Tüketicilerin Prestij ve Lüks Kavramları Hakkın‐ da Çelişkili Algıları

Öz

Tüketim ile bağlantılı olarak, prestij ve lüks kavramlarının açıklanmasında hem akademik yazında hem de tüketicilerin algılarında çelişkiler görülmektedir. Bazı yazarlar ve tüketiciler bu terimleri birbirlerine eş değer olarak kullanırken bazıları ise değişik anlamlar yüklemektedirler. Tüketicilerin bakış açılarından yola çıkarak, niteliksel yöntemler kullanılan bu araştırma ile amacımız, bu anlam kargaşasına bir açıklık getirmektir. Çalışmada öncelikle tüketicilerin prestij ve lüks kavramları hakkındaki farklı bakış açıları sunulmuştur. Prestijin maddesel boyutla‐ rının yanı sıra manevi boyutları da olabileceği, lüks kavramının ise daha çok maddesel olduğu gözlenmiştir. Sonuçlarda, prestijin bu maddesel, manevi ve sosyal boyutları açıklanmıştır. Araş‐ tırma tüketici davranışları teorilerine ve madde‐ cilik konusundaki tartışmalara katkıda bulun‐ maktadır

Anahtar Kelimeler

• Prestij, lüks, niteliksel.

Consumers’ Paradoxical Interpretations of Prestige and Luxury

Öz

In relation to consumption, we observe puzzle‐ ment in the ways the terms prestige and luxury are interpreted both in scholarly discussions and in consumers’ minds. Some use these terms interchangeably while others assign different meanings. Through our study, with a qualitative inquiry, we hope to shed light to this perplexity from consumers’ perspectives. We first offer a framework about the confusion in consumers’ minds related to their understanding of the notions of prestige and luxury, which can have different connotations. In addition to its material aspects, prestige may also be associated with moral values while luxury is often materialistic. Accordingly, the analysis shows these intangible, material, and interpersonal aspects of prestige. With the study, we hope to contribute to con‐ sumer behavior theories, at the same time highlighting both the limits and the success of materialism.

Anahtar Kelimeler

• Prestige,luxury,qualitative.

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