SES TONU VE DUYGULAR: SEMBOLİK TÜKETİME FARKLI BİR BAKIŞ

Yıl 2023, Cilt: 14 Sayı: 2, 480 - 507, 30.12.2023

Aybike Tuba Özden

https://doi.org/10.54688/ayd.1266371

Öz

Pazarlama, tüketici odaklı stratejiler üzerine odaklanmıştır. Tüketicilerin istek ve ihtiyaçlarını karşılamak ise onları yakından tanımayı ve tüketim sürecinde etkilendikleri her bir faktörü dikkate almayı gerektirmektedir. İnsan ses tonunun tüketiciler üzerinde çeşitli duygular yarattığı ve bu duyguların tüketim davranışlarını etkilediği söylenebilir. Bu çalışmanın temel amacı ses tonu ve duygular arasındaki ilişkinin incelenmesidir. Araştırmanın bir diğer amacı, bir iletişim şekli olarak tanımlanan sembolik tüketimin ses tonu ile ilişkisini ele almaktır. Bu amaçlarla 498 katılımcı ile anket çalışması yürütülmüştür. Ölçek puanlarının iki gruplu değişkenler açısından incelenmesi t testi, üç ve daha fazla gruplu değişkenler açısından incelenmesi ANOVA testi ile yapılmıştır. Elde edilen bulgulara göre, Bas ses tonuna yönelik pozitif duygular ile sembolik tüketim arasında pozitif bir ilişki bulunmaktadır. Negatif duyguların en yüksek olduğu ses tonu Soprano’dur. İşletmeler, özellikle sembolik ürünlerin tutundurma çalışmalarında veya satış personeli seçiminde ses tonunu dikkate alarak hareket etmelidirler ve ses tonlarının etkilerini dikkate alarak tüketicilerle daha etkili iletişim kurabilirler. Bu çalışma, ele aldığı konusu ve elde ettiği sonuçlarıyla ilgili literatürde öncü bir çalışma niteliğindedir.

Anahtar Kelimeler

Sembolik tüketim, Ses tonu, Pozitif Duygular, Negatif Duygular

Etik Beyan

Ondokuz Mayıs Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulundan 24.02.2023 tarihli ve 2023-48 sayı numaralı izin alınmıştır.

TONE OF VOICE AND EMOTIONS: A DIFFERENT PERSPECTIVE TO SYMBOLIC CONSUMPTION

Öz

Marketing focuses on consumer-oriented strategies. Meeting the demands and needs of consumers requires getting to know them closely and considering each factor that they are affected by during the consumption process. It can be said that human voice tone creates various emotions on consumers and, these emotions affect consumption behaviors. The main purpose of this study is to examine the relationship between the tone of voice and emotions. Another aim of this research is to discuss the relationship between symbolic consumption, which is defined as a form of communication, and tone of voice. A questionnaire was administered to 498 participants. Examination of the scale scores in terms of variables with two groups was performed using the t-test, and analysis in terms of variables with three or more groups was performed using the ANOVA test. There was a positive relationship between positive emotions towards bass tones and symbolic consumption. The tone of voice with the highest negative emotion was Soprano. Businesses should take into account the tone of voice, especially in the promotion of symbolic products or in the selection of sales personnel, and can communicate more effectively with consumers by considering the effects of the tone of voice. This is a pioneering study in the literature on the subject it deals with and the results obtained.

Anahtar Kelimeler

Symbolic consumption, Tone of voice, Positive emotions, Negative emotions

Kaynakça

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