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KITLIK TEORİSİ VE BANDWAGON ETKİSİ ÇERÇEVESİNDE COVID-19 SALGINININ TÜKETİCİ DAVRANIŞI AÇISINDAN İNCELENMESİ

Yıl 2020, Cilt: 7 Sayı: 11, 88 - 125, 01.12.2020

Öz

Kıtlık arz, talep, zaman ve yasaklanma açısından bir ürün ya da hizmette ortaya çıkan bulunamazlık ile ilgili bir durumdur. Bandwagon etkisi diğer adıyla sürü psikolojisi ise bir kişinin çoğunluğun davranışına göre hareket etmesi ile çoğunluğun satın aldığı malları satın alması ve böylece yüksek mal talebinin ortaya çıkmasıdır. Kıtlık ve bandwagon etkisinin (sürü psikolojisinin) ekonomik, sosyolojik ve psikolojik sonuçları bulunmaktadır. Bu bakımdan, kıtlığın ve bandwagon etkisinin (sürü psikolojisinin) tüketici davranışındaki sonuçları göz ardı edilemez. Bu araştırmanın amacı, kıtlık teorisi ve bandwagon etkisi çerçevesinde Covid-19 salgının tüketici davranışı açısından derinlemesine incelenmesidir. Ayrıca, Covid-19 salgını boyunca bandwagon etkisi ile kıtlık algısı arasında bir ilişki olup olmadığını tespit etmek bu araştırmanın bir diğer amacıdır. Bu amaç doğrultusunda, kolayda örnekleme yöntemi kullanılarak İzmir ilinde ikamet eden 10 katılımcı ile telefonla derinlemesine görüşme yapılmıştır. Bazı tüketicilerin kıtlık algısı ve bandwagon etkisi ile stok yaptıkları tespit edilmiştir. Bazı tüketicilerin bazı ürünleri satın almaktan vazgeçip daha hijyen ve sağlıklı olduklarından dolayı evde ürettikleri görülmüştür. Salgın boyunca satın alma davranışı çoğunlukla temel ihtiyaçların giderilmesi yönünde gerçekleşmiştir. Salgında tüketicilerin online satın alma davranışı virüs bulaşma korkusu ve evde kalma süresinin uzun olması nedeniyle düşmüştür. Salgın boyunca tüketicilerde sade tüketim ve yeşil ürün satın alma isteğinin arttığı tespit edilmiştir. Tüketiciler hem kendi hem de personelin sağlığının korunması yönünde işletmelerden gerekli adımları atmalarını beklemektedir. Salgın boyunca satın alma davranışı çoğunlukla temel ihtiyaçların karşılanmasına yönelikti.

Kaynakça

  • Acar, Y. (2020). Yeni Koronavirüs (COVID-19) Salgını ve turizm faaliyetlerine etkisi. Güncel Turizm Araştırmaları Dergisi, 4(1), 7-21.
  • Alpago, H., & Oduncu Alpago, D. (2020). Koronavirüs salgınının sosyoekonomik sonuçları. IBAD Sosyal Bilimler Dergisi, (8), 99-114.
  • Asch, S. E. (1956). Studies of independence and conformity: A majority of one against a unanimous majority. Psychological Monographs, 70–79.
  • Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107(3), 797-817.
  • Brehm, J. W. (1966). A theory of psychological reactance. New York. Burke, W. W., Lake, D. G. & Paine, J. W. (Eds.). (2008). Organization change: A comprehensive reader (Vol. 155). John Wiley & Sons., 377-390.
  • Brock, T. C. (1968). Implications of commodity theory for value change. In A. G. Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological foundations of attitudes (pp. 243- 275). New York: Academic Press.
  • Chen, Y. F. (2008). Herd behavior in purchasing books online. Computers in Human Behavior, 24(5), 1977-1992.
  • Cialdini, R.B. (2012). İknanın psikolojisi (Çev. Yasemin Fletceher). Mediacat: İstanbul.
  • Commons, J. R. (1934). Institutional economics: Its place in political economy. New York: Macmillan.
  • Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33-40.
  • Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption. International Journal of Research in Marketing, 27(3), 225-235.
  • Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. International Review of Retail, Distribution and Consumer Research, 18, 45-61.
  • Jeong, H. J., & Kwon, K. N. (2012). The effectiveness of two online persuasion claims: Limited product availability and product popularity. Journal of Promotion Management, 18(1), 83-99.
  • Jung, J.M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21, 739-753.
  • Kahan, M., & Klausner, M. (1996). Path dependence in corporate contracting: Increasing returns, herd behavior and cognitive biases. Wash. ULQ, 74, 347.
  • Karakaş, S. (2017). Prof. Dr. Sirel Karakaş Psikoloji Sözlüğü: Bilgisayar Programı ve Veritabanı (www.psikolojisozlugu.com).
  • Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The effect of scarcity on the purchase intentions of prevention and promotion motivated consumers. Psychology & Marketing, 29(8), 541-548.
  • Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. The Quarterly Journal of Economics, 64(2), 183-207.
  • Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43-57.
  • Lynn, M. (1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic and Applied Social Psychology, 13(1), 67-78.
  • Mahase, E. (2020). Coronavirus: global stocks of protective gear aredepleted, with demand at “100 times” normal level, WHO warns. BMJ 2020;368:m543 doi: 10.1136/bmj.m543 (Published 10 February 2020). Erişim adresi: https://www.bmj.com/content/bmj/368/bmj.m543.full.pdf, Erişim Tarihi: 30.05.2020.
  • Mittone, L., & Savadori, L. (2009). The scarcity bias. Applied Psychology, 58(3), 453-468.
  • Nadeau, R., Cloutier, E., & Guay, J. H. (1993). New evidence about the existence of a bandwagon effect in the opinion formation process. International Political Science Review, 14(2), 203-213.
  • Parker, J. R., & Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87(2), 142-155.
  • Prechter Jr, R. R. (2001). Unconscious herding behavior as the psychological basis of financial market trends and patterns. The Journal of Psychology and Financial Markets, 2(3), 120-125.
  • Rook, L. (2006). An economic psychological approach to herd behavior. Journal of Economic Issues, 40(1), 75-95.
  • Suri, R., Kohli, C., & Monroe, K. B. (2007). The effects of perceived scarcity on consumers’ processing of price information. Journal of the Academy of Marketing Science, 35(1), 89-100.
  • T.C. Sağlık Bakanlığı, Halk Sağlığı Genel Müdürlüğü (2020). COVID-19 (SARS-CoV-2 Enfeksiyonu) rehberi bilim kurulu çalışması. Erişim adresi: https://covid19bilgi.saglik.gov.tr/depo/rehberler/COVID-19_Rehberi.pdf?type=file, Erişim tarihi: 30.05.2020
  • Ustaahmetoğlu, E. (2015). Satın alma niyeti üzerinde ürün kıtlık mesajları, algılanan kalite ve algılanan değerin etkisi. Tüketici ve Tüketim Araştırmaları Dergisi, 7(1), 157-177.
  • Van Herpen, E., Pieters, R., & Zeelenberg, M. (2005). How product scarcity impacts on choice: Snob and bandwagon effects, in NA - Advances in Consumer Research, 32, Eds. Geeta Menon and Akshay R. Rao, Duluth, MN: Association for Consumer Research, 623-624.
  • Van Herpen, E., Pieters, R., & Zeelenberg, M. (2009). When demand accelerates demand: Trailing the bandwagon. Journal of Consumer Psychology, 19(3), 302-312.
  • Verhallen, T. M., & Robben, H. S. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15(2), 315-331.
  • Worchel, S., Lee, J.,&Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32, 906-914.

EXAMINATION OF COVID-19 PANDEMIC IN TERMS OF CONSUMER BEHAVIOR WITHIN THE FRAMEWORK OF SCARCITY THEORY AND BANDWAGON EFFECT

Yıl 2020, Cilt: 7 Sayı: 11, 88 - 125, 01.12.2020

Öz

Scarcity is a situation related to the absence of a product or service in terms of supply, demand, time and prohibition. The bandwagon effect, also known as herd psychology, is that a person acts according to the behavior of the majority, and the majority purchases the goods that they buy and thus the demand for high goods occurs. Scarcity and bandwagon effect (herd psychology) has economic, sociological and psychological consequences. In this regard, the consequences of scarcity and bandwagon effect (herd psychology) in consumer behavior cannot be ignored. The aim of this research is to in-depth examination of Covid-19 pandemic in terms of consumer behavior within the framework of scarcity theory and bandwagon effect. In addition, determining whether there is a relationship between bandwagon effect and perception of scarcity during the Covid-19 pandemic is another aim of this research. For this purpose, in-depth interviews were made with 10 participants residing in İzmir province over the phone using the convenience sampling method. It has been determined that some consumers stock up with scarcity perception and bandwagon effect. It has been observed that some consumers give up buying some products and produce at home because they are more hygienic and healthy. Throughout the epidemic, purchasing behavior was mostly towards meeting basic needs. In the epidemic, consumers' online purchasing behavior has decreased due to the fear of virus infection and their long stay at home. During the epidemic, it has been determined that consumers' desire to purchase simple consumption and green products has increased. Consumers expect businesses to take the necessary steps to protect both their own and staff's health.

Kaynakça

  • Acar, Y. (2020). Yeni Koronavirüs (COVID-19) Salgını ve turizm faaliyetlerine etkisi. Güncel Turizm Araştırmaları Dergisi, 4(1), 7-21.
  • Alpago, H., & Oduncu Alpago, D. (2020). Koronavirüs salgınının sosyoekonomik sonuçları. IBAD Sosyal Bilimler Dergisi, (8), 99-114.
  • Asch, S. E. (1956). Studies of independence and conformity: A majority of one against a unanimous majority. Psychological Monographs, 70–79.
  • Banerjee, A. V. (1992). A simple model of herd behavior. The Quarterly Journal of Economics, 107(3), 797-817.
  • Brehm, J. W. (1966). A theory of psychological reactance. New York. Burke, W. W., Lake, D. G. & Paine, J. W. (Eds.). (2008). Organization change: A comprehensive reader (Vol. 155). John Wiley & Sons., 377-390.
  • Brock, T. C. (1968). Implications of commodity theory for value change. In A. G. Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological foundations of attitudes (pp. 243- 275). New York: Academic Press.
  • Chen, Y. F. (2008). Herd behavior in purchasing books online. Computers in Human Behavior, 24(5), 1977-1992.
  • Cialdini, R.B. (2012). İknanın psikolojisi (Çev. Yasemin Fletceher). Mediacat: İstanbul.
  • Commons, J. R. (1934). Institutional economics: Its place in political economy. New York: Macmillan.
  • Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33-40.
  • Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption. International Journal of Research in Marketing, 27(3), 225-235.
  • Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. International Review of Retail, Distribution and Consumer Research, 18, 45-61.
  • Jeong, H. J., & Kwon, K. N. (2012). The effectiveness of two online persuasion claims: Limited product availability and product popularity. Journal of Promotion Management, 18(1), 83-99.
  • Jung, J.M., & Kellaris, J. J. (2004). Cross-national differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21, 739-753.
  • Kahan, M., & Klausner, M. (1996). Path dependence in corporate contracting: Increasing returns, herd behavior and cognitive biases. Wash. ULQ, 74, 347.
  • Karakaş, S. (2017). Prof. Dr. Sirel Karakaş Psikoloji Sözlüğü: Bilgisayar Programı ve Veritabanı (www.psikolojisozlugu.com).
  • Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The effect of scarcity on the purchase intentions of prevention and promotion motivated consumers. Psychology & Marketing, 29(8), 541-548.
  • Leibenstein, H. (1950). Bandwagon, snob, and Veblen effects in the theory of consumers' demand. The Quarterly Journal of Economics, 64(2), 183-207.
  • Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43-57.
  • Lynn, M. (1992). Scarcity's enhancement of desirability: The role of naive economic theories. Basic and Applied Social Psychology, 13(1), 67-78.
  • Mahase, E. (2020). Coronavirus: global stocks of protective gear aredepleted, with demand at “100 times” normal level, WHO warns. BMJ 2020;368:m543 doi: 10.1136/bmj.m543 (Published 10 February 2020). Erişim adresi: https://www.bmj.com/content/bmj/368/bmj.m543.full.pdf, Erişim Tarihi: 30.05.2020.
  • Mittone, L., & Savadori, L. (2009). The scarcity bias. Applied Psychology, 58(3), 453-468.
  • Nadeau, R., Cloutier, E., & Guay, J. H. (1993). New evidence about the existence of a bandwagon effect in the opinion formation process. International Political Science Review, 14(2), 203-213.
  • Parker, J. R., & Lehmann, D. R. (2011). When shelf-based scarcity impacts consumer preferences. Journal of Retailing, 87(2), 142-155.
  • Prechter Jr, R. R. (2001). Unconscious herding behavior as the psychological basis of financial market trends and patterns. The Journal of Psychology and Financial Markets, 2(3), 120-125.
  • Rook, L. (2006). An economic psychological approach to herd behavior. Journal of Economic Issues, 40(1), 75-95.
  • Suri, R., Kohli, C., & Monroe, K. B. (2007). The effects of perceived scarcity on consumers’ processing of price information. Journal of the Academy of Marketing Science, 35(1), 89-100.
  • T.C. Sağlık Bakanlığı, Halk Sağlığı Genel Müdürlüğü (2020). COVID-19 (SARS-CoV-2 Enfeksiyonu) rehberi bilim kurulu çalışması. Erişim adresi: https://covid19bilgi.saglik.gov.tr/depo/rehberler/COVID-19_Rehberi.pdf?type=file, Erişim tarihi: 30.05.2020
  • Ustaahmetoğlu, E. (2015). Satın alma niyeti üzerinde ürün kıtlık mesajları, algılanan kalite ve algılanan değerin etkisi. Tüketici ve Tüketim Araştırmaları Dergisi, 7(1), 157-177.
  • Van Herpen, E., Pieters, R., & Zeelenberg, M. (2005). How product scarcity impacts on choice: Snob and bandwagon effects, in NA - Advances in Consumer Research, 32, Eds. Geeta Menon and Akshay R. Rao, Duluth, MN: Association for Consumer Research, 623-624.
  • Van Herpen, E., Pieters, R., & Zeelenberg, M. (2009). When demand accelerates demand: Trailing the bandwagon. Journal of Consumer Psychology, 19(3), 302-312.
  • Verhallen, T. M., & Robben, H. S. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15(2), 315-331.
  • Worchel, S., Lee, J.,&Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32, 906-914.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

İlknur Korkmaz 0000-0002-9099-9633

Nil Esra Dal 0000-0002-3089-8873

Yayımlanma Tarihi 1 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 7 Sayı: 11

Kaynak Göster

APA Korkmaz, İ., & Dal, N. E. (2020). KITLIK TEORİSİ VE BANDWAGON ETKİSİ ÇERÇEVESİNDE COVID-19 SALGINININ TÜKETİCİ DAVRANIŞI AÇISINDAN İNCELENMESİ. Avrasya Sosyal Ve Ekonomi Araştırmaları Dergisi, 7(11), 88-125.