Media and consumption relationship

Today, media communication tools are an indispensable part of daily life, as well as a means of reaching large communities effectively. Media platforms aim to increase the rate of watching and following by offering content that can attract more attention of individuals in order to maintain their existence. In this direction, the contents mostly addressing negative emotions; The purpose of the research is in what direction and how it will affect people, what will be the consequences of the behavioral mechanisms that people prefer unconsciously in this process. In connection with the demoralization caused by the negative content in the media, the consumer will display high pain avoidance and positive attitude towards advertising; As a result of this connection mechanism, it is desired to determine that it will have impulsive consumption. The research model, which was developed to reveal the precursors of impulsive consumption behavior, which is mostly unplanned and based on a certain stimulus; It is based on the assumption of an "indirect effect" that explains the nature of the relationship between media and consumption, originating from the chain of phenomena each caused by the other. Research data were collected through questionnaire method different demographic features 279 exhibitors from living in different regions of Turkey. IBM SPSS 21, PROCESS plug-in and AMOS 20 package programs were used in the analysis of the data. Reliability analyzes of the scales included in the study were made, and explanatory and confirmatory factor analyzes were applied to measure their structural validity. Correlation analysis was carried out to see the relationships between variables. Hypotheses were tested using structural equation modeling. The test of the hypotheses in the study was supported by applying regression analysis. The findings of the study show that negative content in the media will cause demoralization due to the anxiety and stress of the person, the demoralization that occurs will increase the pain avoidance behavior, pain avoidance behavior will increase the positive attitude towards advertising and an indirect effect that reveals impulsive consumption in the positive attitude towards advertising. provides evidence that he has. In other words, it has been determined that impulsive consumption is caused by demoralization indirectly caused by negative content in the media, pain avoidance behavior caused by demoralization and the increase in positive advertising attitude caused by pain avoidance behavior rather than the negative content in the direct media.