Attitudes towards hedonic, utilitarian, and conspicuous consumption (Ankara case study)

This thesis study was conducted in Ankara with 500 participants from five different districts through face-to-face surveys. Three distinct scales were used to measure hedonic, utilitarian, and conspicuous consumption tendencies. The Hedonic Consumption Scale consists of five sub-dimensions: hedonic effect, impulsive tendency, hedonic adaptation, identity reflection, and passivity status. The Utilitarian Consumption Scale includes two sub-dimensions: goal orientation and control orientation. The Conspicuous Consumption Scale is one-dimensional. Data were analyzed using the SPSS 27 software, employing regression techniques. The analysis results reveal that women, compared to men, and individuals aged 18–24, compared to the 25–40 and 41+ age groups, exhibit higher levels of hedonic effect. Women, as well as participants with an income of 41,000 TL or more, compared to those earning below 10,000 TL, demonstrate stronger impulsive tendencies. Similarly, women, single individuals, and those with higher income levels (above 41,000 TL) show greater hedonic adaptation. Women also score higher than men in identity reflection. Furthermore, women, those with lower educational attainment (high school or below), and participants residing in Çankaya (compared to those in Yenimahalle and Altındağ) display higher passivity status. On the other hand, men, compared to women, individuals with lower education levels, and residents of Keçiören (compared to those in Çankaya) exhibit higher goal orientation. Men, married individuals, participants over 41 years of age, and those living in Keçiören show higher control orientation. Finally, participants residing in Çankaya demonstrate stronger conspicuous consumption tendencies than those living in Keçiören, Yenimahalle, and Mamak. These findings highlight the demographic and spatial variations in hedonic, utilitarian, and conspicuous consumption attitudes in Ankara, reflecting broader socio-economic and cultural consumption dynamics within the city. Keywords: Hedonic, Utilitarian, Conspicuous, Status, Ankara.