Year 2019, Volume 2, Issue 2, Pages 69 - 87 2019-04-15

PROMOSYONEL ÜRÜNLERDE YEM ETKİSİ: TÜKETİCİ KARAR ALIM TARZLARI TEMELİNDE BİR DEĞERLENDİRME

Dilaysu Çınar [1]

21 61

Bu çalışmanın amacı, firmaların tüketicilere yönelik olarak uyguladığı promosyonlu ürünlerin, tüketiciler üzerinde yem etkisi oluşturup oluşturmadığını tespit etmek ve tüketici karar alım tarzlarının yem olarak sunulan promosyonlu ürünün seçilmesi durumu üzerinde anlamlı bir etkiye sahip olup olmadığını ortaya koymaktır. Birincil amaç doğrultusunda Latin Kare Deneysel Serim yöntemi tercih edilmiş; ikincil amaç doğrultusunda ise yüz yüze görüşme eşliğinde anket yöntemi uygulanmıştır. Latin Kare Deneysel Serim Yöntemi sonuçlarına göre; promosyonlu ürünün tüketicinin ürün seçimi üzerinde yem etkisi yarattığı gözlemlenmiştir. Ek olarak; marka bilinçli, rekreasyonel ve dürtüsel karar alım tarzına sahip olan bireylerin yem olarak sunulan promosyonlu ürünün seçilmesi üzerinde istatistiksel olarak anlamlı bir etkide bulunduğu sonucuna ulaşılmıştır.

Yem Etkisi, Tüketici Karar Alım Tarzları, Pazarlama İletişimi, Tüketici Davranışı
  • Abelson, Robert P., Anderson Levi, (1985), Decision Making and Decision Theory, The Handbook of Social Psychology. Vol.1, No.3, pp. 231–309.Ajzen, Icek, (1985), From Intentions to Actions: A Theory of Planned Behavior, Heidelberg: Springer.Batra, Rajeev, Olli T. Ahtola, (1991), Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes, Marketing Letters, Vol.2, No.2, pp.159-170.Bauer, Hans H., Nicola E. Sauer, Christine Becker, (2006), Investigating the Relationship Between Product Involvement and Consumer Decision-Making Styles, Journal of Consumer Behavior, Vol.5, pp. 342–352.Bell, David E., (1982), Regret İn Decision Making Under Uncertainty, Operations Research, Vol. 30, No.5, pp. 961–981.Chandon, Pierre, Brian Wansink, Gilles Laurent, (2000), A Benefit Congruency Framework of Sales Promotion Effectiveness, Journal of Marketing, Vol.64, No.4, pp. 65-81.Chitturi, Ravindra, Rajagopal Raghunathan, Vijay Mahajan, (2008), Delight by Design: The Role of Hedonic Versus Utilitarian Benefits, Journal of Marketing, Vol.72, No.3, pp. 48-63.Connolly, Terry, Jochen Reb, Edgar E. Kausel, (2013), Regret Salience and Accountability in The Decoy Effect, Judgment and Decision Making, Vol. 8, No.2, pp. 136–149Dhar, Ravi, Itamar Simonson, (2003), The Effect of Forced Choice on Choice, Journal of Marketing Research, Vol.40, pp. 146- 160.Durvasula, Srinivas, Steven Lysonski, J. Craig Andrews, (1993), Cross-Cultural Generalizability of a Scale For Profiling Consumers’ Decision-Making Styles, The Journal of Consumer Affairs, Vol. 27, pp. 55-65.Fan, Jessie, Jing Jian Xiao, (1998), Consumer Decision Making Styles of Young Chinese Adults, The Journal of Consumer Affairs, Vol.32, No. 2, pp. 275–294.Gürcan, Şevket N., (2008), Ürün Teşhir Standlarında Renk Etkisi: Süpermarkette Bir Deney. Yüksek Lisans Tezi. İstanbul Üniversitesi.Hafstrom, Jeanne L., Jung S. Chae, Young S. Chung, (1992), Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers, The Journal of Consumer Affairs, Vol. 26, pp. 146-158.Heath, Timothy B., Subimal Chatterjee, (1995), Asymmetric Decoy Effects on Lower-Quality Versus Higher-Quality Brands: Meta-Analytic And Experimental Evidence, Journal of Consumer Research, Vol.22, pp.268-284.Highhous, Scott, (1996), Context-Dependent Selection: The Effects of Decoy and Phantom Job Candidates, Organizational Behavior and Human Decision Processes, Vol. 65, pp. 68-76.Huber, Joel, John W. Payne, Christopher Puto, (1982), Adding Asymmetrically Dominated Alternatives: Violations of Regularity and The Similarity Hypothesis, Journal of Consumer Research, Vol. 9, pp.90–98.Huber Joel, Christopher Puto, (1983), Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects, Journal of Consumer Research, Vol.10, pp. 31-43.Kahneman, Daniel, Amos Tversky, (1972), Subjective Probability: A Judgment of Representativeness, Cognitive Psychology, Vol.3, No.3, pp. 430–454.Kim, Jungkeun, Jongwon Park, Gangseog Ryu, (2006), Decoy Effects and Brands, Advances in Consumer Research, Vol. 33, pp. 683-687.Kurtuluş, Kemal, (2006), Pazarlama Araştırmaları, Literatür Yayınları, İstanbulLastovicka, John L., (1982), On the Validation of Lifestyle Traits: A Review and Illustration, Journal of Marketing Research, 19 (February):126-138.Luce, R. Duncan, (1959), Individual Choice Behavior: A Theoretical Analysis, New York: Wiley.Lysonski, Steven, Srinivas Durvasula, (1995), Consumer Decision-Making Styles: A Multi-Country Investigation, European Journal of Marketing, Vol. 30, No.12, pp. 10-21.Mishra, Sanjay, U.N. Umesh, Donald E. Stem, (1993), Antecedents of The Attraction Effect: An Information Processing Approach, Journal of Marketing Research, Vol. 30, pp. 331–349.Mitchell, Vincent-Wayne, Walsh, Ganfranco, (2004), Gender Differences İn German Consumer Decision-Making Styles, Journal of Consumer Behavior, Vol.3, pp. 331–346.Palazon, Mariola, Elana D. Ballester, (2013), Hedonic or Utilitarian Premiums: Does It Matter? European Journal of Marketing, Vol.47, No.8, pp. 1256-1275.Pan, Yigang, Sue O’Curry, Robert Pitts, (1995), The Attraction Effect and Political Choice İn Two Elections, Journal of Consumer Psychology, Vol.4, pp. 85-101.Pettibone, Jonathan C., Douglas H. Wedell, (2000), Examining Models of Non-Dominated Decoy Effects across Judgment and Choice, Organizational Behavior and Human Decision Processes, Vol. 81, pp. 300–328.Simon, Herbert A., (1956), Rational Choice and The Structure of The Environment, Psychological Review, Vol. 63, pp. 129–138.Simonson, Itamar, (1989), Choice Based on Reasons: The Case of Attraction and Compromise Effects, Journal of Consumer Research, Vol.16, pp. 158-174.Simonson, Itamar, Amos Tversky, (1992), Choice İn Context: Tradeoff Contrast and Extremeness Aversion, Journal of Marketing Research, Vol.24, pp. 281-295.Siu, Noel Y. M., Charlie C. L. Wang, Ludwig M. K. Chang, Alice S. Y. Hui, (2001), Adapting Consumer Style İnventory To Chinese Consumers: A Confirmatory Factor Analysis Approach, Journal of International Consumer Marketing, Vol. 13, No.2, pp. 29-47.Slaughter, Jerel E., Evan F. Sinar, Scott Highhouse, (1999), Decoy Effects and Attribute-Level Inferences, Journal of Applied Psychology, Vol. 84, No.5, pp. 823-828.Sproles, George. B., (1985), From Perfectionism to Fadism: Measuring Consumers' Decision-Making Styles, Proceedings. American Council on Consumer Interests, Vol.31, pp. 79-85Sproles, George. B., Elizabeth. L. Kendall, (1986), A Methodology Consumers' Decision-Making Styles, The Journal of Consumer Affair, Vol. 20. No. Winter, pp.267-279.Stone, Gregory. P., (1954), City Shoppers and Urban Identification: Observations on the Social Psychology of City Life, American Journal of Sociology, Vol. 60, pp.36-45Teppan, Erich. C., Alexander Felfernig, (2009), Impacts of Decoy Elements on Result Set Evaluations in Knowledge-Based Recommendation, International Journal of Advanced Intelligence Paradigms, Vol.1, No. 3, pp. 358-373.Tversky, Amos, Daniel Kahneman, (1991), Loss Aversion in Riskless Choice, Quarterly Journal of Economics, pp. 1039-1061.Tversky, Amos, Itamar Simonson, (1993), Context-Dependent Preferences, Management Science, Vol.39, pp. 1179-1189.Ulbinaitė, Aurelija, Marija Kučinskienė, Yannick Le Moullec, (2011), Integration of the Decoy Effect in an Agent-Based-Model Simulation of Insurance Consumer Behavior, IPCSIT, Vol.9, No.11, pp.152-157.Von Neumann, John, Oskar Morgenstern, (1947), Theory of Games and Economic Behavior. Princeton University Press, Princeton, NJ.Wedell, Douglas H., (1991), Distinguishing Among Models of Contextually- Induced Preference Reversals, Journal of Experimental Psychology: Learning. Memory. and Cognition, Vol. 17, pp. 767-778.Wedell, Douglas H., Jonathan C.Pettibone, (1996), Using Judgments to Understand Decoy Effects in Choice, Organizational Behavior and Human Decision Processes, Vol. 67, pp. 326-344.
Primary Language tr
Subjects Management, Humanities, Multidisciplinary, Social
Journal Section Articles
Authors

Orcid: 0000-0002-5306-9031
Author: Dilaysu Çınar (Primary Author)
Institution: BEYKENT ÜNİVERSİTESİ
Country: Turkey


APA Çınar, D . (2019). PROMOSYONEL ÜRÜNLERDE YEM ETKİSİ: TÜKETİCİ KARAR ALIM TARZLARI TEMELİNDE BİR DEĞERLENDİRME. Uluslararası Ekonomi Siyaset İnsan ve Toplum Bilimleri Dergisi, 2 (2), 69-87. Retrieved from http://dergipark.org.tr/ijephss/issue/44327/482808