Domine Edilen Statükonun Referans Etkisi

Statüko, bir kişinin şu anki konumunu temsil eder. Çalışılan iş ve yaşanılan şehir statüko için verilebilecek örnekler arasındadır. Bir statüko, kendi seçilmese bile, diğer alternatifler arasındaki göreceli sıralamayı değiştirerek kişinin bu alternatifler arasındaki seçimini etkileyebilir ve buna “referans etkisi” denir. Bu çalışmada, statükoların referans etkisini anlamak için Özyeğin Üniversitesi lisans öğrencileri arasında bir anket yapılmıştır. Anket, Qualtrics programı kullanılarak hazırlanmış ve katılımcıların e-posta adreslerine tek kullanımlık bir bağlantı gönderilerek öğrencilerle paylaşılmıştır. Ankette katılımcılardan, depolama kapasitesi ve pil ömrü ile tanımlanmış farklı telefonlar arasında seçim yapmaları istenmiştir. Görülmüştür ki, statüko diğer alternatiflerin her biri tarafından domine edildiğinde - yani diğer alternatiflerden hem pil ömrü hem depolama kapasitesi bakımından daha kötü olduğunda - ve kendi seçilmediğinde bile, kişinin bu alternatifler arasındaki seçimini değiştirebilir. İstatistiki olarak anlamlı miktarda kişinin, aynı kümeden statüko varlığında ve yokluğunda yaptığı seçimlerin farklı olduğu görülmüştür. Bu davranış, literatürdeki teorik statüko modelleri arasından ancak sürekli referans etkisine izin verenler (Guney ve Richter, 2017) tarafından açıklanabilmektedir.

Reference Effect of a Dominated Status Quo

Status quos represent one’s current standing, such as current job or current city. A status quo can change the relative ranking among other options and hence influence choices even if itself isn’t chosen. This is called the “reference effect”. In the present study, we conducted a survey among undergraduate students at Ozyegin University in order to understand status quos’ reference effects. The survey was prepared using the program Qualtrics and distributed to subjects via one-time link that was sent to their e-mail addresses. Subjects were asked to make choices among phones that were defined by the storage capacity and battery life. A status quo that was dominated by all other options in the choice set was observed to influence choices among these options even though the status quo itself wasn’t chosen. A statistically significant amount of choices from the same set were observed to differ depending on whether or not there was a dominated status quo in the choice problem. This effect can only be explained by status quo-based theories that allows for status quo’s continuous reference effects (Guney and Richter, 2017).

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