Duygu Tipolojilerinin Tüketici Davranışları Üzerindeki Etkisi ve Pazarlamadaki Önemi

Pazarlama alanında duygu temelli araştırma yapan akademisyenler, tüketici duygularını incelemek için farklı duygu yaklaşımlarına başvurmuşlardır. Bu yaklaşımlardan bir kısmı psikoloji literatüründen, pazarlama literatürüne aktarılmış; bir kısmı ise pazarlama akademisyenleri tarafından geliştirilmiştir. Bu çalışmanın temel amacı (1) günümüze kadar sıklıkla kullanılan duygularla ilgili yaklaşımları incelemek, (2) bu yaklaşımların pazarlama disiplininde kullanımları hakkında bilgi vermek ve (3) bu yaklaşımların güçlü yönlerini değerlendirmektir. Çalışmada, psikoloji disiplininde yer almakla beraber pazarlama disiplininde de kullanılan duygu çalışmaları ve pazarlama akademisyenleri tarafından geliştirilen başlıca duygu çalışmaları üzerinde durulmuş, bu sonuçlar ışığında bazı pazarlama çıkarımlarında bulunulmuştur.

The Influence of Emotion Typologies on Consumer Behaviour and Their Importance in Marketing

In marketing; scholars, who have performed emotion based studies, have discussed consumer emotions by referring different emotion approaches. Certain parts of these approaches have been transferred from psychology literature and the other parts of them have been developed by marketing researchers. Main aim of this study are, (1) to examine the frequently used approaches related with emotions until today, (2) to inform about the application of these approaches in marketing and (3) to evaluate the strength of these approaches. In the study, emotion studies, which are apart from psychology discipline, have also been used in marketing discipline and major emotion studies that are improved by marketing researchers have been accentuated. Moreover in the light of these results, some marketing implications have been given.

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