A BIBLIOMETRIC ANALYSIS OF THE EXAMINATION OF PRICE PROMOTIONS WITHIN THE FRAMEWORK OF BEHAVIORAL ECONOMY THEORIES

Öz

Understanding consumer price perceptions for price promotions, which are frequently used in theory and practice, should not only be taken into account in terms of marketing theories; marketing, which draws inspiration from various sciences such as economics and psychology to form its own essence, should also be taken into account in terms of the theories in such disciplines. This study's aim is to examine price promotion theories within the framework of behavioral economics theories that argue that consumers are irrational rather than rational human beings. The study also aims to examine price reductions in the context of mental accounting theory and hedonic framing principles, which are thought to help consumers compare price promotions in a variety of situations, such as discounts for more than one product or for both a product and an additional service. The main topics, authors, sources, most-cited papers, and nations in the scientific literature were identified and examined using a bibliometric analysis for these purposes. This was accomplished by examining publications published in the primary collections of Web of Science (Wos) and Scopus. The research's findings were presented in two stages, the first of which analyzed studies on behavioral economics and price promotions. Studies on the mental accounting theory, hedonic framing, and price promotions are specifically addressed in the second stage.

Anahtar Kelimeler

• Price promotion
• Behavioral economics
• Mental accounting theory
• Hedonic framing
• Bibliometric analysis

FİYAT PROMOSYONLARININ DAVRANIŞSAL EKONOMİ TEORİLERİ ÇERÇEVESİNDE İNCELENMESİNE İLİŞKİN BİR BİBLİYOMETRİK ANALİZ

Öz

Teoride ve pratikte sıklıkla kullanılan fiyat promosyonlarına yönelik olarak tüketici fiyat algılarını anlamak sadece pazarlama teorileri kapsamında ele alınmamalı; aynı zamanda ekonomi ve psikoloji gibi farklı bilimlerden beslenerek kendi özünü yaratan pazarlamanın bu gibi bilim dallarındaki teoriler çerçevesinde de ele alınması gerekmektedir. Bu çalışmanın amacı, fiyat promosyonlarına yönelik olarak ele alınan teorilerin incelenmesi ve tüketicilerin rasyonel bireylerden çok irrasyonel bireyler olduğunu savunan davranışsal ekonomi teorileri kapsamında incelenmesidir. Araştırmanın bir diğer amacı ise, fiyat indirimlerinin birden fazla ürün ya da hem ürün hem de ek hizmetine ilişkin indirim gibi çoklu durumlarda, tüketicilerin fiyat indirimlerini karşılaştırmalı olarak analiz edebilmesine olanak sağlayacağı düşünülen zihinsel muhasebe teorisi ve hedonik çerçeveleme ilkeleri kapsamında ele alınmasıdır. Bu amaçlar doğrultusunda, literatürdeki ana konuları, yazarları, kaynakları, en çok atıf alan makaleleri ve ülkeleri bulmak için bilimsel literatür, bibliyometrik bir analizle belirlenmiş ve analiz edilmiştir. Bunu yapmak için, Web of Science (Wos) ve Scopus’un ana koleksiyonlarında indekslenen makaleler analiz edilmiştir. Araştırma sonuçları iki aşamalı olarak sunulmuş olup ilk aşamada davranışsal ekonomi ve fiyat promosyonlarına yönelik çalışmalar incelenmiştir. İkinci aşamasında ise spesifik olarak zihinsel muhasebe teorisi & hedonik çerçeveleme ve fiyat promosyonlarına yönelik çalışmalar ele alınmıştır.

Anahtar Kelimeler

• : Fiyat promosyonları
• Davranışsal ekonomi teorileri
• Zihinsel muhasebe teorisi
• Hedonik çerçeveleme

Kaynakça

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