The Effect of Social Exclusion on the Tendency to Engage in Unethical Consumer Behavior: An Experimental Study

Yıl 2017, Cilt: 7 Sayı: 2, 47 - 75, 30.12.2017

Niray Tunçel , Bahtışen Kavak

Öz

Engaging in an unethical
consumer behavior on one’s own is different from doing it for making a
connection with a group. Thus, the effect of social exclusion on unethical consumer behavior may vary for different cases. Hence, the study aims to
analyze the individuals’ responses to social exclusion in an unethical consumer
issue with two experiments. The first experiment measures the excluded individuals’
willingness for engaging in unethical consumer behavior
on their own. The second experiment analyzes the excluded individuals’
willingness for engaging in unethical consumer behavior for reconnection. Both studies include
a control (non-excluded) and an experimental (excluded) group. A ball toss game called Cyberball manipulates
social exclusion. Unethical consumer behavior is measured by “returning a used product as it is unused.” The results indicate
that only excluded men tend to engage in unethical
consumer behavior on their own. However, the
results show that excluded individuals are less likely to engage in unethical
consumer behavior for reconnection. 

Anahtar Kelimeler

Social Exclusion, Ethical Decision Making, Unethical Consumer Behavior, Experimental Study

Sosyal Dışlanmanın Etik Olmayan Tüketici Davranışı Gösterme Eğilimi Üzerindeki Etkisi: Deneysel Bir Çalışma

Öz

Etik
olmayan bir tüketici davranışını kendi başına gerçekleştirmek, onu bir grupla
yakınlık kurmak için gerçekleştirmekten farklıdır. Dolayısıyla, sosyal
dışlanmanın etik olmayan tüketici davranışı üzerindeki etkisi farklı durumlara
göre değişiklik gösterebilir. Buradan yola çıkarak, bu çalışma etik olmayan bir
tüketici davranışı meselesinde, bireylerin sosyal dışlanmaya karşı tepkilerini
ölçmeyi amaçlamaktadır. Bu amaçla, farklı katılımcılarla iki ayrı deneysel
çalışma yapılmıştır. İlk çalışmada, bireylerin bireysel olarak etik olmayan
tüketici davranışı gösterme eğilimleri ölçülmüştür. İkinci çalışmada,
bireylerin bir grupla yakınlık kurmak için etik olmayan tüketici davranışı gösterme
eğilimleri ölçülmüştür. Her iki deney de bir kontrol (dışlanmayan) ve bir deney
grubu (dışlanan) ile gerçekleştirilmiştir. Sosyal dışlanma manipülasyonu
Cyberball adındaki top atma oyunu ile verilmiştir. Etik olmayan tüketici
davranışı “kullanılan bir ürünü kullanılmamış gibi iade etmek” davranışı
üzerinden ölçülmüştür. Sonuçlar, dışlanan bireylerin (yalnızca erkeklerin) etik
olmayan tüketici davranışını kendi başına gerçekleştirmek konusunda istekli
olduklarını göstermiştir. Ancak dışlanan bireylerin bir grupla yakınlık kurmak
için etik olmayan tüketici davranışı göstermek konusunda isteksiz oldukları
tespit edilmiştir. 

Anahtar Kelimeler

Sosyal Dışlanma, Deneysel Çalışma, Etik Karar Verme, Etik Olmayan Tüketici Davranışı

Kaynakça

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