Düşünsel ve Duygusalların Marka Bilgisi Unsurlarına Karşı Algılarının Jung Psikoanalitik Yaklaşımına Göre İrdelenmesi

Öz

Tüketicilerin satın alma kararlarında biyolojik, sosyal ve çevresel faktörlerin yanı sıra kişilik gibi psikolojik unsurlar önemli bir rol oynamaktadır. Freud, Maslow, Rogers ve Jung’un çalışmaları kişilik araştırmalarının temelini oluştururken, Beş Faktör Kişilik Modeli ve Enneagram gibi yaklaşımlar bu alanı genişletmiştir. Jung, kişiliği içedönüklük ve dışadönüklük ekseninde ele almış; düşünme, hissetme, sezgi ve duyum olmak üzere dört temel psikolojik işlev tanımlamıştır. Bu işlevler, bireylerin dünyayı algılama ve değerlendirme biçimlerini açıklayan bilişsel stilleri oluşturmaktadır. Bu çalışmada, Jung’un psikolojik tipler teorisinde yer alan düşünsel ve duygusal kişilik özelliklerine sahip bireylerin marka bilgisi unsurlarına yönelik algıları incelenmiştir. Araştırma verileri, kolayda örnekleme yöntemiyle seçilen 430 katılımcıdan çevrimiçi anket aracılığıyla toplanmıştır. Kişilik özellikleri düşünsel ve duygusal boyutlarda; marka bilgisi ise marka imajı ve marka farkındalığı boyutlarında ele alınmıştır. Marka imajı, marka tutumu, algılanan fiyat, sembolik/fonksiyonel özellikler ve marka kişiliği alt boyutlarından oluşmaktadır. Değişkenler arasındaki ilişkiler SPSS 23.0 kullanılarak lojistik regresyon analiziyle incelenmiş ve her iki kişilik kümesinde farklı marka bilgisi unsurlarının etkili olduğu belirlenmiştir. Bulgular, işletmelerin marka iletişim planlamalarını Jung’un psikoanalitik yaklaşımını dikkate alarak yapmalarının tüketiciler üzerinde daha etkili olabileceğini ortaya koymaktadır. Özellikle dijital pazarlama açısından, belirli anahtar kelimelerle bireylerin kişilik yapılarının tespit edilebileceği ve bu doğrultuda kişiselleştirilmiş kampanyalar düzenlenebileceği hususunda çeşitli öneriler sunulmuştur.

Anahtar Kelimeler

• Marka
• Algı
• İletişim Psikolojisi
• Pazarlama
• Kişilik

An Examination of Thinkers’ and Feelers' Perceptions of Brand Knowledge Elements According to Jung's Psychoanalytical Approach

Öz

Consumers’ purchase decisions are shaped not only by biological, social, and environmental factors but also by psychological determinants, particularly personality. The foundational contributions of Freud, Maslow, Rogers, and Jung have established the theoretical basis of personality research, while models such as the Five-Factor Personality Model and the Enneagram have further expanded this field. Jung conceptualized personality along the introversion–extraversion continuum and identified four core psychological functions — thinker, feeler, intuition, and sensation — which constitute cognitive styles that influence how individuals perceive and evaluate their environment. In this context, the present study examines the perceptions of individuals characterized by thinker and feeler personality orientations, as defined in Jung’s typological theory, toward brand knowledge elements. The research data were collected through an online survey conducted with 430 participants selected using convenience sampling. Personality traits were operationalized along thinking and feeling dimensions, while brand knowledge was analyzed in terms of brand image and brand awareness. Brand image was further examined through the sub-dimensions of brand attitude, perceived price, symbolic and functional attributes, and brand personality. The effects of brand knowledge variables on Jungian perceptual personality types were analyzed using logistic regression analysis with SPSS 23.0. The findings indicate that different brand knowledge components exert varying influences across personality groups. Overall, the results suggest that integrating Jung’s psychoanalytic perspective into brand communication planning may enhance the effectiveness of marketing strategies, particularly in digital marketing contexts that allow for personalized communication.

Anahtar Kelimeler

• Brand
• Perception
• Communication Psychology
• Marketing
• Personality

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