TÜKETİCİ DAVRANIŞLARI AÇISINDAN KARAR ALMA SÜRECİNDE PİŞMANLIK DUYGUSUNUN MEMNUNİYET İLE İLİŞKİSİ ÜZERİNE BİR ARAŞTIRMA
Author :
Abstract
Tüketiciler gündelik yaşamlarında birçok karar vermektedirler. Bu kararlarda durumsal, duygusal ve bilişsel açıdan birçok faktör bireyleri etkileyerek kararlarında bir takım olumlu veya olumsuz olabilecek duyguları yaşamalarına sebep olmaktadır. Ayrıca duyguların bireyin yaşam içindeki davranışlarını ve düşüncelerini etkilemesi sosyal bilimlerce de ele alınarak tüketici davranışlarında önemli bir kriter olarak görülmektedir. Bu çalışmada, tüketici davranışları açısından bireylerin karar alma sürecindeki pişmanlık duygusunun memnuniyet ile ilişkisi incelenmiştir. Çalışma kapsamında bireyin karar öncesi, karar anı ve sonrasında pişmanlık duygusuyla ilişkili olan boyutları üzerinde önemle durulmuştur. Araştırmanın sonuçları ile karar alma sürecinde pişmanlık duygusu ve tüketici memnuniyeti arasındaki ilişkiyi ortaya koyarak karar alma sürecindeki bu iki duygunun öneminin gösterilmesi hedeflenmiştir. Bu amaçla karar alma sürecindeki pişmanlık ve tüketim memnuniyet için iki farklı ölçek kullanılmıştır. Anketler Marmara Üniversitesi öğrencilerine uygulanmıştır. Sonuç olarak pişmanlık ve memnuniyet duygusunun bireyi durumsal, duygusal ve bilişsel olarak bireyin seçimlerini, davranışlarını ve tekrar satın alma niyetlerini etkilediği; bu iki duygu arasında istatistiksel olarak anlamlı bir ilişkinin var olduğu gözlemlenmiştir.
Keywords
Abstract
Consumers make lots of decisions in their daily lives. Many situational, emotional, and cognitive factors in these decisions affect individuals and lead to a number of positive or negative emotions in their decisions. In addition, affecting the behaviors and thoughts of the individual in their lives is also seen as an important criterion in consumer behavior by being investigated in social sciences. In this study, the relationship between the satisfaction of the individual's feelings of regret in the decision-making process in terms of consumer behavior was examined. In the scope of the study, it was emphasized on the dimension of the individual before the decision, the moment of decision and after the decision related to feelings of regret. As a result of the research, it is aimed to show the relationship between regret and consumer satisfaction in the decision making process and to show the importance of these two senses in the decision making process. For this purpose, two different scales were used for regret and satisfaction in the decision-making process. The questionnaires were applied to Marmara University students. As a result, the feeling of regret and satisfaction affects the individual's situational, emotional and cognitive choices, behaviors and intention to buy again; it is observed that there is a statistically significant relation between these two emotions.
Keywords
- Anderson, E. W., ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for
- Anderson, E. W., ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), s.125-143.
- Baumeister, R. F. (2008). Free will in scientific psychology. Perspectives on psychological science, 3(1), s.14-19.
- Bell, D. E. (1982). Regret in decision making under uncertainty. Operations research, 30(5), s.961-981.
- Bettman, J. R., Luce, M. F., ve Payne, J. W. (1998). Constructive consumer choice processes. Journal of consumer research, 25(3), s.187-217.
- Bilgen, İ., Kara A. ve Gürdal, S. (2015). Kurumsal Sosyal Sorumluluk ve Duygusal Tatmin ÜzerindekiEtkisi: GSM Operatörleri Üzerine Bir Araştırma, 20. Ulusal Pazarlama Kongresi Bildiri Kitabı, Cilt 2, s.429- 439.
- Boles, T. L., ve Messick, D. M. (1995). A reverse outcome bias: The influence of multiple reference pointson the evaluation of outcomes and decisions. Organizational Behavior and Human Decision Processes, 61(3), s.262-275.
- Bourgeois-Gironde, S. (2010). Regret and the rationality of choices. Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1538), s.249-257.
- Bui, M., Krishen, A. S., ve Bates, K. (2011). Modeling regret effects on consumer post-purchase decisions. European Journal of Marketing, 45(7/8), s.1068-1090.
- Cadish, B. (2001). Damn!: Reflections on Life's Biggest Regrets. Andrews McMeel Pub.
- Campbell, C., ve Ma, J. J. (Eds.). (2015). Looking forward, looking back: Drawing on the past to shape the future of marketing: Proceedings of the 2013 world marketing congress. Springer
- Connolly, T., ve Butler, D. (2006). Regret in economic and psychological theories of choice. Journal of Behavioral Decision Making, 19(2), s.139-154.
- Connolly, T., ve Zeelenberg, M. (2002). Regret in decision making. Current directions in psychological science, 11(6), s.212-216.
- Cooke A. D. , Meyvis T. ve Schwartz A. (2001). Avoiding Future Regret in Purchase Timing Decisions, Journal of Consumer Research, Vol.27(4), s.447-459
- Coricelli, G., Critchley, H. D., Joffily, M., O'Doherty, J. P., Sirigu, A., ve Dolan, R. J. (2005). Regret and its avoidance: a neuroimaging study of choice behavior. Nature neuroscience, 8(9), s.1255-1262.
- Encyclopaedia Britannica (1989). Free will. 15th ed., Vol. 4. Chicago: Encyclopaedia Britannica.
- Fong, G. T., Hammond, D., Laux, F. L., Zanna, M. P., Cummings, K. M., Borland, R., ve Ross, H. (2004).The near-universal experience of regret among smokers in four countries: findings from the International Tobacco Control Policy Evaluation Survey. Nicotine & Tobacco Research, 6(Suppl 3), S341-S351.
- Gabler, C. B., Landers, V. M., ve Reynolds, K. E. (2017). Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy. Journal of Business Research, 76, s.201-208.
- Gardial, S. F., Clemons, D. S., Woodruff, R. B., Schumann, D. W., ve Burns, M. J. (1994). Comparingconsumers' recall of prepurchase and postpurchase product evaluation experiences. Journal of Consumer Research, 20(4), s.548-560.
- Gilovich, T., ve Medvec, V. (1995). The experience of regret: what, when, and why. Psychological Review, 102(2), s.379-395.
- Gilovich, T., ve Medvec, V. H. (1994). The temporal pattern to the experience of regret. Journal of personality and social psychology, 67(3), s.357-365
- Inman, J. J., Dyer, J. S., ve Jia, J. (1997). A generalized utility model of disappointment and regret effects on post-choice valuation. Marketing Science, 16(2), s.97-111.
- Inman, J. J., ve Zeelenberg, M. (2002). Regret in repeat purchase versus switching decisions: The attenuating role of decision justifiability. Journal of consumer research, 29(1), s.116-128.
- Janis, I. L., ve Mann, L. (1977). Decision making: A psychological analysis of conflict, choice, and commitment. Free press.
- Kahneman, D., ve Miller, D. T. (1986). Norm theory: Comparing reality to its alternatives. Psychological review, 93(2), s.136-153
- Karasar, N., (2004), Bilimsel Araştırma Yöntemi, Nobel Yayın Dağıtım, Ankara. Aktaran: Karagül, M.,(2011), Örgütsel Stres ve Stres Yönetimi: Malatya Adliyesi Örneği, Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü, Yüksek Lisans Tezi, Balıkesir.
- Kassarjian, H. H. (1971). Personality and consumer behavior: A review. Journal of marketing research, s.409-418
- Kayış, A., (2005), Güvenilirlik Analizi, Ed. Ş. Kalaycı, SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Asil Yayın Dağıtım, Ankara.
- Khalaf, K. (2007) Faktör Analizi ve Bir Uygulaması, Gazi Üniversitesi, Fen Bilimleri Enstitüsü, Yüksek Lisans Tezi, Ankara.
- Lake, L. (2009).Consumer behavior for dummies. John Wiley ve Sons.
- Landman, J. (1987). Regret: A theoretical and conceptual analysis. Journal for the Theory of Social Behaviour, 17(2), s.135-160.
- Lee, S. H., ve Cotte, J. (2009). Post-purchase consumer regret: Conceptualization and development of the PPCR scale. ACR North American Advances Volume 36, s.456-462.
- Lee, W. (1971). The effects of expected value difference and expected regret ratio on preference strength. The American Journal of Psychology, s.194-204.
- Loomes, G., ve Sugden, R. (1982). Regret theory: An alternative theory of rational choice under uncertainty. The economic journal, 92(368), s.805-824.
- Luce, M. F., Bettman, J. R. ve Payne, J. W. (2001). Emotional decisions: Tradeoff difficulty and coping in consumer choice. Monographs of the Journal of Consumer Research, (1), s.1-209.
- M'Barek, M. B., ve Gharbi, A. (2012). Management of Post-Purchase Regret. Journal of Supply Chain and Customer Relationship Management,s.1-9
- Mellers, B., Schwartz, A., ve Ritov, I. (1999). Emotion-based choice. Journal of Experimental Psychology: General, 128(3), s.332-345
- Oliver, R. L., (1997), Satisfaction: A Behavioral Perspective on the Consumer. New York: Irwin/McGraw- Hill.
- Oswalt, S. B., Cameron, K. A., ve Koob, J. J. (2005). Sexual regret in college students. Archives of sexual behavior, 34(6), 663-669.
- Parker, J. R., Lehmann, D. R., ve Xie, Y. (2016). Decision comfort. Journal of Consumer Research, 43(1), s.113-133.
- Pieters, R. G., ve Verplanken, B. (1995). Intention‐behaviour consistency: Effects of consideration set size, involvement and need for cognition. European Journal of Social Psychology, 25(5), s.531-543.
- Reb, J., ve Connolly, T. (2010). The effects of action, normality, and decision carefulness on anticipatedregret: Evidence for a broad mediating role of decision justifiability. Cognition and Emotion, 24(8), s.1405-Roese, N. J., ve Olson, J. M. (1993). The structure of counterfactual thought. Personality and social psychology bulletin, 19(3), s.312-319.
- Simonson, I. (1992). The influence of anticipating regret and responsibility on purchase decisions. Journal of Consumer Research, 19(1), s.105-118.
- Skelton, A. C., ve Allwood, J. M. (2017). Questioning demand: a study of regretted purchases in Great Britain. Ecological Economics, 131, s.499-509.
- Sugden, R. (1985). Regret, recrimination and rationality. Theory and decision, 19(1), s.77-99.
- Şekercioğlu, G., (2009), Çocuklar İçin Benlik Algısı Profilinin Uyarlanması ve Faktör Yapısının Farklı Değişkenlere Göre Eşitliğinin Test Edilmesi, Ankara Üniversitesi, Eğitim Bilimleri Enstitüsü, Ankara.
- Taylor, K. (1997). A regret theory approach to assessing consumer satisfaction. Marketing letters, 8(2),Tsiros, M. (1998). Effect of regret on post-choice valuation: The case of more than two alternatives. Organizational Behavior and Human Decision Processes, 76(1), s.48-69.
- Tsiros, M., ve Mittal, V. (2000). Regret: A model of its antecedents and consequences in consumer decision making. Journal of Consumer Research, 26(4), s.401-417.
- Türkmen, M. S., Pirtini, S., Bayraktar, A. ve Bilgen, İ. (2016). Kurumsal Ssoyal Sorumluluğun Tüketicilerin Satın Alma Niyeti ile İlişkisi Üzerine Bir Araştırma, Öneri, Cilt:12, Sayı:45, s. 375-392.
- Vohs, K. D., ve Baumeister, R. F. (2009). Addiction and free will. Addiction research & theory, 17(3), s.231- 235.
- Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1).
- Zeelenberg, M., Van den Bos, K., Van Dijk, E., ve Pieters, R. (2002). The inaction effect in the psychology of regret. Journal of personality and social psychology, 82(3), s.314-327.
- Zeelenberg, M., ve Pieters, R. (1999). Comparing service delivery to what might have been behavioral responses to regret and disappointment. Journal of Service Research, 2(1), s.86-97.
- Zeelenberg, M., ve Pieters, R. (2006). Looking Backward With an Eye on the Future: Propositions Toward aTheory of Regret Regulation. In Sanna, L. J., ve Chang, E. C. (Eds.). Judgments over time: The interplay of thoughts, feelings, and behaviors, s.210-229.
- Zeelenberg, M., ve Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer psychology, 17(1), s.3-18.
