Materyalist Değer Eğiliminin Gelişiminde Tüketici Sosyalizasyonunun Rolü

Abstract

Çağımızın hastalığı olan materyalizm, ihtiyacı olmadığı halde aşırı satın alma isteği ya da lüks tüketim mallarını elde etme arzusu ile kendini göstermekte ve maddi mallara aşırı düşkünlükle eşdeğer görülmektedir. Bireyler tüketici olarak satın alma davranış normlarını ve beraberinde materyalizmi; çocukluktan itibaren ebeveynlerini, yaşıtlarını ve rol modeli olarak görev yapan diğer referans gruplarını gözlemleyerek öğrenmektedir. Dolayısıyla materyalizm; sosyal eğilimli aile etkileşimiyle, tüketim hakkında yaşıtlarla sık iletişim kurmakla, televizyona uzun süre maruz kalmakla ve televizyon reklamlarını seyretmekle pozitif ilişkili görülmektedir. Ayrıca materyalist eğilimlerin gelişiminde sosyal sınıfı ve kültürü içeren sosyal faktörler ve bireysel farklılıklar (yaş, cinsiyet) da rol oynamaktadır. Bu makalede bireylerin tüketici sosyalizasyonu sürecinde ortaya çıkan materyalist değerlerin nasıl geliştiği ve materyalizmin tüketici davranışlarına olumsuz etkileri, bu konuda yapılmış çalışmalardan yola çıkarak incelenmiştir

Keywords

• Materyalist Değer Eğilimi, Tüketici Sosyalizasyonu Süreci, Satın Alma Davranışı, Referans Grupları

The Role of Consumer Socialization on Development of Materialist Value Tendency

Abstract

Materialism is a disease of our age which manifests itself in needless purchases and desire for luxury products. Generally, one might say that materialism shows itself as a great fondness for material possessions. Along with materialistic consumer habits, individuals learn materialistic thought patterns as they observe their peers, parents and other role models in the contemporary society. Consequently, level of materialism is positively related with greater social interactions such as frequent interction with peers and with exposure to television for an extended period of time. In addition, social class, culture, age and gender differences also appear to play a role in development of the materialistic tendencies. This study investigated how growth in materialistic values emerge through consumer socialization process and how materialism negatively affects consumer behaviours by comparing different studies on this subject

Keywords

• Materialist Value Tendency, Consumer Socialization Process, Purchase Behaviour, Groups Of The Referance

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