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Bir Psiko-Pazarlama Çalışması: Karanlık Üçlü Kişilik Testini Tüketici Profillerinde Kullanmak ve Tüketici Davranışları Tahmin Etme Üzerine Bir Araştırma

Yıl 2020, Cilt: 4 Sayı: 2, 66 - 73, 22.12.2020

Hüseyin Çağatay Karabıyık Selda Başaran Algöz

Öz

Pazarlama araştırmalarındaki bilimsel derinleşme için ayrıntılı psikografik tespitler hem teori hem de pratik açıdan önem kazanmaktadır. Bu çalışmada kişilik testlerinin tüketici davranışlarını bağımsız bir değişken olarak anlamlı bir şekilde sınıflandırıp sınıflandırmadığı test edilmiştir. Bu amaç doğrultusunda Karanlık Üçlü Kişilik Testi ile Tüketici Tarzları envanteri arasında tek yönlü Anova analizi uygulanmıştır.
Bulgular göstermektedir ki Makyavelist kişilik tipleri için en önemli üç faktör alışkanlık, kararsızlık ve mükemmeliyetçilik; Psikopatik kişilik tipleri için dikkatsiz alışveriş, fazla seçim şansından dolayı kafası karışma ve moda odaklılık; son olarak Narsisizm için de mükemmeliyetçilik, alışkanlık ve fiyat odaklılıktır. Sonuç olarak Karanlık Üçlü Kişilik Testi’nin Tüketici Tarzları Envanteri’ni anlamlı bir şekilde sınıflandırıldığı anlaşılmış ve hem teorik hem de pratik açıdan tartışılmıştır. Pratik tartışmalar pazarlama stratejilerinin psikolojik bağlamda etkililiği çerçevesinde gerçekleştirilirken, teorik tartışmalar pazarlama araştırmalarında kişilik testleri bağlamında gerçekleştirilmiştir.

Anahtar Kelimeler

Psiko-Pazarlama Kişilik Testi Tüketici Tarzları Envanteri Karanlık Üçlü Kişilik Testi Tüketici Davranışları

Kaynakça

  • Aliman, N.K., Ariffin, Z.Z. and Hashim, S.M. (2018). “Religiosity Commitment and Decision-Making Styles Among Generation Y Muslim Consumers in Malaysia”, International Journal of Academic Research in Business & Social Sciences, 8, 555-576.
  • Atay, S. (2009). “Narsistik kişilik envanteri’nin Türkçeye standardizasyonu”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11, 181-196.
  • Bacanlı, H., İlhan, T. and Aslan, S. (2009). “Beş faktör kuramına dayalı bir kişilik ölçeğinin geliştirilmesi: sıfatlara dayalıkişilik testi”, Türk Eğitim Bilimleri Dergisi, 7, 261-279.
  • Board, B.J., Fritzon, K. (2005). “Disordered personalities at work”, Psychology, Crime & Law, 11, 17-32.
  • Christie, R., Geis F.L. (1970). Social Psychology, Academic Press Inc, London.
  • Cima, M. and Raine, A. (2009). “Distinct characteristics of psychopathy relate to different subtypes of aggression”, Personality and Individual Differences, 47, 835-840.
  • Durak, M., Senol-Durak, E. and Gencoz, T. (2010). “Psychometric properties of the satisfaction with life scale among Turkish university students, correctional officers, and elderly adults”, Social Indicators Research, 99, 413-429.
  • Dursun, İ., Alnıaçık, Ü. and Tümer Kabadayı, E. (2013). “Tüketici karar verme tarzları ölçeği: yapısı ve boyutları”, International Journal of Management Economics and Business, 9, 293-304.
  • Eraslan-Çapan, B., Satıcı, S.A. and Kayiş, A.R. (2015). “Karanlık üçlü ölçeği: Türkçeye uyarlama çalışması”, 13. Ulusal Psikolojik Danışma ve Rehberlik Kongresi. Mersin, Türkiye, 323-326.
  • Furnham, A., Richards, S.C. and Paulhus, D.L. (2013). “The Dark Triad of Personality: A 10 Year Review”, Social and Personality Psychology Compass, 7, 199-216.
  • Harris, S. (2010). The Moral Landscape, Free Press, New York.
  • Jakobwitz, S. and Egan, V. (2006). “The dark triad and normal personality traits”, Personality and Individual Differences, 40, 331-339.
  • Jonason, P.K. and Webster, G.D. (2010). “The dirty dozen: a concise measure of the dark triad”, Psychological Assessment, 22, 420-432.
  • Jonason, P.K., Fletcher, S.A. and Hashmani, T. (2018a). “Externalizing and Internalizing, but not rationalizing: Some psychodynamic biases associated with the Dark Triad traits”, Personality and Individual Differences, 137, 9-11.
  • Jonason, P.K., Sitnikova, M. and Oshio, A. (2018b). “The Dark Triad traits and view of time in three countries”, Personality and Individual Differences, 120, 107-111.
  • Karabıyık, H.Ç. (2016). Nöropazarlama çerçevesinde tüketici teorisi ve yeniden tanımlanması gereken homoekonomikus kavramı, Konya Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
  • Kuhn, T.S. (1970). The Structure of Scientific Revolutions, The University of Chicago Press, Leeds.
  • Kraus, S., Berchtold, J., Palmer, C. and Filser, M. (2018). “Entrepreneurial Orientation: The Dark Triad of Executive Personality”, Journal of Promotion Management, 24, 715-735.
  • LeBreton, J.M., Shiverdecker, L.K. and Grimaldi, E.M. (2018). “The Dark Triad and Workplace Behavior”, Annual Review of Organizational Psychology and Organizational Behavior, 5, 1-28.
  • Mahmut, M.K., Homewood, J. and Stevenson, R.J. (2008). “The characteristics of non-criminals with high psychopathy traits: Are they similar to criminal psychopaths?”, Journal of Research in Personality, 42, 679-692.
  • Miller, J.D., Campbell, W.K., Young, D.L., Lakey, C.E., Reidy, D.E., Zeichner, A.,et al. (2009). “Examining the relations among narcissism, impulsivity, and self-defeating behaviours”, Journal of Personality, 77, 761-794.
  • Moorthi, S. (2018). “Problem Solving Skills Among Collage Students”, International Journal of Innovative Research Explorer, 5, 207-214.
  • Muris, P. (2017). “The Malevolent Side of Human Nature: A Meta-Analysis and Critical Review of the Literature on the Dark Triad (Narcissism, Machiavellianism, and Psychopathy)”, Perspectives on Psychological Science, 12, 183-204.
  • Paulhus, D.L. and Williams, K.M. (2002). “The dark triad of personality: narcissism, Machiavellianism, and psychopathy”, Journal of Research in Personality, 36, 556-563.
  • Rhodewalt, F. and Morf, C.C. (1998). “On self-aggrandizement and anger: a temporal analysis of narcissism and affective reactions to success and failure”, Journal of Personality and Social Psychology, 74, 672-685.
  • Schulsinger, F. (1972). “Psychopathy: heredity and environment”, International Journal of Mental Health, 1, 190-206.
  • Simonet, D.V., Tett, R.P., Foster, J., Angelback, A.I. and Bartlett, M. (2017). “Dark-Side Personality Trait Interactions: Amplifying Negative Predictions of Leadership Performance”, Journal of Leadership & Organizational Studies, 25, 1-18.
  • Splores, G.B. and Kendall, E.L. (1986). “A methodology for profiling consumers’ decision-making styles”, The Journal of Consumer Affairs, 2, 167-279.
  • Sumner, C., Byers, A., Boochever, R., and Park, G.J. (2012). “Predicting Dark Triad Personality Traits from Twitter usage and a linguistic analysis of Tweets”, 11th International Conference on Machine Learning and Applications, USA: Florida.

A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior

Yıl 2020, Cilt: 4 Sayı: 2, 66 - 73, 22.12.2020

Hüseyin Çağatay Karabıyık Selda Başaran Algöz

Öz

Detailed psychographic determinations in deepening marketing research gain importance in both theory and practice. Based on this thought, in this study, it was examined whether personality tests able to profile the consumers as an independent variable. For that purpose, one-way ANOVA analysis was applied between the Dark Triad Personality Test and the Consumer Styles Inventory.
The findings show that the most important three factors are habitual consumer, indecision and perfectionism for the Machiavellian personalities; careless consumer, confused by over-choice and fashion consciousness for psychopath personalities; perfectionism, habitual consumer and price consciousness for narcissist personalities. As a result, The Dark Triad Personality test meaningfully profiled the Consumer Styles Inventory and examinations were completed in both theoretical and practical perspectives. Practical examinations were completed in the effectiveness of marketing strategies. Theoretical examinations were completed in the base of personality tests in marketing research.

Anahtar Kelimeler

Psycho-marketing Personality Test Consumer Styles Inventory Dark Triad Personality Test Consumer Behavior

Kaynakça

  • Aliman, N.K., Ariffin, Z.Z. and Hashim, S.M. (2018). “Religiosity Commitment and Decision-Making Styles Among Generation Y Muslim Consumers in Malaysia”, International Journal of Academic Research in Business & Social Sciences, 8, 555-576.
  • Atay, S. (2009). “Narsistik kişilik envanteri’nin Türkçeye standardizasyonu”, Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11, 181-196.
  • Bacanlı, H., İlhan, T. and Aslan, S. (2009). “Beş faktör kuramına dayalı bir kişilik ölçeğinin geliştirilmesi: sıfatlara dayalıkişilik testi”, Türk Eğitim Bilimleri Dergisi, 7, 261-279.
  • Board, B.J., Fritzon, K. (2005). “Disordered personalities at work”, Psychology, Crime & Law, 11, 17-32.
  • Christie, R., Geis F.L. (1970). Social Psychology, Academic Press Inc, London.
  • Cima, M. and Raine, A. (2009). “Distinct characteristics of psychopathy relate to different subtypes of aggression”, Personality and Individual Differences, 47, 835-840.
  • Durak, M., Senol-Durak, E. and Gencoz, T. (2010). “Psychometric properties of the satisfaction with life scale among Turkish university students, correctional officers, and elderly adults”, Social Indicators Research, 99, 413-429.
  • Dursun, İ., Alnıaçık, Ü. and Tümer Kabadayı, E. (2013). “Tüketici karar verme tarzları ölçeği: yapısı ve boyutları”, International Journal of Management Economics and Business, 9, 293-304.
  • Eraslan-Çapan, B., Satıcı, S.A. and Kayiş, A.R. (2015). “Karanlık üçlü ölçeği: Türkçeye uyarlama çalışması”, 13. Ulusal Psikolojik Danışma ve Rehberlik Kongresi. Mersin, Türkiye, 323-326.
  • Furnham, A., Richards, S.C. and Paulhus, D.L. (2013). “The Dark Triad of Personality: A 10 Year Review”, Social and Personality Psychology Compass, 7, 199-216.
  • Harris, S. (2010). The Moral Landscape, Free Press, New York.
  • Jakobwitz, S. and Egan, V. (2006). “The dark triad and normal personality traits”, Personality and Individual Differences, 40, 331-339.
  • Jonason, P.K. and Webster, G.D. (2010). “The dirty dozen: a concise measure of the dark triad”, Psychological Assessment, 22, 420-432.
  • Jonason, P.K., Fletcher, S.A. and Hashmani, T. (2018a). “Externalizing and Internalizing, but not rationalizing: Some psychodynamic biases associated with the Dark Triad traits”, Personality and Individual Differences, 137, 9-11.
  • Jonason, P.K., Sitnikova, M. and Oshio, A. (2018b). “The Dark Triad traits and view of time in three countries”, Personality and Individual Differences, 120, 107-111.
  • Karabıyık, H.Ç. (2016). Nöropazarlama çerçevesinde tüketici teorisi ve yeniden tanımlanması gereken homoekonomikus kavramı, Konya Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
  • Kuhn, T.S. (1970). The Structure of Scientific Revolutions, The University of Chicago Press, Leeds.
  • Kraus, S., Berchtold, J., Palmer, C. and Filser, M. (2018). “Entrepreneurial Orientation: The Dark Triad of Executive Personality”, Journal of Promotion Management, 24, 715-735.
  • LeBreton, J.M., Shiverdecker, L.K. and Grimaldi, E.M. (2018). “The Dark Triad and Workplace Behavior”, Annual Review of Organizational Psychology and Organizational Behavior, 5, 1-28.
  • Mahmut, M.K., Homewood, J. and Stevenson, R.J. (2008). “The characteristics of non-criminals with high psychopathy traits: Are they similar to criminal psychopaths?”, Journal of Research in Personality, 42, 679-692.
  • Miller, J.D., Campbell, W.K., Young, D.L., Lakey, C.E., Reidy, D.E., Zeichner, A.,et al. (2009). “Examining the relations among narcissism, impulsivity, and self-defeating behaviours”, Journal of Personality, 77, 761-794.
  • Moorthi, S. (2018). “Problem Solving Skills Among Collage Students”, International Journal of Innovative Research Explorer, 5, 207-214.
  • Muris, P. (2017). “The Malevolent Side of Human Nature: A Meta-Analysis and Critical Review of the Literature on the Dark Triad (Narcissism, Machiavellianism, and Psychopathy)”, Perspectives on Psychological Science, 12, 183-204.
  • Paulhus, D.L. and Williams, K.M. (2002). “The dark triad of personality: narcissism, Machiavellianism, and psychopathy”, Journal of Research in Personality, 36, 556-563.
  • Rhodewalt, F. and Morf, C.C. (1998). “On self-aggrandizement and anger: a temporal analysis of narcissism and affective reactions to success and failure”, Journal of Personality and Social Psychology, 74, 672-685.
  • Schulsinger, F. (1972). “Psychopathy: heredity and environment”, International Journal of Mental Health, 1, 190-206.
  • Simonet, D.V., Tett, R.P., Foster, J., Angelback, A.I. and Bartlett, M. (2017). “Dark-Side Personality Trait Interactions: Amplifying Negative Predictions of Leadership Performance”, Journal of Leadership & Organizational Studies, 25, 1-18.
  • Splores, G.B. and Kendall, E.L. (1986). “A methodology for profiling consumers’ decision-making styles”, The Journal of Consumer Affairs, 2, 167-279.
  • Sumner, C., Byers, A., Boochever, R., and Park, G.J. (2012). “Predicting Dark Triad Personality Traits from Twitter usage and a linguistic analysis of Tweets”, 11th International Conference on Machine Learning and Applications, USA: Florida.
Toplam 29 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Hüseyin Çağatay Karabıyık 0000-0002-1898-5907

Selda Başaran Algöz 0000-0002-4615-5337

Yayımlanma Tarihi 22 Aralık 2020
Gönderilme Tarihi 11 Kasım 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 4 Sayı: 2

Kaynak Göster

APA Karabıyık, H. Ç., & Başaran Algöz, S. (2020). A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior. Pazarlama İçgörüsü Üzerine Çalışmalar, 4(2), 66-73.
AMA Karabıyık HÇ, Başaran Algöz S. A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior. SOMI. Aralık 2020;4(2):66-73.
Chicago Karabıyık, Hüseyin Çağatay, ve Selda Başaran Algöz. “A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior”. Pazarlama İçgörüsü Üzerine Çalışmalar 4, sy. 2 (Aralık 2020): 66-73.
EndNote Karabıyık HÇ, Başaran Algöz S (01 Aralık 2020) A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior. Pazarlama İçgörüsü Üzerine Çalışmalar 4 2 66–73.
IEEE H. Ç. Karabıyık ve S. Başaran Algöz, “A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior”, SOMI, c. 4, sy. 2, ss. 66–73, 2020.
ISNAD Karabıyık, Hüseyin Çağatay - Başaran Algöz, Selda. “A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior”. Pazarlama İçgörüsü Üzerine Çalışmalar 4/2 (Aralık 2020), 66-73.
JAMA Karabıyık HÇ, Başaran Algöz S. A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior. SOMI. 2020;4:66–73.
MLA Karabıyık, Hüseyin Çağatay ve Selda Başaran Algöz. “A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior”. Pazarlama İçgörüsü Üzerine Çalışmalar, c. 4, sy. 2, 2020, ss. 66-73.
Vancouver Karabıyık HÇ, Başaran Algöz S. A Psycho-Marketing Study: Using the Dark Triad Personality Test to Profile the Consumers and Predict the Consumer Behavior. SOMI. 2020;4(2):66-73.
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