Construal Level Theory From The Perspective of Consumer Behavior: An Attempt For A Systematic Literature Review

Öz

Due to reason that consumer behavior field is a multidisciplinary field, both it generates the necessity to make use of explanation power of theories put forward in different fields and offers a context to test these theories. Herein, the purpose of this study is to critically examine the situation of construal level theory, which can be considered as relatively new in the literature, in the field of consumer behavior. To reach research purpose, 31 articles related to the subject in five journals, that are thought to represent the field, were examined by systematic literature review method. These journals are Journal of Consumer Research, Journal of Consumer Psychology, Journal of Consumer Marketing, European Journal of Marketing and Journal of Business Research. 20 of 31 articles were published in Journal of Consumer Research. Also, 29 of 31 articles was adopted experimental method. The systematic literature review was carried out in five stages: i) protocol development, ii) inclusion of articles by title and keywords, iii) inclusion by essence, iv) last reading, and v) data extraction and synthesis. Within the scope of this research, four themes emerged, which are decision making and information processing, consumer, product, and brand, and it was shown that the most focused theme is the consumer. In addition, gaps in the literature are shown and suggestions for future studies are made.

Anahtar Kelimeler

• Construal Level Theory
• Consumer Behaviour
• Systematic Literature Review

Tüketici Davranışı Perspektifinden Kurgulama Seviyesi Teorisi: Bir Sistematik Literatür Taraması Girişimi

Öz

Tüketici davranışı alanının multidisipliner bir alan olması hem farklı alanlarda üretilen teorilerin açıklama gücünden faydalanma gereksinimini oluşturmakta hem de bu alanlarda üretilen teoriler için bir sınanma alanı oluşturmaktadır. Bu çalışmanın amacı ise literatürde görece yeni kabul edilebilecek olan kurgulama seviyesi teorisinin tüketici davranışı alanındaki durumunu eleştirel bir şekilde incelemektir. Bu kapsamda alanı temsil ettiği düşünülen beş dergide yer alan konu ile ilgili 31 makale sistematik literatür taraması yöntemi ile incelenmiştir. Bu dergiler ise şu şekildedir: Journal of Consumer Research, Journal of Consumer Psychology, Journal of Consumer Marketing, European Journal of Marketing, ve Journal of Business Research. İncelenen 31 makalenin 20’si Journal of Consumer Research dergisinde yer almaktadır. Ayrıca 31 makalenin 29’unun deneysel yöntem benimsediği söylenebilir. Sistematik literatür taraması beş aşamada gerçekleştirilmiştir: i) protokol geliştirme, ii) başlık ve anahtar kelimelere göre dahil etme, iii) öz kısmına göre dahil etme, iv) son okuma ve v) veri çıkartma ve sentezleme. Araştırma sonucunda karar verme ve bilgi işleme, tüketici, ürün ve marka olmak üzere dört tema ortaya çıkmış ve bunlardan en çok odaklanılanının tüketici olduğu gösterilmiştir. Ayrıca literatürdeki boşluklar gösterilmiş ve gelecek çalışmalar için önerilerde de bulunulmuştur.

Anahtar Kelimeler

• Kurgulama Seviyesi Teorisi
• Tüketici Davranışı
• Sistematik Literatür Taraması

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