Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

1308-5549 2147-4206

Çankırı Karatekin Üniversitesi

Economics

Ekonomi

The Effect of Social Exclusion on the Tendency to Engage in Unethical Consumer Behavior: An Experimental Study

Sosyal Dışlanmanın Etik Olmayan Tüketici Davranışı Gösterme Eğilimi Üzerindeki Etkisi: Deneysel Bir Çalışma

Tunçel

Niray

HACETTEPE ÜNİVERSİTESİ Kavak

Bahtışen

HACETTEPE ÜNİVERSİTESİ

12 30 2017

7 2 47 75 05 11 2017 12 08 2017

2011

Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Engaging in an unethicalconsumer behavior on one’s own is different from doing it for making aconnection with a group. Thus, the effect of social exclusion on unethical consumer behavior may vary for different cases. Hence, the study aims toanalyze the individuals’ responses to social exclusion in an unethical consumerissue with two experiments. The first experiment measures the excluded individuals’willingness for engaging in unethical consumer behavioron their own. The second experiment analyzes the excluded individuals’willingness for engaging in unethical consumer behavior for reconnection. Both studies includea control (non-excluded) and an experimental (excluded) group. A ball toss game called Cyberball manipulatessocial exclusion. Unethical consumer behavior is measured by “returning a used product as it is unused.” The results indicatethat only excluded men tend to engage in unethicalconsumer behavior on their own. However, theresults show that excluded individuals are less likely to engage in unethicalconsumer behavior for reconnection.

Etikolmayan bir tüketici davranışını kendi başına gerçekleştirmek, onu bir gruplayakınlık kurmak için gerçekleştirmekten farklıdır. Dolayısıyla, sosyaldışlanmanın etik olmayan tüketici davranışı üzerindeki etkisi farklı durumlaragöre değişiklik gösterebilir. Buradan yola çıkarak, bu çalışma etik olmayan birtüketici davranışı meselesinde, bireylerin sosyal dışlanmaya karşı tepkileriniölçmeyi amaçlamaktadır. Bu amaçla, farklı katılımcılarla iki ayrı deneyselçalışma yapılmıştır. İlk çalışmada, bireylerin bireysel olarak etik olmayantüketici davranışı gösterme eğilimleri ölçülmüştür. İkinci çalışmada,bireylerin bir grupla yakınlık kurmak için etik olmayan tüketici davranışı göstermeeğilimleri ölçülmüştür. Her iki deney de bir kontrol (dışlanmayan) ve bir deneygrubu (dışlanan) ile gerçekleştirilmiştir. Sosyal dışlanma manipülasyonuCyberball adındaki top atma oyunu ile verilmiştir. Etik olmayan tüketicidavranışı “kullanılan bir ürünü kullanılmamış gibi iade etmek” davranışıüzerinden ölçülmüştür. Sonuçlar, dışlanan bireylerin (yalnızca erkeklerin) etikolmayan tüketici davranışını kendi başına gerçekleştirmek konusunda istekliolduklarını göstermiştir. Ancak dışlanan bireylerin bir grupla yakınlık kurmakiçin etik olmayan tüketici davranışı göstermek konusunda isteksiz olduklarıtespit edilmiştir.

Sosyal Dışlanma Deneysel Çalışma Etik Karar Verme Etik Olmayan Tüketici Davranışı

Social Exclusion Ethical Decision Making Unethical Consumer Behavior Experimental Study

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