Psychological Foundations of Marketing: Literature Research

Year 2022, Volume: 1 Issue: 1, 31 - 43, 30.06.2022

Asuman Bihter Civelek

Abstract

Especially from the second half of the 20th century, the science of psychology has started to examine consumer behaviors and influence marketing research with other academic disciplines. Marketing continues to strengthen its foundations in psychology as well as many social sciences such as anthropology and sociology. In this study, the interaction between psychology and the marketing discipline is presented from a historical perspective. It examines a theoretical evaluation of psychological effects on the marketing discipline in different periods and the historical development of practices. This study begins by examining the relationship between marketing and psychology from a historical perspective. In the continuation of the study, the psychological effects in schools of marketing thought, behavioral learning theories, the psychology-based theories used in marketing, and the psychological factors that affect consumers' purchasing decisions are investigated.

Keywords

Marketing, Psychology, Psychological Basis of Marketing, Literature Review

Pazarlamanın Psikolojik Temellerine Bakış: Literatür Araştırması

Abstract

Psikoloji bilimi özellikle 20. yüzyılın ikinci yarısından itibaren diğer akademik disiplinlerle beraber hem tüketici davranışlarını incelemeye başlamış hem de pazarlama araştırmalarını etkilemiştir. Pazarlama, psikolojinin yanı sıra antropoloji, sosyoloji gibi birçok sosyal bilimle ilişki içerisinde olarak temellerini güçlendirmeye devam etmektedir. Bu çalışmada psikoloji ve pazarlama disiplini arasındaki etkileşim tarihsel bir perspektiften ortaya konmaktadır. Psikolojinin, farklı dönemlerde pazarlama disiplinine olan etkileri ve yapılan uygulamaların tarihsel gelişimi hakkında kuramsal bir değerlendirme sunmaktadır. Bu bağlamda çalışma, tarihsel perspektiften pazarlamanın psikoloji bilimiyle ilişkisinin incelenmesiyle başlamaktadır. Çalışmanın devamında pazarlamanın düşünce okullarında psikolojik etkiler araştırılmış, davranışsal perspektiften pazarlamada uygulama alanı bulan kuramlar incelenmiş, psikoloji temelli teorilerin pazarlama alanındaki uygulamalarına bakılmış ve son olarak da tüketicilerin satın alma kararlarını etkileyen faktörlerden biri olan psikolojinin etkisi incelenmiştir.

Keywords

Pazarlama, Psikoloji, Pazarlamanın Psikolojik Temelleri, Literatür İncelemesi

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