,Betul Balikcioglu 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.1
Marketers and academics have long been trying to develop effective segmentation models such as several versions of the family life cycle (FLC), which predicts behavior based on stages people are expected to sequentially experience during their lives. However, stage-based factors have been found poor predictors of consumer behavior, and assumptions held by the FLC model fall short of reality. Despite limitations inherent in family life cycle models and recent developments in other disciplines that have resulted in the replacement of the term “life cycle” with the more continuous concept of the “life course,” marketers are yet to capitalize on such recent developments for improving FLC models. This study shows how the traditional FLC model can be improved by incorporating variables from the life course paradigm (LCP). Although the databases employed do not permit the development of refined FLC stages for testing various assumptions derived from the LCP, the paper provides a “sensitizing” framework for thinking how to improve efforts to study consumers at different FLC stages.
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