KITLIK SONRASI DÖNEMDE NE OLACAK? KITLIK PROMOSYONLARININ GİZLİ ETKİLERİ

Yıl 2020, Cilt: 13 Sayı: 1, 49 - 74, 01.06.2020

Edin Güçlü Sözer

Öz

Bu çalışma, kıtlık promosyonlarının markaya karşı tutum ve satın alma niyeti üzerindeki gizli etkisini ölçmeyi amaçlamaktadır. Çalışmanın deneysel tasarımında kıtlık promosyonundan yararlanabilme başarısı manipüle edilen faktör olarak yer almaktadır. Bulgular, kıtlık promosyonlarının pozitif etkilerini teyit etmektedir. Diğer taraftan, eğer tüketiciler kısıtlı sayıda ürün sunulması sebebiyle bu promosyondan yararlanamazlar iseler, markaya karşı tutumları ve satın alma niyetleri negatif etkilenmektedir. Birden fazla kez deneyip, yine başarısız olduklarında ise söz konusu negatif reaksiyonun etkisi artarak devam etmektedir. Bulgular ışığında, uygulamaya yönelik öneriler sunulmuştur

Anahtar Kelimeler

Kıtlık promosyonları, marka tutumu, satın alma niyeti

What about the Post-Scarcity Period? The Latent Effects of Scarcity Promotions

Öz

The objective of this study is to measure the latent effects of scarcity promotions on brand attitude and purchase intentions. The experimental design includes the result of the attempt to benefit from scarcity promotion as the manipulated factor. The findings of the study confirm the positive influence of scarcity promotions. However, when consumers fail to benefit from the promotion due to the limited number of products offered, their brand attitude and purchase intention levels deteriorate. In case they make several attempts and still fail, they react even more negatively. Based on these findings, some practical implications are provided

Anahtar Kelimeler

Scarcity promotions, brand attitude, purchase intentions

Kaynakça

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