INVESTIGATION OF PRODUCT INVOLVEMENT OF CONSUMERS IN THE CONTEXT OF PERSONALITY TRAITS

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Buket BORA SEMİZ
https://orcid.org/0000-0002-5440-8496

Abstract

The purpose of this study is to examine whether there is a difference in levels of the involvement and involvement dimensions of different product groups according to the personality characteristics of the consumers. In this context, we examined preferential products that are consumers frequently use sneakers (durable) and skin care cream (non-durable) products. Data were collected from 329 participants via convenience sampling method between September and November 2018.The data were analyzed in SPSS and AMOS program. According to the research findings, there are some differences were observed among the various dimensions of involvement in sneakers and skin care cream according to the personality characteristics of the consumers. However,  there was no difference in personality typologies according to high, medium and low levels of involvement for both products. The research results demonstrate that there are differences according to personality traits (A type and B type) in probability of mispurchase dimension of involvement of sneaker; probability of mispurchase, hedonic value, sembolic value and perceived importance/risk of skin care cream.

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How to Cite
BORA SEMİZ, B. (2020). INVESTIGATION OF PRODUCT INVOLVEMENT OF CONSUMERS IN THE CONTEXT OF PERSONALITY TRAITS. TURKISH JOURNAL OF MARKETING, 5(1), 77-99. https://doi.org/10.30685/tujom.v5i1.85
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