Tüketici Psikolojisi ve Tüketici Davranışı

İçerik

Dersin Amacı

Bu dersin amacı tüketici psikolojisi ve tüketim davranışına ilişkin temel teorileri öğretmek ve bu alanda araştırma yapmak için bir temel oluşturmaktır.

Dersin İçeriği

1. Hafta: Tüketici Psikolojisi ve Tüketim Davranışı: Giriş

2. Hafta: Temel Teoriler

3. Hafta: Algılama

4. Hafta: Öğrenme

5. Hafta: Güdülenme

6. Hafta: Benlik

7. Hafta: Kişilik, Yaşam Stili ve Değerler

8. Hafta: Ara Sınav

9. Hafta: Tutum ve Niyet

10. Hafta: Karar Verme

11. Hafta: Satın Alma Sonrası Davranış

12. Hafta: Sosyal Medya

13. Hafta: Kültür

14. Hafta: Etik

Dersin Öğrenme Çıktıları

Günümüzde teknolojik değişim ve gelişimlerin temelinde tüketici psikolojisi ve tüketim davranışı da değişmektedir. Bu ders pazarlama alanında önemli bir alt alan olan tüketim davranışının temel kavramlarını, teorilerini, ilke ve stratejilerini öğretmeyi amaçlamaktadır.

Kaynaklar

Okuma Listesi

Kitaplar:

Micheal R. Solomon, Consumer Behavior: Buying, Having, and Being, Pearson, 2018, Harlow

Richard H. Thaler and Cass R. Sunstein, Nudge (Dürtme), Penguin Books, 2009, NY

Dan Ariely, Predictably irrational : the hidden forces that shape our decisions, Harper Perennial, 2010, NY

Daniel Kahneman, Thinking Fast and Slow, Farrar, Straus and Giroux, 2013, NY


Makaleler:

1. ve 2. Hafta

Thaler, R. H. (2018). From cashews to nudges: The evolution of behavioral economics. American Economic Review, 108(6), 1265-87.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.

Algılama

Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of consumer psychology, 22(3), 332-351.

Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer Psychology, 22(1), 7-17.


Öğrenme

Mathur, P., Chun, H. H., & Maheswaran, D. (2016). Consumer mindsets and self-enhancement: Signaling versus learning. Journal of Consumer Psychology, 26(1), 142-152.

Krugman, H. E. (1994). Pavlov's dog and the future of consumer psychology. Journal of Advertising Research, 34(6), 67-71.

Güdülenme

Fitzsimons, Grainne M., Tanya L. Chartrand, and Gavan J. Fitzsimons (2008), “Automatic effects of Brand Exposure on Motivated Behavior: How Apple Makes You ‘Think Different’,” Journal of Consumer Research, 35 (1), 21-35.

Oyserman, D. (2009). Identity-based motivation and consumer behavior. Journal of Consumer Psychology, 19(3), 276-279.

Touré-Tillery, M., & Fishbach, A. (2018). Three sources of motivation. Consumer Psychology Review, 1(1), 123-134.

Benlik

Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., ... & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the academy of marketing science, 25(3), 229-241.


Kişilik, Yaşam Stili ve Değerler

Baumgartner, H. (2002). Toward a personology of the consumer. Journal of consumer research, 29(2), 286-292.

Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behavior. Journal of Consumer Psychology, 1(3), 239-260.

Tutum, Niyet

Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of applied social psychology, 28(15), 1429-1464.

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.

Karar Verme

Ariely, Dan (1998), “Combining experiences over time: The effects of duration, intensity changes and on- line measurements on retrospective pain evaluations,” Journal of Behavioral Decision Making, 11(1), 19-45

Dhar, Ravi; Wertenbroch, Klaus (2000), “Consumer choice between hedonic and utilitarian goods,” Journal of Marketing Research, 37(1), 60-71

Iyengar, Sheena S.; Lepper, Mark R. (2000), “When choice is demotivating: Can one desire too much of a good thing?” Journal of Personality and Social Psychology, 79(6), 995-1006

Satın Alma Sonrası

Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior,” Journal of Consumer Research; 31 (June); 87-101

Fournier, Susan (1995), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (March), 343-373.

Sosyal Medya

Kizgin, H., Dey, B. L., Dwivedi, Y. K., Hughes, L., Jamal, A., Jones, P., ... & Williams, M. D. (2020). The impact of social media on consumer acculturation: Current challenges, opportunities, and an agenda for research and practice. International Journal of Information Management, 51, 102026.

Kültür

Gelfand, M. J., Raver, J. L., Nishii, L., Leslie, L. M., Lun, J., Lim, B. C., ... & Yamaguchi, S. (2011). Differences between tight and loose cultures: A 33-nation study. science, 332(6033), 1100-1104.

Milner, L. M., Fodness, D., & Speece, M. W. (1993). Hofstede's research on cross-cultural work-related values: Implications for consumer behavior. ACR European Advances.

Etik

Sachdeva, Sonya, Rumen Iliev, and Douglas L. Medin. "Sinning Saints and Saintly
Sinners: The Paradox of Moral Self-Regulation." Psychological science 20.4 (2009): 523-528.

Zhong, Chen-Bo and Liljenquist, Katie (2006), “Washing Away Your Sins: Threatened Morality and Physical Cleansing,” Science, 313(5792), 1451-1452

Khan, Uzma, and Ravi Dhar. (2006), "Licensing effect in consumer choice," Journal of Marketing Research, 43 (2), 259-266.

Konu Başlıkları

Değerlendirme Sistemi

Yeterlilik İlişkisi

AKTS - İş Yükü Tablosu