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Construal Level Theory From The Perspective of Consumer Behavior: An Attempt For A Systematic Literature Review

Year 2022, Volume: 3 Issue: 2, 33 - 55, 15.09.2022

Abstract

Due to reason that consumer behavior field is a multidisciplinary field, both it generates the necessity to make use of explanation power of theories put forward in different fields and offers a context to test these theories. Herein, the purpose of this study is to critically examine the situation of construal level theory, which can be considered as relatively new in the literature, in the field of consumer behavior. To reach research purpose, 31 articles related to the subject in five journals, that are thought to represent the field, were examined by systematic literature review method. These journals are Journal of Consumer Research, Journal of Consumer Psychology, Journal of Consumer Marketing, European Journal of Marketing and Journal of Business Research. 20 of 31 articles were published in Journal of Consumer Research. Also, 29 of 31 articles was adopted experimental method. The systematic literature review was carried out in five stages: i) protocol development, ii) inclusion of articles by title and keywords, iii) inclusion by essence, iv) last reading, and v) data extraction and synthesis. Within the scope of this research, four themes emerged, which are decision making and information processing, consumer, product, and brand, and it was shown that the most focused theme is the consumer. In addition, gaps in the literature are shown and suggestions for future studies are made.

References

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Tüketici Davranışı Perspektifinden Kurgulama Seviyesi Teorisi: Bir Sistematik Literatür Taraması Girişimi

Year 2022, Volume: 3 Issue: 2, 33 - 55, 15.09.2022

Abstract

Tüketici davranışı alanının multidisipliner bir alan olması hem farklı alanlarda üretilen teorilerin açıklama gücünden faydalanma gereksinimini oluşturmakta hem de bu alanlarda üretilen teoriler için bir sınanma alanı oluşturmaktadır. Bu çalışmanın amacı ise literatürde görece yeni kabul edilebilecek olan kurgulama seviyesi teorisinin tüketici davranışı alanındaki durumunu eleştirel bir şekilde incelemektir. Bu kapsamda alanı temsil ettiği düşünülen beş dergide yer alan konu ile ilgili 31 makale sistematik literatür taraması yöntemi ile incelenmiştir. Bu dergiler ise şu şekildedir: Journal of Consumer Research, Journal of Consumer Psychology, Journal of Consumer Marketing, European Journal of Marketing, ve Journal of Business Research. İncelenen 31 makalenin 20’si Journal of Consumer Research dergisinde yer almaktadır. Ayrıca 31 makalenin 29’unun deneysel yöntem benimsediği söylenebilir. Sistematik literatür taraması beş aşamada gerçekleştirilmiştir: i) protokol geliştirme, ii) başlık ve anahtar kelimelere göre dahil etme, iii) öz kısmına göre dahil etme, iv) son okuma ve v) veri çıkartma ve sentezleme. Araştırma sonucunda karar verme ve bilgi işleme, tüketici, ürün ve marka olmak üzere dört tema ortaya çıkmış ve bunlardan en çok odaklanılanının tüketici olduğu gösterilmiştir. Ayrıca literatürdeki boşluklar gösterilmiş ve gelecek çalışmalar için önerilerde de bulunulmuştur.

References

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  • Ahmad, A., ve Thyagaraj, K. S. (2015). ’Understanding the influence of brand personality on consumer behavior. Journal of Advanced Management Science, 3(1), 38-43.
  • Alamsyah, D. P., ve Febriani, R. (2020, March). Green customer behaviour: Impact of green brand awareness to green trust. In Journal of Physics: Conference Series (Vol. 1477, No. 7, p. 072022). IOP Publishing.
  • Alhaddad, A. (2015). A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews, 5(3), 137-144.
  • Baskin, E., Wakslak, C. J., Trope, Y., ve Novemsky, N. (2014). Why feasibility matters more to gift receivers than to givers: A construal-level approach to gift giving. Journal of Consumer Research, 41(1), 169-182.
  • Becker-Olsen, K. L., Cudmore, B. A., ve Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
  • Black, N., Mullan, B., ve Sharpe, L. (2017). Predicting heavy episodic drinking using an extended temporal self-regulation theory. Addictive Behaviors, 73, 111-118.
  • Bohlen, B., Carlotti, S., ve Mihas, L. (2010). How the recession has changed US consumer behavior. McKinsey Quarterly, 1(4), 17-20.
  • Boukis, A., Punjaisri, K., Balmer, J. M., Kaminakis, K., ve Papastathopoulos, A. (2021). Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis. Journal of Business Research, 131, 673-685.
  • Bullard, O., Penner, S., ve Main, K. J. (2019). Can implicit theory influence construal level?. Journal of Consumer Psychology, 29(4), 662-670.
  • Cengiz, E. (2018). Psikolojik uzaklık ve algılanan yatırım yeterliliğinin yatırım yapma isteğine etkisi: Türkiye’de deneysel bir çalışma. Muhasebe Bilim Dünyası Dergisi, 20(1), 162-178.
  • Chahal, H., ve Kumari, N. (2011). Consumer perceived value and consumer loyalty in the healthcare sector. Journal of Relationship Marketing, 10(2), 88-112.
  • Chen, R., Xu, X., ve Shen, H. (2017). Go beyond just paying: Effects of payment method on level of construal. Journal of Consumer Psychology, 27(2), 207-217.
  • Cook, D. J., Sackett, D. L., ve Spitzer, W. O. (1995). Methodologic guidelines for systematic reviews of randomized control trials in health care from the Potsdam Consultation on Meta-Analysis. Journal of Clinical Epidemiology, 48(1), 167-171.
  • Cummins, S., Peltier, J. W., Schibrowsky, J. A., ve Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, 8(3), 169-202.
  • Darley, W. K., Blankson, C., ve Luethge, D. J. (2010). Toward an integrated framework for online consumer behavior and decision making process: A review. Psychology & Marketing, 27(2), 94-116.
  • De Gregorio, F., ve Sung, Y. (2010). Understanding attitudes toward and behaviors in response to product placement. Journal of Advertising, 39(1), 83-96.
  • Doğan, M., ve Yaprak, A. (2017). Self-construal and willingness to purchase foreign products: The mediating roles of consumer cosmopolitanism and ethnocentrism. In Creating marketing magic and innovative future marketing trends (pp. 1499-1511). Springer, Cham.
  • Doğan, V. (2019). Pazar araştırma(cı)sı ve pazarlama araştırma(cı)sı: Ulusal pazarlama akademisinde paradigmatik dönüşüm gereksinimi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 12(24), 453-481.
  • Edwards, W. (1954). The theory of decision making. Psychological Bulletin, 51(4), 380-417.
  • Emirza, S. (2020). Leader-follower similarity in construal level and leader-member exchange quality (Yayınlanmamış Doktora Tezi). Dokuz Eylül Üniversitesi, İzmir.
  • Erol, N. (2020). Kurgulama düzeyi teorisi perspektifinden yerel gıda tüketim motivasyon unsurlarının gastronomi amaçlı seyahat niyetine etkisinin incelenmesi. Gazi Üniversitesi Yayınlanmamış Doktora Tezi, Ankara.
  • Fetscherin, M. (2019). The five types of brand hate: How they affect consumer behavior. Journal of Business Research, 101, 116-127.
  • Fianto, A. Y. A., Hadiwidjojo, D., ve Aisjah, S. (2014). The influence of brand image on purchase behaviour through brand trust. Business Management and Strategy, 5(2), 58-76.
  • Galalae, C., ve Voicu, A. (2013). Consumer behaviour research: Jacquard weaving in the social sciences. Management Dynamics in the Knowledge Economy, 1(2), 277-292.
  • Gilal, N. G., Zhang, J., ve Gilal, F. G. (2018). Linking product design to consumer behavior: the moderating role of consumption experience. Psychology Research and Behavior Management, 11, 169-185.
  • Gupta, P., Chauhan, S., Paul, J., ve Jaiswal, M. P. (2020). Social entrepreneurship research: A review and future research agenda. Journal of Business Research, 113, 209-229.
  • Han, C. M. (2017). Individualism, collectivism, and consumer animosity in emerging Asia: Evidence from Korea. Journal of Consumer Marketing, 34(4), 359-370.
  • Han, D., Duhachek, A., ve Agrawal, N. (2014). Emotions shape decisions through construal level: The case of guilt and shame. Journal of Consumer Research, 41(4), 1047-1064.
  • Han, D., Duhachek, A., ve Agrawal, N. (2016). Coping and construal level matching drives health message effectiveness via response efficacy or self-efficacy enhancement. Journal of Consumer Research, 43(3), 429-447.
  • Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021-1042.
  • Han, H., Shim, C., Lee, W. S., ve Kim, W. (2019). Product performance and its role in airline image generation and customer retention processes: Gender difference. Journal of Travel & Tourism Marketing, 36(4), 536-548.
  • Hansen, J., Kutzner, F., ve Wänke, M. (2013). Money and thinking: Reminders of money trigger abstract construal and shape consumer judgments. Journal of Consumer Research, 39(6), 1154-1166.
  • Hassan, L. M., Shiu, E., ve McGowan, M. (2019). Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets. European Journal of Marketing 54(2), 282-304.
  • Herter, M. M., Borges, A., ve Pinto, D. C. (2021). Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors. Journal of Business Research, 130, 147-158.
  • Ho, C. W. (2014). Consumer behavior on Facebook. EuroMed Journal of Business, 9(3), 252-267.
  • Hong, J., ve Lee, A. Y. (2010). Feeling mixed but not torn: The moderating role of construal level in mixed emotions appeals. Journal of Consumer Research, 37(3), 456-472.
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There are 88 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Emre Bilgiç 0000-0003-1392-5320

Publication Date September 15, 2022
Published in Issue Year 2022 Volume: 3 Issue: 2

Cite

APA Bilgiç, E. (2022). Tüketici Davranışı Perspektifinden Kurgulama Seviyesi Teorisi: Bir Sistematik Literatür Taraması Girişimi. İşletme, 3(2), 33-55.