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TÜKETİCİ KARAR VERME STİLİ İLE DÜŞÜNME STİLİ İLİŞKİSİ

Year 2017, 16. UIK Special Issue, 183 - 194, 15.09.2017
https://doi.org/10.18092/ulikidince.323705

Abstract

Bu çalışmanın
amacı; tüketicilerin karar davranışlarını incelemek ve tüketici karar verme
stili ile tüketicilerin düşünme stilleri arasındaki ilişkiyi araştırmaktır.
Tüketicilerin satın alma davranışları pazarlama disiplininin ana
konularından birisidir. Satın alma davranışı ile ilişkili olan konuların
başında karar verme davranışı gelmektedir. Bu sebeple karar verme davranışının
ilişkili olduğu değişkenlerin incelenmesi tüketicilerin satın alma
davranışlarını açıklamada önemli bir yer tutar. Düşünme stili, kişilerin
seçimleriyle ilgili konularda bilgilerin işlenmesiyle ilgili tercihleridir ve
tüketicilerin yaptığı seçimler üzerindeki etkisi kaçınılmazdır.  Araştırma kapsamında, İstanbul ili Bakırköy
ilçesindeki alışveriş merkezlerindeki tüketicilerden anket yoluyla veri
toplanmıştır. Yapılan analiz sonucunda, tüketici karar verme stilinin düşünme
stili ile ilişkisi saptanmış, ayrıca tüketici karar verme stilinin demografik
değişkenlerde farklılaşıp farklılaşmadığı incelenmiştir. Bu kapsamda; eğitim
seviyeleri
ve
yaşlara göre faklıllaşmadığı, cinsiyet ve gelir durumlarına göre farklılaştığı
görülmüştür.  

References

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  • Bernheim, B. D. (1984). Rationalizable strategic behavior. Econometrica: Journal of the Economet-ric Society, 1007-1028.
  • Biyalogorsky, E., & Gerstner, E. (2004). Contingent pricing to reduce price risks. Marketing Scien-ce, 23(1), 146-155.
  • Buluş, M. (2000). Öğretmen adaylarında yükleme karmaşıklığı, düşünme stilleri ve bilişsel tutarlılık tercihinin bazı psikososyal özellikler ve akademik başarı çerçevesinde incelenme-si. Yayınlanmamış Doktora Tezi.
  • Cowart, K. O., & Goldsmith, R. E. (2007). The influence of consumer decision‐making styles on onli-ne apparel consumption by college students. International Journal of Consumer Stu-dies, 31(6), 639-647.
  • D'Andrea et al.,( 2010). Journal of Consumer Marketing, Consumer decision making styles in retai-ling: evolution of mindsets and psychological impacts, Vol. 30 Issue: 1, pp.75-87.
  • Darden, W. R., & Ashton, D. (1974). Psychographic profiles of patronage preference gro-ups. Journal of Retailing, 50(4), 99-112.
  • Divakar, S., Ratchford, B. T., & Shankar, V. (2005). Practice Prize Article—CHAN4CAST: A Multic-hannel, Multiregion Sales Forecasting Model and Decision Support System for Consumer Packaged Goods. Marketing Science, 24(3), 334-350.
  • Engizek, N., & Şekerkaya, A. (2016). X ve Y Kuşağı Kadınlarının Karar Verme Tarzları Bakımından İn-celenmesi/Analyzing Generation X and Y Females Based on Their Decision Making Sty-les. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(36).
  • Epstein, S. , Pacini, R. , Denes-Raj, V. and Heier, H. (1996) ‘Individual Differences in Intuitive-experiential and Analytical-rational Thinking Styles’ , Journal of Personality and Social Psychology 71(2): 390-405.
  • Erciş, A., Ünal, S., & Can, P. (2008). Tüketicileri yaşam tarzları ve beyaz eşya satın alma karar süreç-leri açısından alt gruplara ayırmaya yönelik bir araştırma. Gazi Üniversitesi Endüstriyel Sa-natlar Eğitim Fakültesi Dergisi, 22, 35-49.
  • Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158.
  • Hess, J., & Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relations-hips. Journal of Consumer Marketing, 22(6), 313-322.
  • Herstein, I. N., & Milnor, J. (1953). An axiomatic approach to measurable utility. Econometrica, Jo-urnal of the Econometric Society, 291-297
  • Burns, D. J. (2011). Motıvatıons To Volunteer And Benefıts From Servıce Learnıng: An Exploratıon Of Marketıng Students. Journal for Advancement of Marketing Education, 18(1).
  • Lastovicka, J.L. (1982). On the validation of li-festyle traits: a review and illustration. Journal of Marketing Research, 19 (February), 126-38.
  • Konya, Ü. (1996). Tüketici Davranışlarında Kültür ve Alt Kültürlerin Etkisi ve Satın Almaya Yansıma-sına Yönelik Bir Uygulama. İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü Basıl-mamış Doktora Tezi.Lipman, B. L. (1991). How to decide how to decide how to...: Mode-ling limited rationality. Econometrica: Journal of the Econometric Society, 1105-1125.
  • Lysonski, S., Durvasula, S., & Zotos, Y. (1995). Consumer-decision making styles: a multi-country investigation. European Journal of Marketing, 30 (12), 10-21.
  • Lysonski, S., & Durvasula, S. (2013). Consumer decision making styles in retailing: evolution of mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), 75-87.
  • Malinvaud, E. (1972). Prices for individual consumption, quantity indicators for collective con-sumption. The Review of Economic Studies, 39(4), 385-405.
  • Mittal, V., Anderson, E. W., Sayrak, A., & Tadikamalla, P. (2005). Dual emphasis and the long-term financial impact of customer satisfaction. Marketing Science, 24(4), 544-555.
  • Moschis, G. P. (1976). Shopping orientations and consumer uses of information. Journal Lysonski, S., Durvasula, S., & Zotos, Y. (1996). Consumer decision-making styles: a multi-country in-vestigation. European journal of Marketing, 30(12), 10-21.
  • Rust, R. T., & Verhoef, P. C. (2005). Optimizing the marketing interventions mix in intermediate-term CRM. Marketing science, 24(3), 477-489.
  • Shugan, S. M. (2006). Are consumers rational? Experimental evidence?.
  • Shugan, S. M. (2006). Save research—Abandon the case method of teaching. Marketing Scien-ce, 25(2), 109-115.
  • Sproles, G. B. (1983). Conceptualization and Measurement of Optimal Consumer Decision‐Making. Journal of Consumer Affairs, 17(2), 421-438.
  • Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making sty-les. Journal of Consumer Affairs, 20(2), 267-279.
  • Sproles, G. B. (1985). Behavioral science theories of fashion. The psychology of fashion, 55-70.
  • Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making sty-les. Journal of Consumer Affairs, 20(2), 267-279.
  • Sternberg, R. J. (1994). Allowing for Thinking Styles. Educational leadership, 52(3), 36-40. Walters, CG. (1978). Consumer behavior. Theory and practice. Ontario. Richard D Irwin.of Retai-ling, 52(2), 61.
  • Wells, W. D. (1975). Psychographics: A critical review. Journal of Marketing Research, 196-213.
  • Wofgang, J. & Kannan, P. K. (2005). Understanding geographical markets of online firms using spa-tial models of customer choice. Marketing Science, 24(4), 623-634.
  • Yaşar, O. (2015). Davranışsal Karar Verme, Düşünme, Problem Çözme. Detay Yayıncılık.
  • Zhang, L. F. (2001). Do thinking styles contribute to academic achievement beyond self-rated abili-ties?. The Journal of Psychology, 135(6), 621-637.
  • Zhang, H., Sun, J., Liu, F., & G. Knight, J. (2014). Be rational or be emotional: advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), 2105-2126.
Year 2017, 16. UIK Special Issue, 183 - 194, 15.09.2017
https://doi.org/10.18092/ulikidince.323705

Abstract

References

  • Ankers, P., & Brennan, R. (2002). Managerial relevance in academic research: an exploratory study. Marketing Intelligence & Planning, 20(1), 15-21.
  • Bernheim, B. D. (1984). Rationalizable strategic behavior. Econometrica: Journal of the Economet-ric Society, 1007-1028.
  • Biyalogorsky, E., & Gerstner, E. (2004). Contingent pricing to reduce price risks. Marketing Scien-ce, 23(1), 146-155.
  • Buluş, M. (2000). Öğretmen adaylarında yükleme karmaşıklığı, düşünme stilleri ve bilişsel tutarlılık tercihinin bazı psikososyal özellikler ve akademik başarı çerçevesinde incelenme-si. Yayınlanmamış Doktora Tezi.
  • Cowart, K. O., & Goldsmith, R. E. (2007). The influence of consumer decision‐making styles on onli-ne apparel consumption by college students. International Journal of Consumer Stu-dies, 31(6), 639-647.
  • D'Andrea et al.,( 2010). Journal of Consumer Marketing, Consumer decision making styles in retai-ling: evolution of mindsets and psychological impacts, Vol. 30 Issue: 1, pp.75-87.
  • Darden, W. R., & Ashton, D. (1974). Psychographic profiles of patronage preference gro-ups. Journal of Retailing, 50(4), 99-112.
  • Divakar, S., Ratchford, B. T., & Shankar, V. (2005). Practice Prize Article—CHAN4CAST: A Multic-hannel, Multiregion Sales Forecasting Model and Decision Support System for Consumer Packaged Goods. Marketing Science, 24(3), 334-350.
  • Engizek, N., & Şekerkaya, A. (2016). X ve Y Kuşağı Kadınlarının Karar Verme Tarzları Bakımından İn-celenmesi/Analyzing Generation X and Y Females Based on Their Decision Making Sty-les. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(36).
  • Epstein, S. , Pacini, R. , Denes-Raj, V. and Heier, H. (1996) ‘Individual Differences in Intuitive-experiential and Analytical-rational Thinking Styles’ , Journal of Personality and Social Psychology 71(2): 390-405.
  • Erciş, A., Ünal, S., & Can, P. (2008). Tüketicileri yaşam tarzları ve beyaz eşya satın alma karar süreç-leri açısından alt gruplara ayırmaya yönelik bir araştırma. Gazi Üniversitesi Endüstriyel Sa-natlar Eğitim Fakültesi Dergisi, 22, 35-49.
  • Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision‐making styles: comparison between United States and Korean young consumers. Journal of Consumer Affairs, 26(1), 146-158.
  • Hess, J., & Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relations-hips. Journal of Consumer Marketing, 22(6), 313-322.
  • Herstein, I. N., & Milnor, J. (1953). An axiomatic approach to measurable utility. Econometrica, Jo-urnal of the Econometric Society, 291-297
  • Burns, D. J. (2011). Motıvatıons To Volunteer And Benefıts From Servıce Learnıng: An Exploratıon Of Marketıng Students. Journal for Advancement of Marketing Education, 18(1).
  • Lastovicka, J.L. (1982). On the validation of li-festyle traits: a review and illustration. Journal of Marketing Research, 19 (February), 126-38.
  • Konya, Ü. (1996). Tüketici Davranışlarında Kültür ve Alt Kültürlerin Etkisi ve Satın Almaya Yansıma-sına Yönelik Bir Uygulama. İstanbul: Marmara Üniversitesi Sosyal Bilimler Enstitüsü Basıl-mamış Doktora Tezi.Lipman, B. L. (1991). How to decide how to decide how to...: Mode-ling limited rationality. Econometrica: Journal of the Econometric Society, 1105-1125.
  • Lysonski, S., Durvasula, S., & Zotos, Y. (1995). Consumer-decision making styles: a multi-country investigation. European Journal of Marketing, 30 (12), 10-21.
  • Lysonski, S., & Durvasula, S. (2013). Consumer decision making styles in retailing: evolution of mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), 75-87.
  • Malinvaud, E. (1972). Prices for individual consumption, quantity indicators for collective con-sumption. The Review of Economic Studies, 39(4), 385-405.
  • Mittal, V., Anderson, E. W., Sayrak, A., & Tadikamalla, P. (2005). Dual emphasis and the long-term financial impact of customer satisfaction. Marketing Science, 24(4), 544-555.
  • Moschis, G. P. (1976). Shopping orientations and consumer uses of information. Journal Lysonski, S., Durvasula, S., & Zotos, Y. (1996). Consumer decision-making styles: a multi-country in-vestigation. European journal of Marketing, 30(12), 10-21.
  • Rust, R. T., & Verhoef, P. C. (2005). Optimizing the marketing interventions mix in intermediate-term CRM. Marketing science, 24(3), 477-489.
  • Shugan, S. M. (2006). Are consumers rational? Experimental evidence?.
  • Shugan, S. M. (2006). Save research—Abandon the case method of teaching. Marketing Scien-ce, 25(2), 109-115.
  • Sproles, G. B. (1983). Conceptualization and Measurement of Optimal Consumer Decision‐Making. Journal of Consumer Affairs, 17(2), 421-438.
  • Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making sty-les. Journal of Consumer Affairs, 20(2), 267-279.
  • Sproles, G. B. (1985). Behavioral science theories of fashion. The psychology of fashion, 55-70.
  • Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers' decision‐making sty-les. Journal of Consumer Affairs, 20(2), 267-279.
  • Sternberg, R. J. (1994). Allowing for Thinking Styles. Educational leadership, 52(3), 36-40. Walters, CG. (1978). Consumer behavior. Theory and practice. Ontario. Richard D Irwin.of Retai-ling, 52(2), 61.
  • Wells, W. D. (1975). Psychographics: A critical review. Journal of Marketing Research, 196-213.
  • Wofgang, J. & Kannan, P. K. (2005). Understanding geographical markets of online firms using spa-tial models of customer choice. Marketing Science, 24(4), 623-634.
  • Yaşar, O. (2015). Davranışsal Karar Verme, Düşünme, Problem Çözme. Detay Yayıncılık.
  • Zhang, L. F. (2001). Do thinking styles contribute to academic achievement beyond self-rated abili-ties?. The Journal of Psychology, 135(6), 621-637.
  • Zhang, H., Sun, J., Liu, F., & G. Knight, J. (2014). Be rational or be emotional: advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), 2105-2126.
There are 35 citations in total.

Details

Journal Section Articles
Authors

Mustafa Sundu

Okan Yaşar

Publication Date September 15, 2017
Published in Issue Year 2017 16. UIK Special Issue

Cite

APA Sundu, M., & Yaşar, O. (2017). TÜKETİCİ KARAR VERME STİLİ İLE DÜŞÜNME STİLİ İLİŞKİSİ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi183-194. https://doi.org/10.18092/ulikidince.323705

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