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

Yıl 2024, Cilt: 39 Sayı: 2, 471 - 487, 06.06.2024

Aylin Ecem Gursen

https://doi.org/10.24988/ije.1264117

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

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

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

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