01. Araştırma Çıktıları | WoS | Scopus | TR-Dizin | PubMed

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Citation - WoS: 30
Citation - Scopus: 27
Drivers of Cultural Success: the Case of Sensory Metaphors
(2015) Berger, Jonah; Akpınar, Ezgi
Why do some cultural items catch on and become more popular than others? Language is one of the basic foundations of culture. But what leads some phrases to become more culturally successful? There are multiple ways to convey the same thing and phrases with similar meanings often act as substitutes, competing for usage. A not so friendly person, for example, can be described as unfriendly or cold. We study how the senses shape cultural success, suggesting that compared with their semantic equivalents (e.g., unfriendly person), phrases which relate to senses in metaphoric ways (e.g., cold person) should be more culturally successful. Data from 5 million books over 200 years support this prediction: Sensory metaphors are used more frequently over time than are their semantic equivalents. Experimental evidence demonstrates that sensory metaphors are more memorable because they relate more to the senses and have more associative cues. These findings shed light on how senses shape language and the psychological foundations of culture more broadly.
The Effect of Self-Enhancement and Regulatory Focus on Word of Mouth
(2016) Akpınar, Ezgi
Word of mouth is one of the main drivers that shapes consumers’ decisions.With the advent of social media, consumer reviews, opinions about brands propagate ata higher spread and reach masses. Thus, giving the rising interest in word of mouth,many brands are interested in understanding what makes consumers talk favorablyabout their products. Existing research suggests that one of the psychologicalmotivations to engage in positive word of mouth is self-enhancement. Consumers liketo provide positive information, which makes them look good to others. Yet, it is not somuch known how self-enhancement affects sharing. Do consumers also provide positiverecommendations when they already feel good about themselves? Our research showsthat self enhancement boosts the likelihood of giving positive recommendations. Yet,this pattern does not always hold and can be moderated with regulatory focus. We showthat when consumers are under high prevention focus, higher self-enhancement, in fact,decreases the likelihood of giving positive recommendations. This framework shedlights on how companies can encourage positive word of mouth, by understanding selfenhancement and regulatory focus mechanisms.
Citation - WoS: 185
Citation - Scopus: 215
Valuable Virality
(2017) Berger, Jonah; Akpınar, Ezgi
Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers. While some campaigns indeed go "viral," their value to the brand is limited if they do not boost brand evaluation or increase purchase. Consequently, a key question is how to create valuable virality, or content that is not only shared but also beneficial to the brand. Share data from hundreds of real online ads, as well as controlled laboratory experiments, demonstrate that compared with informative appeals (which focus on product features), emotional appeals (which use drama, mood, music, and other emotion-eliciting strategies) are more likely to be shared. Informative appeals, in contrast, boost brand evaluations and purchase because the brand is an integral part of the ad content. By combining the benefits of both approaches, emotional brand-integral ads boost sharing while also bolstering brand-related outcomes. The authors' framework sheds light on how companies can generate valuable virality and the mechanisms underlying these effects.
Citation - WoS: 13
Citation - Scopus: 13
Value Integration Effects on Evaluations of Retro Brands
(2017) Döğerlioğlu Demir, Kıvılcım; Akpınar, Ezgi; Tansuhaj, Patriya; Cote, Joseph
In light of a growing interest in the use of retro brands, which blend modern and traditional values, this study examines the relationship between value integration (VI) of consumers (perceived degree of overlap between conflicting values) on brand related outcomes such as brand choice and brand evaluations. Three controlled experiments demonstrate that VI influences brand choice and this effect is moderated by contextual cues. Moreover, high VI consumers compared to low VI consumers evaluate retro brands more favorably. This process is explained by processing fluency. The findings of this study provide novel insights to marketers for creating successful retro brands.

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