Evrim Yanar

Bio: Evrim Yanar is an academic researcher from University of Lausanne. The author has an hindex of 1, co-authored 1 publications receiving 1 citations.

Women's Luxury Products as Signals to Other Women

Abstract: We present two preregistered replications of the paper by Wang and Griskevicius (2014), which reported that women flaunt luxury products to signal their partners' devotion, thereby guarding their relationships from rivals. In Study 1, which was a conceptual replication with real luxury brands, we did not observe an effect of luxury products on partner devotion but found that women assumed that male partners contribute financial resources to women's luxury possessions. In Study 2, which was a direct replication with designer products, we observed a small-sized effect in the opposite direction, such that perceived partner devotion increased when women used nondesigner products. Similar to Study 1, perceived partner contribution to possessions was higher for designer products. (Less)

Blatant Benevolence and Conspicuous Consumption: When Romantic Motives Elicit Strategic Costly Signals

Abstract: Conspicuous displays of consumption and benevolence might serve as \"costly signals\" of desirable mate qualities. If so, they should vary strategically with manipulations of mating-related motives. The authors examined this possibility in 4 experiments. Inducing mating goals in men increased their willingness to spend on conspicuous luxuries but not on basic necessities. In women, mating goals boosted public--but not private--helping. Although mating motivation did not generally inspire helping in men, it did induce more helpfulness in contexts in which they could display heroism or dominance. Conversely, although mating motivation did not lead women to conspicuously consume, it did lead women to spend more publicly on helpful causes. Overall, romantic motives seem to produce highly strategic and sex-specific self-presentations best understood within a costly signaling framework.

Evaluating replicability of ten influential research on sensory marketing

Abstract: We attempted to evaluate the replicability and generalizability of ten influential research on sensory marketing by conducting a high-powered and pre-registered replication in online settings in non-WEIRD consumers. The results revealed that only 20% of findings could be successfully replicated, and their effect sizes are as half as the original ones. Two successful studies had relatively larger sample sizes, used sound symbolism, and employed within-participants manipulation of senses. No studies involving visual factors, between-participant manipulation of senses, or interactions between factors could be replicated. Our findings reveal an initial estimate of the replicability and generalizability of sensory marketing.

Marketer behaviour: a case for making this socially real

Abstract: ABSTRACT This article argues that the marketing canon, as presently configured, has failed to confer social reality to the acts of its key protagonists – marketers. As an adjunct to both collective and contextually diverse perspectives on marketing, more emphasis on marketer agency is suggested, this in the context of nominally focused anthropological enquiry. It is further argued that the status afforded to consumer behaviour be similarly conferred for marketer behaviour, the latter under-represented within marketing research. Drawing on ontological nominalism, speech act theory and Searle’s social constructionism, this article addresses implications for intersubjective meaning within our community and offers provisional thoughts for how this might be structured and improved. It ends with a call to action for both the rehabilitation and expansion of purposeful marketer behaviour study.