Araştırma Makalesi
Yıl 2020,
Cilt: 2 Sayı: 2, 71 - 80, 31.12.2020
Öz
Tüketicilerin çoklu seçim koşullarında alternatifleri karşılaştırarak seçim yapmaları nedeniyle bir alternatifin değeri diğer alternatiflerden bağımsız değildir. Yeni seçenek ilave edildiği zaman mevcut seçeneklerin göreceli değer değişiminin önemli nedenlerinden biri de cazibe etkisidir. Yapılan çalışmalar cazibe etkisi varlığı yanında, farklı moderatör değişkenlere göre bu etkinin farklılaştığını göstermiştir. Bu bağlamda tüketicilerin düzenleyici odağının cazibe etkisine duyarlılığı etkilediği ileri sürülmektedir. Bu çalışmada farklı ürün gruplarında cazibe etkisi ve düzenleyici odakla etkileşiminin incelenmesi amaçlanmıştır. Bu amaçla seçim koşulu ve düzenleyici odak ile gruplar arası tasarım oluşturulmuş ve araştırma verileri faktöriyel ANOVA ile analiz edilmiştir. Araştırma bulguları market ve meşrubat seçimleri için cazibe etkisi olmadığını gösterirken, buzdolabı ve otel seçimi için cazibe etkisi olduğunu ancak cazibe etkisi ile düzenleyici odak arasında bir etkileşim olmadığını göstermiştir.
Anahtar Kelimeler
Kaynakça
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- CESARIO, J., HIGGINS, E. T., & SCHOLER, A. A. (2008), “Regulatory Fit and Persuasion: Basic Principles and Remaining Questions”, Social and Personality Psychology Compass, 2(1), 444-463.
- CHATTERJEE, S., ROY, R., & MALSHE, A. V. (2011), “The Role of Regulatory Fit On the Attraction Effect”, Journal of Consumer Psychology, 21(4), 473-481.
- FISKE, S. T., GILBERT, D. T., & LINDZEY, G. (Eds.). (2010), Handbook of Social Psychology (Vol. 2). John Wiley & Sons.
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Toplam 33 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İşletme |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Aralık 2020 |
| Kabul Tarihi | 16 Aralık 2020 |
| Yayımlandığı Sayı | Yıl 2020 Cilt: 2 Sayı: 2 |
