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TÜKETİCİ RUH HALİ - HEDONİK TÜKETİM VE ÜRÜNE ÖDENMEK İSTENEN BEDEL FİYAT ARASINDAKİ İLİŞKİLERDE KİŞİLİK BOYUTU OLARAK HİSLERE/DENEYİME AÇIKLIĞIN ROLÜ

Yıl 2020, Cilt: 13 Sayı: 2, 225 - 254, 01.12.2020

Öz

Çalışmanın amacı, tüketici ruh haliyle tüketilen üründen alınan haz ve ürüne ödenmek istenen bedel fiyat arasındaki ilişkileri açıklamak ve kişilik boyutlarından biri olarak hislere/deneyime açıklığın bu süreçte nasıl bir etki yarattığını ortaya koymaktır. Bu kapsamda veriler, kolayda örnekleme yöntemi kullanılarak 400 kişilik örneklem üzerinden yüz yüze anket yardımıyla toplanmıştır. Kişilerin ruh halini olumlu yönde etkileyen, kişiyi iyi hissettiren hedonik ürün olarak çikolata tercih edilmiştir. Bulguların analizinde parametrik ve parametrik olmayan analiz yöntemlerinden faydalanılmıştır. Sonuçlara göre, araştırmada çikolatanın tüketiminden alınan haz kişinin ruh haline göre farklılaşmaktadır. Bireyin/ katılımcının olumsuz ruh hali durumunda çikolata ürününe yönelik ödenmek istenen bedel fiyat , olumlu ruh haline göre daha yüksek olduğu tespit edilmiştir. Ruh halinin üründen alınan haz ve ürüne yönelik ödenmek istenen bedel fiyat üzerindeki etkisi, kişinin hislere/deneyime açıklığına göre değişmemektedir. Ancak, hislere/deneyime açıklık kişinin olumlu ruh halinde ürüne yönelik ödenmek istenen fiyat üzerindeki etkisinde istatiksel açıdan anlamı değişime neden olmaktadır

Kaynakça

  • Akalın, G. ve Dilek, S. (2007). Belirsizlik Altında Tüketici Kararları, ZKÜ Sosyal Bilimler Dergisi, 3(6): 33–48.
  • Andrade, E. B. (2005). Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms. Journal of Consumer Research, 32(3): 355–362.
  • Ares, G., Barreıro, C., Delıza, R. Gıménez, A. ve Gámbaro, A. (2010). Consumer Expectations and Perception of Chocolate Milk Desserts Enriched with Antioxidants. Journal of Sensory Studies, 25: 243–260.
  • Atalay, A. S. ve Meloy, M. G. (2011). Retail Therapy: A Strategic Effort to Improve Mood. Psychology and Marketing, 28: 638-659.
  • Babin, B. J. ve Darden, W. R. (1996). Good and Bad Shopping Vibes: Spending and Patronage Satisfaction. Journal of Business Research, 35(3): 201-206.
  • Bagozzi, R.P., Gopinath, M. ve Nyer, P.U. (1999). The Role of Emotions in Marketing. Academy of Marketing Sicence, 27: 184-206.
  • Baumeister, F. R. (2002). Yielding to Temptation: Self-Control Failure, Impulsive Purchasing and Consumer Behavior. Journal of Consumer Research, 28(4): 670–676.
  • Bless, H. (2001). Mood and The Use of General Knowledge Structures. Martin, L. L. ve Clore, G. L. (Edt.) Theories of Mood and Cognition User’s Handbook, Psychology Press: New York: 12-35.
  • Bozkurt, A. (2012). Hüzün Uyandırıcı Duygusal Çekiciliği Reklamların Tüketici Üzerindeki Etkisi. Yüksek Lisans Tezi, Bahçeşehir Üniversitesi.
  • Bower, G. H. (1981). Mood and Memory. American Psychologist, 36(2): 129–148
  • Brockner, J. ve Higgins, E. T. (2001). Regulatory Focus Theory: Implications for the Study of Emotions at Work. Organizational Behavior and Human Decision Processes, 86: 35-66.
  • Büyüköztürk, Ş. (2011). Sosyal Bilimler İçin Veri Analizi El Kitabı. Ankara: Pegem A Yayıncılık.
  • Cameron, M A., Baker, J., Peterson, M. ve Braunsberger, K. (2003). The Effects of Music, Wait-length Evaluation, and Mood on a Low-cost Wait Experience. Journal of Business Research, 56: 421-430.
  • Chuang, S.C. ve Chang, C.L. (2007). The Effects of Mood and Openness-To- Feeling Trait on Choice. Social Behavior and Personality, 35(3): 351–358.
  • Chuang, S. C., ve Lin, H. M. (2007). The Effect of Induced Positive and Negative Emotion and Openness-to-Feeling in Student’s Consumer Decision Making. Journal of Business and Psychology, 22(1): 65–78.
  • Cohen, J. B., Pham, M. T. ve Andrade, E. B. (2008). The Nature and Role of Affect in Consumer Behavior. C. P. Haugtvedt, P. M. Herr, F. R. Kardes (Eds.), Handbook of Consumer Psychology (s. 297-347). New York: Erlbaum.
  • Coley A. ve Burgess, B. (2003). Gender Differences in Cognitive and Affective Impulse Buying. Journal of Fashion Marketing and Management, 7(3): 282-295.
  • Cornah, D. (2006). Feeding Minds, Report for the Mental Health Foundation, London: Mental Health Foundation.
  • Desmet, P. M., Vastenburg, M. H., Bel, V. ve Romero, N. (2012). Pick a Mood: Development and Application of a Pictorial Mood-Reporting Instrument. Proceeding of 8th International Design and Emotion Conference, London, Proceeding-Book: 2-9.
  • Dursun, T., Oskaybaş, K. ve Gökmen, C. (2013). Hizmet Kalitesi ve Müşteri Memnuniyetinin Şube-İnternet Bankacılığında Karşılaştırılması. Öneri Dergisi 11: 95-114.
  • Engel K.S. ve Moosbrugger H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research. 8(2), 23-74.
  • Erber, M. ve Erber, R. (2001). The Role of Motivated Social Cognition in the Regulation of Affective States, J. P. Forgas (Ed.). Affect and Social Cognition (s. 275-290). Mahwah: Erlbaum.
  • Erdal, B. ve Kındap Tepe, Y. (2017). A Study on the Effect of Mood on the Music Preferences of the Introverts and Extroverts and on Music Emotions. The Journal of Academic Social Science, 5: 54-75.
  • Eroğlu, S. A., Machleit, K. A. ve Chebat, J. C. (2005). The Interaction of Retail Density and Music Tempo: Effects on Shopper Responses. Psychology of Marketing, 22(7): 577-589.
  • Finkelman, D. P. (1993). Crossing the Zone of Indifference. Marketing Management, 2(3):22.
  • Forgas, J. P. ve Ciarrochi, J. (2001). On Being Happy and Possessive: The Interactive Effects of Mood and Personality on Consumer Judgments. Psychology and Marketing, 18(3): 239–260.
  • Gardner, M. P. (1985). Mood States and Consumer Behavior: A Critical Review. Journal of Consumer Research, 12(3): 281–300.
  • Gardner, M. P. ve Vandersteel, M. (1984). The Consumer’s Mood: An Important Situational Variable. Advances in Consumer Research, 11(1): 525–529.
  • Geiselman, P. J., Smith, C. F., Williamson, D. A., Champagne, C. M., Bray, G. A., ve Ryan, D. H. (1998). Perception of Sweetness İntensity Determines Women’s Hedonic and Other Perceptual Responsiveness to Chocolate Food. Article in Appetite, 31: 37–48.
  • Gould, S. J. (1997). An Interpretive Study of Purposeful, Mood Self‐Regulating Consumption: The Consumption and Mood Framework. Psychology and Marketing, 14(4): 395-426.
  • Goldsmith, K., Cho, E. K. ve Dhar, R. (2012). When guilt Begets Pleasure: The Positive Effect of a Negative Emotion. Journal of Marketing Research, 49(6): 872-881.
  • Görgün Deveci, F. (2014). Mücevher Satın Alımında Yaşanan Duygusal İlişkilerde Etkili Olan Değişkenlerin Belirlenmesi. Yüksek Lisans Tezi, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Hair, J. F., William C. B., Barry J. B. ve Rolph E. A. (2010). Multivariate Data Analysis, A Global Perspective, 7. Basım, Pearson Education Inc.
  • Hamilton R. (2016). How You Decide: The Science of Human Decision Making, The Greate Courses.
  • Henson, R. K., ve Roberts, J. K. (2006). Use of Exploratory Factor Analysis In Published Research Common Errors and Some Comment on Improved Practice. Educational and Psychological Measurement, 66(3): 393-416.
  • Hesee, C. K. ve Rottenstreich, Y. (2004). Music, Pandas, and Muggers: On the Affective Psychology of Value. Journal of Experimental Psychology: General, 133(1): 23 – 30.
  • Higgins, E. T. (1998). Beyond Pleasure and Pain. American Psychologist, 52(12): 1280-1300.
  • Hill, R. P. ve Gardner, M. P. (1987). The Buyıng Process: Effects of and on Consumer Mood States. Advances in Consumer Research, 14: 408-410.
  • Hoolbrook, M. B. ve Gardner, M. P. (2000). Illustrating a Dynamic Model of The Mood‐Updating Process in Consumer Behavior. Pyschology and Marketing, 17(3): 165–194.
  • Horzum, M. B., Ayas, T., Padır, M. A. (2017). Beş Faktör Kişilik Ölçeğinin Türk Kültürüne Uyarlanması, Sakarya University Journal of Education, 7(2): 398-408.
  • İslamoğlu, A. H. (2003). Tüketici Davranışları, İstanbul: Beta Yayıncılık.
  • Kahneman, D. ve Tversky, A. (1979). Prospect theory: An Analysis of Decision Under Risk. Econometrica: Journal of the Econometric Society, 263 - 291.
  • Karagöz, Y. (2017). Bilimsel Araştırma Yöntemleri ve Yayın Etiği, Sivas: Nobel Yayınyıclık.
  • Kelemci, G., Güsan Köse, G. ve Tibet, E. (2018). Marka Aşkı ve Marka Sadakati İlişkisinde Kişilik Boyutu Olarak Hislere/Deneyime Açıklığın Düzenleyici Rolü [Bildiri]. 23. Pazarlama Kongresi, 28-30 Haziran 2018, (ss. 771-779). Kocaeli.
  • Khan, U. ve Dhar R. (2010). Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles, Journal of Marketing Research, 47(6): 1090-1099.
  • Kronrod, A., Grinstein, A ve Wathieu L. (2012). Enjoy Hedonic Consumption and Compliance with Assertive Messages. Journal of Consumer Research, 39: 51–61.
  • Kuikka, A. ve Laukkanen, T. (2012). Brand Loyalty and The Role of Hedonic Value. Journal of Product & Brand Management, 21(7): 529–537.
  • Lee, Y., Kim, J., Lee, I. ve Kim, H. (2002). A Cross-Cultural Study on the Value Structure of Mobıle Internet Usage: Comparıson Between Korea and Japan. Journal of Electronic Commerce Research, 3(4): 227 – 239.
  • Lerner, J. S., Small, D. A. ve Loewenstein, G. (2004). Heart Strings and Purse Strings: Carryover Effects of Emotions on Economic Decisions. Psychological Science, 15(5): 337-341.
  • Lindstrom, M. (2010). Brand Sense Sensory Secrets Behind the Stuff We Buy. New York: Free Press.
  • Luomala, H. T. (2002). An Empirical Analysis of the Practices and Therapeutic Power of Mood-Alleviative Consumption in Finland, Psychology and Marketing, 19(10): 813–836.
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THE ROLE OF OPENNESS TO FEELINGS/EXPERIENCES IN THE RELATIONSHIP OF CONSUMERS’ MOOD - HEDONIC CONSUMPTION AND WILLINGNESS TO PAY

Yıl 2020, Cilt: 13 Sayı: 2, 225 - 254, 01.12.2020

Öz

The purpose of this study is to examine the relationship between consumers’ mood and willingness to pay and to determine how openness to feelings, which is one of the personality dimensions affect this process. In this context, the data were collected by a face-to-face questionnaire from a sample of 400 participants using the convenience sampling method. Chocolate is preferred as a hedonic product which positively affects people’s mood by making them feel good Rose et al., 2010; Conah, 2006 . Parametric and non-parametric analysis methods were used in the analysis of the findings. The results demonstrate that the pleasure from the consumption of chocolate differs according to the mood of the person. At the same time, in the case of a negative mood, the willingness to pay for chocolate is higher than in a positive mood. The impact of mood on the pleasure from the consumption of chocolate and willingness to pay for the product does not change according to the openness to feelings of the person. However, openness to feelings leads to a statistically significant change in the effect of one’s positive mood on willingness to pay

Kaynakça

  • Akalın, G. ve Dilek, S. (2007). Belirsizlik Altında Tüketici Kararları, ZKÜ Sosyal Bilimler Dergisi, 3(6): 33–48.
  • Andrade, E. B. (2005). Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms. Journal of Consumer Research, 32(3): 355–362.
  • Ares, G., Barreıro, C., Delıza, R. Gıménez, A. ve Gámbaro, A. (2010). Consumer Expectations and Perception of Chocolate Milk Desserts Enriched with Antioxidants. Journal of Sensory Studies, 25: 243–260.
  • Atalay, A. S. ve Meloy, M. G. (2011). Retail Therapy: A Strategic Effort to Improve Mood. Psychology and Marketing, 28: 638-659.
  • Babin, B. J. ve Darden, W. R. (1996). Good and Bad Shopping Vibes: Spending and Patronage Satisfaction. Journal of Business Research, 35(3): 201-206.
  • Bagozzi, R.P., Gopinath, M. ve Nyer, P.U. (1999). The Role of Emotions in Marketing. Academy of Marketing Sicence, 27: 184-206.
  • Baumeister, F. R. (2002). Yielding to Temptation: Self-Control Failure, Impulsive Purchasing and Consumer Behavior. Journal of Consumer Research, 28(4): 670–676.
  • Bless, H. (2001). Mood and The Use of General Knowledge Structures. Martin, L. L. ve Clore, G. L. (Edt.) Theories of Mood and Cognition User’s Handbook, Psychology Press: New York: 12-35.
  • Bozkurt, A. (2012). Hüzün Uyandırıcı Duygusal Çekiciliği Reklamların Tüketici Üzerindeki Etkisi. Yüksek Lisans Tezi, Bahçeşehir Üniversitesi.
  • Bower, G. H. (1981). Mood and Memory. American Psychologist, 36(2): 129–148
  • Brockner, J. ve Higgins, E. T. (2001). Regulatory Focus Theory: Implications for the Study of Emotions at Work. Organizational Behavior and Human Decision Processes, 86: 35-66.
  • Büyüköztürk, Ş. (2011). Sosyal Bilimler İçin Veri Analizi El Kitabı. Ankara: Pegem A Yayıncılık.
  • Cameron, M A., Baker, J., Peterson, M. ve Braunsberger, K. (2003). The Effects of Music, Wait-length Evaluation, and Mood on a Low-cost Wait Experience. Journal of Business Research, 56: 421-430.
  • Chuang, S.C. ve Chang, C.L. (2007). The Effects of Mood and Openness-To- Feeling Trait on Choice. Social Behavior and Personality, 35(3): 351–358.
  • Chuang, S. C., ve Lin, H. M. (2007). The Effect of Induced Positive and Negative Emotion and Openness-to-Feeling in Student’s Consumer Decision Making. Journal of Business and Psychology, 22(1): 65–78.
  • Cohen, J. B., Pham, M. T. ve Andrade, E. B. (2008). The Nature and Role of Affect in Consumer Behavior. C. P. Haugtvedt, P. M. Herr, F. R. Kardes (Eds.), Handbook of Consumer Psychology (s. 297-347). New York: Erlbaum.
  • Coley A. ve Burgess, B. (2003). Gender Differences in Cognitive and Affective Impulse Buying. Journal of Fashion Marketing and Management, 7(3): 282-295.
  • Cornah, D. (2006). Feeding Minds, Report for the Mental Health Foundation, London: Mental Health Foundation.
  • Desmet, P. M., Vastenburg, M. H., Bel, V. ve Romero, N. (2012). Pick a Mood: Development and Application of a Pictorial Mood-Reporting Instrument. Proceeding of 8th International Design and Emotion Conference, London, Proceeding-Book: 2-9.
  • Dursun, T., Oskaybaş, K. ve Gökmen, C. (2013). Hizmet Kalitesi ve Müşteri Memnuniyetinin Şube-İnternet Bankacılığında Karşılaştırılması. Öneri Dergisi 11: 95-114.
  • Engel K.S. ve Moosbrugger H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research. 8(2), 23-74.
  • Erber, M. ve Erber, R. (2001). The Role of Motivated Social Cognition in the Regulation of Affective States, J. P. Forgas (Ed.). Affect and Social Cognition (s. 275-290). Mahwah: Erlbaum.
  • Erdal, B. ve Kındap Tepe, Y. (2017). A Study on the Effect of Mood on the Music Preferences of the Introverts and Extroverts and on Music Emotions. The Journal of Academic Social Science, 5: 54-75.
  • Eroğlu, S. A., Machleit, K. A. ve Chebat, J. C. (2005). The Interaction of Retail Density and Music Tempo: Effects on Shopper Responses. Psychology of Marketing, 22(7): 577-589.
  • Finkelman, D. P. (1993). Crossing the Zone of Indifference. Marketing Management, 2(3):22.
  • Forgas, J. P. ve Ciarrochi, J. (2001). On Being Happy and Possessive: The Interactive Effects of Mood and Personality on Consumer Judgments. Psychology and Marketing, 18(3): 239–260.
  • Gardner, M. P. (1985). Mood States and Consumer Behavior: A Critical Review. Journal of Consumer Research, 12(3): 281–300.
  • Gardner, M. P. ve Vandersteel, M. (1984). The Consumer’s Mood: An Important Situational Variable. Advances in Consumer Research, 11(1): 525–529.
  • Geiselman, P. J., Smith, C. F., Williamson, D. A., Champagne, C. M., Bray, G. A., ve Ryan, D. H. (1998). Perception of Sweetness İntensity Determines Women’s Hedonic and Other Perceptual Responsiveness to Chocolate Food. Article in Appetite, 31: 37–48.
  • Gould, S. J. (1997). An Interpretive Study of Purposeful, Mood Self‐Regulating Consumption: The Consumption and Mood Framework. Psychology and Marketing, 14(4): 395-426.
  • Goldsmith, K., Cho, E. K. ve Dhar, R. (2012). When guilt Begets Pleasure: The Positive Effect of a Negative Emotion. Journal of Marketing Research, 49(6): 872-881.
  • Görgün Deveci, F. (2014). Mücevher Satın Alımında Yaşanan Duygusal İlişkilerde Etkili Olan Değişkenlerin Belirlenmesi. Yüksek Lisans Tezi, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Hair, J. F., William C. B., Barry J. B. ve Rolph E. A. (2010). Multivariate Data Analysis, A Global Perspective, 7. Basım, Pearson Education Inc.
  • Hamilton R. (2016). How You Decide: The Science of Human Decision Making, The Greate Courses.
  • Henson, R. K., ve Roberts, J. K. (2006). Use of Exploratory Factor Analysis In Published Research Common Errors and Some Comment on Improved Practice. Educational and Psychological Measurement, 66(3): 393-416.
  • Hesee, C. K. ve Rottenstreich, Y. (2004). Music, Pandas, and Muggers: On the Affective Psychology of Value. Journal of Experimental Psychology: General, 133(1): 23 – 30.
  • Higgins, E. T. (1998). Beyond Pleasure and Pain. American Psychologist, 52(12): 1280-1300.
  • Hill, R. P. ve Gardner, M. P. (1987). The Buyıng Process: Effects of and on Consumer Mood States. Advances in Consumer Research, 14: 408-410.
  • Hoolbrook, M. B. ve Gardner, M. P. (2000). Illustrating a Dynamic Model of The Mood‐Updating Process in Consumer Behavior. Pyschology and Marketing, 17(3): 165–194.
  • Horzum, M. B., Ayas, T., Padır, M. A. (2017). Beş Faktör Kişilik Ölçeğinin Türk Kültürüne Uyarlanması, Sakarya University Journal of Education, 7(2): 398-408.
  • İslamoğlu, A. H. (2003). Tüketici Davranışları, İstanbul: Beta Yayıncılık.
  • Kahneman, D. ve Tversky, A. (1979). Prospect theory: An Analysis of Decision Under Risk. Econometrica: Journal of the Econometric Society, 263 - 291.
  • Karagöz, Y. (2017). Bilimsel Araştırma Yöntemleri ve Yayın Etiği, Sivas: Nobel Yayınyıclık.
  • Kelemci, G., Güsan Köse, G. ve Tibet, E. (2018). Marka Aşkı ve Marka Sadakati İlişkisinde Kişilik Boyutu Olarak Hislere/Deneyime Açıklığın Düzenleyici Rolü [Bildiri]. 23. Pazarlama Kongresi, 28-30 Haziran 2018, (ss. 771-779). Kocaeli.
  • Khan, U. ve Dhar R. (2010). Price-Framing Effects on the Purchase of Hedonic and Utilitarian Bundles, Journal of Marketing Research, 47(6): 1090-1099.
  • Kronrod, A., Grinstein, A ve Wathieu L. (2012). Enjoy Hedonic Consumption and Compliance with Assertive Messages. Journal of Consumer Research, 39: 51–61.
  • Kuikka, A. ve Laukkanen, T. (2012). Brand Loyalty and The Role of Hedonic Value. Journal of Product & Brand Management, 21(7): 529–537.
  • Lee, Y., Kim, J., Lee, I. ve Kim, H. (2002). A Cross-Cultural Study on the Value Structure of Mobıle Internet Usage: Comparıson Between Korea and Japan. Journal of Electronic Commerce Research, 3(4): 227 – 239.
  • Lerner, J. S., Small, D. A. ve Loewenstein, G. (2004). Heart Strings and Purse Strings: Carryover Effects of Emotions on Economic Decisions. Psychological Science, 15(5): 337-341.
  • Lindstrom, M. (2010). Brand Sense Sensory Secrets Behind the Stuff We Buy. New York: Free Press.
  • Luomala, H. T. (2002). An Empirical Analysis of the Practices and Therapeutic Power of Mood-Alleviative Consumption in Finland, Psychology and Marketing, 19(10): 813–836.
  • Maier, E., Wilken, R., Schneider, H. ve Schneider Kelemci, G. (2012). In the Mood To Buy? Understanding the Interplay of Mood Regulation and Congruence in an International Context: Marketing Letters, 23(4): 1005-1018.
  • Malhotra, Naresh K. (2010). Marketing Research, an Applied Orientation, 6. Basım, Pearson Education Inc.
  • Matzler, K., Strobel, A., Stokburger-Sauer, N., Bobovnicky, A. ve Bauer, F. (2016). Brand Personality and Culture: The Role of Cultural Differences on the Impact of Brand Personality Perceptions on Tourists’ Visit Intentions. Tourism Management, 52: 507-520.
  • McCrae, R. R. ve Costa, P. T. (2008). The Five-Factor Theory of Personality. O. P. John, R. W. Robins ve L. A. Pervin (Eds.), Handbook of Personality: Theory and Research (s. 182-207). New York: Guilford Press.
  • Meddock, S. ve Hill, B. (2016). Bagels and Doughnuts round Food for Every Mood – Food Advertising Discourses. British Food Journal, 118(2): 327-342.
  • Micu, C. C. ve Chowdhury, T. G. (2010). The Effect of Message’s Regulatory Focus and Product Type on Persuasio. Journal of Marketing Theory and Practice, 18(2): 181-190.
  • Muro, F. ve Murray, K. (2012). An Arousal Regulation Explanation of Mood Effects on Consumer Choice. Journal of Consumer Research, 39(3): 574-584.
  • Odabaşı, Y. ve Barış, G. (2002). Tüketici Davranışı. Istanbul: Mediacat.
  • Öz, M. ve Mucuk, S. (2015). Tüketici Satın Alma Davranışı Kapsamında Hedonik (Hazcı) Tüketimin Plansız Alışveriş Üzerine Etkilerinin İncelenmesi. Pazarlama Teorisi ve Uygulamaları Dergisi, 1(1): 31-60.
  • Reichheld, F. ve Sasser, W. (1990). Zero Defections: Quality Comes to Service. Harvard Business Review, 68(5): 105-111.
  • Rose, N., Koperski, S. ve Golomb, B. A. (2010). Mood Food: Chocolate and Depressive Symptoms in a Cross-sectional Analysis. American Medical Association, 17(8): 699-703.
  • Rook, D. and Gardner, M. P. (1986), Mood Factors and Impulsive Buying Behavior, Working Paper, University of Southern California, Los Angeles, CA.
  • Sherman, E. ve Ruth Belk, S. (1987). Mood States of Shoppers and Store Image: Promising Interactions and Possible Behavioral Effcts. NA Advances in Consumer Research 14: 251-254.
  • Sarıtaş, E. ve Haşıloğlu, S. B. (2015). Çalışan Kadınların Özel Alışveriş Sitelerinden Satın Alımlarının Hedonik Tüketim Açısından İncelenmesi. İnternet Uygulamaları ve Yönetimi Dergisi, 6(1): 53-62.
  • Scholey, A.ve Owen, L. (2013). Effects of Chocolate on Cognitive Function and Mood: A Systematic Review. Nutrition Reviews, 71(10): 665-681.
  • Schwarz, N. (2002). Situated Cognition and the Wisdom in Feelings: Cognitive Tuning. L. F. Barrett, P. Salovey (Eds.), Emotions and Social Behavior. The Wisdom in Feeling: Psychological Processes in Emotional Intelligence (s. 144-166.). New York, NY, US: The Guilford Press.
  • Servidio, R. (2014). Exploring the Effects of Demographic Factors, Internet Usage and Personality Traits on Internet Addiction in a Sample of Italian University Students. Computers in Human Behavior, 35: 85–92.
  • Yolbulan Okan, E. ve Şahin, A. (2016). İnternet Kullanımı Motivasyonlarının Elektronik Ağızdan Ağıza İletişim (E-WOM) ile İlişkisi Üzerine Ampirik Bir Araştırma. Global Media Journal TR Edition, 7(13): 49-62.
  • Tuzcu, N. ve Büyüker İşler, D. (2018). Giyim Alışverişlerinde İçgüdüsel Satın Alma Eğilimleri ve Satın Alma Nedenleri Üzerine Karşılaştırmalı Bir Uygulama. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 23(2): 535-561.
  • Tümer Karadayı, E. ve Koçak Alan, A. (2013). Deneyimsel Pazarlama: Pazarlamadaki Artan Önemi. İşletme Araştırmaları Dergisi, 6(1): 203-217.
  • Urala, L. ve Lähteenmäki, L. (2006). Hedonic Ratings and Perceived Healthiness in Experimental Functional Food Choices. Article in Appetite, 47: 302–314.
  • Voss, K. E., Spangenberg, E. R. ve Grohmann, B. (2003). Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3): 310-320.
  • Watson, D., Clark, L. A. ve Tellegen, A. (1988). Development and Validation of Brief Measures of Positive and Negative Affect: The PANAS Scales, Journal of Personality and Social Psychology, 54(6): 1063-1070.
  • Williams, P. (2014). Emotions and Consumer Behavior. Journal of Consumer Research, 40(5): 8-11.
  • Worthington, R. ve Whittaker, T. (2006). Scale development research: A content analysis and recommendations for best practices. Counseling Psychologist, 34: 806-838.
Toplam 76 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Gülpınar Kelemci Bu kişi benim

Gözde Güsan Köse Bu kişi benim

Ayça Alp Bu kişi benim

Yayımlanma Tarihi 1 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 13 Sayı: 2

Kaynak Göster

APA Kelemci, G., Köse, G. G., & Alp, A. (2020). TÜKETİCİ RUH HALİ - HEDONİK TÜKETİM VE ÜRÜNE ÖDENMEK İSTENEN BEDEL FİYAT ARASINDAKİ İLİŞKİLERDE KİŞİLİK BOYUTU OLARAK HİSLERE/DENEYİME AÇIKLIĞIN ROLÜ. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 13(2), 225-254.