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TÜKETİCİ DAVRANIŞINDA TEMEL YAKLAŞIMLAR

Year 2008, Volume: 2 Issue: 3, 1 - 19, 01.12.2008

Tahir Albayrak Şafak Aksoy

Abstract

Tüketici davranışı ile ilgili araştırmaların tarihsel gelişimleri incelendiğinde genel olarak pozitivist ve pozitivist olmayan yaklaşımlar olmak üzere iki farklı bakış açısı altında ele alınmış olduklarından söz edilebilir. Pozitivist bakış açısı akılcılığı ve homojen sosyal kültürü savunup, tüketicilerin içinde bulunduğu karmaşık sosyal ve kültürel dünyayı yadsırken, pozitivist olmayan bakış açısı simgesel ve öznel deneyimlere ve tüketicilerin ait oldukları kültürel değerlere önem vermektedir. Bu çalışmada değer yaklaşımı, bilgi işleme yaklaşımı, duygusal yaklaşım ve işaret kullanma teorisi gibi pozitivist yaklaşımlar ile pozitivist olmayan yorumlayıcı yaklaşım, modern ötesi yaklaşım ve tüketici kültürü teorisi kısaca açıklanmaya çalışılmıştır

Keywords

Tüketici davranışı değer yaklaşımı bilgi işleme yaklaşımı duygusal yaklaşım işaret kullanma teorisi

References

  • Agarwal J., Malhotra N.K. (2005), “An Integrated Model of Attitude and Affect: Theore- tical Foundation and an Emprical Investigatıon”, Journal of Business Research, 58, 483-493
  • Arnould E.J., Thompson C.J. (2005), “Consumer Culture Theory (CCT): Twenty Years of Research, Journal of Consumer Research, 31(March), 868-882
  • Bagozzi R.P., Gopinath M., Nyer P.U. (1999), “The Role of Emotions in Marketing”, Jour- nal of the Academy of Marketing Science, 27(2), 184-206
  • Bakamitsos G.A., Siomkos G.J. (2004), “Context Effects in Marketing Practice: The Case of Mood”, Journal of Consumer Behavior, 3(4), 304-314
  • Bettman J.R. (1970), “Information Processing Models of Consumer Behavior”, Journal of Marketing Research, 7(August), 370-376
  • Bettman J.R. (1971), “The Structure of Consumer Choice Processes”, Journal of Marketing Research, 8(November), 465-471
  • Bettman J.R., Luce M.F., Payne J.W. (1998), “Constructive Consumer Choice Processes”, Jounal of Consumer Research, 25, 187-217
  • Bolton R.N., Drew J.H. (1991), “A Multistage Model of Customers’ Assessments of Servi- ce Quality and Value”, Journal of Consumer Research, 17(March), 375-384
  • Brown, S. (1995), “Postmodern Marketing Research: No Representation without Taxa- tion”, Journal of Marketing Research Society, 37(3), 287-310
  • Celsi R.L., Olson J.C. (1988), “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15 (September), 210-224
  • Chung J., Yu J.P., Pysarchik D.T. (2006), “Cue Utilization to Assess Food Product Qua- lity: A Comparison of Consumers and Retailers in India”, International Review of Retail, Distribution and Consumer Research, 16(2), 199-214
  • Cova B., Elliott R. (2008), “Everything You Always Wanted to Know About Interpretive Consumer Research But Were Afraid to Ask”, Qualitative Market Research: An International Journal, 11(2), 121-129
  • Cretu A.E., Brodie R.J. (2007), The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspecti- ve”, Industrial Marketing Management, 36(2), 230-240
  • Engel J.F., Blackwell R.D., Miniard P.W. (1986), Consumer Behavior, Dryden, U.S.A.
  • Firat, A.F., Sherry, J.F. and Venkatesh, A. (1994), “Postmodernism, Marketing and the Consumer”, International Journal of Research in Marketing, 11, 311-316
  • Firat, A.F., Dholakia, N. and Venkatesh, A. (1995), “Marketing in a Postmodern World”, European Journal of Marketing, .29(1), 40-56
  • Gardner M.P. (1985), “Mood States and Consumer Behavior: A Critical Review”, Jounal of Consumer Research, 12(December), 281-300
  • Hansen T. (2005), “Perspectives on Consumer Decision Making: An Integrated Appro- ach”, Journal of Consumer Behaviour, 4(6), 420-437
  • Hawkins D.I., Mothersbaugh D.L., Best R.J. (2007), Consumer Behavior Building Marke- ting Strategy, McGraw Hill, U.S.A.
  • Holbrook M.B., Batra R. (1987), “Assessing the Role of Emotions as Mediators of Consu- mer Responses to Advertising”, Journal of Consumer Research, 14(December), 404-420
  • Holbrook M.B., Hirschman E.C. (1982), “The Experiential Aspects of Consumption: Con- sumer Fantasies, Feelings, and Fun”, Journal of Consumer Research, 9(September), 132-140
  • Kavanagh, D. (1994), “Hunt versus Anderson: Round 16”, European Journal of Marke- ting,.28(3), 26-41
  • Laurent G., Kapferer J. (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22(February), 41-53
  • Lai A.W. (1995), “Consumer Values, Product Benefits and Customer Value: A Consump- tion Behavior Approach”, Advances in Consumer Research, 22, 381-388
  • Leavitt H.J. (1954), “A Note on Some Experimental Findings about the Meanings of Pri- ce”, The Journal of Business, 27(3), 205-210
  • Luce M.F., Bettman J.R., Payne J.W. (2001), “An Integrated Model of Trade-Off Difficulty and Consumer Choice”, Journal of Consumer Research; Gainesville, 1, 11-36
  • Malhotra N.K. (2005), “Attitude and Affect: New Frontiers of Research in the 21st Cen- tury”, Journal of Business Research, 58(4), 477-482
  • Mano H. (1990), “Emotional States and Decision Making”, Advances in Consumer Research, 17, 577-584
  • Marsden D., Littler D., “Positioning Alternative Perspectives of Consumer Behaviour”, Journal of Marketing Management, 14, 3-28
  • Odabaşı Y., Barış G. (2002), Tüketici Davranışı, MediaCat kitapları, İstanbul
  • Olson J.C. (1978), “Inferential Belief Formation in the Cue Utilization Process”, Advances in Consumer Research, 5(1), 706-713
  • Pachauri M. (2002), “Consumer Behavior: A Literature Review”, The Marketing Review, 2, 319-355
  • Rao A.R., Monroe K.B. (1988), “The Moderating Effect of Prior Knowledge on Cue Utili- zation in Product Evaluations”, Jounal of Consumer Research, 15, 253-264
  • Rao A.R., Monroe K.B. (1989), “ The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review”, Journal of Marketing Research, 26(3), 351-357
  • Richardson P.S., Dick A.S., Jain A.K. (1994), “Extrinsic and Intrinsic Cue Effects on Per- ceptions of Store Brand Quality”, Journal of Marketing, 58(4), 28-36
  • Shiv B., Fedorikhin A. (1999), “Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making”, Journal of Consumer Research, 26 (December), 278-292
  • Sweeney J.C., Soutar G.N: (2001), “Consumer Perceived Value: The Development of a Multiple Item Scale”, Journal of Retailing, 77, 203-220
  • Swinyard W.R. (1993), “The Effects of Mood, Involvement, and Quality of Store Expe- rience on Shopping Intentions”, Journal of Consumer Research, 20(September), 271-280
  • Szmigin I., Foxall G. (2000), “Interpretive Consumer Research: How Far Have We Ca- me?”, Qualitative Market Research: An International Journal, 3(4), 187-197
  • Teas R.K., Agarwal S. (2000), “The Effects of Extrinsic Product Cues on Consumers’ Per- ceptions of Quality, Sacrifice, and Value”, Journal of the Academy of Marketing Science, 28(2), 278-290
  • Woodruff R.B. (1997), “Customer Value: The Next Source for Competitive Advantage”, Journal of the Academy of Marketing Science, 25(2), 139-153
  • Zeithaml V.A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means End Model and Synthesis of Evidence”, Journal of Marketing, 52 (July), 2-22

Year 2008, Volume: 2 Issue: 3, 1 - 19, 01.12.2008

Tahir Albayrak Şafak Aksoy

Abstract

Reviewing the historical background of research on consumer behaviour, contributions can be divided into two different categories as positivist paradigm and non-positivist paradigm. Proponents of the positivist paradigm centre on the rational view and homogeneous culture, but ignore the complexity of consumers’ social and cultural world. On the other hand, defenders of the non-positivist paradigm emphasize the importance of symbolic and subjective experience, referring to the cultural values that consumers belong to. This article briefly reviews the value perspective, information processing perspective, emotional perspective, cue utilization theory in the positivist paradigm, and the interpretive perspective, postmodern perspective, and consumer culture theory in the non-positivist paradigm

Keywords

Consumer behaviour value perspective information processing perspective emotional perspective cue utilization theory

References

  • Agarwal J., Malhotra N.K. (2005), “An Integrated Model of Attitude and Affect: Theore- tical Foundation and an Emprical Investigatıon”, Journal of Business Research, 58, 483-493
  • Arnould E.J., Thompson C.J. (2005), “Consumer Culture Theory (CCT): Twenty Years of Research, Journal of Consumer Research, 31(March), 868-882
  • Bagozzi R.P., Gopinath M., Nyer P.U. (1999), “The Role of Emotions in Marketing”, Jour- nal of the Academy of Marketing Science, 27(2), 184-206
  • Bakamitsos G.A., Siomkos G.J. (2004), “Context Effects in Marketing Practice: The Case of Mood”, Journal of Consumer Behavior, 3(4), 304-314
  • Bettman J.R. (1970), “Information Processing Models of Consumer Behavior”, Journal of Marketing Research, 7(August), 370-376
  • Bettman J.R. (1971), “The Structure of Consumer Choice Processes”, Journal of Marketing Research, 8(November), 465-471
  • Bettman J.R., Luce M.F., Payne J.W. (1998), “Constructive Consumer Choice Processes”, Jounal of Consumer Research, 25, 187-217
  • Bolton R.N., Drew J.H. (1991), “A Multistage Model of Customers’ Assessments of Servi- ce Quality and Value”, Journal of Consumer Research, 17(March), 375-384
  • Brown, S. (1995), “Postmodern Marketing Research: No Representation without Taxa- tion”, Journal of Marketing Research Society, 37(3), 287-310
  • Celsi R.L., Olson J.C. (1988), “The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15 (September), 210-224
  • Chung J., Yu J.P., Pysarchik D.T. (2006), “Cue Utilization to Assess Food Product Qua- lity: A Comparison of Consumers and Retailers in India”, International Review of Retail, Distribution and Consumer Research, 16(2), 199-214
  • Cova B., Elliott R. (2008), “Everything You Always Wanted to Know About Interpretive Consumer Research But Were Afraid to Ask”, Qualitative Market Research: An International Journal, 11(2), 121-129
  • Cretu A.E., Brodie R.J. (2007), The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspecti- ve”, Industrial Marketing Management, 36(2), 230-240
  • Engel J.F., Blackwell R.D., Miniard P.W. (1986), Consumer Behavior, Dryden, U.S.A.
  • Firat, A.F., Sherry, J.F. and Venkatesh, A. (1994), “Postmodernism, Marketing and the Consumer”, International Journal of Research in Marketing, 11, 311-316
  • Firat, A.F., Dholakia, N. and Venkatesh, A. (1995), “Marketing in a Postmodern World”, European Journal of Marketing, .29(1), 40-56
  • Gardner M.P. (1985), “Mood States and Consumer Behavior: A Critical Review”, Jounal of Consumer Research, 12(December), 281-300
  • Hansen T. (2005), “Perspectives on Consumer Decision Making: An Integrated Appro- ach”, Journal of Consumer Behaviour, 4(6), 420-437
  • Hawkins D.I., Mothersbaugh D.L., Best R.J. (2007), Consumer Behavior Building Marke- ting Strategy, McGraw Hill, U.S.A.
  • Holbrook M.B., Batra R. (1987), “Assessing the Role of Emotions as Mediators of Consu- mer Responses to Advertising”, Journal of Consumer Research, 14(December), 404-420
  • Holbrook M.B., Hirschman E.C. (1982), “The Experiential Aspects of Consumption: Con- sumer Fantasies, Feelings, and Fun”, Journal of Consumer Research, 9(September), 132-140
  • Kavanagh, D. (1994), “Hunt versus Anderson: Round 16”, European Journal of Marke- ting,.28(3), 26-41
  • Laurent G., Kapferer J. (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, 22(February), 41-53
  • Lai A.W. (1995), “Consumer Values, Product Benefits and Customer Value: A Consump- tion Behavior Approach”, Advances in Consumer Research, 22, 381-388
  • Leavitt H.J. (1954), “A Note on Some Experimental Findings about the Meanings of Pri- ce”, The Journal of Business, 27(3), 205-210
  • Luce M.F., Bettman J.R., Payne J.W. (2001), “An Integrated Model of Trade-Off Difficulty and Consumer Choice”, Journal of Consumer Research; Gainesville, 1, 11-36
  • Malhotra N.K. (2005), “Attitude and Affect: New Frontiers of Research in the 21st Cen- tury”, Journal of Business Research, 58(4), 477-482
  • Mano H. (1990), “Emotional States and Decision Making”, Advances in Consumer Research, 17, 577-584
  • Marsden D., Littler D., “Positioning Alternative Perspectives of Consumer Behaviour”, Journal of Marketing Management, 14, 3-28
  • Odabaşı Y., Barış G. (2002), Tüketici Davranışı, MediaCat kitapları, İstanbul
  • Olson J.C. (1978), “Inferential Belief Formation in the Cue Utilization Process”, Advances in Consumer Research, 5(1), 706-713
  • Pachauri M. (2002), “Consumer Behavior: A Literature Review”, The Marketing Review, 2, 319-355
  • Rao A.R., Monroe K.B. (1988), “The Moderating Effect of Prior Knowledge on Cue Utili- zation in Product Evaluations”, Jounal of Consumer Research, 15, 253-264
  • Rao A.R., Monroe K.B. (1989), “ The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review”, Journal of Marketing Research, 26(3), 351-357
  • Richardson P.S., Dick A.S., Jain A.K. (1994), “Extrinsic and Intrinsic Cue Effects on Per- ceptions of Store Brand Quality”, Journal of Marketing, 58(4), 28-36
  • Shiv B., Fedorikhin A. (1999), “Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making”, Journal of Consumer Research, 26 (December), 278-292
  • Sweeney J.C., Soutar G.N: (2001), “Consumer Perceived Value: The Development of a Multiple Item Scale”, Journal of Retailing, 77, 203-220
  • Swinyard W.R. (1993), “The Effects of Mood, Involvement, and Quality of Store Expe- rience on Shopping Intentions”, Journal of Consumer Research, 20(September), 271-280
  • Szmigin I., Foxall G. (2000), “Interpretive Consumer Research: How Far Have We Ca- me?”, Qualitative Market Research: An International Journal, 3(4), 187-197
  • Teas R.K., Agarwal S. (2000), “The Effects of Extrinsic Product Cues on Consumers’ Per- ceptions of Quality, Sacrifice, and Value”, Journal of the Academy of Marketing Science, 28(2), 278-290
  • Woodruff R.B. (1997), “Customer Value: The Next Source for Competitive Advantage”, Journal of the Academy of Marketing Science, 25(2), 139-153
  • Zeithaml V.A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means End Model and Synthesis of Evidence”, Journal of Marketing, 52 (July), 2-22
There are 42 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Tahir Albayrak This is me

Şafak Aksoy This is me

Publication Date December 1, 2008
Published in Issue Year 2008 Volume: 2 Issue: 3

Cite

APA Albayrak, T., & Aksoy, Ş. (2008). TÜKETİCİ DAVRANIŞINDA TEMEL YAKLAŞIMLAR. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 2(3), 1-19.