Pazarlama Literatüründe Psikolojik Reaktans Teorisi

Öz

Bu çalışma, son 19 yılda pazarlama literatürünün önde gelen 11 dergisinde yayınlanmış olan Psikolojik Reaktans Teorisini ele almış ve 47 makaleyi sistematik literatür araştırması yöntemiyle analiz etmiştir. Psikolojik Reaktans Teorisinin ne olduğu, pazarlamada hangi konular, teoriler ve modellerle çalışıldığı, hangi konuların bu teori ile çalışılmasının uygun olabileceği tartışılmıştır. Yapılan sistematik tarama sonucu, Psikolojik Reaktans Teorisini ele alan pazarlama çalışmaları iki temel başlık altında toplanmıştır. Bu iki temel başlık; tüketiciye verilecek olan mesajın gerek içerik gerek süreç bakımından doğru olduğundan emin olmak isteyen işletme perspektifine ve mesajı alan, zihninde bu mesajı işleyerek tutum ve davranış oluşturan tüketici perspektifine dayanmaktadır. Pazarlama özelinde işletme perspektifinden Psikolojik Reaktans Teorisini ele alan çalışmaların bu teoriyi sıklıkla tutundurma araştırmalarında kullandığı ve konuların reklam, mesajın dili, ürün yerleştirme, fiziksel mekân, ürün özellikleri, satış elemanı ve dijital asistanlar odağında çeşitlendiği gözlemlenmiştir. Tüketici perspektifinden ise bireyin reaktans eğilimini etkileyen kişisel özellikler, din, siyasi görüş, kültür ve bulunduğu sosyal ortam gibi faktörler Psikolojik Reaktans Teorisi ile ele alınmıştır.

Anahtar Kelimeler

• Psikolojik Reaktans Teorisi
• Sistematik Literatür Araştırması
• Tüketici Davranışları

Psychological Reactance Theory in Marketing Literature

Öz

This study examines the Psychological Reactance Theory published in 11 leading journals of marketing literature in the last 19 years and analyzes 47 articles using a systematic literature search method. This study discusses what psychological reactance theory is, which topics, theories, and models are studied in marketing, and which topics may be appropriate to be studied with this theory.As a result of the systematic review, marketing studies dealing with Psychological Reactance Theory are grouped under two main headings. These two main titles are based on the perspective of the business, which wants to make sure that the message to be given to the consumer is correct in terms of both content and process and the perspective of the consumer who receives the message and forms attitudes and behaviors by processing this message in his/her mind. It has been observed that studies that address Psychological Reactance Theory from the business perspective in marketing often use this theory in promotion research, and the topics are diversified in the focus of advertising, message language, product placement, physical space, product features, salesperson and digital assistants. From the consumer perspective, factors such as personal characteristics, religion, political views, culture and social environment that affect an individual's reactance tendency have been discussed with Psychological Reactance Theory.

Anahtar Kelimeler

• Psychological Reactance Theory
• Systematic Literature Review
• Consumer Behavior

Kaynakça

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