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Panic Buying: A Theoretical and Conceptual Review

Year 2024, Volume: 5 Issue: 2, 1 - 1
https://doi.org/10.54439/gupayad.1564427

Abstract

Purpose: Panic buying is a consumer behaviour that can be complex to explain in critical, urgent, uncertain and crisis situations. This phenomenon has yet to be fully explored in research on consumer behaviour, and further investigation is required across a range of scientific fields. Panic buying may have many causes and consequences. Determining the causes of panic buying and understanding consumer psychology in crisis and disaster situations in terms of various theories can guide government officials, businesses, marketing practitioners and researchers in case it occurs again in consumer behaviour in the future. This study aims to conduct a conceptual and theoretical examination of panic buying and to focus on its causes. Material and Method: Panic buying was discussed conceptually and theoretically within the framework of the literature review and inferences were made. Findings: This study focuses on the conceptual and theoretical examination of panic buying and its causes. Theories such as Compensatory Control Theory, Social Influence Theory, Social Proof Theory, Scarcity Theory, Herd Behavior, Survival Psychology and Motivation Theory have been intensively the subject of studies on panic buying. It is more common in the literature to try to explain the reasons for panic buying during situations such as crises, pandemics and disasters. Results: Consumers who panic buy should be measured more in terms of their post-purchase feelings such as regret, sadness, empathy, satisfaction, and their intention to panic buying again. In addition, which marketing messages and strategies are more likely to cause panic buying and which strategies are more useful in controlling panic buying are also recommended for future research.

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Panik Satın Alma: Teorik ve Kavramsal Bir İnceleme

Year 2024, Volume: 5 Issue: 2, 1 - 1
https://doi.org/10.54439/gupayad.1564427

Abstract

Amaç: Panik satın alma kritik, acil, belirsiz, kriz gibi durumlarda açıklanması karmaşık olabilen bir tüketici davranışıdır. Bu olgu henüz tüketici davranışı araştırmalarında tam olarak araştırılmamıştır ve çeşitli bilimsel alanlarda daha fazla araştırılmasına ihtiyaç vardır. Panik satın almanın birçok nedeni ve sonucu olabilir. Panik satın almanın nedenlerini belirlemek ve kriz ve felaket durumlarında tüketici psikolojisini çeşitli teoriler açısından anlamak, gelecekte tüketici davranışlarında tekrar meydana gelmesi durumunda hükümet yetkililerine, işletmelere, pazarlama uygulayıcılarına ve araştırmacılara rehberlik edebilir. Bu çalışmada panik satın almanın kavramsal ve teorik bir incelemesi yapılarak nedenleri üzerinde durulması amaçlanmıştır. Gereç ve Yöntem: Panik satın alma, literatür taraması çerçevesinde kavramsal ve teorik açıdan ele alınmış ve çıkarımlar yapılmıştır. Bulgular: Panik satın alma ile ilgili çalışmalara "Telafi Edici Kontrol Teorisi", "Sosyal Etki Teorisi", "Sosyal Kanıt Teorisi", "Kıtlık Teorisi", "Sürü Davranışı", "Hayatta Kalma Psikolojisi" ve "Motivasyon Teorisi" gibi teoriler yoğun olarak konu olmuştur. Literatürde, panik satın almanın kriz, salgın ve afet gibi durumlar esnasında ele alınarak nedenlerinin açıklanmayı çalışıldığı daha çok görülmektedir. Sonuç: Panik satın almayı gerçekleştiren tüketicilerin satın alma sonrası pişmanlık, üzüntü, empati, tatmin gibi duygu durumları ile tekrar panik satın alma niyetlerinin daha çok ölçülmesi gerekmektedir. Ayrıca, hangi pazarlama mesajlarının ve stratejilerin panik satın almaya daha çok neden olduğu ve panik satın almayı kontrol edebilecek stratejilerden hangisinin daha faydalı olabileceği de gelecek araştırmalar için önerilmektedir.

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There are 99 citations in total.

Details

Primary Language English
Subjects Consumer Behaviour
Journal Section Review
Authors

İlknur Saral 0000-0002-9099-9633

Early Pub Date December 12, 2024
Publication Date
Submission Date October 9, 2024
Acceptance Date December 10, 2024
Published in Issue Year 2024 Volume: 5 Issue: 2

Cite

APA Saral, İ. (2024). Panic Buying: A Theoretical and Conceptual Review. Güncel Pazarlama Yaklaşımları Ve Araştırmaları Dergisi, 5(2), 1-1. https://doi.org/10.54439/gupayad.1564427

Dizinler (Indexing)

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