Nostaljinin Pazar Bölümleme Değişkeni Olarak Kullanılması Üzerine Bir Araştırma

Yıl 2007, Sayı: 1, 115 - 130, 01.03.2007

Zeliha Eser

Öz

Son yıllarda hem akademisyenlerin hem de pazarlama yöneticilerinin ilgilerini çeken nostalji psikografik pazarlama değişkeni olarak kullanılmaya başlanmıştır. Nostalji pazarlamada temel olarak köklülük ve güvenilirlik ile geçmişe duyulan özlemi vurgulamak için kullanılmaktadır. Pazar bölümlemesinde nostalji öğelerini kullanırken, yaş, cinsiyet, ürün kategorisi gibi biyolojik mekanizmaların yanında referans grupları ve sosyal normlar gibi çevresel mekanizmaları da göz önünde bulundurmak gereklidir. Ayrıca, nostalji kullanımında tüketicilerde hangi tematik nostalji kategorilerinin daha yoğun olduğu konusunda araştırmalar yapılarak ürün tasarımında ve tutundurma faaliyetlerinde bu temaların kullanılmasına önem verilmelidir

Anahtar Kelimeler

Nostalji, pazarlama, pazar bölümleme değişkeni

A CONCEPTUAL STUDY ON THE USE OF NOSTALGIA AS A MARKET SEGMENTATION VARIABLE

Öz

Nostalgia that aroused interest of both academicians and marketing managers has been used as psychographic segmentation variable in recent years. Basically, nostalgia is used in marketing to emphasize the long standing and trust, and yearning to the past. While nostalgia is used for market segmentation, besides the biological mechanism such as age, gender and product type and environmental mechanism such as reference groups, social norms should also be taken into consideration. In addition, some researches should be conducted on consumers to find out which thematic categories are intensively used in nostalgia and these themes should be used during the product design and promotion activities

Anahtar Kelimeler

Nostalgia, marketing, market segmentation variable

Kaynakça

• ALBA, Joseph W. ve HUTCHINSON, Wesley J. (1987), Dimensions of Consumer Expertise, Journal of Consumer Research. 13, Gainesville.
• BAUMGARTNER, Hans. (1992), Remembarence of Things Past: Music, Autobiographical Memory, and Emotion, Advances in Consumer Research. 19, Urbana.
• BELK, Russel W.(1991), Possessions and the Sense of Past, in Highways and Buyways, ed. Russel W. Belk, Provo, Association for Consumer Research, Utah.
• BELK, Russel W, WALLENDORF Melaine, SHERRY John ve HOLBROOK Morris B. (1991), Collecting in a Consumer Culture, in Highways and Buyways, ed. Russel W. Belk, Provo, Association for Consumer Research, Utah.
• BELK, Russel W.(1990), The Role of Possesions in Constructing and Maintaining a Sense of Past, Advances in Consumer Research. 17,Urbana.
• BROWN, Stephen. (2001), Marketing- The Retro Revolution, Sage Publication, London.
• DANIELS, E.B. (1985), Nostalgia and Hidden Meaning, American Image. 42, Bos- ton.
• DAVIS, Fred. (1979), Yearning for Yesterday: A Sociology of Nostalgia. New York: The Free Press.
• DECI, Edward L. ve RYAN, Richard M.(1991), A Motivational Approach to Self: Integration in Personality, Perspectives on Motivation. 58, Nebraska.
• DIE: Devlet Istatistik Enstitusu (2003), 2000 Genel Nufus Sayımı:Nufusun Sosyal ve Ekonomik Nitelikleri, Ankara: DIE.
• EMDS (European Marketing Data and Statistics) (1999), Social Trends. Euromonitor. 34, London.
• FITZGERALD BONE, Paula. (1991). Identifying Mature Segments, Journal of Consumer Marketing. 8, Santa Barbara.
• GOULDING, Christina. (1999), Heritage, Nostalgia, and the “Grey Consumer”, Journal of Marketing Practice: Applied Marketing Science. 5, Bradford.
• GRECO, Alan. (1989), Representation of the Elderly in Advertising: Crisis or Inconsequence?, Journal of Consumer Marketing. 6, Yorkshire.
• HAVLENA, William J. ve HOLAK, Susan L. (1991a), The Good Old days: Observations Nostalgia and Its Role in Consumer Behavior, Advances in Consumer Research. 18, Urbana.
• HAVLENA, William J. ve HOLAK, Susan L. (1991b), A Time Allocation Analysis of Nostalgia-Evoking Events: Some Exploraty Results. in 7th John-Labatt Mar- keting Research Seminar Proceeding, ed.Jean.C.Chabat, Canada.
• HIRSCH, Alan R. (1992), Nostalgia: A Neuropsychiatric Understanding, Advances in Consumer Research, 19, Urbana.
• HOLAK, Susan L., MATVEEV, Alexei V. Ve HAVLENA, William, J. (2007), Nostalgia in Post-Socialist Russia: Exploring Applications to Advertising Strategy. Journal of Business Research, 60, NewYork
• HOLAK, Susan L. ve HAVLENA, William J.(1998), Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia, Journal of Business Research. 42, NewYork
• HOLAK, Susan, ve HAVLENA, William J. (1992), Nostalgia: An Exploratory Study of Tthemes and Emotions in the Nostalgic Experience, in Advances in Consumer Research, (eds) Sherry, J., Stemthal, B.,19, Association for Consumer Research, Utah.
• HOLBROOK, Morris B., STEPHENS, Debra L., DAY, Ellen., HOLBROOK, Sarah M. ve STRAZAR, Gregor.(2001), A Collective Stereographic Photo Essay on Key Aspect Of Animal Companionship: The Truth About Dogs And Cats, Academy of Marketing Science Review. online:www.amsrev.org.
• HOLBROOK, Morris B. ve KUWAHARA, Takeo.(1998), Collective Stereographic Photo Essays: An Integrated Approach to Probing Consumption Experiences in Depth, International Journal of Research in Marketing. 15, Amsterdam.
• HOLBROOK, Morris B. ve SCHINDLER, Robert M. (1996), Market Segmentation Based on Age and Attitude Toward the Past: Concepts, Methods, and Findings Concerning Nostalgic Influences on Customer Tastes, Journal of Business Research. 37, New York.
• HOLBROOK, Morris B. ve SCHINDLER, Robert M. (1994), Age, Sex and Attitude Toward the Past as Predictors Of Consumer’s Aesthetic Tastes for Cultural Product, Journal of Marketing Research. 31, Chicago.
• HOLBROOK, Morris .B (1993), Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes, Journal of Consumer Research. 20, Gainesville.
• KANG, Yong Soon ve RIDGWAY, Nancy M. (1996), The Importance of Consumer Market Interactions as a Form of Social Support for the Elderly, Journal of Public Policy and Marketing, 1, Chicago.
• LUMPKIN James R., HITE, Robert.E. (1988), Retailers’ Offerings and Elderly Consumers’ Needs: Do Retailers Understand the Elderly, Journal of Business Research. 16, New York.
• MARTIN, Alexander R. (1954), Nostalgia, The American Journal of Psychoanalysis. 14, MED-LINE.
• MASLOW, Abraham H. (1970), Motivation and Personality, (2 ed.), Harper and Row, New York
• ROSS, Mike ve CONWAY, Michael. (1986), Remembering One’s Own Past: The Construction of Personel Histories, in Handbook of Motivation and Cognition, (eds.) Sorrentino, R.M and Higgins E.T. Guilford Pres, NewYork.
• SHINDLER, Robert ve HOLBROOK, Morris B. (2003), Nostalgia for Early Experience as a Determinant of Consumer Preferences, Psychology & Marketing, 4, Hoboken.
• SIEGENTHALER, Kim ve VAUGHAN, Jaquelyn. (1998),Older Women in Retirement Communities: Perceptions of Recreation and Leisure, Leisure Sciences, 1, Arlington.
• SMITH, Ruth ve MOSCHIS, George. (1985), A Socialisation Perspective on Selected Consumer Characteristics of the Elderly, Journal of Consumer Affairs, 19, Madison.
• SOLOMON, Michael. (2001), Consumer Behavior, Fifth Ed. Prentice-Hall, New Jersey.
• STERN, Barbara B. (1992), Nostalgia in Advertising Text: Romancing the Past, Advances in Consumer Research, 19, Urbana.
• UNDERHILL, Lois ve CADWELL, Franchellie. (1984), What Age Do You Feel: Age Perception Study, Journal of Consumer Marketing, 2, Santa Barbara.
• VESEY, Catherine ve DIMANCHE, Frederic. (2003), From Storyville to Bourbon Street:Vice, Nostalgia and Tourism. Tourism and Cultural Change, 1, Portland
• YOON, Carolyn. (1997), Age Differences in Consumers’ Processing Strategies, Journal of Consumer Research, 3, Gainesville.