Consumers' paradoxical interpretations of prestige and luxury

Tüketim ile bağlantılı olarak, prestij ve lüks kavramlarının açıklanmasında hem akademik yazında hem de tüketicilerin algılarında çelişkiler görülmektedir. Bazı yazarlar ve tüketiciler bu terimleri birbirlerine eş değer olarak kullanırken bazıları ise değişik anlamlar yüklemektedirler. Tüketicilerin bakış açılarından yola çıkarak, niteliksel yöntemler kullanılan bu araştırma ile amacımız, bu anlam kargaşasına bir açıklık getirmektir. Çalışmada öncelikle tüketicilerin prestij ve lüks kavramları hakkındaki farklı bakış açıları sunulmuştur. Prestijin maddesel boyutlarının yanı sıra manevi boyutları da olabileceği, lüks kavramının ise daha çok maddesel olduğu gözlenmiştir. Sonuçlarda, prestijin bu maddesel, manevi ve sosyal boyutları açıklanmıştır. Araştırma tüketici davranışları teorilerine ve maddecilik konusundaki tartışmalara katkıda bulunmaktadır.

Tüketicilerin prestij ve lüks kavramları hakkında çelişkili algıları

In relation to consumption, we observe puzzlement in the ways the terms prestige and luxury are interpreted both in scholarly discussions and in consumers’ minds. Some use these terms interchangeably while others assign different meanings. Through our study, with a qualitative inquiry, we hope to shed light to this perplexity from consumers’ perspectives. We first offer a framework about the confusion in consumers’ minds related to their understanding of the notions of prestige and luxury, which can have different connotations. In addition to its material aspects, prestige may also be associated with moral values while luxury is often materialistic. Accordingly, the analysis shows these intangible, material, and interpersonal aspects of prestige. With the study, we hope to contribute to consumer behavior theories, at the same time highlighting both the limits and the success of materialism.

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Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi-Cover

ISSN: 1306-6730
Yayın Aralığı: Yılda 3 Sayı
Başlangıç: 2006
Yayıncı: Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi