Enerji Eşya Yoluyla Bulaşır mı? Tüketici Davranışının Soyut Bulaşma Etkisi Kapsamında İncelenmesi

Year 2025, Volume: 20 Issue: 1, 149 - 181

Gizem Tokmak Danışman

Abstract

Bu çalışmada kaynağın soyut özelliklerinin (örn. huy, ruh hâli, öz vb.), temas ettiği alıcıya bulaştığı yönündeki rasyonel olmayan düşünce olarak ifade edilebilecek soyut bulaşma etkisinin tüketici davranışındaki yansımalarını ortaya çıkarmak amaçlanmıştır. Bu amaç doğrultusunda soyut bulaşma etkisi ile tüketici davranışını ilişkilendiren senaryolar hazırlanmış ve katılımcıların bu senaryolardaki soyut bulaşma etkisini deneyimleyen tüketicilerin tutumları hakkındaki düşünceleri, derinlemesine görüşme tekniğiyle elde edilmiştir. Nitel içerik analizi yaklaşımıyla yapılan analiz sonucunda manevi öz bulaşması, çağrışımsal bulaşma ve sembolik bulaşma türünde soyut bulaşma etkilerine yönelik tüketici davranışı bulguları tespit edilmiştir.

Keywords

soyut bulaşma etkisi, manevi öz bulaşması, çağrışımsal bulaşma, sembolik bulaşma, tüketici davranışı

Can Spiritual Energy Be Transferred Through Items? Investigation of Consumer Behavior within Spiritual Contagion Effect

Abstract

The objective of this study is to elucidate the impact of the spiritual contagion effect on consumer behaviour. This effect can be conceptualised as the non-rational thought that the intangible characteristics of the source (e.g. temperament, mood, essence, etc.) contaminate the recipient. In order to achieve this, scenarios were created which linked the spiritual contagion effect with consumer behaviour. Subsequently, the participants' thoughts about the attitudes of consumers who had experienced the spiritual contagion effect in these scenarios were obtained through an in-depth interview technique. The results of the qualitative content analysis indicated that some consumers exhibited behaviours influenced by the spiritual contagion, including the spiritual essence model, the associative model and the symbolic interaction model of the contagion effect.

Keywords

spiritual contagion effect, spiritual essence model of contagion, associative model of contagion, symbolic interation model of contagion, consumer behavior

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