Psychological Foundations of Marketing: Literature Research

Yıl 2022, Cilt: 1 Sayı: 1, 31 - 43, 30.06.2022

Asuman Bihter Civelek

Öz

Especially from the second half of the 20th century, the science of psychology has started to examine consumer behaviors and influence marketing research with other academic disciplines. Marketing continues to strengthen its foundations in psychology as well as many social sciences such as anthropology and sociology. In this study, the interaction between psychology and the marketing discipline is presented from a historical perspective. It examines a theoretical evaluation of psychological effects on the marketing discipline in different periods and the historical development of practices. This study begins by examining the relationship between marketing and psychology from a historical perspective. In the continuation of the study, the psychological effects in schools of marketing thought, behavioral learning theories, the psychology-based theories used in marketing, and the psychological factors that affect consumers' purchasing decisions are investigated.

Anahtar Kelimeler

Marketing, Psychology, Psychological Basis of Marketing, Literature Review

Pazarlamanın Psikolojik Temellerine Bakış: Literatür Araştırması

Öz

Psikoloji bilimi özellikle 20. yüzyılın ikinci yarısından itibaren diğer akademik disiplinlerle beraber hem tüketici davranışlarını incelemeye başlamış hem de pazarlama araştırmalarını etkilemiştir. Pazarlama, psikolojinin yanı sıra antropoloji, sosyoloji gibi birçok sosyal bilimle ilişki içerisinde olarak temellerini güçlendirmeye devam etmektedir. Bu çalışmada psikoloji ve pazarlama disiplini arasındaki etkileşim tarihsel bir perspektiften ortaya konmaktadır. Psikolojinin, farklı dönemlerde pazarlama disiplinine olan etkileri ve yapılan uygulamaların tarihsel gelişimi hakkında kuramsal bir değerlendirme sunmaktadır. Bu bağlamda çalışma, tarihsel perspektiften pazarlamanın psikoloji bilimiyle ilişkisinin incelenmesiyle başlamaktadır. Çalışmanın devamında pazarlamanın düşünce okullarında psikolojik etkiler araştırılmış, davranışsal perspektiften pazarlamada uygulama alanı bulan kuramlar incelenmiş, psikoloji temelli teorilerin pazarlama alanındaki uygulamalarına bakılmış ve son olarak da tüketicilerin satın alma kararlarını etkileyen faktörlerden biri olan psikolojinin etkisi incelenmiştir.

Anahtar Kelimeler

Pazarlama, Psikoloji, Pazarlamanın Psikolojik Temelleri, Literatür İncelemesi

Kaynakça

• Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action Control, 11-39. doi:10.1007/978-3-642-69746-3_2.
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi: https://doi.org/10.1016/0749-5978(91)90020-T
• Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behavior. D. Albarracín, B. T. Johnson, & M. P. Zanna (Ed.) içinde, The handbook of attitudes (s. 173-221). Mahwah: Erlbaum.
• Alabay, M. N. (2010). Geleneksel pazarlamadan yeni pazarlama yaklaşımlarında geçiş süreci. The Journal of Faculty of Economics and Administrative Sciences, 15(2), 213-235.
• Alderson, W. (1952). Psychology for marketing and economics. Journal of Marketing, 17(2), 119-135. doi: https://doi.org/10.1177/002224295201700201.
• Amsteus, M., Al-Shaaban, S., Wallin, E., & Sjöqvist, S. (2015). Colors in marketing: A study of color associations and context (in) dependence. International Journal of Business and Social Science, 6(3).
• Bales, M. (2009). Marketing and minds in the early 20th century: How psychology enhanced advertising. The Harvard Brain, 17 Şubat 2020 tarihinde http://www.hcs.harvard.edu/brain/featured/Bales_Marketing adresinden alındı.
• Belk, R. W. (1995). Studies in the new consumer behaviour. D. Miller (Ed.) içinde, Acknowledging consumption (s. 58–95). New York: Routledge.
• Bose, R. (2002). Customer relationship management: key components for IT success. Industrial Management ve Data Systems, 102(2), 89–97. doi:10.1108/02635570210419636.
• Buckley, K. W. (1982). The selling of a psychologist: John Broadus Watson and the application of behavioral techniques to advertising. Journal of the History of the Behavioral Sciences, 18(3), 207-221.
• Colarelli, S. M., & Dettmann, J. R. (2003). Intuitive evolutionary perspectives in marketing practices 1. Psychology & Marketing, 20(9), 837-865.
• Cüceloğlu, D. (2008). İnsan ve Davranışı. İstanbul: Remzi Kitabevi.
• Dockery, T. M., & Bedeian, A. G. (1989). Attitudes versus actions: Lapiere’s (1934) classic study revisited. Social Behavior and Personality, 17(1), 9-16. doi: https://doi.org/10.2224/sbp.1989.17.1.9.
• Donovan, R. (2011). Theoretical models of behaviour change. G. Hastings, K. Angus, & C. Bryant (Ed.) içinde, The Sage Hand Book of Social Marketing. London: Sage.
• Durmaz, Y. (2014). The impact of psychological factors on consumer buying behavior and an empirical application in Turkey. Asian Social Science,10(6), 45-60.
• Durmaz, Y., & Diyarbakırlıoğlu, I. (2011). A theoritical approach to the strength of motivation in customer behavior. Global Journal of Human Social Science, 11(10), 36-42.
• Fennis, B. M., & Stroebe, W. (2015). The Psychology of advertising (2.Edition). London: Routledge. doi: https://doi.org/10.4324/9781315681030.
• Festinger, L. (1957). A theory of cognitive dissonance. California: Stanford university press.
• Foxall, G. R. (1992). The behavioral perspective model of purchase and consumption: From consumer theory to marketing practice. Journal of the Academy of Marketing Science, 20(2), 189–198. doi:10.1007/bf02723458.
• Freud, S. (2017). Kitle psikolojisi ve ego analizi. İstanbul: Roman Oda Yayınları.
• Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of Research in Humanities and Social Sciences, 1(2), 10-15.
• Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.
• Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and loving in Las Vegas: Evolution, emotion, and persuasion. Journal of Marketing Research, 46(3), 384-395.
• Harmon-Jones, E., & Harmon-Jones, C. (2008). Cognitive dissonance theory. An up-date with a focus on the action-based model. J. Y. Shah, & W. L. Gardner (Ed.) içinde, Handbook of motivation science (s. 71-83). New York: Guilford Press.
• Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior building marketing strategy. (Eleventh edition). New York: McGraw-Hill Companies.
• Jones, D.G.B. & Shaw, E.H., (2002) A History of Marketing Thought, B.A. Weitz ve R. Wensley (Ed.) içinde Handbook of Marketing, (s.39 – 65), Sage Publishing, London.
• Kimmel, A. (2010). The psychological basis of marketing. M. Baker, & M. Saren (Ed.) içinde, Marketing Theory (s. 121-145). UK: Sage Publications Ltd.
• Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Pearson Education.
• Leong, S. M. (1989). A citation analysis of the Journal of Consumer Research. Journal of Consumer Research, 15(4), 492-497.
• Lynn, M., Kampschroeder, K., & Pereira, A. (1999). Evolutionary perspectives on consumer behavior: An introduction. Paper presented at the twenty-sixth annual conference of the Association for Consumer Research, Montreal, Canada.
• Macklin, N. C. (1986). Classical conditioning effects in product/character pairings presented to children, in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT. Association for Consumer Research, 198-203.
• Madden, T. J., Ellen , P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18(1), 3-9.
• McLeod, S. (2007). Maslow's hierarchy of needs. Simply psychology, 1(1-18).
• McSweeney, F. K., & Bierley, C. (1984). Recent developments in classical conditioning. The Journal of Consumer Research, 11(2), 619-631.
• Michaelidou, N., & Hassan, L. (2014). New advances in attitude and behavioural decision-making models. Journal of Marketing Management, 30(5-6), 519-528. doi: https://doi.org/10.1080/0267257X.2014.884368.
• Mittelstaedt, R. A. (1990). Economics, psychology, and the literature of the subdiscipline of consumer behavior. Journal of the Academy of Marketing Science, 18(4), 303-311. doi: 10.1177/009207039001800406.
• Montano, D. E., & Kasprzyk, D. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health behavior: Theory, research and practice, 70(4), 231.
• Nord, W. R., & Peter, J. P. (1980). A behavior modification perspective on marketing. Journal of Marketing, 44(2), 36–47. doi:10.1177/002224298004400205.
• Nugroho, A. R., & Irena, A. (2017). The impact of marketing mix, consumer’s characteristics, and psychological factors to consumer’s purchase intention on brand “w” in surabaya. Ibuss management, 5(1).
• Nunkoo, R., & Ramkissoon, H. (2010). Gendered theory of planned behaviour and residents' support for tourism. Current Issues in Tourism, 13(6), 525-540 doi: https://doi.org/10.1080/13683500903173967.
• Otieno, O. C., Liyala, S., Odongo, B. C., & Abeka, S. O. (2016). Theory of reasoned action as an underpinning to technological innovation adoption studies. World Journal of Computer Application and Technology 4(1): 1-7, doi: 10.13189/wjcat.2016.040101.
• Paylan, M., & Torlak, Ö. (2009). Tarihsel perspektiften geleceğe pazarlamanın seyri. 14. Ulusal Pazarlama Kongresi, 1-11.
• Peter, J. P., & Olson, J. C. (2010). Consumer behavior & marketing strategy (Ninth edition). New York: McGraw-Hill/Irwin.
• Rogers, E. M. (2004). A prospective and retrospective look at the diffusion model. Journal of health communication, 9(S1), 13-19.
• Saad, G. (2017). On the method of evolutionary psychology and its applicability to consumer research. Journal of Marketing Research, 54(3), 464-477 doi: https://doi.org/10.1509/jmr.14.0645.
• Shakow, D. (1930). Hermann Ebbinghaus. The American Journal of Psychology, 42(4), 505-518. doi:10.2307/1414874.
• Sharma, M. K. (2014). The impact on consumer buying behaviour: Cognitive dissonance. Global Journal of Finance and Management, 6(9), 833-840.
• Shavitt, S., & Wänke, M. (2007). Consumer behavior. Blackwell handbook of social psychology: Intraindividual processes, 569–590. doi:10.1002/9780470998519.ch26.
• Shaw, E. H., & Jones, D. B. (2005). A history of schools of marketing thought. Marketing theory, 5(3), 239-281.
• Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of consumer research, 15(3), 325-343.
• Sheth, J. N. (1985). History of consumer behavior: A marketing perspective. ACR Special Volumes.
• Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: evolution and evaluation (Vol. 12). New York: John Wiley & Sons Incorporated.
• Solomon, M. R. (2018). Consumer behavior buying, having, and being (twelfth edition). Edinburgh Gate: Pearson Education Limited.
• Taşyürek, N. (2010). Reklam ve reklamın tüketicilerin satın alma davranışları üzerindeki etkisi: Bir Alan Araştırması. (Yüksek lisans tezi). Atılım Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
• Telci, E. E., Maden, C., & Kantur, D. (2011). The theory of cognitive dissonance: A marketing and management perspective. Procedia-Social and Behavioral Sciences, 24, 378-386.
• Tomer, J. F. (2007). What is behavioral economics? The Journal of Socio-Economics, 36(3), 463–479. doi: 10.1016/j.socec.2006.12.007.
• Twedt, D. (1965). Consumer psychology. Annual Review of Psychology, 16(1), 265–294. doi:10.1146/annurev.ps.16.020165.001405.
• Velioğlu, M. N. (2012). Öğrenme ve güdüleme. Y. Odabaşı (Ed.) içinde, Tüketici Davranışları (s. 24-43). Eskişehir: Anadolu Üniversitesi.
• Webb, R. C. (1999). Operant conditioning in marketing. Psychology of the Consumer and Its Development, 257–284. doi:10.1007/978-1-4615-4763-1_10.
• Wells, V. K. (2014). Behavioural psychology, marketing and consumer behaviour: a literature review and future research agenda. Journal of Marketing Management, 30(11-12), 1119-1158.
• Wells, V., & Martin, D. (2017). Research frontiers in cognitive, socio-cognitive, behavioural, social and applied psychology: implications for marketing theory and consumer research. Journal of Marketing Management, 33(11-12), 873-877 doi: 10.1080/0267257X.2017.1337668.
• Witkowski, T., & Jones, D. (2006). Qualitative historical research in marketing. R. W. Belk (Ed.) içinde, Handbook of Qualitative Research Methods in Marketing (s. 70-82). Massachusetts: Edward Elgar Publishing, Inc.
• Yavuz, Ö. (2012). Bir pazarlama ortamı olarak özel alışveriş siteleri ve tüketicilerin özel alışveriş siteleri tercihlerini etkileyen faktörlerin belirlenmesine yönelik bir araştırma. (Yüksek lisans tezi) Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü.
• Yücel, E., & Çizel, B. (2018). Bilişsel uyumsuzluk teorisi üzerine kavramsal bir inceleme: satın alma perspektifi. Journal of Yaşar University, 13(50), 150-163.
• Yükselen, C. (2017). Pazarlama ilkeler- yönetim örnek olaylar. Ankara: Detay Yayıncılık.