Tüketici Davranışlarında Statü Kaygısı ve Sosyoekonomik Belirleyenleri

Yıl 2011, Cilt: 12 Sayı: 1, 17 - 31, 01.01.2011

Murat Birdal Serdar Acun Parla Onuk

Öz

Bu çalışmada anket verileri kullanılarak tüketici davranışlarında statü kaygısının rolü, bu kaygının ön plana çıktığı alanlar ve determinantları incelenmektedir. Ampirik bulgular statü kaygısının fiziksel çekicilik, fiziksel yetenek, çocuğun eğitimi ve kimi tüketim kararlarında diğerlerine göre çok daha baskın olduğunu gösterdiği gibi özellikle yaş, eğitim ve gelir seviyesi ile statü kaygısı arasında güçlü ilişkinin varlığını da gözler önüne sermektedir. Son olarak elde edilen bulgular ışığında statü kaygısının bireylerin tüketici davranışı üzerindeki rolü ve bunun makroekonomik sonuçları tartışılmaktadır.

Anahtar Kelimeler

Statü Kaygısı, Göreli Durum, Konumsal Mal, Göreli Gelir

The Role of Positional Concerns in Consumer Behavior and Their Socioeconomic Determinants

Öz

This paper analyzes the role of positional concerns in consumer behavior, explores the domains where they arise and their determinants. Empirical findings of our survey indicate a strong relationship between status seeking and age, education and income level of the respondents. Moreover, our findings show that positional concerns have a more prominent effect in certain domains, such as physical attractiveness, physical ability, child's education. Finally, in the light of the empirical evidence, the paper discusses the role of positional concerns in consumer preferences and their macroeconomic consequences

Anahtar Kelimeler

Positional Concerns, Relative Standing, Positional Goods, Relative Income

Kaynakça

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