The study derived from Res. Asst. Ahmet Kaya's master's thesis won the "Best Paper" award at the 27th Marketing Conference

Research Assistant Ahmet Kaya from the Faculty of Economics and Administrative Sciences and Prof. Dr. Behçet Yalın Özkara and Assoc. Prof. Volkan Doğan from Eskişehir Osmangazi University won the ‘Best Paper’ award at the 27th Marketing Conference.

In this study, the concepts of ‘Construal Level Theory’ and ‘Processing Fluency’ are discussed together and the differentiation of consumers’ brand preferences is revealed. In this context, the relationship between constructual level (low/high) and cognitive disfluency and whether it affects fluent (non-fluent) brand preferences were investigated. As a result of the research, a significant positive effect was found between fictional level and cognitive disfluency. In addition, it was found that individuals with high fictional level were almost 1.5 times more likely to prefer a non-fluent brand compared to individuals with low fictional level.

We congratulate our researcher and our professors and wish them continued success in their academic path.