Öz Şefkat Yaklaşımının Tüketici Davranışı Üzerindeki Etkisinin İncelenmesi

Year 2023, Volume: 16 Issue: 41, 379 - 390, 16.03.2023

Nihan Tomris Küçün

https://doi.org/10.12981/mahder.1166422

Cited By: 1

Abstract

Pazarlama, geçirdiği tarihsel dönüşüm neticesinde günümüzde hem markalar hem de tüketici için değer yaratan bir yaklaşıma sahip olacak şekilde gelişmiştir. Bu bağlamda tüketicileri anlamak ve etkin bir iletişim kurabilmek, uzun dönemli bir sürdürülebilirlik sağlamak bakımından anahtar niteliğinde görülmektedir. Belirtilen önem neticesinde tüketicilerin bireysel düzeyde anlaşılabilmesi ve desteklenebilmesi, pazarlama iletişiminin sağlıklı bir düzeyde yürütülebilecek şekilde yapılandırılması için oldukça belirleyicidir.
Bireysel psikolojinin önemli konularından biri olan başa çıkma stratejileri, bireylerin belli bir zorlukla karşı karşıya kalmaları durumunda başvurdukları yollar olarak tanımlanmaktadır. Benlik ve benliğe yönelik bireysel değerlendirmeler odağında tanımlanan bu stratejilere 2000’li yılların başında “öz şevkat” kavramı eklenmiştir. Öz şefkat; ortak insanlık, farkındalık ve öz nezaket olmak üzere üç farklı boyuta sahiptir. Bireylerin deneyimlediği bir zorluk karşısında uzun dönemli, öz- yargılamadan uzak ve yapıcı bir yaklaşım sergilemesi olarak özetlenebilecek olan öz şevkat, psikoloji alanında uzun süredir çalışılmaktadır. Bunun yanı sıra yakın dönemde iletişim araştırmalarında ve yönetim organizasyon alanında da kavrama yer verildiği görülmektedir. Bununla beraber pazarlama alanında yürütülen araştırmalar oldukça kısıtlıdır. Oysaki insan davranışı, bireylerin psikolojik durumlarından ayrı değerlendirilmeyecek kadar bütünsel bir çıktıdır ve tüketici davranışlarının anlaşılması için kapsamın geliştirilmesine yönelik yaklaşımlar büyük önem taşımaktadır.
Belirtilen sebeplerle bu araştırmada, pazarlama perspektifi ile geliştirilen öz şefkat odaklı çalışmalar incelenmiş, alana ve uygulamacılara sağlayabileceği potansiyel katkı bakımından değerlendirilmiştir. Literatürün henüz gelişme aşamasında olması sebebiyle bu araştırmaların sonrakiler için önemli bir zemin oluşturacağı öngörülmektedir.

Keywords

tüketici davranışı, öz şefkat, marka iletişimi

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