Karar Sonrası Tüketicinin Bilgi Seçiciliği

Yıl 2014, Cilt: 11 Sayı: 1, 123 - 143, 01.06.2014

Ertuğrul Gödelek

Öz

Bu çalışma “Bilişsel Çelişki” kuramından tüketici davranışları irdelemek bağlamında üretilmiş bazı hipotezleri test etmek amacıyla düzenlenmiştir. Bunlar; (1) Bilişsel çelişki yaşayan tüketici, toplam bilişsel çelişkiyi azaltmak amacıyla yeni bilgi arayışı içerisine girer ve bilişsel çelişkiyi arttıracak yeni bilgiden kendisini korur; (2) tüketici bilişsel çelişkisini azaltmayı başaramazsa ve sürekli olarak bilişsel çelişkisini arttıracak bilgi bombardımanı ile karşı karşıya kalırsa, kararını değiştirme noktasına varabilir. Ön-test sonuçları dikkate alındığında ilk hipotezin test edilmesinin daha uygun olacağı kararına varılmıştır.Araştırmada 56 denek yer almıştır. Deneklere bir pazar araştırmasına katılacakları söylenmiştir. Her bir deneğe sekiz farklı ürünle ilgili bir bilgi kartı verilmiştir. Her bir durumla ilgili olarak önkarar aşinalığını arzu edilir bir noktaya getirebilmek maksadıyla çalışmanın bu aşamasında zaman manipüle edilmiştir. Bu ilk “bilgi” basamağından sonra, “Bilişsel Çelişkiyi Azaltma” grubunda olan deneklerden verilen “bilgi” yi hatırlamaları istenmiş, buna mukabil “Bilişsel Çelişkiyi Muhafaza” grubundaki deneklerden ise böyle bir şey istenmemiştir. Sonuçlar hipotezi desteklemektedir

Anahtar Kelimeler

Bilgi seçiciliği, pişmanlık, tüketici kararı, bilişsel çelişki

The Selectivity of Information After a Consumer Decision

Öz

An experiment was designed to test the following hypotheses derived from dissonance theory: (1) A person experiencing dissonance will actively seek new information that would reduce the total dissonance and will avoid new information that might increase the existing dissonance; (2) if a person is unable to reduce dissonance and he is continually confronted with dissonance-increasing information, he will reach a point where he will change or revoke his decision. On the basis of pretest result, it was decided to consider only the first hypothesis in the final experiment. In general, the procedure was as follows: Each of the (N=56) Ss was told he was participating in a market research. Each S was given an information card on each of eight products. Time was manipulated in this step to establish the desired degree of pre-decision familiarity in each condition. After this first information step, the Ss in the Dissonance Reduction group were asked to recall the information, whereas the Ss in the Dissonance Maintenance condition were not. The results generally support the hypopthesis

Anahtar Kelimeler

Selectivity of Information, Regret, Consumer Decision, Cognitive Dissonance

Kaynakça

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