BEYİNDEKİ CİNSEL DİMORFİZM (2D:4D ORANI) VE Z KUŞAĞI TÜKETİCİ KARAR VERME SÜRECİNE VE PAZARLAMA STRATEJİLERİNE ETKİSİ

Öz

Bu araştırma, biyolojik cinsiyetin yanı sıra beyin cinsiyetinin tüketici karar verme davranışları üzerindeki etkilerini incelemektedir. Genel tarama modelinin kullanıldığı çalışmada 18 yaş üstü 536 katılımcıya anket uygulanmıştır. Verilerin analizi sırasında bağımsız değişkenler t testinden faydalanılmıştır. Elde edilen bulgular, biyolojik cinsiyetin tüketici davranışları üzerindeki etkilerini desteklerken, beyin cinsiyetinin de karar verme süreçlerinde belirleyici bir faktör olduğunu göstermektedir. Bulgular BCC, NFC, PCC, SAC and IDC boyutlarında düşük 2D:4D oranına sahip bireylerin (erkek beyinli) diğer kadın ya da erkek tüketicilerden farklılaştığını ortaya koymuştur. Beyin cinsiyeti temelli tutundurma çalışmalarında tüketicileri biyolojik cinsiyet yerine davranışsal ve bilişsel eğilimlere göre segmente ederek daha etkili pazarlama stratejilerine yönelinmesi gerektiği sonucunu ortaya çıkmaktadır. Çalışma, pazarlama stratejilerinde tüketici kararlarını daha iyi anlamak için beyin cinsiyetinin dikkate alınması gerektiğini önermektedir. Ayrıca cinsiyet temelli pazarlama stratejilerinde yalnızca biyolojik cinsiyete göre yapılacak bir ayrımın yeterli olmadığı ve bu noktada cinsiyetlerin 2D:4D oranı açısından bilişsel ve davranışsal eğilimlerine odaklanılarak iletişim kurulması gerekliliğini ortaya koyarak pazarlama iletişimine yenilikçi bir katkı sunmaktadır.

Anahtar Kelimeler

• Tüketici Karar Verme Tarzları
• 2D:4D Oranı
• Beyinde Cinsel Dimorfizm
• Z Kuşağı
• Pazarlama İletişimi
• Beyin Cinsiyeti

SEXUAL DIMORPHISM IN THE BRAIN (2D:4D RATIO) AND ITS IMPACT ON GENERATION Z CONSUMER DECISION-MAKING & MARKETING STRATEGIES

Öz

This research examines the effects of brain gender on consumer decision-making behaviors in addition to biological sex. In the study in which the general survey model was used, a questionnaire was applied to 536 participants over the age of 18, and data were analyzed using independent samples t-tests. While the findings support the effects of biological gender on consumer decision-making styles, brain gender is also a determining factor in decision-making processes. The findings revealed that individuals with a low 2D:4D ratio (male brain) differed from other female or male consumers on the BCC, NFC, PCC, SAC, and IDC dimensions. In brain gender-based promotion efforts, it is concluded that more effective marketing strategies should be directed by segmenting consumers according to behavioral and cognitive tendencies as well as biological gender. The study suggests that brain gender should be taken into account in marketing strategies to better understand consumer decisions. In addition, it makes an innovative contribution to marketing communication by revealing that a distinction based solely on biological gender is not enough in gender-based marketing strategies, and at this point, communication should be established by focusing on the cognitive and behavioral tendencies of the genders in terms of the 2D:4D ratio.

Anahtar Kelimeler

• Consumer Decision-making Styles
• 2D:4D Ratio
• Sexual Dimorphism on the Brain
• Generation Z
• Marketing Communication
• Brain Gender

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