TÜKETİM VE MUTLULUK İLİŞKİSİNE DAİR BİR ARAŞTIRMA GÜNDEMİ ÇERÇEVESİ

Yıl 2021, , 237 - 252, 18.07.2021

Ezgi Merdin Uygur

https://doi.org/10.31671/doujournal.912413

Öz

Mutluluk ve tüketim arasında süre gelen ve farklı bulgularla gün geçtikçe daha da ilgi çeken ilişki, akademik ve profesyonel yazında gittikçe daha geniş kapsamlı şekilde incelenmektedir. Bu makalede, pazarlamadaki yerini gittikçe genişleten mutluluk kavramını pazarlama, markalama ve tüketici davranışı alanlarında ele alan güncel yazın incelenmektedir. Yapılan incelemede odak noktaları yazına hakim olan trendler, tanımlar, en sık kullanılan ölçüm yöntemleri ve kritik tartışma üzerinden anlatılan önemli istisnalar olacaktır. Detaylı değinilen kritik içgörüler deneyimsel tavsiye, deneyimsel hediyeler ve mutluluk temelli bölümleme olarak sıralanmış ve irdelenmiştir.

Anahtar Kelimeler

mutluluk, tüketici davranışı, literatür analizi

A RESEARCH AGENDA FRAMEWORK ON CONSUMPTION AND HAPPINESS

Öz

The relationship between consumption and happiness is attracting further attention from academic as well as professionnal researchers due to suprising new findings day by day. This article focuses on the current literature that analyzes happiness in the contexts of marketing strategy, branding and most importantly, consumer behaviour. A critical perspective reveals dominant trends, the most frequently used and most appropriate measurement techniques and definitions together with the exceptions of common assumptions. Three critical areas that are touched upon in this analysis are experiential recommendation, experiential gifts and happiness-based segmentation

Anahtar Kelimeler

happiness, consumer behavior, literrature review

Kaynakça

• Aaker, J.L., Rudd, M., Mogilner, C. (2011), "If money does not make you happy, consider time.", Journal of Consumer Psychology, 21(2), 126-130.
• Aaker, J.L., Garbinsky, E.N., Vohs, K.D. (2012), "Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”.", Journal of Consumer Psychology, 22(2), 191-194.
• Adore Kedi Evi. https://www.adoremobilya.com/kedi-evi, (24.07.2019).
• Andrews, F.M., Withey, S.B. (1976), Social Indicators of Well-Being, Plenum Press, New York.
• Araz, A., Erkuş, A. (2014), "Duygu dışavurum tarzlarının kavramsallaştırılması ve ölçümü: Bir envanter geliştirme çalışması", Türk Psikoloji Dergisi, 29, 50-61.
• Argyle, M. (2001), The psychology of happiness, Routledge, London.
• Aslanbay, Y., Varnalı K. (2014), "A future of “happiness”: Can markets be co-evolved?", Society, 51(6), 665-669.
• Babacan, M., Ferah, O. (2002), “Postmodern pazarlama perspektifi”, Ege Akademik Bakış, 2(1), 11- 19.
• Baysal, S., Aka, İ.Ç. (2013), “Bir pazarlama stratejisi olarak mutluluk temasının markalar tarafından kullanılması: Mutluluk temelli pazarlama üzerine bir araştırma", Sosyal ve Beşeri Bilimler Dergisi, 5(1), 84-93.
• Bimonte, S., Faralla, V. (2012), “Tourist types and happiness a comparative study in Maremma, Italy”, Annals of Tourism Research, 39(4), 1929-1950.
• Biset-Bentchikou, C., Estache, A., Ginsburgh, V. (2014), "Happiness and music", Happiness, 147-165.
• Biswas-Diener, R., Diener, E.D. (2006), "The subjective well-being of the homeless, and lessons for happiness", Social Indicators Research, 76(2), 185-205.
• Carter, T.J., Gilovich, T. (2010), "The relative relativity of material and experiential purchases.", Journal of Personality and Social Psychology, 98(1), 146-159.
• Carter, T.J., Gilovich T. (2012), "I am what I do, not what I have: The differential centrality of experiential and material purchases to the self", Journal of Personality and Social Psychology, 102(6), 1304-1317.
• Clarke, J.R. (2006), "Different to ‘dust collectors’? The giving and receiving of experience gifts.", Journal of Consumer Behaviour: An International Research Review, 5(6), 533-549.
• Csikszentmihalyi, M. (2000), "Happiness, flow, and economic equality", American Psychologist, 1163-1164.
• DeLeire, T., Kalil, A. (2010), “Does consumption buy happiness? Evidence from the United States”, International Review of Economics, 57(2), 163-176.
• Diener, E., Biswas-Diener, R. (2002), "Will money increase subjective well-being?", Social Indicators Research, 57(2), 119-169.
• Diener, E., Emmons, R.A., Larsen, R.J., Griffin, S. (1985), "The satisfaction with life scale", Journal of Personality Assessment, 49(1), 71-75.
• Diener, E., Smith, H., Fujita, F. (1995), "The personality structure of affect", Journal of Personality and Social Psychology, 69(1), 130-141.
• Diener, E., Suh, E.M. (2003), Culture and subjective well-being. MIT press, Cambridge.
• Diener, E., Suh, E.M., Lucas, R.E., Smith, H.L. (1999), "Subjective well-being: Three decades of progress", Psychological Bulletin, 125(2), 276-302.
• Dogan, T., Totan, T. (2013), "Psychometric properties of Turkish version of the Subjective Happiness Scale", The Journal of Happiness & Well-Being, 1(1), 21-28.
• Dolnicar, S., Lazarevski, K., Yanamandram, V. (2013). “Quality of life and tourism: A conceptual framework and novel segmentation base”, Journal of Business Research, 66(6), 724-729.
• Dunn, E.W., Gilbert, D.T., Wilson, T.D. (2011), "If money doesn't make you happy, then you probably aren't spending it right", Journal of Consumer Psychology, 21(2), 115-125.
• Dutt, A.K., Radcliff, B. (2009), "What is to be done? Toward a ‘happier’ world", Happiness, Economics and Politics, (Eds. Dutt, A.K., Radcliff, B.), Edward Elgar Publishing.
• Frey, B.S., Stutzer, A. (2002), "What can economists learn from happiness research?", Journal of Economic Literature, 40(2), 402-435.
• Fredrickson, B.L. (2001), “The Role of Positive Emotions in Positive Psychology: The Broaden-and-Build Theory of Positive Emotions”, American Psychologist, 56(3), 218-226.
• Fung, H.H., Carstensen, L.L. (2006), "Goals change when life's fragility is primed: Lessons learned from older adults, the September 11 attacks and SARS", Social Cognition, 24(3), 248-278.
• Gagné, M. (2003), "The role of autonomy support and autonomy orientation in prosocial behavior engagement", Motivation and Emotion, 27(3), 199-223.
• Ger, G., Belk, R.W., Lascu, D.N. (1993), "The development of consumer desire in marketizing and developing economies: The cases of Romania and Turkey", Advances in Consumer Research, 20, 102-107.
• Gilbert, D. (2012), "The science behind the smile. Interview by Gardiner Morse", Harvard Business Review, 90(1-2) 84-8, 90, 152.
• Headey, B., Muffels, R., Wooden, M. (2008), “Money does not buy happiness: Or does it? A reassessment based on the combined effects of wealth, income and consumption”, Social Indicators Research, 87(1), 65-82.
• Howell, R.T., Hill, G. (2009), "The mediators of experiential purchases: Determining the impact of psychological needs satisfaction and social comparison", The Journal of Positive Psychology, 4(6), 511-522.
• Howell, R.T., Pchelin, P., Iyer, R. (2012), "The preference for experiences over possessions: Measurement and construct validation of the Experiential Buying Tendency Scale", The Journal of Positive Psychology, 7(1), 57-71.
• Jacobsen, B. (2007), "What is happiness?", Journal of the Society for Existential Analysis, 18(1), 39-50.
• Johnson, W., Krueger, R. F. (2006), “How money buys happiness: genetic and environmental processes linking finances and life satisfaction”, Journal of personality and social psychology, 90(4), 680-691.
• Kağıthane -House of Paper-. https://www.kagithane.com.tr/, (24.07.2019).
• Kahneman, D., Krueger, A.B., Schkade, D., Schwarz, N., Stone, A.A. (2006), "Would you be happier if you were richer? A focusing illusion.", Science, 312(5782), 1908-1910.
• Kasser, T., Cohn, S., Kanner, A.D., Ryan, R.M. (2007), "Some costs of American corporate capitalism: A psychological exploration of value and goal conflicts", Psychological Inquiry, 18(1), 1-22.
• Köksal, Y., Bayraktaroğlu, H., Sarı, S. (2014), “An investigation on the views of consumers toward branded products according to their happiness levels; An example of the clothing industry”, International Journal of Alanya Faculty of Business, 6(2), 73-81.
• Kwortnik Jr, R.J., Ross Jr, W.T. (2007), "The role of positive emotions in experiential decisions", International Journal of Research in Marketing, 24(4), 324-335.
• Lane, R.E. (1993), “Does money buy happiness?”, Public Interest, 113, 56.
• Leslie, S.G., Aaker, J., Schifrin, D. (2012), "The Business Case for Happiness”, Stanford Graduate School of Business, Case M-345.
• Lin, C.H.A., Lahiri, S., Hsu, C.P. (2014), “Happiness and regional segmentation: Does space matter?”, Journal of Happiness Studies, 15(1), 57-83.
• Lyubomirsky, S., Lepper, H.S. (1999), "A measure of subjective happiness: Preliminary reliability and construct validation", Social Indicators Research, 46(2), 137-155.
• Lyubomirsky, S., King, L., Diener, E. (2005), "The benefits of frequent positive affect: Does happiness lead to success?", Psychological Bulletin, 131(6), 803-855.
• Lyubomirsky, S. (2010), “Hedonic Adaptation to Positive and Negative Experiences”, The Oxford handbook of stress, health, and coping, (Ed. Folkman, S.), New York: Oxford University Press, 2015, 200-224.
• Merdin, E. (2015), “Self-Concept Related Explanations of Happiness in Social Experiential Settings”, Boğaziçi Üniversitesi Sosyal Bilimler Ensitüsü Doktora Tezi.
• Millar, M., Thomas, R. (2009), "Discretionary activity and happiness: The role of materialism", Journal of Research in Personality, 43(4), 699-702.
• Mogilner, C., Aaker, J. (2009), "“The time vs. money effect”: Shifting product attitudes and decisions through personal connection", Journal of Consumer Research, 36(2), 277-291.
• Mogilner, C., Aaker, J., Kamvar, S.D. (2012), "How happiness affects choice", Journal of Consumer Research, 39(2), 429-443.
• Mogilner, C., Kamvar, S.D., Aaker, J. (2011), "The shifting meaning of happiness", Social Psychological and Personality Science, 2(4), 395-402.
• Mohn, C., Argstatter, H., Wilker, F.W. (2011), "Perception of six basic emotions in music", Psychology of Music, 39(4), 503-517.
• Nicolao, L., Irwin, J.R., Goodman, J.K. (2009), "Happiness for sale: Do experiential purchases make consumers happier than material purchases?", Journal of Consumer Research, 36(2), 188-198.
• O’Brien, C. (2005), “Planning for sustainable happiness: Harmonizing our internal and external landscapes”, In Rethinking Development: 2nd International Conference on Gross National Happiness, Nova Scotia, 1-22.
• O'Brien, C. (2008), “Sustainable happiness: How happiness studies can contribute to a more sustainable future”, Canadian Psychology/Psychologie canadienne, 49(4), 289-295.
• Odabaşı, Y. (2013), Tüketim kültürü, Sistem Yayıncılık, İstanbul.
• Pine, B.J., Gilmore, J.H. (1999), The experience economy: work is theatre & every business a stage, Harvard Business Press, Boston.
• Prawitz, A., Garman, E.T., Sorhaindo, B., O'Neill, B., Kim, J., Drentea, P. (2006), "InCharge financial distress/financial well-being scale: Development, administration, and score interpretation", Financial Counseling and Planning, 17, 34-50.
• Rathunde, K. (2001), "Toward a psychology of optimal human functioning: What positive psychology can learn from the “experiential turns” of James, Dewey, and Maslow", Journal of Humanistic Psychology, 41(1), 135-153.
• Richins, M.L., Dawson, S. (1992), "A consumer values orientation for materialism and its measurement: Scale development and validation", Journal of Consumer Research, 19(3), 303-316.
• Rosenberg, M. (1965). Society and the adolescent self-image. Princeton University Press Princeton, NJ.
• Rosenzweig, E., Gilovich, T. (2012), "Buyer's remorse or missed opportunity? Differential regrets for material and experiential purchases", Journal of Personality and Social Psychology, 102(2), 215-223.
• Schimmack, U., Radhakrishnan, P., Oishi, S., Dzokoto, V., Ahadi, S. (2002), "Culture, personality, and subjective well-being: Integrating process models of life satisfaction", Journal of Personality and Social Psychology, 82(4), 582-593.
• Seligman, M.E.P., Csikszentmihalyi, M. (2000), “Positive psychology: An introduction”, American Psychologist, 55, 5-14.
• Seligman, M.E.P. (2007), Authentic Happiness, Free Press, New York.
• Smith, K., Wintrob, M. (2013), “Brand storytelling: a framework for activation”, Design Management Review, 24(1), 36-41.
• Snyder, C.R., Harris, C.,Anderson, J.R., Holleran, S.A., Irving, L.M., Sigmon, S.T., Yoshinobu, L., Gibb, J., Langelle, C., Harney, P. (1991), "The will and the ways: development and validation of an individual-differences measure of hope", Journal of Personality and Social Psychology, 60(4), 570-585.
• Solberg, E.G., Diener, E., Robinson, M.D. (2004), "Why are materialists less satisfied?", Psychology and consumer culture: The struggle for a good life in a materialistic world, (Eds. Kasser, T., Kanner, A.D.), American Psychological Association, Washington, DC, 29–48.
• Strahilevitz, M., Myers, J.G. (1998), "Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell", Journal of Consumer Research, 24(4), 434-446.
• Tatarkiewicz, W. (1976), Analysis of happiness, The Hague, Netherlands: Martinus Nijhoff.
• Van Boven, L. (2005), "Experientialism, materialism, and the pursuit of happiness", Review of General Psychology, 9(2), 132-142.
• Van Boven, L., Gilovich, T. (2003), "To do or to have? That is the question", Journal of Personality and Social Psychology, 85(6), 1193-1202.
• Van Boven, L., Campbell, M.C., Gilovich, T. (2010), "Stigmatizing materialism: On stereotypes and impressions of materialistic and experiential pursuits", Personality and Social Psychology Bulletin, 36(4), 551-563.
• Veenhoven, R. (2010), "Greater happiness for a greater number", Journal of Happiness Studies, 11(5), 605-629.
• Vohs, K.D., Mead, N.L., Goode, M.R. (2006), "The psychological consequences of money", Science, 314(5802), 1154-1156.
• Wilson, W. (1967), “Correlates of avowed happiness”, Psychological Bulletin, 67(4), 294–306.
• Woodside, A.G., Sood, S., Miller, K.E. (2008), “When consumers and brands talk: Storytelling theory and research in psychology and marketing”. Psychology & Marketing, 25(2), 97-145.
• Zhong, J.Y., Mitchell, V.W. (2010), "A mechanism model of the effect of hedonic product consumption on well-being", Journal of Consumer Psychology, 20(2), 152-162.