An application i̇n giresun over relations and purchase behaviors of consumers psychological gender towards advertisement

In the globalizing world, businesses increasing their presence in the market with increased competition have entered an intense competition. Enterprises in such an environment; they apply for advertisement in order to attract new customers, increase their sales, raise profits. As a result of this demand, the advertising sector in our country is grooving at an increasing pace. It is applied a strategy that brings the concept of gender into the foreground in the advertising over the world and in our country. Gender has long been used in traditional marketing to identify consumer behavior. But in our rapidly changing world, there is a need to go beyond the traditional structure of understanding and interpreting consumer behavior. Therefore, in order to influence the purchasing behavior of consumers, the concept of "psychological gender" has recently been mentioned frequently in advertising, unlike biological sex in advertisements. This concept comes as a factor in helping to understand the differences in marketing consumer behavior and to resolve confusion. In this study, it was tried to measure the influence of psychological gender identity on consumers' attitudes towards advertising and purchasing behaviors. With the questionnaire survey on advertisements, It is studied on whether psychological gender of consumers influence on purchasing behavior and consumers' interest levels, as a result, this study has showed that there are meaningful relations between these factors. Key Words: Advertisement, Psychological Gender Identity, Consumer Behavior, Interest, Purchasing