KARANLIK DÖRTLÜ ( THE SHORT DARK TETRAD-SD4) ÖLÇEĞİNİN TÜRKÇEYE UYARLANMASI VE KARANLIK DÖRTLÜNÜN PAZARLAMA ARAŞTIRMALARINDAKİ YERİNİN TARTIŞILMASI

Year 2022, Volume: 5 Issue: 1, 129 - 149, 21.01.2022

Muhammed Bilgehan Aytaç

https://doi.org/10.33416/baybem.1041678

Cited By: 4

Abstract

Psikoloji alan yazınında yaklaşık 20 yıl önce ortaya atılan karanlık üçlü kavramı sosyal bilimlerdeki hemen hemen her disiplinden tüm dünyadaki araştırmacıların dikkatini çekmiş ve kavramla ilgili kapsamlı araştırmalar yürütülmüştür. Takip eden süreçte kavrama dördüncü bir değişkeninin (sadizm) eklenmesi önerilmiş ve kavramın yaratıcıları bu öneriyi dikkate alarak karanlık dörtlü kavramıyla birlikte Karanlık Dörtlü Ölçeği’ni (The Short Dark Tetrad-SD4) geliştirmişlerdir. Bu çalışmada da bu ölçeğin Türkçeye kültürel uyarlaması ve çevirisi gerçekleştirilmiş ve karanlık dörtlünün pazarlama ve tüketici araştırmalarındaki yeri tartışılmıştır. Gerekli çeviri, çeviri kontrol, geri çeviri ve pilot uygulama süreçleri gerçekleştirildikten sonra, iki ayrı örneklem üzerinde keşfedici ve doğrulayıcı faktör analizi uygulanmıştır. Analizler sonucunda sadizmin (davranışsal sadizm ve sadistik tutum) ve makyavelizmin (maske ve strateji) iki alt faktöre bölündüğü tespit edilmiştir. Psikopati ve narsisizm ise orijinal ölçekle tutarlı bir şekilde tek faktör olarak ortaya çıkmıştır.

Keywords

Karanlık Üçlü, Karanlık Dörtlü, Sadizm, Narsisizm, Makyavelizm, Psikopati, Tüketici Davranışları

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