Are rational consumer tendencies actually inherently hedonic? A phenomenological analysis of consumers' rational purchasing tendencies and pleasure

Öz

Consumers encounter the decision-making process in nearly every purchase they make in their daily lives. The general assumption is that each consumer seeks to maximize their own benefit. However, is rationality truly devoid of emotions, or can the benefit obtained from a logical decision-making process be satisfying and even pleasurable? At this point, the question that this study seeks to answer is whether consumers exhibit rational tendencies in their purchasing processes and whether purchasing actions perceived as rational generate a sense of pleasure. Within this framework, the study aims to conduct a phenomenological analysis of consumers' rational purchasing tendencies and their hedonic emotional responses following a purchase. To achieve this, a structured interview technique based on qualitative research methodology was employed. Consumers were asked to provide responses regarding their purchases of grocery products within a given shopping scenario. Data were collected from 18 participants through convenience sampling. The collected data were analyzed within the scope of phenomenological analysis. The findings indicate that consumers exhibit strong tendencies toward conscious consumer behaviors, such as conducting price research, tracking discounts, and striving to maximize utility. On the other hand, this tendency also transforms into a psychologically satisfying experience that individuals share with their social circles. The sense of pleasure obtained after shopping creates a state in which individuals feel that they have made a wise decision, and this pleasure takes on the form of a social reward. The results of this study, which features a unique research design, demonstrate that although rational purchasing decisions are generally guided by utilitarian motives, they can also evoke strong emotional responses that contribute to consumers' feelings of pleasure and reward.

Anahtar Kelimeler

• Phenomenological Analysis
• Qualitative Research
• Rational Purchasing
• Consumer Behavior
• Consumer Tendencies

Yoksa rasyonel tüketici eğilimleri de esasında hedonik mi? Tüketicilerin rasyonel satın alma eğilimleri ve haz üzerine fenomenolojik bir çözümleme

Öz

Tüketiciler günlük yaşam pratiğinde hemen her satın almada karar alma süreciyle karşı karşıyadır. Genel kabul, her tüketicinin faydasını maksimize etmeye çalışacağıdır. Ancak, rasyonellik gerçekten hislerden yoksun mudur yoksa mantıklı bir karar verme sonucunda elde edilen fayda, tatmin edici olabilir, haz sağlayabilir mi? İşte bu noktada bu çalışmanın yanıt aradığı soru tüketicilerin satın alma süreçlerinde rasyonel eğilimleri, rasyonel olduğu düşünülen satın alma eylemlerinin sonucunda bir haz duygusunun üretilip üretilmediğidir. Bu çerçevede çalışma, tüketicilerin rasyonel satın alma eğilimleriyle satın alma sonrasındaki hedonik duygulanım eğilimleri üzerine fenomenolojik çözümleme yapmayı amaçlamaktadır. Bu doğrultuda nitel araştırma yöntemine dayalı yapılandırılmış görüşme tekniği kullanılarak tüketicilerden bir alışveriş senaryosunda market ürünleri bağlamındaki satın almalarına ilişkin yanıtlar vermeleri istenmiştir. Kolayda örnekleme yoluyla 18 katılımcıdan veri elde edilmiştir. Toplanan veriler fenomenolojik çözümleme kapsamında analiz edilmiştir. Bulgular, tüketicilerin fiyat araştırması yapma, indirimleri takip etme, faydayı maksimize etme çabası gibi bilinçli tüketici davranışları yönünden güçlü bir eğilim gösterdiklerini; diğer taraftan, bu eğilimin bireylerin psikolojik tatmin elde ettiği ve sosyal çevreleriyle paylaştıkları bir deneyim haline de geldiğini göstermiştir. Alışveriş sonrası sağlanan haz duygusu, bireylerin kendilerini akıllıca bir iş yapmış hissettikleri bir durum meydana getirmekte, bu haz, sosyal bir ödüllendirme halini almaktadır. Özgün bir araştırma tasarımına sahip olan çalışmada elde edilen bu sonuçlar, rasyonel satın alma kararlarının genellikle faydacı güdüler tarafından yönlendirilmesine rağmen, tüketicilerin haz ve ödül duygusuna katkıda bulunan güçlü duygusal tepkileri de uyandırabileceğini göstermiştir.

Anahtar Kelimeler

• Fenomenolojik Çözümleme
• Nitel Araştırma
• Rasyonel Satın Alma
• Tüketici Davranışları
• Tüketici Eğilimleri

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