TÜKETİM VE MUTLULUK İLİŞKİSİNE DAİR BİR ARAŞTIRMA GÜNDEMİ ÇERÇEVESİ

Yıl 2021, Cilt: 22 Sayı: 2, 237 - 252, 18.07.2021

Ezgi Merdin Uygur

https://doi.org/10.31671/doujournal.912413

Öz

Mutluluk ve tüketim arasında süre gelen ve farklı bulgularla gün geçtikçe daha da ilgi çeken ilişki, akademik ve profesyonel yazında gittikçe daha geniş kapsamlı şekilde incelenmektedir. Bu makalede, pazarlamadaki yerini gittikçe genişleten mutluluk kavramını pazarlama, markalama ve tüketici davranışı alanlarında ele alan güncel yazın incelenmektedir. Yapılan incelemede odak noktaları yazına hakim olan trendler, tanımlar, en sık kullanılan ölçüm yöntemleri ve kritik tartışma üzerinden anlatılan önemli istisnalar olacaktır. Detaylı değinilen kritik içgörüler deneyimsel tavsiye, deneyimsel hediyeler ve mutluluk temelli bölümleme olarak sıralanmış ve irdelenmiştir.

Anahtar Kelimeler

mutluluk, tüketici davranışı, literatür analizi

A RESEARCH AGENDA FRAMEWORK ON CONSUMPTION AND HAPPINESS

Öz

The relationship between consumption and happiness is attracting further attention from academic as well as professionnal researchers due to suprising new findings day by day. This article focuses on the current literature that analyzes happiness in the contexts of marketing strategy, branding and most importantly, consumer behaviour. A critical perspective reveals dominant trends, the most frequently used and most appropriate measurement techniques and definitions together with the exceptions of common assumptions. Three critical areas that are touched upon in this analysis are experiential recommendation, experiential gifts and happiness-based segmentation

Anahtar Kelimeler

happiness, consumer behavior, literrature review

Kaynakça

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