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Az idősek reklámokban való alulreprezentáltságát számos nemzetközi kutatás vizsgálta, valamint korábbi hazai vizsgálatok is megállapították az idősek társadalmi jelentőségéhez képest kisebb mértékű megjelenését. Az alulreprezentáltság mellett további probléma, hogy a reklámok gyakran negatív sztereotípiák mentén mutatják be az időseket, amely kedvezőtlenül befolyásolhatja az idős generáció társadalmi megítélését. Kutatásunkban arra kerestük a választ, hogy milyen az idősekről kialakult vélemény, milyen asszociációk kötődnek az idősekhez és az időskorhoz, valamint milyen a lakosság észlelése az idősek reklámokban való megjelenéséről. Eredményeinkben részletesen bemutatjuk az időskép pozitív, semleges és negatív vonásait, az időskornak tulajdonított értékeket, valamint a médiában megjelenő idősképet és ennek észlelését.

The progressive aging of developed societies, caused by profound demographic changes, brings with it the necessity of confronting the subject of discrimination against older people. In the last 50 years, many scales of ageism have been developed to measure beliefs and attitudes towards older adults. The purpose of our study was to adapt the full Fraboni Scale of Ageism (FSA) to Hungarian language and assess its reliability, validity, and psychometric properties. The sample of the study was representative of the Hungarian population, and the data collection took place online. In our study, we compare the dimensions of the scale with other international studies and present the attitudes and biases of the Hungarian population against the older people. The results of the study indicate that attitudes toward older people are more positive among women, older people, and people living in villages. In this study, we concluded that the Hungarian version of the Fraboni Scale of Ageism is a suitable instrument for both measuring the extent of ageism in the Hungarian population and contributing to further testing the international reliability, validity, and psychometric properties of the Fraboni Scale of Ageism.

The aim of present study was to investigate the relationship between terminal values, the materialism, and usage of social media among high school teenagers in Budapest, Hungary. Research findings contribute to consumer studies regarding the teenagers terminal value preferences and the relationship between values and materialism. Furthermore the study investigates social media use effect on materialistic attitude. For data collection a paper an pencil questionnaire was applied in June 2017. The sampling was a nonrepresentative, convenience and purposive sampling. The survey included three major scales. Respondents rated the importance of terminal values provided by the List of Values scale (Kahle et al 1986). The materialism scale conducted was the adaption of Youth Materialism Scale (Goldberg et al 2003) measuring teenagers’ attachment to material goods. The social media usage was measured by a Uses and Gratification Scale (Sheldon & Bryant, 2016) reporting the frequency of use for different purposes. The major findings are the significant correlations between the sense of security and being well-respected values and materialism factors. Using the adopted Uses and Gratification Scale the recent study provides similar component structure than the authors of U&G scale. The influence of social media observation on the strength of materialism was lso proved.

This paper presents the results of a cross-national study into the ecological worldview of senior consumers using the New Ecological Paradigm (NEP) scale. It was designed to examine the extent to which senior respondents in the UK, Germany, Japan and Hungary are endorsing the NEP scale and which factors determine NEP in the four countries under study. Our study is the first of its kind to measure the ecological worldview of older consumers across different nations. Examinations of the overall frequency and mean distributions of the NEP scale showed that the majority of seniors in each country support the NEP statements, but there is no general support for pro-NEP orientation. The relationship between values [using list of values (LOV) scale] and environmental attitudes was tested through a series of regression analyses calculated separately for each country. According to the results, a very weak relationship between some of the LOV values and the NEP scale was found in all the samples. Our study contributes to both cross-cultural environmental attitude research and to consumer studies in general.

PurposeThe purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary.Design/methodology/approachScientific investigation conducted by two independent researchers included the content analysis of a total of 50 advergames integrated in 11 food company affiliated web sites.FindingsAdvergames are successful promotion strategies that reinforce brand recognition and positive associations toward food products.Practical implicationsBy influencing and encouraging children's cognitive processes, advergames affect their natural development.Originality/valueA content analysis of advergames has not yet been conducted in Hungary. By introducing psychological factors, the present paper can contribute to finding additional approaches to understand the effects of advergames on children.

This article provides a comprehensive review of the literature on the theoretical aspects of sustainable consumption. The conditions for consumers’ social responsibility and the formation of environmentally conscious behavior patterns will also be discussed, along with possible methods for motivating behavioral changes. The authors have completed a primary research study with the purpose of surveying environmentally conscious consumption patterns in Hungary. They also examined how the provision of appropriate information and the raising of awareness might encourage sustainable consumption. According to their findings, the respondents’ knowledge on environmentally conscious behavior was rather limited, and reinforcement was needed in identifying appropriate activity alternatives. This paper provides a summary of the qualitative research phase which employed in-depth interviews, logging and focus groups. The consecutive application of these methods enabled the authors to keep track of the process and the consequences of raising awareness.

The study reported in this article examines the prediction and use of invalid information (e.g., exaggerated offers, false promises, misrepresented facts) in a two-party, property leasing negotiation in which participants from different countries negotiated seven issues via electronic mail. Prior to negotiating, attitudes and intentions towards questionable or unethical tactics were measured, and perceived behavior was measured through a post-negotiation questionnaire and compared with actual behavior and negotiated outcomes (differential and joint). The results suggest that the pre-negotiation questionnaire was a modest predictor of actual behavior, with general attitudes effective in predicting general behavior. Ethical behavior of the negotiator, ethical behavior of the other party, and perceived honesty of the other party were the best predictors of performance (perceived and actual), while likely use of unethical tactics and perceived honesty of the other party predicted whether or not an agreement was reached.

In this report we present an overview of the retail sector in Hungary. Hungary’s retail industry had already been lagging behind its Western counterparts, and the gap widened even further due to the socialist economic policies prevailing after World War II. After the transition, the nineties brought new opportunities for making up for all those years, mainly as a result of liberalized legislation. From the beginning of the nineties, the in-store retail industry simultaneously witnessed small-size retail units becoming autonomous and the opening of department stores and business centers where supply appeared in a more „concentrated" form. By the mid-nineties, this trend was further strengthened by the appearance of hypermarkets and shopping malls. The various forms of non-store retail had also started to develop after the transition and managed to win the trust of consumers – only to lose it again rather quickly. By now, as a consequence of these processes, the retail industry has been restructured, the range of products they offer has been expanded and also enriched by new entertaining/catering elements.

Values are believed to have a substantial influence on the behaviour of individuals (Rokeach, 1973; Rohan, 2000) and can also provide a powerful explanation of consumer behaviour (Clawson and Vinson, 1978). Researchers have suggested that we need a better understanding of the links between values and behaviours, and special consideration of how values interact with various situations (Beatty et al., 1985). In this empirical research, we discuss the results of a survey which examined and compared values of undergraduate university students in Hungary to those of students in Connecticut, USA. We scrutinise the similarities and differences between the values of these two sample populations with respect to certain key questions. The findings offer some useful considerations for marketing managers, especially on topics such as product positioning and communications.

On the individual level, one of the essential conditions of sustainable consumption is the formation of environmental consciousness and individual responsibility among the population in question. This article introduces the environment-related consumer behaviour patterns of Hungarian society based on representative research results. The objective of the empirical study was to explore consumers’ levels of knowledge about the environment and the differences between their behavioural intentions and actual behaviours. This paper summarises the findings of the quantitative research. The new ecological paradigm (NEP) scale employed allowed the researcher to draft consumers’ ecological worldviews. Based on the results, four consumer groups were identified: sceptics, indifferents, sensitives, and egocentric pushers. The article describes these groups in detail and reviews potential practical applications of the findings.

National experience shows that commitment of individuals to shift their national economies towards a sustainable direction is performed extremely slowly and in small steps. Most people have serious doubts as to whether their individual decisions and behaviour have any impact on the economy as a whole (Hofmeister-Toth et al., 2011; WEF, 2011). There is, however, a small group of citizens who participate in this process in a proactive way. They provide a key to reaching the critical mass. The objective of our research was to get to know their narratives. Accordingly, the authors conducted analyses of narratives of 25 individuals who are dedicated to sustainability.

Various authors have used the term consumer society with a number of different meanings, yet one common point has been the shift of focus to the consumer ethos, which alters the everyday life of society members and their relationship to each other and society as a whole. One's relationship to consumption determines fundamental levels of consumption and for what purposes (e.g. hedonic values, family and savings), thus it is essential to explore this relationship to develop an understanding of consumer behaviour and to create effective marketing messages. This paper provides a brief summary of the various approaches and research lines of consumer culture and reviews the findings of the first, qualitative phase of our consumer culture study in Hungary. The purpose of this research programme is to analyse the changes in people's relationships to consumption since the change of regime.