Aslı GÜVEN, Abdullah ALKAN, Uğur ÖNCÜL, Sinem MAKUL, İbrahim Taylan DÖRTYOL

PAZARLAMA YAZININDA PSİKOLOJİ FENOMENİNİN ANLAŞILMASI ÜZERİNE BİR SİSTEMATİK TARAMA

Bu çalışma, pazarlama yazınında son 20 yıldır bilhassa önemli bir ilgiyle karşılaşan tüketim psikolojisi alanına ilişkin yazılmış 99 adet makaleyi sistematik açıdan gözden geçirmekte ve sentezlemektedir. Günümüzde, çok daha dar bir bakış açısıyla bazı literatür taraması çabaları gerçekleştirilmiştir. Bu nedenle, tüketim psikolojisinin çok boyutlu analizi ile birlikte, söz konusu çalışma alana ilişkin önemli içgörüler ve gelecek çalışmalar için araştırma fırsatları sunmayı amaçlamaktadır. Mevcut literatürün irdelenmesini takiben, 8 başlıkta (algı - benlik, kişilik ve kimlik – öğrenme ve bellek – motivasyon – kültür, toplumsallaşma, yaşam tarzı ve değerler – satın alım karar süreci – pazarlama iletişimi – etik ve sosyal sorumluluk) 17 olası araştırma sorusu alanın araştırılması gereken noktaları olarak belirlenmiştir.

Anahtar Kelimeler:

Sistematik tarama, psikoloji, tüketim psikolojisi, pazarlama

A SYSTEMATIC REVIEW TO UNDERSTAND THE PHENOMENA OF PSYCHOLOGY IN MARKETING FIELD

This paper systematically reviews and synthesizes 99 studies conducted on the consumer psychology field that has significant research interests in the past two decades. To this day, some literature review attempts with a narrow point of view have been made. Thus, with the multi-dimensional analysis of consumer psychology, this paper aims to provide essential insights and opportunities for future research. After the discussion of prior findings, 17 research questions in 8 topics (perception - self, personality, and identity - learning and memory - motivation – culture, socialization, lifestyle and values – purchase decision process – marketing communication – ethics and social responsibility) are proposed to point out the need for research.

Keywords:

Systematic review, psychology, consumer psychology, marketing,

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