Tuzak Ürünlerin Tüketici Seçimlerine Etkisi: Cazibe ve Uzlaşı Etkisi
Öz
Rasyonel seçim teorisinin aksine, yapılan çok sayıda çalışma tüketici seçimlerinin seçimin bağlam özelliğine duyarlı olduğunu ortaya koymuştur. Bunlardan tuzak etkisi, seçim setine eklenen yeni seçeneğin diğer seçeneklerin tercih payını değiştirdiğini varsaymaktadır. Tuzak etkisi ürün karması ve fiyatlama gibi birçok pazarlama kararı için stratejik öneme sahiptir. Bu çalışmada tuzak etkisinin iki önemli temsilcisi olan cazibe ve uzlaşı etkisinin yanında, bu etkilerin ürün özellikleri ile etkileşimi de incelenmiştir. Bu amaçla karma faktöriyel tasarım oluşturulmuş ve araştırma verileri tekrarlı ölçüm ANOVA ile analiz edilmiştir. Araştırma bulguları cazibe etkisinin olduğunu, ancak uzlaşı etkisinin olmadığını göstermiştir. Sonuçlar aynı zamanda cazibe etkisinin ürün özelliğine göre farklılaşmadığına işaret etmektedir.
Anahtar Kelimeler
Kaynakça
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Ayrıntılar
Birincil Dil
Türkçe
Konular
İşletme
Bölüm
Araştırma Makalesi
Yayımlanma Tarihi
29 Eylül 2018
Gönderilme Tarihi
14 Ağustos 2018
Kabul Tarihi
14 Kasım 2018
Yayımlandığı Sayı
Yıl 2018 Cilt: 10 Sayı: 3