Research Article
Year 2019,
Volume: 20 Issue: 2, 212 - 229, 30.11.2019
Abstract
Tiksinme pazarlama alanında ihmal
edilen olumsuz duygulardan biri olmuştur. Bu alanda yapılan bazı çalışmalar
tiksinme uyaranı varlığının tüketici davranışına etkisine odaklansa da, çok azı
tüketicilerin tiksinme duyarlılığı konusuna dikkat etmektedir. Bu çalışmanın
amacı, tüketici tiksinme duyarlılığının tüketici davranışı üzerindeki etkisini
incelemektir. 380 üniversite öğrencisine kolayda örnekleme ile anket
uygulanmaktadır. Bu nedenle araştırma bulguları genelleştirilemez. Araştırma
hipotezlerini test etmek için kısmi en küçük kareler yapısal eşitlik
modellemesi kullanılmaktadır. Bulgular, tüketicilerin tiksinme
duyarlılıklarının riskten kaçınmaları üzerinde olumlu etkisi olduğunu
göstermektedir. Bunun yanında, riskten kaçınmanın tüketicilerin genel marka
sadakatleri üzerinde pozitif etkisi olduğu görülmektedir. Bu çalışma, tiksinme
duyarlılığının tüketici davranışları üzerindeki rolünü gösteren huy temelli bir
mekanizmanın varlığına kanıt sunmaktadır. Başka değişle, tiksinme uyaranı
olmasa bile tiksinme duyarlılığı tüketici davranışı üzerinde etkide
bulunabilir. Sonuç olarak, bu çalışmanın pazarlama literatürüne katkı sağlaması
beklenmektedir.
References
- AMMANN, Jeanine; Christina HARTMANN ve Michael SIEGRIST (2018), “Does food disgust sensitivity influence eating behaviour? Experimental validation of the Food Disgust Scale”, Food Quality and Preference, Vol68; 411-414. Argo, J. J., Dahl, D. W. ve Morales, A. C. (2006). Consumer contamination: How consumers react to products touched by others. Journal of Marketing, 70 (2), 81-94. AYTEKİN, Nihan (2013). Tiksindirici Olanı Yok Etmek, Kendimizi Temizlemek: Detan ve Domestos Reklamları Örneginde Bir Güç Savası. ((Re)Making and Undoing of Peace/Conflict (Eds. Tugrul Ilter, Hanife Aliefendioglu, Pembe Behçetogulları, Nurten Kara). Famagusta: Eastern Mediterranean University Press, 91-102. BERGER, Uri ve David ANAKI (2014), “Demographic influences on disgust: Evidence from a heterogeneous sample”, Personality and Individual Differences, Vol64, 67-71. BLOEMER, Jose M. M. ve Hans D. P. KASPER (1995), “The complex relationship between consumer satisfaction and brand loyalty”, Journal of Economic Psychology, Vol16; 311-329. BRYANT, Fred B.; Paul R. YARNOLD ve Laurence G. GRIMM (1996), “Toward a Measurement Model of the Affect Intensity Measure: A Three-Factor Structure”, Journal of Research in Personality, Vol30; 223-247. Bryman, A. ve Bell, E. (2007). Business Research Methods (2. baskı). Oxford: OUP Cases, A. (2002). Percieved risk and risk reduction strategies in internet shopping. The International Review of Retail, Distribution and Consumer Research, 12 (4), 375-394. CHAUDHURI, Arjun (1997), “Consumption emotion and perceived risk: A macro-analytic approach”, Journal of Business Research, Vol39; 81-92. CHAUDHURI, Arjun (1998), “Product class effects on perceived risk: The role of emotion”, International Journal of Research in Marketing, Vol15; 157-168. DAHL, Darren; Kristina D. FRANKENBERGER ve Rajesh V. MANCHANDA (2003), “Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students”, Journal of Advertising Research, Vol43; 268-280. DENS, Nathalie; Patrick De PELSMACKER ve Wim JANSSENS (2008), “Exploring consumer reactions to incongruent mild disgust appeals”, Journal of Marketing Communications, Vol14; 249-269. Elliott, R., Percy, L. (2007) Strategic brand management, New York: Oxford University Press Inc GARRETSON, Judith A.; Dan FISHER ve Scot BURTON (2002), “Antecedents of private label attitude and national brand promotion attitude: similarities and differences”, Journal of Retailing, Vol78, 91-99. GUIDO, Gianluigi; Giovanni PINO ve Alessandro M. PELUSO (2018), "The Impact of Disgust on Consumers’ Purchase Intentions: an Empirical Assessment", Journal of Consumer Marketing, Vol35; 105-115. Haidt, J., McCauley, C. ve Rozin, P. (1994). Individual Differences in Sensitivity to Disgust: A scale sampling seven domains of disgust elicitors. Personality and Individual Differences, 16 (5), 701-713. Hair, J. F., Black, W. C. ve Babin, B. J. (2010). Multivariate data analysis (7. baskı). NJ: Prentice-Hall. HARTMANN, Christina ve Michael SIEGRIST (2018), “Development and validation of the Food Disgust Scale”, Food Quality and Preference, Vol63; 38-50. Hawkins, D. I. ve Mothersbaugh D. L. (2010). Consumer behavior: Building marketing strategy (11. Baskı). New York: McGraw-Hill. HELKA, Anna M. ve Ilona STEFANOWICZ (2016), “The influence of the emotion of disgust on attitudes towards a product and purchase decisions”, Polish Journal of Economic Psychology, Vol10, 5-13. INBAR, Yoel; David PIZARRO; Ravi IYER ve Jonathan HAIDT (2012), “ Disgust Sensitivity, Political Conservatism, and Voting”, Social Psychological and Personality Science, Vol3; 537-544. Izard, C.E. (1977). Human Emotions. New York: Plenum Press. JACOBY, Jacob ve David B. KYNER (1973), “Brand Loyalty vs. Repeat Purchasing Behavior”, Journal of Marketing Research, Vol10; 1-9. Kelly, D. (2007). Projectivism psychologized: The philosophy and psychology of disgust. Yayınlanmamış Doktora Tezi. New Brunswick: Rutgers University. LESHNER, Glenn; Paul BOLLS ve Erika THOMAS (2009), “Scare' Em or Disgust 'Em: The Effects of Graphic Health Promotion Messages”, Health Communication, Vol24; 447-458. Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce and Research Applications, 2 (3), 216-228. MANDRIK, Carter A. ve Yeqing BAO (2005), “Exploring the Concept and Measurement of General Risk Aversion”, Advances in Consumer Research, Vol32; 531-539. MATZLER, Kurt; Sonja GRABNER-KRAUTER ve Sonja BIDMON (2008), “Risk aversion and brand loyalty: the mediating role of brand trust and brand affect”, Journal of Product & Brand Management, Vol17; 154-162. MISHRA, Mukesh Kumar; Ankit KESHARWANI ve Dolly DAS (2016), “The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry”, Journal of Indian Business Research, Vol8, 78-97. Mitchell, V. M. (1999). Consumer perceived risk: Conceptualization and models. European Journal of Marketing, 33 (1/2), 163-195. MONFARED, Amir Reza Konjkav; Saeed FATHI ve Bahram RANJBARIAN (2017), “Perceived risks of individual investors in the capital market: the antecedences and consequences”, International Journal of Business Innovation and Research, Vol14; 259-277. MOORE, David J. (2004), “Affect Intensity, Gender and the Expression of Emotion in Response to Advertising Appeals”, Advances in Consumer Research, Vol31; 29-30. Morales, A. C. ve Fitzsimons, G. J. (2007). Product contagion: Changing consumer evaluations through physical contact with “disgusting” products. Journal of Marketing Research, 44 (2), 272-283. Nakip, M. (2006). Pazarlama araştırmaları (2. baskı). Ankara: Seçkin. Odabaşı, Y. ve Barış, G. (2011). Tüketici davranışı (11.baskı). İstanbul: MediaCat. Olatunji, B. O., Cisler, J. M., Deacon, B. J., Connolly, K., Lohr, J. M. (2007). The disgust propensity and sensitivity scale-revisited: Psychometric properties and specificity in relation to anxiety disorder symptoms. Journal of Anxiety Disorders, 21, 918-930. OLIVER, Richard L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol63; 33-44. Overveld, W. J. M., Jong, P. J., Peters, M. L., Cavanagh, K., Davey, G. C. L. (2006). Disgust propensity and sensitivity scale: Seperate constructs that are differentially related to specific fears. Personality and Individual Differences, 41, 1241-1252. QUALLS, William J. ve Christopher P. PUTO (1989), “Organizational climate and decision framing: An integrated approach to analysing industrial buying decision”, Journal of Marketing Research, Vol26; 179-192. Peter, J. P. ve Olson, J. C. (2010). Consumer behavior & marketing strategy (9. Baskı). New York: McGraw-Hill. Peter, J. P. ve Ryan, M. J. (1976). An investigation of percieved risk at the brand level. Journal of Marketing Research, 13 (2), 184-188. PETROWSKI, Katja; Sören PAUL; Gabriele SCHMUTZER; Marcus ROTH; Elmar BRAHLER; Cornelia ALBANI (2010), “Domains of disgust sensitivity: revisited factor structure of the questionnaire for the assessment of disgust sensitivity (QADS) in a cross-sectional, representative german survey”, BMC Medical Research Methodology, Vol10; 1-11. Plutchik, R. (1980). Emotion: A Psycho Evolutionary Synthesis. New York:Harper and Row. PLUTCHIK, Robert (1982), “A psychoevolutionary theory of emotions”, Social Science Information, Vol21; 529-553. RANDLER, Christoph; Inga H. DESCH; Viola Otte im KAMPE; Peter WÜST-ACKERMANN (2017), “Anxiety, disgust and negative emotions influence food intake in humans”, International Journal of Gastronomy and Food Science, Vol7, 11-15. Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35 (1), 56-61. Rozin, P. ve Fallon, A. E. (1987). A perspective on disgust. Psychological Review, 94 (1), 23-41. Rozin, P., Fallon, A. E. ve Mandell, R. (1984). Family resemblance in attitudes to food. Developmental Psychology, 20, 309-314. Rozin, P., Haidt, J. ve McCauley, C. R. (2008). Disgust. Handbook of emotions (3. Baskı). (Ed: M. Lewis, J. M. Haviland-Jones, L. F. Barrett). New York: The Guilford Press. SHIMP, Terence A. ve Elnora W. STUART (2004), “The role of disgust as an emotional mediator of advertising effects”, Journal of Advertising, Vol33; 43-53. Solomon, M.R., Bamossy, G., Askegaard, S., Hogg., M.K. (2010). Consumer Behaviour A European Perspective (4. baskı). Harlow: Prentice Hall. SPARKS, Adam Maxwell; Daniel M.T. FESSLER; Kai Qin CHAN; Ashwini ASHOKKUMAR; Colin HOLBROOK (2018), “Disgust as a Mechanism for Decision Making Under Risk: Illuminating Sex Differences and Individual Risk-taking Correlates of Disgust Propensity”, Emotion, Vol18; 942-958. Stone, R. N. ve Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27 (3), 39-50. SUN, Jin (2014), “How risky are services? An empirical investigation on the antecedents and consequences of perceived risk for hotel service”, International Journal of Hospitality Management, Vol37; 171-179. VIAR-PAXTON, Megan A.; Chad EBESUTANI; Eun Ha KIM; Thomas OLLENDICK; John YOUNG; Bunmi O. OLATUNJI (2015), “Development and Initial Validation of the Child Disgust Scale”, Psychol Assess, Vol27; 1082-1096.
Year 2019,
Volume: 20 Issue: 2, 212 - 229, 30.11.2019
Abstract
References
- AMMANN, Jeanine; Christina HARTMANN ve Michael SIEGRIST (2018), “Does food disgust sensitivity influence eating behaviour? Experimental validation of the Food Disgust Scale”, Food Quality and Preference, Vol68; 411-414. Argo, J. J., Dahl, D. W. ve Morales, A. C. (2006). Consumer contamination: How consumers react to products touched by others. Journal of Marketing, 70 (2), 81-94. AYTEKİN, Nihan (2013). Tiksindirici Olanı Yok Etmek, Kendimizi Temizlemek: Detan ve Domestos Reklamları Örneginde Bir Güç Savası. ((Re)Making and Undoing of Peace/Conflict (Eds. Tugrul Ilter, Hanife Aliefendioglu, Pembe Behçetogulları, Nurten Kara). Famagusta: Eastern Mediterranean University Press, 91-102. BERGER, Uri ve David ANAKI (2014), “Demographic influences on disgust: Evidence from a heterogeneous sample”, Personality and Individual Differences, Vol64, 67-71. BLOEMER, Jose M. M. ve Hans D. P. KASPER (1995), “The complex relationship between consumer satisfaction and brand loyalty”, Journal of Economic Psychology, Vol16; 311-329. BRYANT, Fred B.; Paul R. YARNOLD ve Laurence G. GRIMM (1996), “Toward a Measurement Model of the Affect Intensity Measure: A Three-Factor Structure”, Journal of Research in Personality, Vol30; 223-247. Bryman, A. ve Bell, E. (2007). Business Research Methods (2. baskı). Oxford: OUP Cases, A. (2002). Percieved risk and risk reduction strategies in internet shopping. The International Review of Retail, Distribution and Consumer Research, 12 (4), 375-394. CHAUDHURI, Arjun (1997), “Consumption emotion and perceived risk: A macro-analytic approach”, Journal of Business Research, Vol39; 81-92. CHAUDHURI, Arjun (1998), “Product class effects on perceived risk: The role of emotion”, International Journal of Research in Marketing, Vol15; 157-168. DAHL, Darren; Kristina D. FRANKENBERGER ve Rajesh V. MANCHANDA (2003), “Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertising Content among University Students”, Journal of Advertising Research, Vol43; 268-280. DENS, Nathalie; Patrick De PELSMACKER ve Wim JANSSENS (2008), “Exploring consumer reactions to incongruent mild disgust appeals”, Journal of Marketing Communications, Vol14; 249-269. Elliott, R., Percy, L. (2007) Strategic brand management, New York: Oxford University Press Inc GARRETSON, Judith A.; Dan FISHER ve Scot BURTON (2002), “Antecedents of private label attitude and national brand promotion attitude: similarities and differences”, Journal of Retailing, Vol78, 91-99. GUIDO, Gianluigi; Giovanni PINO ve Alessandro M. PELUSO (2018), "The Impact of Disgust on Consumers’ Purchase Intentions: an Empirical Assessment", Journal of Consumer Marketing, Vol35; 105-115. Haidt, J., McCauley, C. ve Rozin, P. (1994). Individual Differences in Sensitivity to Disgust: A scale sampling seven domains of disgust elicitors. Personality and Individual Differences, 16 (5), 701-713. Hair, J. F., Black, W. C. ve Babin, B. J. (2010). Multivariate data analysis (7. baskı). NJ: Prentice-Hall. HARTMANN, Christina ve Michael SIEGRIST (2018), “Development and validation of the Food Disgust Scale”, Food Quality and Preference, Vol63; 38-50. Hawkins, D. I. ve Mothersbaugh D. L. (2010). Consumer behavior: Building marketing strategy (11. Baskı). New York: McGraw-Hill. HELKA, Anna M. ve Ilona STEFANOWICZ (2016), “The influence of the emotion of disgust on attitudes towards a product and purchase decisions”, Polish Journal of Economic Psychology, Vol10, 5-13. INBAR, Yoel; David PIZARRO; Ravi IYER ve Jonathan HAIDT (2012), “ Disgust Sensitivity, Political Conservatism, and Voting”, Social Psychological and Personality Science, Vol3; 537-544. Izard, C.E. (1977). Human Emotions. New York: Plenum Press. JACOBY, Jacob ve David B. KYNER (1973), “Brand Loyalty vs. Repeat Purchasing Behavior”, Journal of Marketing Research, Vol10; 1-9. Kelly, D. (2007). Projectivism psychologized: The philosophy and psychology of disgust. Yayınlanmamış Doktora Tezi. New Brunswick: Rutgers University. LESHNER, Glenn; Paul BOLLS ve Erika THOMAS (2009), “Scare' Em or Disgust 'Em: The Effects of Graphic Health Promotion Messages”, Health Communication, Vol24; 447-458. Lim, N. (2003). Consumers’ perceived risk: sources versus consequences. Electronic Commerce and Research Applications, 2 (3), 216-228. MANDRIK, Carter A. ve Yeqing BAO (2005), “Exploring the Concept and Measurement of General Risk Aversion”, Advances in Consumer Research, Vol32; 531-539. MATZLER, Kurt; Sonja GRABNER-KRAUTER ve Sonja BIDMON (2008), “Risk aversion and brand loyalty: the mediating role of brand trust and brand affect”, Journal of Product & Brand Management, Vol17; 154-162. MISHRA, Mukesh Kumar; Ankit KESHARWANI ve Dolly DAS (2016), “The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry”, Journal of Indian Business Research, Vol8, 78-97. Mitchell, V. M. (1999). Consumer perceived risk: Conceptualization and models. European Journal of Marketing, 33 (1/2), 163-195. MONFARED, Amir Reza Konjkav; Saeed FATHI ve Bahram RANJBARIAN (2017), “Perceived risks of individual investors in the capital market: the antecedences and consequences”, International Journal of Business Innovation and Research, Vol14; 259-277. MOORE, David J. (2004), “Affect Intensity, Gender and the Expression of Emotion in Response to Advertising Appeals”, Advances in Consumer Research, Vol31; 29-30. Morales, A. C. ve Fitzsimons, G. J. (2007). Product contagion: Changing consumer evaluations through physical contact with “disgusting” products. Journal of Marketing Research, 44 (2), 272-283. Nakip, M. (2006). Pazarlama araştırmaları (2. baskı). Ankara: Seçkin. Odabaşı, Y. ve Barış, G. (2011). Tüketici davranışı (11.baskı). İstanbul: MediaCat. Olatunji, B. O., Cisler, J. M., Deacon, B. J., Connolly, K., Lohr, J. M. (2007). The disgust propensity and sensitivity scale-revisited: Psychometric properties and specificity in relation to anxiety disorder symptoms. Journal of Anxiety Disorders, 21, 918-930. OLIVER, Richard L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol63; 33-44. Overveld, W. J. M., Jong, P. J., Peters, M. L., Cavanagh, K., Davey, G. C. L. (2006). Disgust propensity and sensitivity scale: Seperate constructs that are differentially related to specific fears. Personality and Individual Differences, 41, 1241-1252. QUALLS, William J. ve Christopher P. PUTO (1989), “Organizational climate and decision framing: An integrated approach to analysing industrial buying decision”, Journal of Marketing Research, Vol26; 179-192. Peter, J. P. ve Olson, J. C. (2010). Consumer behavior & marketing strategy (9. Baskı). New York: McGraw-Hill. Peter, J. P. ve Ryan, M. J. (1976). An investigation of percieved risk at the brand level. Journal of Marketing Research, 13 (2), 184-188. PETROWSKI, Katja; Sören PAUL; Gabriele SCHMUTZER; Marcus ROTH; Elmar BRAHLER; Cornelia ALBANI (2010), “Domains of disgust sensitivity: revisited factor structure of the questionnaire for the assessment of disgust sensitivity (QADS) in a cross-sectional, representative german survey”, BMC Medical Research Methodology, Vol10; 1-11. Plutchik, R. (1980). Emotion: A Psycho Evolutionary Synthesis. New York:Harper and Row. PLUTCHIK, Robert (1982), “A psychoevolutionary theory of emotions”, Social Science Information, Vol21; 529-553. RANDLER, Christoph; Inga H. DESCH; Viola Otte im KAMPE; Peter WÜST-ACKERMANN (2017), “Anxiety, disgust and negative emotions influence food intake in humans”, International Journal of Gastronomy and Food Science, Vol7, 11-15. Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35 (1), 56-61. Rozin, P. ve Fallon, A. E. (1987). A perspective on disgust. Psychological Review, 94 (1), 23-41. Rozin, P., Fallon, A. E. ve Mandell, R. (1984). Family resemblance in attitudes to food. Developmental Psychology, 20, 309-314. Rozin, P., Haidt, J. ve McCauley, C. R. (2008). Disgust. Handbook of emotions (3. Baskı). (Ed: M. Lewis, J. M. Haviland-Jones, L. F. Barrett). New York: The Guilford Press. SHIMP, Terence A. ve Elnora W. STUART (2004), “The role of disgust as an emotional mediator of advertising effects”, Journal of Advertising, Vol33; 43-53. Solomon, M.R., Bamossy, G., Askegaard, S., Hogg., M.K. (2010). Consumer Behaviour A European Perspective (4. baskı). Harlow: Prentice Hall. SPARKS, Adam Maxwell; Daniel M.T. FESSLER; Kai Qin CHAN; Ashwini ASHOKKUMAR; Colin HOLBROOK (2018), “Disgust as a Mechanism for Decision Making Under Risk: Illuminating Sex Differences and Individual Risk-taking Correlates of Disgust Propensity”, Emotion, Vol18; 942-958. Stone, R. N. ve Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of Marketing, 27 (3), 39-50. SUN, Jin (2014), “How risky are services? An empirical investigation on the antecedents and consequences of perceived risk for hotel service”, International Journal of Hospitality Management, Vol37; 171-179. VIAR-PAXTON, Megan A.; Chad EBESUTANI; Eun Ha KIM; Thomas OLLENDICK; John YOUNG; Bunmi O. OLATUNJI (2015), “Development and Initial Validation of the Child Disgust Scale”, Psychol Assess, Vol27; 1082-1096.
There are 1 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | November 30, 2019 |
| Submission Date | March 4, 2019 |
| Published in Issue | Year 2019Volume: 20 Issue: 2 |
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