TY  - JOUR
T1  - DUYGULARIN GÖLGESİNDE RASYONALİTE: KEDİ MAMALARINA İLİŞKİN TÜKETİCİ YORUMLARININ DAVRANIŞSAL FİNANS PERSPEKTİFİNDEN ANALİZİ
TT  - RATIONALITY IN THE SHADOW OF EMOTIONS: AN ANALYSIS OF CONSUMER REVIEWS ON CAT FOOD FROM A BEHAVIORAL FINANCE PERSPECTIVE
AU  - Ferek Bulut, Hatice
PY  - 2025
DA  - September
Y2  - 2025
JF  - Pazarlama ve Pazarlama Araştırmaları Dergisi
JO  - PPAD
PB  - Pazarlama ve Pazarlama Araştırmaları Derneği
WT  - DergiPark
SN  - 2547-9601
SP  - 738
EP  - 769
VL  - 18
IS  - 3
LA  - tr
AB  - Bu çalışma, kedi maması ürünlerine yönelik çevrim içi kullanıcı yorumlarını davranışsal finans kuramı çerçevesinde analiz ederek, tüketici kararlarının yalnızca rasyonel temellere değil, aynı zamanda duygusal eğilimlere dayalı olarak şekillendiğini ortaya koymayı amaçlamaktadır. Türkiye’nin önde gelen e-ticaret platformlarından Trendyol’da en çok tercih edilen iki kedi mamasına ait toplam 600 kullanıcı yorumu, MAXQDA Analytics Pro 2024 yazılımı aracılığıyla yönlendirilmiş nitel içerik analizi yöntemiyle incelenmiştir. Analiz sürecinde, davranışsal finans literatürüne dayanılarak geliştirilen beş ana tema (Antropomorfizm, Duygusal Yatırım, Fonksiyonel Değerlendirme, Koruyuculuk ve Risk Algısı, Değer Atfetme) ve bunlara bağlı alt kodlar kullanılmıştır. Elde edilen bulgular, kullanıcıların kedilerine insanî özellikler atfederek onların duygularını, beğenilerini ve sağlık durumlarını dikkate aldıklarını; bu çerçevede aidiyet, mutluluk arayışı ve riskten kaçınma gibi duygusal faktörlerin ürün değerlendirmelerinde ön plana çıktığını göstermektedir. Ölçülebilir işlevsel unsurlar önemli bir yer tutsa da yorumlarda duygusal temaların daha baskın olduğu görülmüştür. Bu yönüyle çalışma, çevrim içi kullanıcı içeriklerini (e-WOM) davranışsal finans perspektifiyle analiz ederek, tüketici karar süreçlerinin duygusal boyutlarına odaklanan bu özgün kesişim alanına kuramsal düzeyde anlamlı bir katkı sunmaktadır.
KW  - Davranışsal Finans
KW  - Elektronik Ağızdan Ağıza (E-WOM) Pazarlama
KW  - Çevrim İçi Müşteri Değerlendirmeleri
KW  - Tüketici Davranışı
KW  - Evcil Hayvan Ürünleri
N2  - This study aims to examine online user reviews of cat food products within the framework of behavioral finance theory, revealing that consumer decisions are shaped not only by rational foundations but also by emotional tendencies. A total of 600 user comments on the two most preferred cat food products on Trendyol, one of Turkey’s leading e-commerce platforms, were analyzed using directed qualitative content analysis via MAXQDA Analytics Pro 2024 software. During the analysis process, five main themes—Anthropomorphism, Emotional Investment, Functional Evaluation, Protectiveness and Risk Perception, and Value Attribution—along with their respective subcodes, were developed based on the behavioral finance literature. The findings indicate that users attribute human characteristics to their cats and consider their emotions, preferences, and health conditions; in this context, emotional factors such as attachment, pursuit of happiness, and risk avoidance stand out in product evaluations. While measurable functional elements also play a role, emotional themes were found to be more dominant in the reviews. In this respect, the study analyzes online user-generated content (e-WOM) through a behavioral finance perspective and offers a theoretically meaningful contribution to this unique intersectional field focused on the emotional dimensions of consumer decision-making processes.
CR  - Akgün, V. Ö., & Altay, H. C. (2024). E-Wom’un tekrar satın alma niyetine etkisi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (54), 470–488. https://doi.org/10.52642/susbed.1476294
CR  - Akgün, V. Ö., & Diktaş, M. (2017). Theoretical concept of hedonic consumption. Annals Constantin Brancusi University of Targu Jiu, Letters & Social Science Series, 64.
CR  - Aldhamiri, A., Carlson, J., Vilches-Montero, S., Rahman, S. M., & Gudergan, S. P. (2024). What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies. Journal of Retailing and Consumer Services, 79, 103804, 1-26. https://doi.org/10.1016/j.jretconser.2024.103804
CR  - Ali, S. M. S. (2025). Cognitive biases in digital decision making: How consumers navigate information overload (Consumer Behavior). Advances in Consumer Research, 2, 168-177.
CR  - Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. The Journal of Consumer Research, 20(4), 644–656. Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value on JSTOR https://psycnet.apa.org/doi/10.1086/209376
CR  - Babić Rosario, A., De Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422–448. https://doi.org/10.1007/s11747-019-00706-1
CR  - Bahar, R., & Villi, B. (2023). Hedonik tüketim ile gelişmeleri kaçırma korkusu (FOMO) arasındaki ilişkinin incelenmesi: Z kuşağı tüketiciler üzerine bir araştırma. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 13(1), 588–607. https://doi.org/10.30783/nevsosbilen.1230186
CR  - Balamoorthy, S., & Chandra, B. (2023). The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis. Heliyon, 9(2), 1-20. https://doi.org/10.1016/j.heliyon.2023.e13270
CR  - Barberis, N., & Thaler, R. (2003). A survey of behavioral finance. Handbook of the Economics of Finance, 1, 1053-1128. DOI 10.3386/w9222
CR  - Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170. http://dx.doi.org/10.1007/BF00436035
CR  - Bedeley, R. T., Hao, H., & Ghoshal, T. (2025). Cognitive biases in online opinion platforms: A review and mapping. SAGE Open, 15(1), 1-17. https://doi.org/10.1177/21582440251315564
CR  - Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139–168. https://www.jstor.org/stable/2489522
CR  - Bilgen Kocatürk, E. (2017). Algılanan kaliteye ilişkin literatür taraması ve algılanan kalitenin artırılmasına yönelik öneriler. İstanbul Journal of Social Sciences, 15(43), 42–66.
CR  - Boya, U. O., Dotson, M. J., & Hyatt, E. M. (2015). A comparison of dog food choice criteria across dog owner segments: an exploratory study. International Journal of Consumer Studies, 39(1), 74-82. https://doi.org/10.1111/ijcs.12145
CR  - Chaney, D., Lunardo, R., & Mencarelli, R. (2018). Consumption experience: Past, present and future. Qualitative Market Research: An International Journal, 21(4), 402–420. https://doi.org/10.1108/QMR-04-2018-0042
CR  - Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470. https://doi.org/10.1016/j.dss.2012.06.008
CR  - Chitturi, R. (2009). Emotions by design: A consumer perspective. International Journal of Design, 3(2),7-17.
CR  - Creswell, J. W. (2013). Nitel araştırma yöntemleri: Beş yaklaşıma göre nitel araştırma ve araştırma deseni. (Çev: M. B. Demir) Siyasal Kitapevi, Ankara.
CR  - Çetiner, M., Gökçek, H. A., & Gölbaşı, B. T. (2019). Davranışsal finans perspektifinden yatırımcı davranışları üzerine bir inceleme. Uluslararası Bankacılık Ekonomi ve Yönetim Araştırmaları Dergisi, 2(1), 1–30.
CR  - Dave, B. (2017). The role of emotions in consumer decision making: A comprehensive analysis. Journal of Emerging Technologies and Innovative Research (JETIR), 4(10). http://dx.doi.org/10.55041/IJSREM37988
CR  - Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71. http://dx.doi.org/10.1509/jmkr.37.1.60.18718
CR  - Dilek, H., & Çatı, K. (2023). Algılanan kalitenin satın alma niyetine etkisinin demografik özellikler ve marka tercihine göre incelenmesi. In 1st International Conference on Modern and Advanced Research (pp. 295–302). https://doi.org/10.59287/icmar.1298
CR  - Duxbury, D. (2015). Behavioral finance: Insights from experiments II: Biases, moods and emotions. Review of Behavioral Finance, 7(2), 151–175. https://doi.org/10.1108/RBF-09-2015-0037
CR  - Engizek, N., & Şekerkaya, A. (2014). Lüks markalar ve taklitleri arasındaki ilişkinin teoriler açısından değerlendirilmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(2), 301-316.
CR  - Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: A three-factor theory of anthropomorphism. Psychological Review, 114(4), 864–886. http://dx.doi.org/10.1037/0033-295X.114.4.864
CR  - Estrada, J. (2001). Law and behavioral economics. Paper presented at the Latin American Law and Economics Association Conference, Santiago, Chile, 1-17.
CR  - Fama, E. F. (1970). Efficient capital markets: A review of theory and empirical work. The Journal of Finance, 25(2), 383-417. https://doi.org/10.2307/2325486
CR  - Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2022). Effect of social media marketing and eWOM on willingness to pay in the etailing: Mediating role of brand equity and brand identity. Business Perspectives and Research, 10(3), 327–343. https://doi.org/10.1177/22785337211024926
CR  - Ferraro, R., Escalas, J. E., & Bettman, J. R. (2011). Our possessions, our selves: Domains of self-worth and the possession–self link. Journal of Consumer Psychology, 21(2), 169–177. https://psycnet.apa.org/doi/10.1016/j.jcps.2010.08.007
CR  - Forbes, S. L., Trafford, S., & Surie, M. (2018). Pet humanisation: what is it and does it influence purchasing behaviour?. Journal of Dairy & Veterinary Sciences, 5(2), 1-5. http://dx.doi.org/10.19080/JDVS.2018.05.555659
CR  - Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. http://dx.doi.org/10.1086/209515
CR  - Genç, E., Kurt, A. E., & Özer, A. (2025). Çevrim içi marka deneyimleri bağlamında tüketici ilhamının ve marka mutluluğunun satın alma niyetine etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 18(1), 105–140. http://dx.doi.org/10.15659/ppad.18.1.1589161
CR  - Gilovich, T., Kumar, A., & Jampol, L. (2015). A wonderful life: Experiential consumption and the pursuit of happiness. Journal of Consumer Psychology, 25(1), 152–165. http://dx.doi.org/10.1016/j.jcps.2014.08.004
CR  - Hansen, F. (1998). From lifestyle to value systems to simplicity. Advances in Consumer Research, 25, 181–195.
CR  - Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. http://dx.doi.org/10.1002/dir.10073
CR  - Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101. https://psycnet.apa.org/doi/10.2307/1251707
CR  - Holbrook, M. B. (1999). Consumer value: A framework for analysis and research. London: Routledge.
CR  - Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687
CR  - Ismagilova, E., Rana, N. P., Slade, E. L., & Dwivedi, Y. K. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102. https://doi.org/10.1108/EJM-07-2018-0472
CR  - Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York: Wiley.
CR  - Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 591–612. http://dx.doi.org/10.1108/10662241211271563
CR  - Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
CR  - Kirk, C. P. (2019). Dogs have masters, cats have staff: Consumers' psychological ownership and their economic valuation of pets. Journal of Business Research, 99, 306-318. https://doi.org/10.1016/j.jbusres.2019.02.057
CR  - Kliger, D., & Kudryavtsev, A. (2010). The availability heuristic and investors' reaction to company-specific events. The Journal of Behavioral Finance, 11(1), 50-65. https://doi.org/10.1080/15427561003591116
CR  - Kukar-Kinney, M., Xia, L., & Monroe, K. B. (2007). Consumers’ perceptions of the fairness of price-matching refund policies. Journal of Retailing, 83(3), 325–337. http://dx.doi.org/10.1016/j.jretai.2007.03.005
CR  - Lastovicka, J. L., & Sirianni, N. J. (2011). Truly, madly, deeply: Consumers in the throes of material possession love. Journal of Consumer Research, 38(2), 323–342. https://psycnet.apa.org/doi/10.1086/658338
CR  - Lerner, J. S., Li, Y., Valdesolo, P., & Kassam, K. S. (2015). Emotion and decision making. Annual Review of Psychology, 66, 799–823. https://psycnet.apa.org/doi/10.1146/annurev-psych-010213-115043
CR  - Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245. http://dx.doi.org/10.2307/3172830
CR  - Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. http://dx.doi.org/10.1016/j.tourman.2007.05.011
CR  - Liu, Y., Chang, X., Yang, S., Li, Z., & Wu, Y. (2024). “Pets make you spend more!” Impact of pet ownership on consumer purchase decisions. Journal of Business Research, 183, 114838, 1-14. https://doi.org/10.1016/j.jbusres.2024.114838
CR  - Loewenstein, G. F., Weber, E. U., Hsee, C. K., & Welch, N. (2001). Risk as feelings. Psychological Bulletin, 127(2), 267–286. http://dx.doi.org/10.1037/0033-2909.127.2.267
CR  - Monroe, K. B. (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80. https://psycnet.apa.org/doi/10.2307/3149411
CR  - Musnaini, M., Astuti, S. W., Sukoco, B. M., & Yacob, S. (2017). Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products. International Journal of Business and Globalisation, 19(4), 497–511. http://dx.doi.org/10.1504/IJBG.2017.087297
CR  - Muti Tabanlı, S. (2025). Tatminin ötesinde pazarlama: “Tüketici mutluluğu” kavramına yönelik bibliyometrik bir analiz. İşletme ve Girişimcilik Araştırmaları Dergisi, 6, 62–78.
CR  - Nny, W. T. W., Singh, J. S. K., & Choudhary, J. (2024). The impact of hedonic and utilitarian values, alongside psychological factors, on customer satisfaction and loyalty of female consumers. International  Journal  of Advanced Business Studies, 3, 73-92. http://dx.doi.org/10.59857/IJABS.3912
CR  - Parasuraman, A.,  Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
CR  - Pauliuc, D. (2018). A study on the attachment in between owner and pet and its influence on the consumption of pet food. Master Thesis, International Business Scholl, Jonkoping University.
CR  - Prato-Previde, E., Basso Ricci, E., & Colombo, E. S. (2022). The complexity of the human–animal bond: Empathy, attachment and anthropomorphism in human–animal relationships and animal hoarding. Animals, 12(20), 2835. https://doi.org/10.3390/ani12202835
CR  - Rani, A., & Shivaprasad, H. N. (2021). Revisiting the antecedent of electronic word-of-mouth (eWOM) during COVID-19 pandemic. Decision, 48(4), 419–432. http://dx.doi.org/10.1007/s40622-021-00298-2
CR  - Schleicher, M., Cash, S. B., & Freeman, L. M. (2019). Determinants of pet food purchasing decisions. The Canadian Veterinary Journal, 60(6), 644–648.
CR  - Shimul, A. S. (2022). Brand attachment: A review and future research. Journal of Brand Management, 29(4), 400–419. http://dx.doi.org/10.1057/s41262-022-00279-5
CR  - Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. https://doi.org/10.1086/208924
CR  - Slovic, P. (1987). Perception of risk. Science, 236, 280–285. http://dx.doi.org/10.1126/science.3563507
CR  - Srivastava, H., & Moid, S. (2025). Behavioral biases and individual investors’ investment decisions: Mediating role of financial risk tolerance. Quality & Quantity. Advance online publication. http://dx.doi.org/10.1007/s11135-025-02352-y
CR  - Statman, M. (2019). Behavioral finance: The second generation. CFA Institute Research Foundation.
CR  - Suwandee, S., Surachartkumtonkun, J., & Lertwannawit, A. (2020). EWOM firestorm: Young consumers and online community. Young Consumers, 21(1), 1–15. http://dx.doi.org/10.1108/YC-03-2019-0982
CR  - Şatır, C. (2023). Algılanan kalitenin marka bağlılığına etkisi ve marka güveninin aracılık rolü akıllı cihaz kullanıcıları üzerine bir araştırma (Yayımlanmamış yüksek lisans tezi). İstanbul Kültür Üniversitesi, İstanbul.
CR  - Şener, A., & Yücel, S. (2020). Sosyal medyanın Y kuşağı satın alma davranışları üzerindeki etkisi: Bir literatür incelemesi. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (65), 265–284.
CR  - Taştan, M. (2025). Güvenin inşasında e-WOM’un rolü: Vegan kozmetik markaları üzerine nitel bir araştırma. Medialog TR, 4(1), 1–21.
CR  - Tauber, E. M. (1972). Why do people shop? Journal of Marketing, 36(October), 46–49. https://doi.org/10.2307/1250426
CR  - Tekin, B. (2018). Bilişsel önyargı ve hevristik bağlamında finansın insani boyutu olarak davranışsal finans: Bir literatür incelemesi ve derleme çalışması. Uluslararası İnsan Çalışmaları Dergisi, 1(2), 131–156. http://dx.doi.org/10.35235/uicd.462794
CR  - Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91. https://psycnet.apa.org/doi/10.1207/s15327663jcp1501_10
CR  - Urbina, D. A., & Ruiz‐Villaverde, A. (2019). A critical review of homo economicus from five approaches. American Journal of Economics and Sociology, 78(1), 63-93. https://doi.org/10.1111/ajes.12258
CR  - Üster, M. M. (2023). Davranışsal finansta anomaliler: Yatırımcı kararları ve Borsa İstanbul’da bir uygulama. Quantrade Journal of Complex Systems in Social Sciences, 5(2), 118–128.
CR  - Üstün, G. (2024). Davranışsal finans bağlamında yatırımcı kararlarının incelenmesi: Samsun örneği (Yayımlanmamış yüksek lisans tezi). Ordu Üniversitesi, Ordu.
CR  - Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1999(1), 1–15.
CR  - Xinhui, C., & Han, D. (2016). A meta-analysis of consumer irrational purchase behavior based on Howard–Sheth model. Journal of Business and Retail Management Research, 10(3), 69-80.
CR  - Yazdi, A., Ramachandran, S., Mohsenifard, H., Nawaser, K., Sasani, F., & Gharleghi, B. (2024). The ebb and flow of brand loyalty: A 28-year bibliometric and content analysis. Tuijin Jishu/Journal of Propulsion Technology, 45(1), 2303-2331
CR  - Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. http://dx.doi.org/10.1177/002224298805200302
UR  - https://dergipark.org.tr/tr/pub/ppad/issue//1749515
L1  - https://dergipark.org.tr/tr/download/article-file/5085005
ER  -