Tüketicilerin narsisizm üzerinden markaya yönelik tutum ve davranışlarının incelenmesi
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Tarih
2019
Yazarlar
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Yayıncı
Aksaray Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Narsisizm (özseverlik) kavramı mitolojik bir öyküden esinlenerek yaratılmış ve basit olarak fazlasıyla şişirilmiş olumlu öz tanımlama olarak tanımlanmıştır. Bilimsel olarak ilk defa Freud tarafından 20. yüzyılın başlarında ele alınan narsisizm kavramına dair araştırmaların özellikle bu yüzyılın ortalarından itibaren, kültürdeki değişimin etkisiyle birlikte çoğaldığı görülmektedir. Kişilik özelliği olarak narsisizm, yüksek öz saygılı, güce fazlasıyla tamah eden, ikili ilişkilerde samimiyetten yoksun, güçlü bir imge uğruna duygularını geri plana atan, tanrılara has bir şekilde öz yeterlilik hisseden, diğerleri hakkında olumsuz görüşe sahip ve eleştirilmeye tahammül edemeyen bireyi tarif etmektedir. Özellikle Batılı toplumlarda bu kişilik özelliğinin yaygınlaşmasıyla birlikte, 20. yüzyılın ortalarından başlayarak günümüze kadar gelen süreçte hâkim kültürün narsisizm kültürü olarak tanımlandığı görülmektedir. Bu kültürün etkileşimde olduğu etkenler, cinsel teşhirciliğin yaygınlaşması, kapitalist ekonomiye bağlı olarak materyalist değerlerin yaygınlaşması, aile ilişkilerinin geri plana atılması ve ebeveynlikte aşırı çocuk odaklılık, yaşlılığın değersizleşmesi ve yaşlıların dışlanması, hayatın hemen hemen her alanında rekabet odaklılık ve saldırgan tutum ve davranışların yaygınlaşması olarak sıralanabilir. Burada sıralanan her bir etkenin günümüz tüketicisinin satın alma deneyimlerine, ürün, hizmet ve marka tercihlerine etki ettiği görülmektedir. Bu çalışmada alanyazındaki narsisizm ve tüketim ilişkisini inceleyen çalışmaların ışığında, tümevarımsal bir yöntemle, narsisizm üzerinden kişilerin tüketim ve marka tercihlerini inceleme ve alanyazında boşluğu hissedilen narsisizmin bütüncül olarak tüketimle ilişkisini ortaya koyma hedeflenmiştir. Bu doğrultuda iki aşamalı bir araştırma süreci planlanmıştır. İlk aşamada narsisizm araştırmalarında sıklıkla kullanılan Narsistik Kişilik Envanteri (NKE) aracılığıyla narsisizmi yüksek bireyler tespit edilmiş ve bu bireyler ikinci aşamaya davet edilmiştir. İkinci aşamadaysa bu bireylerle derinlemesine mülakatlar gerçekleştirilmiş ve onların tüketim ve marka tercihleri satın alma karar süreci şeklinde, satın alma öncesi, satın alma esnası ve satın alma sonrası olarak sorgulanmıştır. Analiz sürecinde nitel araştırmalarda sıklıkla kullanılan gömülü teori yaklaşımı kullanılmış ve veriler kodlama yöntemiyle analiz edilmiştir. İlgili kodlar bir araya getirilerek kategoriler oluşturulmuş ve ilgili kategorilerde bir araya getirilerek temalar yaratılmıştır. Araştırmada elde edilen bulguların dört tema altında toplandığı görülmektedir. Bunlardan ilki narsistlerin satın alma karar sürecinde aşırı bireysel tutumlarını ifade eden kendi başına buyrukluktur. İkincisi plansız satın almaya ve savurganlığa olan eğilimlerini içeren materyalizmdir. Üçüncüsü, özellikle ürün tercihleri hakkında eleştirilmeye tahammülsüzlüğünü ve tercih ettikleri eşsiz ürünleri kendilerine has görmelerini ve satın alma sonrasında pişman olmamalarını anlatan Hatzfeld Sendromudur. Sonuncusu ise markalarla yaşadıkları sadakatsiz ve özel ilgi bekledikleri ilişkiyi anlatan ‘Ben>Marka’ kavramıdır. Araştırma sonucunda bu dört temayı barındıran bir narsistik tüketim kavramı teorik bir açıklama olarak ortaya atılmış ve bu kavram daha önce ortaya atılan meta narsisizmi kavramıyla birlikte ve ayrıca tüketim eleştirisi olarak tartışılmıştır. Sonuç kısmında hem işletmeler için hem de sosyal politika uyarlayıcıları için bazı önerilerle birlikte gelecekte yapılacak çalışmalara yönelik bazı ipuçları paylaşılmıştır.
Narcissism, as a term, is originated from a mythological story and described basically as highly positive or inflated self-concept. Research related to narcissism, which was first discussed scientifically by Freud in the early twentieth century, have increased through the influence of the cultural transformations, especially since the mid-twentieth century. Narcissism, as a personality trait, describes an individual who has high self-esteem and strong desire of power, is deprived of intimacy in bilateral relationships, pushes emotions into the background for the sake of powerful image, feels godly self-efficacy, has a negative opinion about others and cannot tolerate criticism. Besides, as this personality trait is widespread in western societies since the mid-20th century to the present, the culture is defined as narcissism culture/narcissistic. Some of the factors that interact with this culture can be listed as; the widespread of sexual exhibitionism, the expansion of materialist values depending on the capitalist economy, family relations have faded into the background, the excessive focus on child in parenting, the devaluation of senility and the ostracisation of the elders, the focus on competition in almost all areas of life, and the widespread of aggressive attitudes and behaviors. It is seen that each of these abovementioned factors have significant impacts on today’s consumers’ shopping experiences and preferences regarding products, services, and brands. In light of the previous studies examining the relationship between narcissism and consumption, with an inductive methodology, this study aims to analyze individuals’ consumption behaviors and brand preferences. Also, it aims to address the gap in consumer behavior literature concerning the relationship between narcissism and consumption by examining the various aspects of this relationship holistically. A two-stage model of research was planned accordingly. In the first stage, Narcissistic Personality Inventory (NPI), which is commonly used in narcissism literature, was employed and participants who got the highest scores from the scale were invited to the second stage of the research. In the second step, in-depth interviews were conducted with these participants, and their consumption and brand preferences were questioned as the consumer purchase decision process: pre-purchase, during purchase and post-purchase. During the analysis phase, the grounded theory approach, which is commonly used in qualitative research, was used, and data were coded accordingly. Categories were created by bringing relevant codes together, and themes were created via aggregating relevant categories together. Findings are divided into four themes. The first one is being agentic, which refers to the narcissists’ great individualistic attitudes in the purchase decision process. The second one is materialism, which implies narcissists’ positive intentions to impulse buying and lavishness. The third one is Hatzfeld Syndrome, which consists of narcissists’ intolerance of criticisms about their product preferences, seeing their possessions as distinctive, and low post-purchase regret. The last theme is ‘Me>Brand’ concept, which implies narcissists’ low brand loyalty and high personalized promotion expectations from brands. In the last part of the analysis, narcissistic consumption term as a theoretical explanation is created and discussed as criticism towards consumption and together with commodity narcissism, which is suggested previously in the literature. In the conclusion part, some suggestions both for firms and social policymakers are made, and implementations for future research are mentioned.
Narcissism, as a term, is originated from a mythological story and described basically as highly positive or inflated self-concept. Research related to narcissism, which was first discussed scientifically by Freud in the early twentieth century, have increased through the influence of the cultural transformations, especially since the mid-twentieth century. Narcissism, as a personality trait, describes an individual who has high self-esteem and strong desire of power, is deprived of intimacy in bilateral relationships, pushes emotions into the background for the sake of powerful image, feels godly self-efficacy, has a negative opinion about others and cannot tolerate criticism. Besides, as this personality trait is widespread in western societies since the mid-20th century to the present, the culture is defined as narcissism culture/narcissistic. Some of the factors that interact with this culture can be listed as; the widespread of sexual exhibitionism, the expansion of materialist values depending on the capitalist economy, family relations have faded into the background, the excessive focus on child in parenting, the devaluation of senility and the ostracisation of the elders, the focus on competition in almost all areas of life, and the widespread of aggressive attitudes and behaviors. It is seen that each of these abovementioned factors have significant impacts on today’s consumers’ shopping experiences and preferences regarding products, services, and brands. In light of the previous studies examining the relationship between narcissism and consumption, with an inductive methodology, this study aims to analyze individuals’ consumption behaviors and brand preferences. Also, it aims to address the gap in consumer behavior literature concerning the relationship between narcissism and consumption by examining the various aspects of this relationship holistically. A two-stage model of research was planned accordingly. In the first stage, Narcissistic Personality Inventory (NPI), which is commonly used in narcissism literature, was employed and participants who got the highest scores from the scale were invited to the second stage of the research. In the second step, in-depth interviews were conducted with these participants, and their consumption and brand preferences were questioned as the consumer purchase decision process: pre-purchase, during purchase and post-purchase. During the analysis phase, the grounded theory approach, which is commonly used in qualitative research, was used, and data were coded accordingly. Categories were created by bringing relevant codes together, and themes were created via aggregating relevant categories together. Findings are divided into four themes. The first one is being agentic, which refers to the narcissists’ great individualistic attitudes in the purchase decision process. The second one is materialism, which implies narcissists’ positive intentions to impulse buying and lavishness. The third one is Hatzfeld Syndrome, which consists of narcissists’ intolerance of criticisms about their product preferences, seeing their possessions as distinctive, and low post-purchase regret. The last theme is ‘Me>Brand’ concept, which implies narcissists’ low brand loyalty and high personalized promotion expectations from brands. In the last part of the analysis, narcissistic consumption term as a theoretical explanation is created and discussed as criticism towards consumption and together with commodity narcissism, which is suggested previously in the literature. In the conclusion part, some suggestions both for firms and social policymakers are made, and implementations for future research are mentioned.
Açıklama
Anahtar Kelimeler
Narsisizm, Tüketim, Marka, Narcissism, Consumption, Brand
