Attitudes of individuals with cospicuous consumption tendency towards advertisements

In today's consumer society, individuals' purchasing behaviors are shaped not only by basic needs but also by symbolic factors such as social status, prestige, and visibility. In this context, conspicuous consumption is considered a reflection of individuals' efforts to express themselves and differentiate from others through the products they own. Conspicuous consumption orientation plays a decisive role in various areas ranging from brand preferences to lifestyle choices and is particularly influential in shaping attitudes toward advertising. Advertising, in turn, is not merely an informational tool but also a powerful medium that reinforces social identity and directs consumption behavior. This study aims to examine the attitudes of individuals with a tendency toward conspicuous consumption toward advertising. The research was conducted using a quantitative method, and data were collected through an online survey from 303 participants selected via convenience sampling. The questionnaire consisted of demographic questions, the "Conspicuous Consumption Orientation Scale" to measure the level of conspicuous consumption, and the "Consumer Criticism of Advertising" scale to assess attitudes toward advertising. The data were analyzed using SPSS 26.0 software through descriptive statistics, correlation, and regression analyses. The findings revealed a statistically significant and positive relationship between conspicuous consumption orientation and favorable attitudes toward advertising. This result indicates that individuals are sensitive to the social image and status messages presented in advertisements and tend to adopt the symbolic meanings conveyed through advertising. Furthermore, demographic variables such as income level and age were found to significantly influence this relationship. In this regard, the study contributes to the consumer behavior literature and provides insights for developing advertising strategies targeting consumers with high levels of conspicuous consumption orientation.