Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey

İbrahim BOZACI (Kırıkkale Üniversitesi, Pazarlama Bölümü, Kırıkkale, Türkiye)
Sosyoekonomi
3 2
Yıl: 2021 Cilt: 29 Sayı: 48 Sayfa Aralığı: 75 - 89 Metin Dili: İngilizce DOI: 10.17233/sosyoekonomi.2021.02.04 İndeks Tarihi: 08-10-2021

Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey

Öz:
In this research, effect of envy on conspicuous consumption and moderating role of altruismwas examined. Within the scope of the research, primary data were collected by convenience samplingmethod in the Kırıkkale province of Turkey. After performing confirmatory factor analyses, structuralequation models were tested over the gathered data with the statistical package program IBM AMOS.According to the findings, the hypotheses of benign envy, malicious envy, and altruism being thepossible factors affecting conspicuous consumption were supported. Besides, the moderating role ofaltruistic personality on the effect of malicious envy on conspicuous consumption has been determined.Finally, several suggestions were developed for firms and researchers based on interpreting theresearch findings.
Anahtar Kelime:

Haset ve Özgeciliğin Gösteriş Odaklı Tüketime Etkisi: Kırıkkale’de Bir Araştırma

Öz:
Bu araştırmada, hasedin gösteriş odaklı tüketime etkisi ve bu etkide özgeciliğin düzenleyici rolü incelenmektedir. Araştırma kapsamında Kırıkkale İlinde kolayda örnekleme yöntemiyle birincil veri toplanmıştır. Elde edilen veriler IBM AMOS adlı istatistiksel paket programıyla analiz edilmiş, bu kapsamda doğrulayıcı faktör analizleri gerçekleştirilmiş ve yapısal eşitlik modelleri test edilmiştir. Araştırma bulgularına göre, zararlı haset, zararsız haset ve özgeciliğin gösteriş tüketimini etkileyen faktörler olduğu iddiaları desteklenmiştir. Ayrıca, özgeci kişisel özelliğin zararlı hasedin gösteriş odaklı tüketim üzerindeki etkisinde düzenleyici rolü tespit edilmiştir. Son olarak araştırma bulguları yorumlanmış ve işletme ve araştırmacılar için öneriler geliştirilmiştir.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • Ackerman, D. & L. Perner (2004), “Did you hear what my friend paid! Examining the consequences of social comparisons of prices”, Advances in Consumer Research, 31, 586-593.
  • Ahn, S. & Y. Shin & J.S. Lee & A.R. Koh (2018), “Green with envy at your kid: The Effects of two different types of envy on purchase intention”, International Textile and Apparel Association, ITAA Proceedings, 1-2.
  • Amaldoss, W. & S. Jain (2005), “Conspicuous consumption and sophisticated thinking”, Management Science, 51(10), 1449-1466.
  • Awanis, S. & B.B. Schlegelmilch & C.C. Cui (2017), “Asia’s materialists: Reconciling collectivism and materialism”, Journal of International Business Studies, 48(8), 964-991.
  • Balikcioglu, B. & P. Volkan (2016), “The Impact of social media, television, and peer communication on materialism and conspicuous consumption”, Mustafa Kemal University Journal of Social Sciences Institute, 13(35), 299-319.
  • Becker, G.S. (1976), “Altruism, egoism, and genetic fitness: Economics and sociobiology”, Journal of Economic Literature, 14(3), 817-826.
  • Belk, R. (2011), “Benign envy”, AMS Review, 1(3-4), 117-134.
  • Belk, R.W. (1984), “Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness”, Advances in Consumer Research, 11, 291- 297.
  • Belk, R.W. (1985), “Materialism: Trait aspects of living in the material world”, Journal of Consumer Research, 12(December), 265-80.
  • Belk, R.W. (2008), “Envy and marketing, Envy: theory and research”, Oxford: Oxford University Press, 211-226.
  • Browne, B.A. & D.O. Kaldenberg (1997), “Conceptualizing self-monitoring: Links to materialism and product involvement”, Journal of Consumer Marketing, 14(1), 31-44.
  • Bucher, E. & C. Fieseler & C. Lutz (2016), “What’s mine is yours (for a nominal fee)-Exploring the spectrum of utilitarian to altruistic motives for Internet-mediated sharing”, Computers in Human Behavior, 62, 316-326.
  • Chaudhuri, H.R. & S. Mazumdar & A. Ghoshal (2011), “Conspicuous consumption orientation: Conceptualisation, scale development and validation”, Journal of Consumer Behavior, 10, 216-224.
  • Christen, M. & R. Morgan (2005), “Keeping up with the Joneses: Analyzing the effect of income inequality on consumer borrowing”, Quantitative Marketing and Economics, 3(June), 14- 73.
  • Cirpan, Y. & A.A. Özdoğru (2017), “BeMaSa haset ve gıpta ölçeğinin Türkçe uyarlaması: Dilsel eşdeğerlik, güvenilirlik ve geçerlilik çalışması”, Anatolian Journal of Psychiatry, 18(6), 577-585.
  • Clark, P.A. (1985), “Individual education application of Adler’s personality theory”, The Clearing House, 59(1), 35-38.
  • Cohen-Charash, Y. (2009), “Episodic envy”, Journal of Applied Social Psychology, 39(9), 2128- 2173.
  • Crusius, J. & T. Mussweiler (2012), “When people want what others have: the impulsive side of envious desire”, Emotion, 12(1), 142-153.
  • De Peyrelongue, B. & O. Masclef & V. Guillard (2017), “The need to give gratuitously: A relevant concept anchored in Catholic social teaching to envision the consumer behavior”, Journal of Business Ethics, 145(4), 739-755.
  • Fehr, E. & U. Fischbacher (2003), “The nature of human altruism”, Nature, 425(6960), 785-791.
  • Feinberg, F.M. & K. Aradhna & Z.J. Zhang (2002), “Do we care what others get? A Behaviorist approach to targeted promotions”, Journal of Marketing Research, 39(August), 277-291.
  • Feldman, A. & A. Kirman (1974), “Fairness and envy”, The American Economic Review, 64(6), 995- 1005.
  • Ferguson, E.D. (1989), “Adler’s motivational theory: An historical perspective on belonging and the fundamental human striving”, Individual Psychology, 45(3), 354-361.
  • Fitzmaurice, J. & C. Comegys (2006), “Materialism and social consumption”, Journal of Marketing Theory and Practice, 14(4), 287-299.
  • Foster, G.M., et al. (1972), “The anatomy of envy: A study in symbolic behavior and comments and reply”, Current Anthropology, 13(2), 165-202.
  • Fournier, S. & M.L. Richins (1991), “Some theoretical and popular notions concerning materialism. In To have possessions: A handbook on ownership and property”, Journal of Social Behavior and Personality, 6, 403-414.
  • Gershman, B. (2014), “The two sides of envy”, Journal of Economic Growth,19(4), 407-438.
  • Hartl, B. & E. Hofmann & E. Kirchler (2016), “Do we need rules for “what’s mine is yours”? Governance in collaborative consumption communities”, Journal of Business Research, 69(8), 2756-2763.
  • Hofstede, G. & M. Bond (1984), “Hofstede’s culture dimensions: an independent validation using Rokeach’s Value Survey”, Journal of Cross-cultural Psychology, 15(4), 417-33.
  • Horton, R. (1991), “Marketing the concept of becoming a potential organ donor”, Journal of Health Care Marketing, 11, 36-45.
  • Horton, R.L. & P.J. Horton (1991), “A model of willingness to become a potential organ donor”, Social Science and Medicine, 33, 1037-1051.
  • Kline, R.B. (2015), Principles and practice of structural equation modeling, Guilford publications.
  • Kopfman, J.E. & S.W. Smith (1996), “Understanding the audiences of a health communication campaign: A discriminant analysis of potential organ donors based on intent to donate”, Journal of Applied Communication, 24, 22-49.
  • Lamberton, C. (2016), “Collaborative consumption: a goal-based framework”, Current Opinion in Psychology, 10, 55-59.
  • Lange, J. & J. Crusius (2015), “Dispositional envy revisited: Unraveling the motivational dynamics of benign and malicious envy”, Personality and Social Psychology Bulletin, 41(2), 284- 294.
  • Lay, J.C. & C.A. Hoppmann (2015), “Altruism and prosocial behavior”, Encyclopedia of Geropsychology, 1-9.
  • Le, H.T. (2015), “The role of envy in customer purchasing choice with a focus on fashion industry”, Vaasan Ammattikorkeakoulu, University of Applied Sciences, Vaasa, Finlandiya.
  • Leibenstein, H. (1950), “Bandwagon, snob and Veblen effects in the theory of consumer demand”, Quarterly Journal of Economics, 64(2), 183-207.
  • Lord, W. & P. Rangazas (1991), “Savings and wealth in models with altruistic bequests”, The American Economic Review, 81(1), 289-296.
  • Luo, T. & M. Motani & V. Srinivasan (2007), “Altruistic cooperation for energy-efficient multichannel MAC protocols”, 13th annual ACM international conference on Mobile computing and networking, 322-325.
  • Mai, N.T.T. & S.K. Tambyah (2011), “Antecedents and consequences of status consumption among urban Vietnamese consumers”, Organizations & Markets in Emerging Economies, 2(1), 75-98.
  • Mason, R. (2001), “Conspicuous consumption: A literature review”, European Journal of Marketing, 18(3), 26-39.
  • Meydan, C.H & H. Şeşen (2011), Yapısal eşitlik modellemesi AMOS uygulamaları, Ankara: Detay.
  • Mongoven, A. (2003), “Sharing our body and blood: Organ donation and feminist critiques of sacrifice”, Journal of Medicine and Philosophy, 28, 89-114.
  • Morgan, S. & J. Miller (2002), “Communicating about gifts of life: The effect of knowledge, attitudes, and altruism on behavior and behavioral intentions regarding organ donation”, Journal of Applied Communication Research, 30(2), 163-178.
  • Morgan-Knapp, C. (2014), “Economic envy”, Journal of Applied Philosophy, 31(2), 113-126.
  • Mujcic, R. & P. Frijters (2015), “Conspicuous consumption, conspicuous health, and optimal taxation”, Journal of Economic Behavior & Organization, 111, 59-70.
  • Mustonen, P. (2007), “Volunteer tourism-Altruism or mere tourism?”, Anatolia, 18(1), 97-115.
  • O’Cass, A. (2001), “Consumer self-monitoring, materialism and involvement in fashion clothing”, Australasian Marketing Journal, 9, 46-60.
  • Ordabayeva, N. & P. Chandon (2010), “Getting ahead of the Joneses: When equality increases conspicuous consumption among bottom-tier consumers”, Journal of Consumer Research, 38(1), 27-41.
  • Page, C. (1992), “A history of conspicuous consumption”, Association for Consumer Research, 1, 82-87.
  • Pancer, E. & L. Ashworth (2009), “Getting what they deserve: The role of fairness in schadenfreude from another’s product failure”, ACR Asia-Pacific Advances, 8, 2-3.
  • Parrott, W.G. & R.H. Smith (1993), “Distinguishing the experiences of envy and jealousy”, Journal of Personality and Social Psychology, 64(6), 906-920.
  • Piron, F. (2000), “Consumers’ perceptions of the country-of-origin effect on purchasing intentions of (in)conspicuous products”, Journal of Consumer Marketing, 17(4), 308-321.
  • Podoshen, J.S. & L. Li & J. Zhang (2011), “Materialism and conspicuous consumption in China: A cross‐cultural examination”, International Journal of Consumer Studies, 35(1), 17-25.
  • Podoshen, J.S. & S.A. Andrzejewski & J.M. Hunt (2014), “Materialism, conspicuous consumption, and American hip-hop subculture”, Journal of International Consumer Marketing, 26(4), 271-283.
  • Podoshen, J.S. & S.A. Andrzejewski (2012), “An examination of the relationships between materialism, conspicuous consumption, impulse buying, and brand loyalty”, Journal of Marketing Theory and Practice, 20(3), 319-334.
  • Posner, E.A. (1997), “Altruism, status, and trust in the law of gifts and gratuitous promises”, Wisconsin Law Review, 567- 609.
  • Richins, M.L. & S. Dawson (1992), “A Consumer values orientation for materialism and its measurement: Scale development and validation”, Journal of Consumer Research, 19(December), 303-316.
  • Richins, M.L. (1994), “Special possessions and the expression of material values”, Journal of Consumer Research, 21(December), 522-533.
  • Schwartz, S.H. (1977), “Normative influences on altruism”, Advances in Experimental Social Psychology, 10, 221-279.
  • Segal, B. & J.S. Podoshen (2013), “An examination of materialism, conspicuous consumption and gender differences”, International Journal of Consumer Studies, 37(2), 189-198.
  • Shaw, R. (2010), “Perceptions of the gift relationship in organ and tissue donation: Views of intensivists and donor and recipient coordinators”, Social Science & Medicine, 70(4), 609-615.
  • Shon, P.C.H. & S. Barton-Bellessa (2015), “The assumption of rational choice theory in Alfred Adler’s theory of crime: Unraveling and reconciling the contradiction in Adlerian theory through synthesis and critique”, Aggression and Violent Behavior, 25, 95-103.
  • Simunaniemi, A.M. & H. Sandberg & A. Andersson & M. Nydahl (2013), “Normative, authentic, and altruistic fruit and vegetable consumption as weblog discourses”, International Journal of Consumer Studies, 37(1), 66-72.
  • Souiden, N. & B. M’Saad & F. Pons (2011), “A cross-cultural analysis of consumers’ conspicuous consumption of branded fashion accessories”, Journal of International Consumer Marketing, 23(5), 329-343.
  • Sque, M. & S. Payne & C.J. Macleod (2006), “Gift of life or sacrifice?: Key discourses to understanding organ donor families’ decision-making”, Mortality, 11(2), 117-132.
  • Stern, P. & T. Dietz & L. Kalof (1993), “Value orientations, gender, and environmental concern”, Environment and Behavior, 25, 322-348.
  • Stevens, E.B. (1948), “Envy and pity in Greek Philosophy”, The American Journal of Philology, 69(2), 171-189.
  • Sun, T. & M. Horn & D. Merritt (2004), “Values and lifestyles of individualists and collectivists: a study on Chinese, Japanese, British and US consumers”, Journal of Consumer Marketing, 21(5), 318-331.
  • Tabachnick, B.G. & L.S. Fidell (2013), Using multivariate statistics, Boston: Pearson.
  • Tan, K.A. (2019), “The effects of personal susceptibility and social support on Internet addiction: An application of Adler’s theory of individual psychology”, International Journal of Mental Health and Addiction, 17(4), 806-816.
  • Taylor, D.G. & D. Strutton (2016), “Does Facebook usage lead to conspicuous consumption? The role of envy, narcissism and self-promotion”, Journal of Research in Interactive Marketing, 10(3), 231-248.
  • Taylor, G. & J. Wangaruro & I. Papadopoulos (2012), “It is my turn to give: migrants’ perceptions of gift exchange and the maintenance of transnational identity”, Journal of Ethnic and Migration Studies, 38(7), 1085-1100.
  • Teimourpour, B. & H.K. Heidarzadeh (2011), “The impact of culture on luxury consumption behaviour among Iranian consumers”, Journal of Islamic Marketing, 2(3), 309-328.
  • Thoumrungroje, A. (2014), “The Influence of social media intensity and EWOM on conspicuous consumption”, Procedia - Social and Behavioral Sciences, 148, 7-15.
  • Tosun, N.Z. & D.K. Cesur (2018), “The Paranormality of consumption: The Relationship between conspicuous consumption and paranormal beliefs”, Öneri Journal, 13(49), 167-186.
  • Triandis, H.C. (1989), “The self and social behaviour in differing cultural contexts”, Psychological Review, 96, 506-520.
  • Trivers, R.L. (1971), “The evolution of reciprocal altruism”, The Quarterly Review of Biology, 46(1), 35-57.
  • Truong, Y. & G. Simmons & R. McColl & P.J. Kitchen (2008), “Status and conspicuousness-are they related? Strategic marketing implications for luxury brands”, Journal of Strategic Marketing, 16(3), 189-203.
  • Wong, N.Y. & A.C. Ahuvia (1998), “Personal taste and family face: Luxury consumption in Confucian and Western societies”, Psychology & Marketing, 15(5), 423-441.
  • Wong, N.Y.C. (1997), “Suppose you own the world and no one knows? Conspicuous consumption materialism and self”, Advances in Consumer Research, 24, 197-203.
  • Yadav, R. (2016), “Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation”, Journal of Retailing and Consumer Services, 33, 92-97.
  • Zizzo, D.J. (2003), “Money burning and rank egalitarianism with random dictators”, Economics Letters, 81, 263-266.
APA Bozacı İ (2021). Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. , 75 - 89. 10.17233/sosyoekonomi.2021.02.04
Chicago Bozacı İbrahim Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. (2021): 75 - 89. 10.17233/sosyoekonomi.2021.02.04
MLA Bozacı İbrahim Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. , 2021, ss.75 - 89. 10.17233/sosyoekonomi.2021.02.04
AMA Bozacı İ Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. . 2021; 75 - 89. 10.17233/sosyoekonomi.2021.02.04
Vancouver Bozacı İ Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. . 2021; 75 - 89. 10.17233/sosyoekonomi.2021.02.04
IEEE Bozacı İ "Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey." , ss.75 - 89, 2021. 10.17233/sosyoekonomi.2021.02.04
ISNAD Bozacı, İbrahim. "Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey". (2021), 75-89. https://doi.org/10.17233/sosyoekonomi.2021.02.04
APA Bozacı İ (2021). Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. Sosyoekonomi, 29(48), 75 - 89. 10.17233/sosyoekonomi.2021.02.04
Chicago Bozacı İbrahim Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. Sosyoekonomi 29, no.48 (2021): 75 - 89. 10.17233/sosyoekonomi.2021.02.04
MLA Bozacı İbrahim Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. Sosyoekonomi, vol.29, no.48, 2021, ss.75 - 89. 10.17233/sosyoekonomi.2021.02.04
AMA Bozacı İ Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. Sosyoekonomi. 2021; 29(48): 75 - 89. 10.17233/sosyoekonomi.2021.02.04
Vancouver Bozacı İ Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey. Sosyoekonomi. 2021; 29(48): 75 - 89. 10.17233/sosyoekonomi.2021.02.04
IEEE Bozacı İ "Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey." Sosyoekonomi, 29, ss.75 - 89, 2021. 10.17233/sosyoekonomi.2021.02.04
ISNAD Bozacı, İbrahim. "Effect of Envy and Altruism on Conspicuous Consumption Orientation: A Research in Kırıkkale, Turkey". Sosyoekonomi 29/48 (2021), 75-89. https://doi.org/10.17233/sosyoekonomi.2021.02.04
Sayfa Oluşturulma Tarihi
17-04-2024 21:31

İLETİŞİM

TÜBİTAK ULAKBİM TR Dizin

Yüzüncüyıl, İşçi Blokları Mahallesi

Muhsin Yazıcıoğlu Caddesi No:51/C

06530 Çankaya / ANKARA +90 (312) 298 92 00

trdizin@tubitak.gov.tr

TÜBİTAK ULAKBİM Ulusal Akademik Ağ ve Bilgi Merkezi Cahit Arf Bilgi Merkezi © Tüm Hakları Saklıdır. Gizlilik Politikası Kullanım Şartları