ANTROPOMORFİZM: KAVRAMIN TARİHİ, TEORİLER VE TÜKETİCİ DAVRANIŞLARI BAĞLAMINDA BİR LİTERATÜR İNCELEMESİ

Yıl 2022, Cilt: 11 Sayı: 2, 580 - 613, 31.12.2022

Fatih Sonmez , Sima Nart

https://doi.org/10.54282/inijoss.1121405

Cited By: 1

Öz

Antropomorfizm insana has özelliklerin insan dışı varlıklara atfedilmesi olgusudur. Bu çalışma antropomorfizm olgusunun kavramsallaşma sürecini, olgunun gündelik hayattaki yaygınlığını, olguyu açıklamaya çalışan teorileri ve tüketici davranışları bağlamında yürütülen ampirik antropomorfizm araştırmalarının bulgularını incelemektedir. Bu amaçla, öncelikle antropomorfizm olgusunun ve kavramının geçmişine yönelik bir araştırma yapılmış, olguya açıklama getirmeye çalışan teoriler eleştirel bir yaklaşımla sunulmuş ve daha sonra tüketici davranışları bağlamında antropomorfizm ile ilgili 2020 yılı başına kadar yapılmış olan ampirik araştırmaların bulguları özetlenerek nitel bir değerlendirmede bulunulmuştur. Tüketici davranışları literatüründeki ampirik araştırmaların sonuçları bir bütün olarak değerlendirildiğinde, firmaların ürün ve markalarını antropomorfize etmelerinin, tüketicilerce hoş karşılanmayan davranışlara (fiyat yükseltme, yanıltıcı reklam, gizlilik ihlâli, adaletsizlik vb.) girişmedikleri sürece, daha çok dikkat çekme, daha sıcak algılanma, daha çok beğenilme, daha çok güvenilme, daha hatırlanır olma, daha yüksek satın alma niyeti vs. gibi olumlu sonuçlara yol açtığı görülmüştür. Tüketiciler açısından bakıldığında ise, antropomorfik ürün ve markaların tüketicilerin birtakım psikolojik ihtiyaçlarını (aidiyet, kontrol, etkisellik vb.) karşılayabildiği fakat bireysel ve durumsal farklılıklara bağlı olarak bazı durumlarda da olumsuz sonuçlara yol açabildiği görülmüştür. Sonuç olarak, antropomorfizmin firmalar için genellikle olumlu çıktılar sunduğu, tüketiciler üzerinde ise koşullu etkilere sahip olduğu fakat son yıllarda davranışsal araştırmalardaki tekrarlama kriziyle gündeme gelen kaygılardan dolayı literatürdeki bulguların tekrarlanma çalışmalarıyla desteklenmedikleri sürece ihtiyatla ele alınmaları gerektiği kanaatine varılmıştır.

Anahtar Kelimeler

Antropomorfizm, Marka antropomorfizmi, Ürün antropomorfizmi, Tüketici davranışları

ANTHROPOMORPHISM: HISTORY OF THE CONCEPT, THEORIES, AND A LITERATURE REVIEW IN THE CONSUMER BEHAVIOR CONTEXT

Öz

Anthropomorphism is the phenomenon of attributing human qualities to non-human entities. This study examines the historical process of the conceptualization of anthropomorphism, its prevalence in daily life, the theories that try to explain the phenomenon, and the findings of empirical anthropomorphism research conducted in the context of consumer behavior. To this end, the history of both the phenomenon and the concept of anthropomorphism was investigated, theories that try to provide an explanation to the phenomenon were presented in a critical approach, and the findings of empirical research conducted until the beginning of 2020 on anthropomorphism in the context of consumer behavior were summarized and evaluated in a qualitative manner. When the results of the empirical research in the consumer behavior literature were evaluated as a whole, it was observed that firms' anthropomorphizing of their products and brands leads to positive consequences such as attracting more attention, being perceived as warmer, being liked more, being trusted more, being more memorable, higher consumer willingness to buy, etc., unless they engage in behaviors that are deemed unfavorable by consumers (e.g., raising prices, false advertising, privacy violations, injustice). As for the consumers, it was found that anthropomorphic products and brands can meet consumers' particular psychological needs (e.g., belongingness, control, effectance) but may also lead to negative consequences in some cases depending on the individual and situational differences. As a result, it was concluded that anthropomorphism generally has positive outcomes for companies and conditional effects on consumers, but given the concerns that have come to the fore with the replication crisis in behavioral research in recent years, the findings in the literature should be treated with caution unless they are supported by replication studies.

Anahtar Kelimeler

Anthropomorphism, Brand anthropomorphism, Product anthropomorphism, Consumer behavior

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