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A SYSTEMATIC REVIEW TO UNDERSTAND THE PHENOMENA OF PSYCHOLOGY IN MARKETING FIELD

Yıl 2022, Cilt 15, Sayı 2, 593 - 644, 30.05.2022

Öz

This paper systematically reviews and synthesizes 99 studies conducted on the consumer psychology field that has significant research interests in the past two decades. To this day, some literature review attempts with a narrow point of view have been made. Thus, with the multi-dimensional analysis of consumer psychology, this paper aims to provide essential insights and opportunities for future research. After the discussion of prior findings, 17 research questions in 8 topics (perception - self, personality, and identity - learning and memory - motivation – culture, socialization, lifestyle and values – purchase decision process – marketing communication – ethics and social responsibility) are proposed to point out the need for research.

Kaynakça

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PAZARLAMA YAZININDA PSİKOLOJİ FENOMENİNİN ANLAŞILMASI ÜZERİNE BİR SİSTEMATİK TARAMA

Yıl 2022, Cilt 15, Sayı 2, 593 - 644, 30.05.2022

Öz

Bu çalışma, pazarlama yazınında son 20 yıldır bilhassa önemli bir ilgiyle karşılaşan tüketim psikolojisi alanına ilişkin yazılmış 99 adet makaleyi sistematik açıdan gözden geçirmekte ve sentezlemektedir. Günümüzde, çok daha dar bir bakış açısıyla bazı literatür taraması çabaları gerçekleştirilmiştir. Bu nedenle, tüketim psikolojisinin çok boyutlu analizi ile birlikte, söz konusu çalışma alana ilişkin önemli içgörüler ve gelecek çalışmalar için araştırma fırsatları sunmayı amaçlamaktadır. Mevcut literatürün irdelenmesini takiben, 8 başlıkta (algı - benlik, kişilik ve kimlik – öğrenme ve bellek – motivasyon – kültür, toplumsallaşma, yaşam tarzı ve değerler – satın alım karar süreci – pazarlama iletişimi – etik ve sosyal sorumluluk) 17 olası araştırma sorusu alanın araştırılması gereken noktaları olarak belirlenmiştir.

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Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Derlemeler
Yazarlar

Aslı GÜVEN>
AKDENİZ ÜNİVERSİTESİ
0000-0002-9053-0245
Türkiye


Abdullah ALKAN>
AKDENİZ ÜNİVERSİTESİ
0000-0002-1674-5475
Türkiye


Uğur ÖNCÜL Bu kişi benim
AKDENİZ ÜNİVERSİTESİ
0000-0001-6603-8456
Türkiye


Sinem MAKUL Bu kişi benim
AKDENİZ ÜNİVERSİTESİ
0000-0002-3075-3674
Türkiye


İbrahim Taylan DÖRTYOL Bu kişi benim (Sorumlu Yazar)
AKDENİZ ÜNİVERSİTESİ
0000-0003-3245-7972
Türkiye

Yayımlanma Tarihi 30 Mayıs 2022
Başvuru Tarihi 2 Şubat 2022
Kabul Tarihi 6 Nisan 2022
Yayınlandığı Sayı Yıl 2022, Cilt 15, Sayı 2

Kaynak Göster

APA Güven, A. , Alkan, A. , Öncül, U. , Makul, S. & Dörtyol, İ. T. (2022). A SYSTEMATIC REVIEW TO UNDERSTAND THE PHENOMENA OF PSYCHOLOGY IN MARKETING FIELD . Pazarlama ve Pazarlama Araştırmaları Dergisi , 15 (2) , 593-644 . Retrieved from https://dergipark.org.tr/tr/pub/ppad/issue/70072/1123896