A research on the evaluation of messages used in participation banking and commercial banking advertising in terms of purchase intention and attitude

The aim of this study is to reveal whether the messages used in participation bank and commercial bank advertisements differ in the purchasing intentions and attitudes of the consumers in terms of interest, need for cognition and sensitivity to spiritual values. In this context, the population of the study consists of individuals individuals who have a bank account, are university students or graduates, over the age of 18. The convenience sampling method was used to determine the sample. The research is a descriptive research, and the survey method was used as data collection technique. While analyzing the data, factor analysis was performed firstly and it was observed that the dimensions were collected under the same factor, then t-test was applied to the data in order to test the hypotheses. As a result of this study, it is seen that purchase intention and attitude towards participation bank and commercial bank advertisements differ in terms of involvement and spiritual values tenderness level.