Finansal Hizmet Pazarlamasında Paranın Psikolojisine Tüketici Davranışı Odaklı Bir Bakış

Öz

Bu çalışmanın amacı tüketicinin para ile kurduğu ilişkiyi paranın psikolojisi ve davranışsal ekonomi odaklı bir yaklaşım ile açıklamaktır. Tüketici davranışı ve pazarlama disiplinlerinin tüketicinin para ile kurduğu ilişkiyi anlamada davranışsal ekonomi, psikoloji gibi disiplinlerin desteğini alması literatürde altı çizilmiş bir konudur. Tüketicinin parayla kurduğu ilişki çok farklı sektörleri ilgilendirse de çalışmamızda kapsayıcılığı ve geniş hedef pazarının etkisiyle finans sektörü odaklı bir çerçeve belirlenmiştir. Bu doğrultuda bir literatür incelemesi gerçekleştirilmiştir. Bu kapsamda öncelikle tüketici davranışı ve pazarlama disiplinleri açısından paranın psikolojisi konusu detaylandırılmış ardından konunun davranışsal ekonomi ile ilişkisi ele alınmıştır. Sonrasında para ile kurulan ilişki açısından tüketici davranışında öne çıkan konulara yer verilmiş ardından konu finansal hizmetler özelinde detaylandırılmıştır. Sonuç bölümünde öncelikle alanın mevcut durumu kısaca tartışılmış ardından konuya ilişkin gelecek araştırma alanları sunulmuştur. Bulgularımız, psikoloji ve davranışsal ekonominin, tüketicinin parayla olan ilişkisini anlamada değerli bakış açıları sunduğunu önermektedir. Ancak, bu alanın disiplinlerarası araştırma potansiyeli bu alanlarla sınırlı değildir. Finansla ilgili değişkenlerin genişletilmesi ve kültür ya da cinsiyet temelli karşılaştırmalı çalışmalar yapılması, alanı daha da zenginleştirebilir. Ayrıca, tüketici refahı, farkındalık ve finansla ilişkili davranışsal faktörler gibi görece az incelenmiş değişkenleri içerecek şekilde tüketici tipolojilerinin genişletilmesi, kişiselleştirilmiş hizmetler için önemli içgörüler sağlayabilir.

Anahtar Kelimeler

• Tüketici davranışı
• hizmet pazarlaması
• paranın psikolojisi
• davranışsal ekonomi

A Consumer Behavior-Oriented Look at the Psychology of Money in Financial Services Marketing

Öz

This study aims to explain how consumers interact with their finances, focusing on behavioral economics and the psychology of money. The existing literature underscores the role of psychology and behavioral economics in understanding consumer perceptions of money within marketing and consumer behavior research. While consumer financial behaviors influence various industries, this study focuses specifically on the financial sector due to its broad relevance and inclusivity. Accordingly, a literature review was conducted. In this context, the psychology of money was first elaborated from the perspectives of consumer behavior and marketing disciplines. Subsequently, the relationship between the topic and behavioral economics was examined. Key consumer behavior issues, especially regarding individuals' relationship with money, were discussed, then narrowed to financial services. In the conclusion section, the current state of the field was briefly reviewed, and potential areas for future research and practical applications were presented. Our findings suggest that psychology and behavioral economics offer valuable perspectives for understanding the consumer’s relationship with money. However, the interdisciplinary research potential of this field extends beyond these areas. Broadening finance-related variables and conducting comparative studies based on culture or gender can further enrich the field. Additionally, expanding consumer typologies to include relatively underexplored variables such as consumer well-being, mindfulness, and finance-related behavioral factors may provide important insights for personalized services.

Anahtar Kelimeler

• Consumer behavior
• services marketing
• psychology of money
• behavioral economics

Kaynakça

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