Year 2025,
Volume: 14 Issue: 4, 1487 - 1499, 03.10.2025
Aylin Ecem Gursen
,
Ahmet Şekerkaya
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Year 2025,
Volume: 14 Issue: 4, 1487 - 1499, 03.10.2025
Aylin Ecem Gursen
,
Ahmet Şekerkaya
References
-
Ahmed, I., Al Masud, A., Hossain, M. A., & Kim, M. (2025). Understanding customer switching behavior: An
empirical examination of mobile financial services. Social Sciences & Humanities Open, 11, 101270.
-
Archuleta, K. L., Britt, S. L., & Klontz, B. T. (2016). Financial therapy. In J. J. Xiao (Ed.), Handbook of consumer
finance research (pp. 73–82). Springer Nature.
-
Beckett, A., Hewer, P., & Howcroft, B. (2000). An exposition of consumer behaviour in the financial services
industry. International Journal of Bank Marketing, 18(1), 15–26.
https://www.emerald.com/insight/content/doi/10.1108/02652320010315325/full/pdf
-
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67. https://www.sciencedirect.com/science/article/abs/pii/016748709090046C
-
Burgess, S. M. (2007). Toward a theory on the content and structure of money attitudes. ACR North American
Advances
-
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-
Chuah, S. H., & Devlin, J. (2011). Behavioural economics and financial services marketing: A review. International
Journal of Bank Marketing, 29(6), 456–469.
https://www.emerald.com/insight/content/doi/10.1108/02652321111165257/full/full/html
-
De Medeiros, J. F., Ribeiro, J. L. D., & Cortimiglia, M. N. (2016). Influence of perceived value on purchasing
decisions of green products in Brazil. Journal of Cleaner Production, 110, 158–169.
-
DeVaney, S. A. (2016). Financial issues of older adults. In J. J. Xiao (Ed.), Handbook of consumer finance
research (pp. 155–166). Springer Nature.
-
DiClemente, D. F., & Hantula, D. A. (2003). Applied behavioral economics and consumer choice. Journal of
Economic Psychology, 24(5), 589–602. doi:10.1016/S0167-4870(03)00003-5
-
Donnelly, G., Iyer, R., & Howell, R. T. (2012). The Big Five personality traits, material values, and financial well-
being of self-described money managers. Journal of Economic Psychology, 33(6), 1129–1142.
https://doi.org/10.1016/j.joep.2012.08.001
-
Duh, H. I. (2016). Childhood family experiences and young Generation Y money attitudes and materialism.
Personality and Individual Differences, 95, 134–139. https://doi.org/10.1016/j.paid.2016.02.027
-
Durvasula, S., & Lysonski, S. (2010). Money, money, money—How do attitudes toward money impact vanity and
materialism? The case of young Chinese consumers. Journal of Consumer Marketing, 27(2), 169–179.
https://doi.org/10.1108/07363761011027268
-
Dutta, A., & Singh, S. (2025). Metaverse Metamorphosis: Fintech's Evolution Catalyzing New Era of Consumer
Behavior. Journal of Consumer Behaviour, 24(1), 420-435.
-
Ehrlich, E., & Fanelli, D. (2012). The financial services marketing handbook: Tactics and techniques that
produce results. Wiley.
-
Engelberg, E., & Sjöberg, L. (2006). Money attitudes and emotional intelligence. Journal of Applied Social
Psychology, 36(8), 2027–2047. https://doi.org/10.1111/j.0021-9029.2006.00092.x
-
Fain, D., & Roberts, M. L. (1997). Technology vs. consumer behavior: The battle for the financial services
customer. Journal of Direct Marketing, 11(1), 44–54. https://doi.org/10.1002/(SICI)1522-7138(199724)11:1<44::AID-
DIR5>3.0.CO;2-Z
-
Fan, L. (2023). Consumer financial information processing: An integrated approach to examine individual
differences. International Journal of Consumer Studies, 47(2), 703–722. https://doi.org/10.1111/ijcs.12859
-
Fenton‐O'Creevy, M., & Furnham, A. (2020). Personality, ideology, and money attitudes as correlates of
financial literacy and competence. Financial Planning Review, 3(1), e1070. https://doi.org/10.1002/cfp2.1070
-
Flavián, C., Guinaliu, M., & Lu, Y. (2020). Mobile payments adoption—Introducing mindfulness to better
understand consumer behavior. International Journal of Bank Marketing, 38(7), 1575–1599.
https://doi.org/10.1108/IJBM-01-2020-0039
-
Foxall, G. R., Oliveira-Castro, J. M., James, V. K., Schrezenmaier, T. C., Foxall, G. R., Oliveira, J. M., &
Schrezenmaier, T. C. (2007). The behavioral economics of consumer brand choice: Patterns of reinforcement
and utility maximization. In The behavioral economics of brand choice (pp. 125–164). Palgrave Macmillan.
-
Foxall, G. R. (2003). The behavior analysis of consumer choice: An introduction to the special issue. Journal of
Economic Psychology, 24(5), 581–588. https://doi.org/10.1016/S0167-4870(03)00002-3
-
Furnham, A. (2014). The new psychology of money. Routledge.
-
Furnham, A. (1984). Many sides of the coin: The psychology of money usage. Personality and Individual
Differences, 5(5), 501–509. https://doi.org/10.1016/0191-8869(84)90025-4
-
Gentina, E., & Tang, T. L. P. (2018). Does adolescent popularity mediate relationships between both theory of
mind and love of money and consumer ethics? Applied Psychology, 67(4), 723–767. https://iaap-
journals.onlinelibrary.wiley.com/doi/full/10.1111/apps.12148
-
Goldstein, D. G., & Gigerenzer, G. (2002). Models of ecological rationality: The recognition heuristic.
Psychological Review, 109(1), 75. https://doi.org/10.1037/0033-295X.109.1.75
-
Gudmunson, C. G., Ray, S. K., & Xia, J. J. (2016). Financial socialization. In J. J. Xiao (Ed.), Handbook of consumer
finance research (pp. 61–72). Springer Nature.
-
Gui, D. Y., Liu, S., Dai, Y., Liu, Y., Wang, X., & Huang, H. (2021). Greater patience and monetary expenditure: How
shopping with companions influences purchase decisions. Journal of Retailing and Consumer Services, 63,
102665.
-
Gültekin, B. (2018). Influence of the love of money and morality on intention to purchase counterfeit apparel.
Social Behavior and Personality: An International Journal, 46(9), 1421–1436. https://doi.org/10.2224/sbp.7368
-
Hanley, A., & Wilhelm, M. S. (1992). Compulsive buying: An exploration into self-esteem and money attitudes.
Journal of Economic Psychology, 13(1), 5–18. https://doi.org/10.1016/0167-4870(92)90049-D
-
Harnish, R. J., Bridges, K. R., Gump, J. T., & Carson, A. E. (2019). The maladaptive pursuit of consumption: The
impact of materialism, pain of paying, social anxiety, social support, and loneliness on compulsive buying.
International Journal of Mental Health and Addiction, 17, 1401–1416. https://doi.org/10.1007/s11469-018-9883-y
-
Hastings, J. S., Madrian, B. C., & Skimmyhorn, W. L. (2013). Financial literacy, financial education, and economic
outcomes. Annual Review of Economics, 5(1), 347–373.
https://www.nber.org/system/files/working_papers/w18412/w18412.pdf
-
Hira, T. K. (2016). Financial sustainability and personal finance education. In J. J. Xiao (Ed.), Handbook of
consumer finance research (pp. 195–204). Springer Nature.
-
Jang, S., Prasad, A., & Ratchford, B. T. (2012). How consumers use product reviews in the purchase decision
process. Marketing letters, 23, 825-838.
-
Kamran, S., & Uusitalo, O. (2019). Banks' unfairness and the vulnerability of low-income unbanked consumers.
The Service Industries Journal, 39(1), 65–85. https://doi.org/10.1080/02642069.2018.1436704
-
Kelly, A. E. (2024). The sustainability and contribution of Generation Z influenced by hedonic and utilitarian
values to use mobile money services for fee payment. Telematics and Informatics Reports, 14, 100145.
-
Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research,
22(1), 41–53. https://doi.org/10.1177/0022243785022001
-
Lavin, J. F., Valle, M. A., & Magner, N. S. (2019). Heuristics in mutual fund consumers' willingness‐to‐invest: An
experimental approach. Journal of Consumer Affairs, 53(4), 1970–2002. https://doi.org/10.1111/joca.12279
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Finansal Hizmet Pazarlamasında Paranın Psikolojisine Tüketici Davranışı Odaklı Bir Bakış
Year 2025,
Volume: 14 Issue: 4, 1487 - 1499, 03.10.2025
Aylin Ecem Gursen
,
Ahmet Şekerkaya
Abstract
Bu çalışmanın amacı tüketicinin para ile kurduğu ilişkiyi paranın psikolojisi ve davranışsal ekonomi odaklı bir yaklaşım ile açıklamaktır. Tüketici davranışı ve pazarlama disiplinlerinin tüketicinin para ile kurduğu ilişkiyi anlamada davranışsal ekonomi, psikoloji gibi disiplinlerin desteğini alması literatürde altı çizilmiş bir konudur. Tüketicinin parayla kurduğu ilişki çok farklı sektörleri ilgilendirse de çalışmamızda kapsayıcılığı ve geniş hedef pazarının etkisiyle finans sektörü odaklı bir çerçeve belirlenmiştir. Bu doğrultuda bir literatür incelemesi gerçekleştirilmiştir. Bu kapsamda öncelikle tüketici davranışı ve pazarlama disiplinleri açısından paranın psikolojisi konusu detaylandırılmış ardından konunun davranışsal ekonomi ile ilişkisi ele alınmıştır. Sonrasında para ile kurulan ilişki açısından tüketici davranışında öne çıkan konulara yer verilmiş ardından konu finansal hizmetler özelinde detaylandırılmıştır. Sonuç bölümünde öncelikle alanın mevcut durumu kısaca tartışılmış ardından konuya ilişkin gelecek araştırma alanları sunulmuştur. Bulgularımız, psikoloji ve davranışsal ekonominin, tüketicinin parayla olan ilişkisini anlamada değerli bakış açıları sunduğunu önermektedir. Ancak, bu alanın disiplinlerarası araştırma potansiyeli bu alanlarla sınırlı değildir. Finansla ilgili değişkenlerin genişletilmesi ve kültür ya da cinsiyet temelli karşılaştırmalı çalışmalar yapılması, alanı daha da zenginleştirebilir. Ayrıca, tüketici refahı, farkındalık ve finansla ilişkili davranışsal faktörler gibi görece az incelenmiş değişkenleri içerecek şekilde tüketici tipolojilerinin genişletilmesi, kişiselleştirilmiş hizmetler için önemli içgörüler sağlayabilir.
Ethical Statement
“Finansal Hizmet Pazarlamasında Paranın Psikolojisine Tüketici Davranışı Odaklı Bir Bakış” başlıklı çalışmanın yazım sürecinde bilimsel kurallara, etik ve alıntı kurallarına uyulmuş; toplanan veriler üzerinde herhangi bir tahrifat yapılmamış ve bu çalışma herhangi başka bir akademik yayın ortamına değerlendirme için gönderilmemiştir. Bu araştırma doküman incelemesine dayalı olarak yapıldığından etik kurul kararı zorunluluğu bulunmamaktadır.
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-
Xiao, J. J., & O'Neill, B. (2016). Consumer financial education and financial capability. International Journal of
Consumer Studies, 40(6), 712–721. https://doi.org/10.1111/ijcs.12285
-
Xiao, J. J., Chen, C., & Sun, L. (2015). Age differences in consumer financial capability. International Journal of
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Xiao, J. J., Ford, M. W., & Kim, J. (2011). Consumer financial behavior: An interdisciplinary review of selected
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A Consumer Behavior-Oriented Look at the Psychology of Money in Financial Services Marketing
Year 2025,
Volume: 14 Issue: 4, 1487 - 1499, 03.10.2025
Aylin Ecem Gursen
,
Ahmet Şekerkaya
Abstract
This study aims to explain how consumers interact with their finances, focusing on behavioral economics and the psychology of money. The existing literature underscores the role of psychology and behavioral economics in understanding consumer perceptions of money within marketing and consumer behavior research. While consumer financial behaviors influence various industries, this study focuses specifically on the financial sector due to its broad relevance and inclusivity. Accordingly, a literature review was conducted. In this context, the psychology of money was first elaborated from the perspectives of consumer behavior and marketing disciplines. Subsequently, the relationship between the topic and behavioral economics was examined. Key consumer behavior issues, especially regarding individuals' relationship with money, were discussed, then narrowed to financial services. In the conclusion section, the current state of the field was briefly reviewed, and potential areas for future research and practical applications were presented. Our findings suggest that psychology and behavioral economics offer valuable perspectives for understanding the consumer’s relationship with money. However, the interdisciplinary research potential of this field extends beyond these areas. Broadening finance-related variables and conducting comparative studies based on culture or gender can further enrich the field. Additionally, expanding consumer typologies to include relatively underexplored variables such as consumer well-being, mindfulness, and finance-related behavioral factors may provide important insights for personalized services.
Ethical Statement
The writing process of the study titled 'A Consumer Behavior-Oriented Look at the Psychology of Money in Financial Services Marketing' adhered to scientific guidelines, ethical standards, and citation rules; no alterations were made to the collected data, and this study has not been submitted for review to any other academic publication platform. Ethical committee approval is not required for this study.
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