Y Jenerasyonunda Sözsüz İletişim Yöntemi Olarak Gösterişçi Tüketim Kullanımıyla İlgili Deneysel Bir Çalışma

Yıl 2015, Cilt: 4 Sayı: 7, 107 - 126, 01.05.2015

Gökhan Aydın Bilge Karamehmet

Öz

Bu çalışma içerisinde günümüzde kullanımı istikrarlı
bir şekilde artış gösteren lüks tüketim ürünleri sözel olmayan iletişim bakış
açısından ele alınmıştır. Karşı cinse mesaj verme (sinyalleşme) aracı olarak
lüks ürünlerin kullanımı birçok kültürde ve özellikle gençler arasında yükselen
bir eğilim olarak görülmektedir. Karşı cinsi etkilemek için gösterişçi ürünler
kullanma eğiliminin kadın ve erkekler arasında tercih edilme şekillerinin
ortaya konulması için deneysel bir çalışma yürütülmüştür. Bu deneysel çalışma
ile Y-jenerasyonuna mensup olan 208 kişinin lüks tüketim ürünleri için
yaptıkları harcamaların değişiklik gösterip göstermediği uygulamalı bir
araştırma sonucunda ortaya konulmuştur. Çalışmanın sonuçlarına göre karşı cinsi
etkilemek için bir sinyalleşme aracı olarak lüks tüketim ürünlerinin
kullanımını erkeklerin tercih ettiği, kadınlar arasında ise böyle bir eğilim
olmadığı tespit edilmiştir.

Anahtar Kelimeler

gösterişçi tüketim, lüks tüketim, deneysel çalışma, masraflı sinyalleşme

An Experimantal Study On Conspicuous As Non-Verbal Communication Mechanism Among Y-Generation

Öz

This study analyzes the use of conspicuous
luxury good purchase intention motives and behavior from a social point of
view. Using luxury goods as a signaling tool to impress and attract the
opposite sex is a common phenomenon observed in various cultures especially in
younger generations. An experimental study was carried out to understand conspicuous
consumption intention among men and women. Data from a total of 208 subjects
from Y-gcneration were collected following the experiment. The
findings lead us to the conclusion that men intend to spend more on conspicuous
goods when they are in a romantic/mating mind-set, which can be considered as a
signaling tool to attract women. On the other hand, no similar motive was observed among
women.

Anahtar Kelimeler

conspicuous consumption, luxury consumption, experimental study, costly signaling

Kaynakça

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