AD SKEPTICISM DEPENDING ON MARKETPLACE SHAPING BEHAVIOURS: SCALE ADAPTATION FOR ACTIVIST CONSUMERS

Çağla P. BOZOKLU

Erkan YILDIZ

The purpose of this study is to analyze the differences of consumers’ ad skepticism tendencies depending on whether they show marketplace shaping behaviors. According to that, 1157 consumers were reached by purposive and convenient sampling methods and they were asked to complete questionnaire. The sample was divided into three groups as activists, moderates, and sleepers depending on whether they show marketplace shaping behaviors. The results of Anova test revealed that there is meaningful difference between activists and sleepers. Therefore, confirmatory factor analysis was conducted to the activists for the adaptation of Ad Skepticism Scale. According to the analyze, the new scale for activists consist of six items. Moreover, the findings related to nomological validity test of “Ad Skepticism Scale for Activists” showed that activists’ ad skepticism positively effects the corporate social and environmental responsibility image, as the literature assumes. 

Keywords: ad skepticism, marketplace shaping behaviors, young consumers, banking services