MÜZİĞİN TÜKETİM DAVRANIŞI ÜZERİNE ETKİLERİ

Yıl 2009, Sayı: 32, 303 - 317, 14.05.2015

Gülşah Akkuş Karkın , Ülkü Akkuş

Öz

Müzik, tarih boyunca insanların duygu ve düşüncelerini, yaşadığı olayları ifade etmelerinin aracı olarak kültürlerinin bir parçası olmuştur. Müziğin pazarlama alanında kullanımı ise daha çok bilinçsiz bir şekilde kulağa hoş gelen müziklerden faydalanmak şeklinde süregelmiştir. Oysa son 25 yıldır yapılan çalışmalarda müziğin tüketim davranışları üzerinde önemli etkileri olduğu görülmektedir.

Bu çalışmada; müziğin tüketim davranışı üzerindeki etkisine ilişkin literatür taraması gerçekleştirilmiştir. Buna göre müzik, bilinçli olarak ve uygun şekilde kullanıldığı takdirde; tüketicilerin ruh halini ve algılamalarını etkilemek suretiyle genel olarak davranışları, özel olarak ise tüketim davranışını etkilemektedir.

Anahtar Kelimeler

Müzik, Pazarlama, Tüketim Davranışı

Kaynakça

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