ABSTRACT. The survey (n=242) was conducted in several shopping centres, stores, cafes, and restaurants in order to learn how consumers’ pre-purchase, purchase and post-purchase activities are shaped by the mass media and demographics. Females were more willing than males to spread negative and positive WOM after purchase. In addition to gender, education was another demographic variable that affected WOM. Lower educated consumers more than higher educated consumers tended to spread negative WOM. Television viewing inhibited the dissemination of WOM communication. Findings showed that non-list users bargain more than shopping list users. Lower educated consumers showed a tendency to bargain more than higher educated consumers. There was a positive connection between trying new products and the shopping enjoyment. There was also a positive relationship between trying new products and media use; except television viewing. The results have been discussed and further suggestions have been drawn from conclusions.  pp. 67–80

Keywords: mass media, demographics, WOM, shopping enjoyment,
trying new products, shopping list, and bargaining


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Faculty of Communication
Yasar University


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