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Journals / Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2025 / Volume: 26 Issue: 4

RITUALS AS INTERCULTURAL BRIDGES: THE IMPACT OF INDIVIDUAL CHARACTERISTICS ON RITUAL ACCEPTANCE WITH ETHNOCENTRISM AS A MODERATOR

Aycan Duran Tekoğlu0000-0002-7899-7766
Zeliha Eser(BASKENT UNIVERSITY)0000-0002-1174-4238
Alper Özer(ANKARA UNIVERSITY)0000-0002-2886-7314
Pages
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Publication Date
2025-12-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings reveal that individual characteristics significantly affect ritual acceptance, with transferred rituals showing a stronger influence on purchase intention compared to local rituals.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Rituals connect social and cultural dynamics with consumption practices, which is how they shape consumer behavior.
📊
Key Findings & Data:Using data collected through an online survey with 407 respondents, the research employs structural equation modelling (SEM) to test its hypotheses.
💡
Conclusion & Impact:Findings reveal that individual characteristics significantly affect ritual acceptance, with transferred rituals showing a stronger influence on purchase intention compared to local rituals.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Local Ritual Acceptance · Transferred Ritual Acceptance · Self-Actualization

Abstract

Rituals connect social and cultural dynamics with consumption practices, which is how they shape consumer behavior. This study investigates how individual characteristics—specifically self-congruity, self-expression, and self-actualization—influence the acceptance of local and transferred rituals, as well as the moderating role of ethnocentrism in this relationship. Additionally, it examines the impact of ritual acceptance on purchase intention, with a focus on cultural adaptation and global influences. Using data collected through an online survey with 407 respondents, the research employs structural equation modelling (SEM) to test its hypotheses. Findings reveal that individual characteristics significantly affect ritual acceptance, with transferred rituals showing a stronger influence on purchase intention compared to local rituals. Ethnocentrism moderates the relationship between self-expression and both types of ritual acceptance, while its moderating role for self-actualization is limited to transferred rituals. This study contributes to the understanding of consumer behavior by illustrating the interplay between individual characteristics, cultural identity, and ritual acceptance. It highlights how local rituals allow consumers to preserve cultural identity, whereas transferred rituals may lead to a redefinition or marginalization of cultural identity. The results provide valuable insights into the social and cultural underpinnings of ritual-specific consumption and its implications for marketing strategies.

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Cite This Article

Tekoğlu, A. D., Eser, Z., Özer, A. (2025). RITUALS AS INTERCULTURAL BRIDGES: THE IMPACT OF INDIVIDUAL CHARACTERISTICS ON RITUAL ACCEPTANCE WITH ETHNOCENTRISM AS A MODERATOR. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Volume: 26 Issue: 4. https://doi.org/10.53443/anadoluibfd.1688434

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