Tüketici Davranışı ve Antropoloji İçin Ortak Bir Alan: Hediye Davranışı

Öz

Bu çalışma hediye davranışını pazarlama ve antropoloji disiplinlerini bir araya getiren bir konu olarak ele almaktadır. Bu doğrultuda, bu iki disiplinin hediye verme davranışı ile nasıl bir araya geldiğine dair bir çerçeve sunulmaktadır. Bu çalışma, kültürü ve dolayısıyla tüketici davranışını anlamada önemli bilgiler sağlayabilecek hediye verme davranışının çokdisiplinli ya da disiplinlerarası bir bakış açısıyla ele almayı önceleyen çalışmaların izinden gitmektedir. Literatürde hediye davranışının disiplinlerarası veya çokdisiplinli yapısı vurgulanmış olsa da konuyu sadece pazarlama ve antropoloji disiplinlerine odaklanarak ele alan çalışmalar görece az olduğunu söylemek mümkündür. Bu çalışmanın orijinallik noktasını söz konusu kesişim alanında bir çerçeve sunması oluşturmaktadır. Bu kapsamda çalışmanın amacı hediye verme davranışı ekseninde pazarlama (ve tüketici davranışı) ve antropoloji disiplinlerini bir araya getirerek konunun her iki alandaki araştırmacılar, işletmeler ve ekonomi açısından önemine vurgu yapmaktır. Bu bağlamda öncelikle tüketici davranışı (ve pazarlama) ve antropoloji ilişkisi ve iki disiplinin hangi noktalarda kesiştiği açıklanmıştır. Daha sonra hediye verme davranışı açısından pazarlama ve antropoloji disiplinleri ele alınmıştır. Son olarak hediye verme davranışının ekonomik açıdan önemi üzerinde durulmuştur. Bu çalışmanın araştırmacılara hediye verme davranışı ve disiplinler arası çalışmalarla ilgili yeni araştırma alanları konusunda ilham vermesi umulmaktadır. Şirketler ise bu çalışmadan hareketle tüketiciyi anlamak açısından hediye verme davranışının önemi ve bu anlayışın potansiyel faydaları hakkında fikir edinebilirler.

Anahtar Kelimeler

• tüketici davranışı
• hediye verme davranışı
• antropoloji
• hediye ekonomisi

Un Espace Commun Pour Le Comportement du Consommateur et L’Anthropologie : Le Comportement de Don

Öz

Cette étude vise à examiner le comportement de don (offrir des cadeaux) comme un sujet qui réunit les disciplines du marketing (en termes de comportement du consommateur) et de l'anthropologie en présentant un cadre sur la croisée de ces deux disciplines avec le comportement de don. Cette étude s'inscrit dans la lignée d'études qui privilégient une approche inter-ou-multidisciplinaire du comportement de don, en soulignant son importance pour comprendre la culture et donc le comportement du consommateur. Bien que la nature inter-ou-multidisciplinaire du comportement de don soit soulignée dans la littérature, on peut dire qu'il existe relativement peu d'études qui élaborent le sujet uniquement en se concentrant sur les disciplines du marketing et de l'anthropologie. L'originalité de cette étude est de présenter un cadre à l'intersection considérée. Dans ce contexte, l'objectif de cette étude est de rapprocher les disciplines du marketing (et du comportement du consommateur) et de l'anthropologie sur l'axe du comportement de don en soulignant l'importance du sujet auprès des chercheurs, des entreprises et de l'économie. Dans ce contexte, tout d'abord, on s'interesse à étudier la relation entre le comportement du consommateur (et donc le marketing) et l'anthropologie et à quels points elles se croisent et s'interagissent. Ensuite, les disciplines du marketing et de l'anthropologie ont été abordée en particulier par rapport au comportement de don. Enfin, on a soulevé l'importance du comportement de don en termes d'économie. On prévoit que cette étude fournira aux chercheurs des idées sur des nouveaux domaines de recherche pour le comportement de don en tenant comptre de la discipline du marketing. Les entreprises peuvent également avoir une idée de l'importance du comportement de don dans la compréhension du consommateur et l'opportunité de son potentiel.

Anahtar Kelimeler

• comportement du consommateur
• comportement de don
• anthropologie
• économie de don

A Common Space for Consumer Behavior and Anthropology : The Gifting Behavior

Öz

This study elaborates on gift-giving behavior as a subject that brings the marketing and anthropology disciplines together. To this end, a framework is presented about how these two disciplines meet with gifting behavior. This study follows the studies prioritizing a inter -or- multidisciplinary approach to gifting behavior, which can provide important information in understanding culture and therefore consumer behavior. Although the "inter-or-"multidisciplinary nature of gifting behavior has been emphasized in the literature, there are relatively few studies that focus on the subject in particular for marketing and anthropology disciplines. The originality of this study is that it presents a framework at the intersection in question. In this context, the aim of the study is to bring together the disciplines of marketing (and consumer behavior) and anthropology on the axis of gifting behavior and to emphasize the importance of the subject in terms of researchers in both fields, also for businesses and economy. In this context, firstly, the relationship between consumer behaviour (and thus marketing) and anthropology and at which points they intersect are explained. Then, marketing and anthropology disciplines are discussed in terms of gift-giving behavior. Finally, the importance of gift-giving behavior in terms of economy is elaborated. It is hoped that this study will inspire researchers about new fields of research concerning gift-giving behavior and interdisciplinary studies. Companies can also gain insight into the importance of gift giving behavior in terms of understanding the consumer and the potential benefits of this understanding.

Anahtar Kelimeler

• consumer behavior
• gift giving behavior
• anthropology
• gift economy

Kaynakça

1. Akturan, U. (2007). Tüketici davranışına yönelik araştırmalarda alternatif bir teknik: etnografik araştırma, İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 6(11), 237-252.
2. Andorfer, V. A., et Liebe, U. (2012). Research on fair trade consumption—A review. Journal of Business Ethics, 106, 415-435.
3. Association Américaine de Marketing (2017).https://www.ama.org/the-definition-of-marketing-what-is-marketing/29.06.2022
4. Applbaum, K. (1998). The sweetness of salvation: Consumer marketing and the liberal-bourgeois theory of needs. Current Anthropology, 39(3), 323-350.
5. Arnold, E. (2018). Marcel Mauss: The gift that moves in Canonical Authors in Consumption Theory, Edité par, Soren Askegaard, Benoit Heilbrunn, Routledge.
6. Arnould, E.J. et Thompson, C.J. (2019). Consumer Culture Theory, Oxford Handbooks Online, The Oxford Handbook of Consumption, Edité par Frederick F. Wherry and Ian Woodward.
7. Askegaard, S. (2021). Putting the anthropos back in consumer research: Beyond reductionisms. Recherche et Applications en Marketing (English Edition), 36(1), 90-102.
8. Askegaard, S. (2019), Beyond reductionism–towards a bio-anthropology of consumer research., Paper for 10th EIASM Interpretive Consumer Research Workshop.

9. Bagozzi, R. P. (1974). Marketing as an Organized Behavioral System of Exchange: A comprehensive and analytic structure for interpreting behavior in marketing relationships. Journal of Marketing, 38(4), 77-81.
10. Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32-39.
11. Banks, S. K. (1979). Gift-giving: A review and an interactive paradigm. ACR North American Advances.
12. Batifoulier, P., Cordonnier, L., & Zenou, Y. (1992). L'emprunt de la théorie économique à la tradition sociologique: le cas du don contre-don. Revue Economique, 43(5), 917-946.
13. Belk, R. W. (1977). Gift-giving behavior (No. 449-450). College of Commerce and Business Administration, University of Illinois at Urbana-Champaign.
14. Belk, R. W. (1984). Cultural and historical differences in concepts of self and their effects on attitudes toward having and giving. ACR North American Advances.
15. Belk, R. W. (1988). Possessions and Extended Self. Journal of Consumer Research, Sept, 139-68.
16. Belk, R. W., & Coon, G. S. (1991). Can't buy me love: Dating, money, and gifts. ACR North American Advances.
17. Belshaw, C.S., (1965). Traditional Exchange and Modern Markets, Endglewood Cliffs: United States of America.
18. Berger, A.A. (2016). Marketing and American Consumer Culture, A Cultural Studies Analysis, Palgrave Macmillan: Switzerland.
19. Blomberg, J., & Darrah, C. (2015). Towards an anthropology of services. The Design Journal, 18(2), 171-192.
20. Bodur, H. O., & Grohmann, B. (2005). Consumer responses to gift receipt in business‐to‐consumer contexts. Psychology & Marketing, 22(5), 441-456.
21. Bögenhold, D. (2018). Economics between Insulation and Social-Scienciation: Observations by a Sociology of Economics. Journal of Economic Issues, 52(4), 1125-1142.
22. Burns, G. L. (2004, March). Anthropology and tourism: Past contributions and future theoretical challenges. Anthropological Forum, 14(1), 5-22).
23. Burns, P.M. (1999). An Introduction to Tourism & Anthropology, Routledge: New York.
24. Carsana, L., et Jolibert, A. (2017). The influence of brand schematicity on the importance of product cues: self-purchasing versus gift-giving situations. Journal of Consumer Marketing, 34(3), 255-267.
25. Cheal, D. (1998). The Gift Economy, Routledge.
26. Chen, C. P. (2021). Digital gifting in personal brand communities of live-streaming: fostering viewer–streamer–viewer parasocial relationships. Journal of Marketing Communications, 27(8), 865-880.
27. Chowdhury, T. G., Ratneshwar, S., & Desai, K. K. (2004). Do Unto Others As You Would Do Unto Yourself: Variety-Seeking Motives in Gift Giving. ACR North American Advances.
28. D’Astous, A., & Mouakhar‐Klouz, D. (2021). Self‐gift giving and satisfaction with life: A behavioural tendency perspective. International Journal of Consumer Studies, 46, 268-278.
29. Davis, J. (1972). Gifts and the UK Economy. Man, 7(3), 408-429.
30. Douglas, M. et Isherwood, B.(1996), The World of Goods, Towards an Anthropology of Consumption, Routledge: London.
31. Fourcade, M., et Kluttz, D. N. (2020). A Maussian bargain: Accumulation by gift in the digital economy. Big Data & Society, 7(1), 1-16.
32. Garcia-Bardidia, R. (2014). Se débarrasser d’objets sur leboncoin. fr. Une pratique entre don et marché?. Revue du MAUSS, (2), 271-285.
33. Gardiner, S., et Bec, A. (2021). The culture of gifting with the emergence of online tourism experiential gift-giving. International Journal of Culture, Tourism and Hospitality Research, 16(1), 87-99.
34. Giesler, M., et Pohlmann, M. (2003). The anthropology of file sharing: Consuming Napster as a gift. ACR North American Advances.
35. Goodwin, C., Smith, K. L., et Spiggle, S. (1990). Gift giving: Consumer motivation and the gift purchase process. ACR North American Advances.
36. Gould, S. J., et Weil, C. E. (1991). Gift-giving roles and gender self-concepts. Sex Roles, 24(9), 617-637.
37. Guan, Y., Deák, G. O., Huangfu, B., et Xu, Z. (2020). Perspective‐taking and gift‐giving in Chinese preschool children. Social Development, 29(1), 41-56.
38. Gummesson, E. (2005). Qualitative research in marketing: Road‐map for a wilderness of complexityand unpredictability. European Journal of Marketing, 39(3/4), 309-327.
39. Heeler, R., Francis, J., Okechuku, C., et Reid, S. (1979). Gift versus personal use brand selection. ACR North American Advances.
40. Herselman, S. (2008). Dabbling in the market’: Ideas on ‘an anthropology of marketing. Anthropology Southern Africa, 31(1-2), 39-47.
41. Holbrook, M. B. (1987). What is consumer research?. Journal of Consumer Research, 14(1), 128-132.
42. Huang, M. H., et Yu, S. (2000). Gifts in a romantic relationship: A survival analysis. Journal of Consumer Psychology, 9(3), 179-188.
43. Joy, A., et Li, E. P. H. (2012). Studying consumption behaviour through multiple lenses: an overview of consumer culture theory. Journal of Business Anthropology, 1(1), 141-173.
44. Klein, N. (2009), No Logo, Vintage Canada: United States of America. Kotler, P., Keller, K.L., Brady, M., Goodman, M., Hansen, T. (2019). Marketing Management, 4th European Edition, Perason.
45. Lannon, J. (1994). Mosaics of meaning: anthropology and marketing. Journal of Brand Management, 2(3), 155-168.
46. Lawry, C. A. (2021). Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences. International Journal of Advertising, 41(4), 796-822.
47. Lecaillon, J. D., et Jérôme, B. (2011). Le comportement des acteurs du marché du don. Revue Française d’Economie, 26(4), 57-80.
48. Le Gall-Ely, M. (2013). Le don dans la recherche en comportement du consommateur et marketing. Recherche et Applications en Marketing (French Edition), 28(4), 47-71.
49. Lowes, B., Turner, J., et Wills, G. (1968). Patterns of gift giving and their marketing implications. European Journal of Marketing.
50. Lutz, R. J. (1979). Consumer gift-giving: Opening the black box. ACR North American Advances.
51. MacInnis, D. J., et Folkes, V. S. (2010). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research, 36(6), 899-914.
52. Malefty, T. (2018). Marketing, The international encyclopedia of anthropology. Callan, H. (Ed.). Wiley Blackwell.
53. Mendez, C. (2009). Anthropology and ethnography: contributions to integrated marketing communications. Marketing Intelligence & Planning, 27(5), 633-648.
54. Mick, D. G., et DeMoss, M. (1990). To me from me: A descriptive phenomenology of self-gifts. ACR North American Advances.
55. Moeran, B. (2001). Marketing and anthropology: ne'er the twain shall meet?, 1-12.
56. Moisander, J., Närvänen, E. et Valtonen, A. (2020). Interpretive Marketing Research: Using Etnography in Strategic Market Development, Marketing Management A Cultural Perspective, Second Edition, Visconti, L.M., Peñaloza, L. & Toulouse, N., Routledge.
57. Malefty, T.D. et Moeran, B. (2003), Advertising Cultures, Berg: New York.
58. Marcoux, J. S. (2009). Escaping the gift economy. Journal of Consumer Research, 36(4), 671-685.
59. Market Research (2022).https://www.marketresearch.com/Consumer-Goods-c1596/Consumer-Goods-Retailing-c80/Giftware-c120/27.06.2022
60. Miller, D. (1995). Acknowledging Consumption, A Review of New Studies, edited by Daniel Miller, Routledge.
61. Miller, D. (1995). Consumption and commodities. Annual Review of Anthropology, 24(1), 141-161.
62. Parsons, A. G. (2002). Brand choice in gift‐giving: recipient influence. Journal of Product & Brand Management, 11(4), 237-248.
63. Rehn, A. (2014). Gifts, gifting and gift economies. On challenging capitalism with blood, plunder and necklaces, The Routledge Companion to Alternative Organization. Edited by Martin Parker, George Cheney, Valérie Fournier, Chris Land, Routledge.
64. Romele, A., et Severo, M. (2016). The economy of the digital gift: From socialism to sociality online. Theory, Culture & Society, 33(5), 43-63.
65. Ryder, I. (2004). Anthropology and the brand. Journal of Brand Management, 11(5), 346-356.
66. Scammon, D. E., Shaw, R. T., et Bamossy, G. (1982). Is a gift always a gift? An investigation of flower purchasing behavior across situations. ACR North American Advances.
67. Schiffman, L.G. ve Wisenblit (2015), J. L., Consumer Behavior, Pearson: United States of America.
68. Schiffman, L. G., et Cohn, D. Y. (2009). Are they playing by the same rules? A consumer gifting classification of marital dyads. Journal of Business Research, 62(11), 1054-1062.
69. Schroeder, J.E. (2015), Brands, Interdisciplinary Perspectives, Rotledge: UK.
70. Schwartz, B. (1967). The social psychology of the gift. American journal of Sociology, 73(1), 1-11.
71. Schwegler, T. (2018). Market Research, Anthropology, The International Encyclopedia of Anthropology, 1-3.
72. Sherry, J.F. Jr. (2004). Culture, consumption and marketing: Retrospect and Porspect, Elusive Consumption, Karin M. Ekström & Helen Brembeck, Berg.
73. Sherry Jr, J. F. (1986). Marketing and consumer behavior: windows of opportunity for anthropology. Journal of the Steward Anthropological Society, 16(1/2), 60-95.
74. Sherry Jr, J. F. (1983). Gift giving in anthropological perspective. Journal of consumer research, 10(2), 157-168.
75. Skågeby, J. (2010). Gift-giving as a conceptual framework: framing social behavior in online networks. Journal of Information Technology, 25(2), 170-177.
76. Taute, H. A., et Sierra, J. J. (2015). An examination of emotional information management in gift giving and receipt. Psychology & Marketing, 32(2), 203-218.
77. Technavio, (2022) https://www.technavio.com/report/gifts-retailing-market-industry-analysis?utm_source=prnewswire&utm_medium=pressrelease&utm_term=AutoV6%28RSDC%29_rep1_wk25_001_22&utm_content=IRTNTR4527027.06.2022
78. Thygesen, N. (2019). The gift economy and the development of sustainability. Local Economy, 34(6), 493-509.
79. Tian, R. G., Sigamani, P., et Malhotra, S. (2018). Business anthropology. The International Encyclopedia of Anthropology, 1-11.
80. Tremblay, C. H., & Tremblay, V. J. (1995). Children and the economics of Christmas gift-giving. Applied Economics Letters, 2(9), 295-297.
81. Ward, C. B., & Tran, T. (2008). Consumer gifting behaviors: one for you, one for me?. Services Marketing Quarterly, 29(2), 1-17.
82. Warde, A. (2017). Consumption, A Sociological Analysis, Palgrave Macmillan.
83. Warde, A. (1997). Afterword: the future of the sociology of consumption. The Sociological Review, 44, 302-312.
84. Wolfinbarger, M. F., & Yale, L. J. (1993). Three motivations for interpersonal gift giving: experiental, obligated and practical motivations. ACR North American Advances.
85. Zhang, X., Xiang, Y., & Hao, L. (2019). Virtual gifting on China’s live streaming platforms: hijacking the online gift economy. Chinese Journal of Communication, 12(3), 340-355.