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Öz Şefkat Yaklaşımının Tüketici Davranışı Üzerindeki Etkisinin İncelenmesi

Year 2023, Volume: 16 Issue: 41, 379 - 390, 16.03.2023
https://doi.org/10.12981/mahder.1166422

Abstract

Pazarlama, geçirdiği tarihsel dönüşüm neticesinde günümüzde hem markalar hem de tüketici için değer yaratan bir yaklaşıma sahip olacak şekilde gelişmiştir. Bu bağlamda tüketicileri anlamak ve etkin bir iletişim kurabilmek, uzun dönemli bir sürdürülebilirlik sağlamak bakımından anahtar niteliğinde görülmektedir. Belirtilen önem neticesinde tüketicilerin bireysel düzeyde anlaşılabilmesi ve desteklenebilmesi, pazarlama iletişiminin sağlıklı bir düzeyde yürütülebilecek şekilde yapılandırılması için oldukça belirleyicidir.
Bireysel psikolojinin önemli konularından biri olan başa çıkma stratejileri, bireylerin belli bir zorlukla karşı karşıya kalmaları durumunda başvurdukları yollar olarak tanımlanmaktadır. Benlik ve benliğe yönelik bireysel değerlendirmeler odağında tanımlanan bu stratejilere 2000’li yılların başında “öz şevkat” kavramı eklenmiştir. Öz şefkat; ortak insanlık, farkındalık ve öz nezaket olmak üzere üç farklı boyuta sahiptir. Bireylerin deneyimlediği bir zorluk karşısında uzun dönemli, öz- yargılamadan uzak ve yapıcı bir yaklaşım sergilemesi olarak özetlenebilecek olan öz şevkat, psikoloji alanında uzun süredir çalışılmaktadır. Bunun yanı sıra yakın dönemde iletişim araştırmalarında ve yönetim organizasyon alanında da kavrama yer verildiği görülmektedir. Bununla beraber pazarlama alanında yürütülen araştırmalar oldukça kısıtlıdır. Oysaki insan davranışı, bireylerin psikolojik durumlarından ayrı değerlendirilmeyecek kadar bütünsel bir çıktıdır ve tüketici davranışlarının anlaşılması için kapsamın geliştirilmesine yönelik yaklaşımlar büyük önem taşımaktadır.
Belirtilen sebeplerle bu araştırmada, pazarlama perspektifi ile geliştirilen öz şefkat odaklı çalışmalar incelenmiş, alana ve uygulamacılara sağlayabileceği potansiyel katkı bakımından değerlendirilmiştir. Literatürün henüz gelişme aşamasında olması sebebiyle bu araştırmaların sonrakiler için önemli bir zemin oluşturacağı öngörülmektedir.

References

  • Allen, A. B., & Leary, M. R. (2010). Self‐Compassion, stress, and coping. Social and personality psychology compass, 4(2), 107-118.
  • Arimitsu, K., & Hofmann, S. G. (2015). Cognitions as mediators in the relationship between self-compassion and affect. Personality and individual differences, 74, 41-48.
  • Barnard, L. K., & Curry, J. F. (2011). Self-compassion: Conceptualizations, correlates, & interventions. Review of general psychology, 15(4), 289-303.
  • Berzonsky, M. D. (1992). Identity style and coping strategies. Journal of personality, 60(4), 771-788.
  • Brown, V. (2021). Recruitment of Social Media Influencers to Promote Self-Compassion Practices to Combat the Negative Effects of Social Media on Adolescents. SLC SFU Library Digital Journal, 1-10.
  • Chang, H. H. (2017). Consumer socially sustainable consumption: the perspective toward corporate social responsibility, perceived value, and brand loyalty. Journal of Economics and Management, 13(2), 167-191.
  • Curry, S. L., & Russ, S. W. (1985). Identifying coping strategies in children. Journal of clinical child psychology, 14(1), 61-69.
  • Dhandra, T. K. (2020). Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying. Journal of Retailing and Consumer Services, 55, 102135.
  • Di Fabio, A., & Saklofske, D. H. (2021). The relationship of compassion and self-compassion with personality and emotional intelligence. Personality and individual differences, 169, 110109.
  • Evans, S., Wyka, K., Blaha, K. T., & Allen, E. S. (2018). Self-compassion mediates improvement in well-being in a mindfulness-based stress reduction program in a community-based sample. Mindfulness, 9(4), 1280-1287.
  • Falchetti, C., Ponchio, M. C., & Botelho, N. L. P. (2016). Understanding the vulnerability of blind consumers: adaptation in the marketplace, personal traits and coping strategies. Journal of Marketing Management, 32(3-4), 313-334.
  • Fan, L., & Wang, Y. (2022). Healthy eating behaviors and self-control in scarcity: The protective effects of self-compassion. Appetite, 169, 105860.
  • Fardouly, J., Diedrichs, P. C., Vartanian, L. R., & Halliwell, E. (2015). Social comparisons on social media: The impact of Facebook on young women's body image concerns and mood. Body image, 13, 38-45.
  • Gouveia, M. J., Canavarro, M. C., & Moreira, H. (2019). Associations between mindfulness, self-compassion, difficulties in emotion regulation, and emotional eating among adolescents with overweight/obesity. Journal of Child and Family Studies, 28(1), 273-285.
  • Holden, C. L., Rollins, P., & Gonzalez, M. (2021). Does how you treat yourself affect your health? The relationship between health-promoting behaviors and self-compassion among a community sample. Journal of health psychology, 26(12), 2330-2341.
  • Kar, S. K., & Harichandan, S. (2022). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 132290.
  • Karanika, K., & Hogg, M. (2015). Self-compassion, social comparison and coping strategies: The case of downwardly mobile consumers. ACR north American advances.
  • Karanika, K., & Hogg, M. K. (2016). Being kind to ourselves: Self-compassion, coping, and consumption. Journal of Business Research, 69(2), 760-769.
  • Kelly, A. C., Zuroff, D. C., Foa, C. L., & Gilbert, P. (2010). Who benefits from training in self-compassionate self-regulation? A study of smoking reduction. Journal of social and Clinical Psychology, 29(7), 727.
  • Keyte, R., Mullis, L., Egan, H., Hussain, M., Cook, A., & Mantzios, M. (2021). Self-compassion and instagram use is explained by the relation to anxiety, depression, and stress. Journal of technology in behavioral science, 6(2), 436-441.
  • Körner, A., Coroiu, A., Copeland, L., Gomez-Garibello, C., Albani, C., Zenger, M., & Brähler, E. (2015). The role of self-compassion in buffering symptoms of depression in the general population. PloS one, 10(10), e0136598.
  • Kumar, S., Panda T., K. (2019) The Role of Mindfulness in Socially Responsible Consumption in India: The Mediating Effect of Self-Compassion and Materialism, IMTG, 01-09
  • Lazarus, R. (1986). Coping strategies. In Illness Behavior (pp. 303-308). Springer, Boston, MA.
  • Leary, M. R., Tate, E. B., Adams, C. E., Batts Allen, A., & Hancock, J. (2007). Self-compassion and reactions to unpleasant self-relevant events: the implications of treating oneself kindly. Journal of personality and social psychology, 92(5), 887.
  • Long, P., & Neff, K. D. (2018). Self-compassion is associated with reduced self-presentation concerns and increased student communication behavior. Learning and Individual Differences, 67, 223-231.
  • MacBeth, A., & Gumley, A. (2012). Exploring compassion: A meta-analysis of the association between self-compassion and psychopathology. Clinical psychology review, 32(6), 545-552.
  • Machin, J. E., Adkins, N. R., Crosby, E., Farrell, J. R., & Mirabito, A. M. (2019). The marketplace, mental well-being, and me: Exploring self-efficacy, self-esteem, and self-compassion in consumer coping. Journal of Business Research, 100, 410-420.
  • Maraldo, T. M., Zhou, W., Dowling, J., & Vander Wal, J. S. (2016). Replication and extension of the dual pathway model of disordered eating: The role of fear of negative evaluation, suggestibility, rumination, and self-compassion. Eating behaviors, 23, 187-194.
  • Marshall, S. L., Ciarrochi, J., Parker, P. D., & Sahdra, B. K. (2020). Is self‐compassion selfish? The development of self‐compassion, empathy, and prosocial behavior in adolescence. Journal of Research on Adolescence, 30, 472-484.
  • Moruzzi, R., & Sirieix, L. (2015). Paradoxes of sustainable food and consumer coping strategies: a comparative study in F rance and I taly. International Journal of Consumer Studies, 39(5), 525-534.
  • Müller, A., Brand, M., Claes, L., Demetrovics, Z., De Zwaan, M., Fernández-Aranda, F., ... & Kyrios, M. (2019). Buying-shopping disorder—is there enough evidence to support its inclusion in ICD-11?. CNS spectrums, 24(4), 374-379.
  • Müller, A., Steins-Loeber, S., Trotzke, P., Vogel, B., Georgiadou, E., & De Zwaan, M. (2019). Online shopping in treatment-seeking patients with buying-shopping disorder. Comprehensive Psychiatry, 94, 152120.
  • Neff, K. D. (2011). Self‐compassion, self‐esteem, and well‐being. Social and personality psychology compass, 5(1), 1-12.
  • Neff, K. D. (2012). The science of self-compassion. Compassion and wisdom in psychotherapy, 1, 79-92.
  • Neff, K. D., Kirkpatrick, K. L., & Rude, S. S. (2007). Self-compassion and adaptive psychological functioning. Journal of research in personality, 41(1), 139-154.
  • Peng, Y. Q., & Shen, J. D. (2012). The analysis of self-compassion and self-construal in the compassion-contemplation of Buddhism. Advances in Psychological Science, 20(9), 1479.
  • Phillips, W. J., & Wisniewski, A. T. (2021). Self-compassion moderates the predictive effects of social media use profiles on depression and anxiety. Computers in Human Behavior Reports, 4, 100128.
  • Plazonic, N., & Herrada Vazquez, I. (2020). Self-Regulation of Eating Behavior When Facing a Motivational Dilemma: The Role of Self-Compassion and Coping Planning.
  • Rose, S., & Dhandayudham, A. (2014). Towards an understanding of Internet-based problem shopping behaviour: The concept of online shopping addiction and its proposed predictors. Journal of behavioral addictions, 3(2), 83-89.
  • Sivanathan, N., & Pettit, N. C. (2010). Protecting the self through consumption: Status goods as affirmational commodities. Journal of Experimental Social Psychology, 46(3), 564-570.
  • Slater, A., Varsani, N., & Diedrichs, P. C. (2017). # fitspo or# loveyourself? The impact of fitspiration and self-compassion Instagram images on women’s body image, self-compassion, and mood. Body image, 22, 87-96.
  • Suzuki, S., & Kanno, S. (2018). Self-gifting in interdependent cultures: Lonely mothers and self-compassion. ACR European Advances.
  • Tan, Y., Gong, Y., Xie, J., Li, J., & Liu, Y. (2022). More mindfulness, less conspicuous consumption? Evidence from middle-aged Chinese consumers. Journal of Retailing and Consumer Services, 69, 103096.
  • Tantleff-Dunn, S., & Thompson, J. K. (2000). Breast and chest size satisfaction: Relation to overall body image and self-esteem. Eating disorders, 8(3), 241-246.
  • Topçu, S., & Leana-Taşcılar, M. Z. (2018). The role of motivation and self-esteem in the academic achievement of Turkish gifted students. Gifted Education International, 34(1), 3-18.
  • Umphrey, L. R., & Sherblom, J. C. (2014). The relationship of hope to self-compassion, relational social skill, communication apprehension, and life satisfaction. International Journal of Wellbeing, 4(2).
  • Welp, L. R., & Brown, C. M. (2014). Self-compassion, empathy, and helping intentions. The Journal of Positive Psychology, 9(1), 54-65.
  • Yang, Y., Zhang, M., & Kou, Y. (2016). Self-compassion and life satisfaction: The mediating role of hope. Personality and Individual Differences, 98, 91-95.
Year 2023, Volume: 16 Issue: 41, 379 - 390, 16.03.2023
https://doi.org/10.12981/mahder.1166422

Abstract

References

  • Allen, A. B., & Leary, M. R. (2010). Self‐Compassion, stress, and coping. Social and personality psychology compass, 4(2), 107-118.
  • Arimitsu, K., & Hofmann, S. G. (2015). Cognitions as mediators in the relationship between self-compassion and affect. Personality and individual differences, 74, 41-48.
  • Barnard, L. K., & Curry, J. F. (2011). Self-compassion: Conceptualizations, correlates, & interventions. Review of general psychology, 15(4), 289-303.
  • Berzonsky, M. D. (1992). Identity style and coping strategies. Journal of personality, 60(4), 771-788.
  • Brown, V. (2021). Recruitment of Social Media Influencers to Promote Self-Compassion Practices to Combat the Negative Effects of Social Media on Adolescents. SLC SFU Library Digital Journal, 1-10.
  • Chang, H. H. (2017). Consumer socially sustainable consumption: the perspective toward corporate social responsibility, perceived value, and brand loyalty. Journal of Economics and Management, 13(2), 167-191.
  • Curry, S. L., & Russ, S. W. (1985). Identifying coping strategies in children. Journal of clinical child psychology, 14(1), 61-69.
  • Dhandra, T. K. (2020). Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying. Journal of Retailing and Consumer Services, 55, 102135.
  • Di Fabio, A., & Saklofske, D. H. (2021). The relationship of compassion and self-compassion with personality and emotional intelligence. Personality and individual differences, 169, 110109.
  • Evans, S., Wyka, K., Blaha, K. T., & Allen, E. S. (2018). Self-compassion mediates improvement in well-being in a mindfulness-based stress reduction program in a community-based sample. Mindfulness, 9(4), 1280-1287.
  • Falchetti, C., Ponchio, M. C., & Botelho, N. L. P. (2016). Understanding the vulnerability of blind consumers: adaptation in the marketplace, personal traits and coping strategies. Journal of Marketing Management, 32(3-4), 313-334.
  • Fan, L., & Wang, Y. (2022). Healthy eating behaviors and self-control in scarcity: The protective effects of self-compassion. Appetite, 169, 105860.
  • Fardouly, J., Diedrichs, P. C., Vartanian, L. R., & Halliwell, E. (2015). Social comparisons on social media: The impact of Facebook on young women's body image concerns and mood. Body image, 13, 38-45.
  • Gouveia, M. J., Canavarro, M. C., & Moreira, H. (2019). Associations between mindfulness, self-compassion, difficulties in emotion regulation, and emotional eating among adolescents with overweight/obesity. Journal of Child and Family Studies, 28(1), 273-285.
  • Holden, C. L., Rollins, P., & Gonzalez, M. (2021). Does how you treat yourself affect your health? The relationship between health-promoting behaviors and self-compassion among a community sample. Journal of health psychology, 26(12), 2330-2341.
  • Kar, S. K., & Harichandan, S. (2022). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 132290.
  • Karanika, K., & Hogg, M. (2015). Self-compassion, social comparison and coping strategies: The case of downwardly mobile consumers. ACR north American advances.
  • Karanika, K., & Hogg, M. K. (2016). Being kind to ourselves: Self-compassion, coping, and consumption. Journal of Business Research, 69(2), 760-769.
  • Kelly, A. C., Zuroff, D. C., Foa, C. L., & Gilbert, P. (2010). Who benefits from training in self-compassionate self-regulation? A study of smoking reduction. Journal of social and Clinical Psychology, 29(7), 727.
  • Keyte, R., Mullis, L., Egan, H., Hussain, M., Cook, A., & Mantzios, M. (2021). Self-compassion and instagram use is explained by the relation to anxiety, depression, and stress. Journal of technology in behavioral science, 6(2), 436-441.
  • Körner, A., Coroiu, A., Copeland, L., Gomez-Garibello, C., Albani, C., Zenger, M., & Brähler, E. (2015). The role of self-compassion in buffering symptoms of depression in the general population. PloS one, 10(10), e0136598.
  • Kumar, S., Panda T., K. (2019) The Role of Mindfulness in Socially Responsible Consumption in India: The Mediating Effect of Self-Compassion and Materialism, IMTG, 01-09
  • Lazarus, R. (1986). Coping strategies. In Illness Behavior (pp. 303-308). Springer, Boston, MA.
  • Leary, M. R., Tate, E. B., Adams, C. E., Batts Allen, A., & Hancock, J. (2007). Self-compassion and reactions to unpleasant self-relevant events: the implications of treating oneself kindly. Journal of personality and social psychology, 92(5), 887.
  • Long, P., & Neff, K. D. (2018). Self-compassion is associated with reduced self-presentation concerns and increased student communication behavior. Learning and Individual Differences, 67, 223-231.
  • MacBeth, A., & Gumley, A. (2012). Exploring compassion: A meta-analysis of the association between self-compassion and psychopathology. Clinical psychology review, 32(6), 545-552.
  • Machin, J. E., Adkins, N. R., Crosby, E., Farrell, J. R., & Mirabito, A. M. (2019). The marketplace, mental well-being, and me: Exploring self-efficacy, self-esteem, and self-compassion in consumer coping. Journal of Business Research, 100, 410-420.
  • Maraldo, T. M., Zhou, W., Dowling, J., & Vander Wal, J. S. (2016). Replication and extension of the dual pathway model of disordered eating: The role of fear of negative evaluation, suggestibility, rumination, and self-compassion. Eating behaviors, 23, 187-194.
  • Marshall, S. L., Ciarrochi, J., Parker, P. D., & Sahdra, B. K. (2020). Is self‐compassion selfish? The development of self‐compassion, empathy, and prosocial behavior in adolescence. Journal of Research on Adolescence, 30, 472-484.
  • Moruzzi, R., & Sirieix, L. (2015). Paradoxes of sustainable food and consumer coping strategies: a comparative study in F rance and I taly. International Journal of Consumer Studies, 39(5), 525-534.
  • Müller, A., Brand, M., Claes, L., Demetrovics, Z., De Zwaan, M., Fernández-Aranda, F., ... & Kyrios, M. (2019). Buying-shopping disorder—is there enough evidence to support its inclusion in ICD-11?. CNS spectrums, 24(4), 374-379.
  • Müller, A., Steins-Loeber, S., Trotzke, P., Vogel, B., Georgiadou, E., & De Zwaan, M. (2019). Online shopping in treatment-seeking patients with buying-shopping disorder. Comprehensive Psychiatry, 94, 152120.
  • Neff, K. D. (2011). Self‐compassion, self‐esteem, and well‐being. Social and personality psychology compass, 5(1), 1-12.
  • Neff, K. D. (2012). The science of self-compassion. Compassion and wisdom in psychotherapy, 1, 79-92.
  • Neff, K. D., Kirkpatrick, K. L., & Rude, S. S. (2007). Self-compassion and adaptive psychological functioning. Journal of research in personality, 41(1), 139-154.
  • Peng, Y. Q., & Shen, J. D. (2012). The analysis of self-compassion and self-construal in the compassion-contemplation of Buddhism. Advances in Psychological Science, 20(9), 1479.
  • Phillips, W. J., & Wisniewski, A. T. (2021). Self-compassion moderates the predictive effects of social media use profiles on depression and anxiety. Computers in Human Behavior Reports, 4, 100128.
  • Plazonic, N., & Herrada Vazquez, I. (2020). Self-Regulation of Eating Behavior When Facing a Motivational Dilemma: The Role of Self-Compassion and Coping Planning.
  • Rose, S., & Dhandayudham, A. (2014). Towards an understanding of Internet-based problem shopping behaviour: The concept of online shopping addiction and its proposed predictors. Journal of behavioral addictions, 3(2), 83-89.
  • Sivanathan, N., & Pettit, N. C. (2010). Protecting the self through consumption: Status goods as affirmational commodities. Journal of Experimental Social Psychology, 46(3), 564-570.
  • Slater, A., Varsani, N., & Diedrichs, P. C. (2017). # fitspo or# loveyourself? The impact of fitspiration and self-compassion Instagram images on women’s body image, self-compassion, and mood. Body image, 22, 87-96.
  • Suzuki, S., & Kanno, S. (2018). Self-gifting in interdependent cultures: Lonely mothers and self-compassion. ACR European Advances.
  • Tan, Y., Gong, Y., Xie, J., Li, J., & Liu, Y. (2022). More mindfulness, less conspicuous consumption? Evidence from middle-aged Chinese consumers. Journal of Retailing and Consumer Services, 69, 103096.
  • Tantleff-Dunn, S., & Thompson, J. K. (2000). Breast and chest size satisfaction: Relation to overall body image and self-esteem. Eating disorders, 8(3), 241-246.
  • Topçu, S., & Leana-Taşcılar, M. Z. (2018). The role of motivation and self-esteem in the academic achievement of Turkish gifted students. Gifted Education International, 34(1), 3-18.
  • Umphrey, L. R., & Sherblom, J. C. (2014). The relationship of hope to self-compassion, relational social skill, communication apprehension, and life satisfaction. International Journal of Wellbeing, 4(2).
  • Welp, L. R., & Brown, C. M. (2014). Self-compassion, empathy, and helping intentions. The Journal of Positive Psychology, 9(1), 54-65.
  • Yang, Y., Zhang, M., & Kou, Y. (2016). Self-compassion and life satisfaction: The mediating role of hope. Personality and Individual Differences, 98, 91-95.
There are 48 citations in total.

Details

Primary Language Turkish
Subjects Regional Studies
Journal Section Articles
Authors

Nihan Tomris Küçün 0000-0001-5548-6093

Publication Date March 16, 2023
Submission Date August 24, 2022
Published in Issue Year 2023 Volume: 16 Issue: 41

Cite

APA Tomris Küçün, N. (2023). Öz Şefkat Yaklaşımının Tüketici Davranışı Üzerindeki Etkisinin İncelenmesi. Motif Akademi Halkbilimi Dergisi, 16(41), 379-390. https://doi.org/10.12981/mahder.1166422