Social Identity Formation Process in the Context of Proxy Decision-Making within Perspective on Consumer Behavior: A Case Study on Mothers

Öz

Nowadays, the market for baby and children’s products is growing and offering significant opportunities. This situation increasingly diversifies mothers’ decisions to purchase products and services on behalf of their children. Therefore, these decisions made by mothers and the underlying dynamics have increased remarkably in marketing field in recent years. However, when the studies are examined, it is seen that maternal decisions are handled within the scope of the traditional consumer decision process. The majority of these theories involve one’s self-directed decisions. However, when making decisions on behalf of their children, mothers make a proxy decision. Another prominent issue is the emphasis on self-expansion theories and the disregard of social identity formation theories in studies examining mothers’ decisions. Based on these shortcomings in the literature, in this research, the decisions taken by mothers on behalf of their children are conceptualized as the “proxy decision-making” process and it aims to reveal the process of social identity formation. In this research, a case study was designed, semi-structured interviews were conducted with 20 participating mothers who decided to be vegan, unvaccinated and unschooled. The findings of the research were presented and interpreted in line with the coding of interview data, literature and relationship analysis. So, it has been seen that mothers tend to create social identity in proxy decision-making, and the themes of verification effort and satisfaction with the decision are effective in this social identity formation process. As a results, a theoretical model for social identity formation in proxy decision-making is presented.

Anahtar Kelimeler

• Proxy Decision-Making
• Veganism
• Unvaccinated
• Unschooling
• Case Study on Mothers
• Social Identity Formation Process

Tüketici Davranışı Perspektifinden Vekâleten Verilen Kararlar Bağlamında Sosyal Kimlik Oluşturma Süreci: Anneler Üzerine Bir Durum Çalışması

Öz

Günümüzde bebek ve çocuk ürünlerine yönelik pazar giderek büyümekte ve önemli fırsatlar sunmaktadır. Bu durum annelerin çocukları adına mal ve hizmet satın alma kararlarını da giderek çeşitlendirmektedir. Dolayısıyla annelerin verdikleri bu kararlar ve altında yatan dinamikler son yıllarda pazarlama alanında da dikkat çekici ölçüde artmaktadır. Bununla birlikte, yapılan çalışmalar incelendiğinde anne kararlarının geleneksel tüketici karar süreci kapsamında ele alındığı görülmektedir. Bu teorilerin büyük kısmı kişinin kendine yönelik kararlarını kapsamaktadır. Hâlbuki anneler, çocukları adına karar verirken vekâleten bir karar vermektedir. Öne çıkan bir diğer husus da annelerin kararlarını inceleyen çalışmalarda benlik genişletme teorilerine ağırlık verilmesi ve sosyal kimlik oluşturma teorilerinin dikkate alınmamasıdır. Literatürdeki bu eksikliklerden yola çıkarak bu çalışmada annelerin çocukları adına aldıkları kararlar “vekâleten karar verme” süreci olarak kavramsallaştırılmakta ve bu bağlamda sosyal kimlik oluşturma sürecini ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda bir durum çalışması tasarlanmıştır. Bu kapsamda veganlık, aşısızlık ve okulsuzluk kararı alan toplamda 20 katılımcı anneyle yarı yapılandırılmış görüşmeler yapılmıştır. Görüşme verilerinin kodlanması, literatür ve ilişki analizi doğrultusunda araştırmanın bulguları ortaya konulmuş ve yorumlanmıştır. Buradan hareketle annelerin vekâleten karar verme bağlamında sosyal kimlik oluşturmaya yöneldikleri ve bu sosyal kimlik oluşturma sürecinde doğrulama çabası ve karardan tatmin olma temalarının etkili olduğu görülmüştür. Bu araştırmanın sonuçları doğrultusunda, vekâleten karar verme bağlamında sosyal kimlik oluşturmaya dair teorik bir model sunulmuştur.

Anahtar Kelimeler

• Vekâleten Karar Verme
• Veganlık
• Aşısızlık
• Okulsuzluk
• Anneler Üzerine Durum Çalışması
• Sosyal Kimlik Oluşturma Süreci

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