Araştırma Makalesi
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FİYAT PROMOSYONLARININ DAVRANIŞSAL EKONOMİ TEORİLERİ ÇERÇEVESİNDE İNCELENMESİNE İLİŞKİN BİR BİBLİYOMETRİK ANALİZ

Yıl 2023, Cilt: 18 Sayı: 60, 452 - 491, 27.07.2023
https://doi.org/10.14783/maruoneri.1258322

Öz

Teoride ve pratikte sıklıkla kullanılan fiyat promosyonlarına yönelik olarak tüketici fiyat algılarını anlamak sadece pazarlama teorileri kapsamında ele alınmamalı; aynı zamanda ekonomi ve psikoloji gibi farklı bilimlerden beslenerek kendi özünü yaratan pazarlamanın bu gibi bilim dallarındaki teoriler çerçevesinde de ele alınması gerekmektedir. Bu çalışmanın amacı, fiyat promosyonlarına yönelik olarak ele alınan teorilerin incelenmesi ve tüketicilerin rasyonel bireylerden çok irrasyonel bireyler olduğunu savunan davranışsal ekonomi teorileri kapsamında incelenmesidir. Araştırmanın bir diğer amacı ise, fiyat indirimlerinin birden fazla ürün ya da hem ürün hem de ek hizmetine ilişkin indirim gibi çoklu durumlarda, tüketicilerin fiyat indirimlerini karşılaştırmalı olarak analiz edebilmesine olanak sağlayacağı düşünülen zihinsel muhasebe teorisi ve hedonik çerçeveleme ilkeleri kapsamında ele alınmasıdır. Bu amaçlar doğrultusunda, literatürdeki ana konuları, yazarları, kaynakları, en çok atıf alan makaleleri ve ülkeleri bulmak için bilimsel literatür, bibliyometrik bir analizle belirlenmiş ve analiz edilmiştir. Bunu yapmak için, Web of Science (Wos) ve Scopus’un ana koleksiyonlarında indekslenen makaleler analiz edilmiştir. Araştırma sonuçları iki aşamalı olarak sunulmuş olup ilk aşamada davranışsal ekonomi ve fiyat promosyonlarına yönelik çalışmalar incelenmiştir. İkinci aşamasında ise spesifik olarak zihinsel muhasebe teorisi & hedonik çerçeveleme ve fiyat promosyonlarına yönelik çalışmalar ele alınmıştır.

Destekleyen Kurum

YOK

Proje Numarası

YOK

Teşekkür

YOK

Kaynakça

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A BIBLIOMETRIC ANALYSIS OF THE EXAMINATION OF PRICE PROMOTIONS WITHIN THE FRAMEWORK OF BEHAVIORAL ECONOMY THEORIES

Yıl 2023, Cilt: 18 Sayı: 60, 452 - 491, 27.07.2023
https://doi.org/10.14783/maruoneri.1258322

Öz

Understanding consumer price perceptions for price promotions, which are frequently used in theory and practice, should not only be taken into account in terms of marketing theories; marketing, which draws inspiration from various sciences such as economics and psychology to form its own essence, should also be taken into account in terms of the theories in such disciplines. This study's aim is to examine price promotion theories within the framework of behavioral economics theories that argue that consumers are irrational rather than rational human beings. The study also aims to examine price reductions in the context of mental accounting theory and hedonic framing principles, which are thought to help consumers compare price promotions in a variety of situations, such as discounts for more than one product or for both a product and an additional service. The main topics, authors, sources, most-cited papers, and nations in the scientific literature were identified and examined using a bibliometric analysis for these purposes. This was accomplished by examining publications published in the primary collections of Web of Science (Wos) and Scopus. The research's findings were presented in two stages, the first of which analyzed studies on behavioral economics and price promotions. Studies on the mental accounting theory, hedonic framing, and price promotions are specifically addressed in the second stage.

Proje Numarası

YOK

Kaynakça

  • Ahmetoglu, G., et al. (2014). Pricing Practices: A Critical Review of Their Effects on Consumer Perceptions and Behaviour. Journal of Retailing and Consumer Services. 21(5): 696-707.
  • Alford, B. L. and A. Biswas (2002). The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention. Journal of Business Research. 55(9): 775-783.
  • Anderson, E. and D. Simester (2003). Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments. Quantitative Marketing and Economics. 1: 93-110.
  • Anderson, E. and D. Simester (2004). Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies. Marketing Science. 23: 4-20. Apesteguia, J. and M. A. Ballester (2009). A Theory of Reference-Dependent Behavior. Economic Theory. 40(3): 427-455. Aria, M. and C. Cuccurullo (2017). Bibliometrix: An R-tool For Comprehensive Science Mapping Analysis. Journal of Informetrics. 11(4): 959-975.
  • Atılgan, K. Ö. (2015). Pazarlama Fiyat, Davranışsal Bir Yaklaşım. Ankara: Akademisyen Kitapevi.
  • Bambauer-Sachse, S. and L. Massera (2016). Effects of Price Promotions on Consumers’ Reference Prices: The Role of Contextual Factors and Price Claims. Rediscovering the Essentiality of Marketing, Cham, Springer International Publishing.
  • Bauer, H. H., et al. (2005). Präferenzschaffung durch preispsychologische Maßnahmen – eine experimentelle Untersuchung zur Wirkung von Preispräsentationsformen: Universität Mannheim Institut f. Marktorientierte Unternehmensführung.
  • Beck, H. (2014). Behavioral Economics – Eine Einführung. Wiesbaden: Springer Gabler Wiesbaden.
  • Bertini, M. and L. Wathieu (2007). The Framing Effect of Price Format. Advances in Consumer Research. 34:405-408.
  • Biswas, A. (1992). The Moderating Role of Brand Familiarity In Reference Price Perceptions. Journal of Business Research. 25(3): 251-262.
  • Blanco-Mesa, F., et al. (2017). Fuzzy Decision Making: A Bibliometric-based Review. Journal of Intelligent and Fuzzy Systems. 32: 2033-2050.
  • Borchardt, R. and R. Chin Roemer (2015). Meaningful Metrics: A 21st Century Librarian’s Guide to Bibliometrics, Altmetrics and Research Impact. Chicago: Association of College and Research Libraries.
  • Boztug, Y. and L. Hildebrandt (2005). An Empirical Test of Theories of Price Valuation Using A Semiparametric Approach, Reference Prices, and Accounting For Heterogeneity, Humboldt University, Collaborative Research Center 649.
  • Briesch, R. A., et al. (1997). A Comparative Analysis of Reference Price Models. Journal of Consumer Research. 24(2): 202-214.
  • Bruno, H. A., et al. (2012). Role of Reference Price on Price and Quantity: Insights from Business-to-Business Markets. Journal of Marketing Research. 49(5): 640-654.
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  • Liu, H. H. (2013). How Promotional Frames Affect Upgrade Intentions. Journal of Economic Psychology. 39: 237-248.
  • Liu, H. H. and H. Y. Chou (2015). The Effects Of Promotional Frames Of Sales Packages On Perceived Price Increases And Repurchase Intentions. International Journal of Research in Marketing. 32(1): 23-33.
  • Liu, H. H. and H. Y. Chou (2019). The Effects Of Promotional Package Frames And Price Strategies On Inaction Inertia. Psychology and Marketing. 36(3): 214-228.
  • Liu, H. H. and H. Y. Chou (2021). The Effects Of Pricing Strategy On Upgrade Intentions. Marketing Intelligence and Planning. 39(5): 743-757.
  • Liu, M. W. and D. Soman (2008). Behavioral Pricing. New York: Taylor & Francis Group.
  • Lu, J., et al. (2016). Hedonic Products For You, Utilitarian Products For Me. Judgment and Decision Making. 11: 332-341.
  • Mayhew, G. E. and R. S. Winer (1992). An Empirical Analysis of Internal and External Reference Prices Using Scanner Data. Journal of Consumer Research. 19(1): 62-70.
  • Mazumdar, T. and S. Y. Jun (1993). Consumer Evaluations of Multiple versus Single Price Change. Journal of Consumer Research. 20(3): 441-450.
  • Mazumdar, T. and P. Papatla (2000). An Investigation of Reference Price Segments. Journal of Marketing Research. 37(2): 246-258.
  • McMahon-Beattie, U. (2002). The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making. Journal of Revenue and Pricing Management. 1: 286-287.
  • Milian, E. Z., et al. (2019). Fintechs: A Literature Review And Research Agenda. Electronic Commerce Research and Applications. 34: 100833.
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  • Olbrich, R. and D. Battenfeld (2014). Preispolitik – Ein einführendes Lehr – und Übungsbuch. Heidelberg: Springer Gabler.
  • Park, E.-S. (2000). Warm-glow versus cold-prickle: a further experimental study of framing effects on freeriding. Journal of Economic Behavior & Organization. 43(4): 405-421.
  • Park, S. and M.-Y. Kim (2012). The Impact of Attribute Importance in the Effects of Option Framing on Choice: Budget Range and Justification as Moderators of Loss Aversion. Psychology & Marketing. 29(10): 726- 737.
  • Prelec, D. and G. Loewenstein (1998). The Red and the Black: Mental Accounting of Savings and Debt. Marketing Science. 17(1): 4-28. Priemer, V. (2000). Bundling im Marketing: Potentiale – Strategien – Käuferverhalten: Lang. Frankfurt am Main: Peter Lang.
  • Raghubir, P. (2005). Framing a Price Bundle: The Case Of “Buy/Get” Offers. Journal of Product & Brand Management. 14(2): 123-128.
  • Rudolph, T., et al. (2010). Preis-Promotion-Framing – Ein Überblick zum Stand der Forschung. Zeitschrift für Betriebswirtschaft. 80(3): 285-327.
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  • Schindler, R. M. (2012). Pricing Strategies – A Marketing Approach. California: SAGE Publications, Inc.
  • Schons, L. M., et al. (2014). There is Nothing Permanent Except Change—Analyzing Individual Price Dynamics In “Pay-What-You-Want” Situations. Marketing Letters. 25(1): 25-36.
  • Sharma, P. and J. K. Nayak (2020). RETRACTED: Understanding the determinants and outcomes of internal reference prices in pay-what–you-want (PWYW) pricing in tourism: An analytical approach. Journal of Hospitality and Tourism Management. 43: 1-10.
  • Sheng, S., et al. (2014). The Effects of Price Discount and Product Complementarity on Consumer Evaluations of Bundle Components. Journal of Marketing Theory and Practice. 15(1): 53-64.
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  • Thaler, R. H. (1999). Mental accounting matters. Journal of Behavioral Decision Making. 12(3): 183-206.
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  • Tripathi, A. and N. Pandey (2017). Price framing literature: Past, present, and future. The Marketing Review. 17(3): 307-336.
  • Tversky, A. and D. Kahneman (1981). The Framing of Decisions and the Psychology of Choice. Science. 211(4481): 453-458.
  • Tversky, A. and D. Kahneman (1991). Loss Aversion in Riskless Choice: A Reference-Dependent Model. The Quarterly Journal of Economics. 106(4): 1039-1061.
  • Viglia, G., et al. (2016). The exploration of hotel reference prices under dynamic pricing scenarios and different forms of competition. International Journal of Hospitality Management. 52: 46-55.
  • Volkmann, J. (1951). Scales of judgment and their implications for social psychology. Social psychology at the crossroads; the University of Oklahoma lectures in social psychology. Oxford, England, Harper: 273-298.
  • Weisstein, F. L., et al. (2019). The role of external reference price in pay-what-you-want pricing: An empirical investigation across product types. Journal of Retailing and Consumer Services. 50: 170-178.
  • Yıldırım, H. (2017). Davranışsal Finans – Yatırımcı Davranışını Esas Alan Modeller. İstanbul: Sokak Kitapları Yayınları.
  • Yoon, H., et al. (2010). Price Formats, Discounts, and Consumers’ Perceptions: A Comparison Between Hospitality and Non-Hospitality Industries. Journal of Foodservice Business Research. 13: 51-65.
  • Yuan‐Shuh Lii, D. and M. Lee (2005). Consumers’ evaluations of online reference price advertisement. International Journal of Commerce and Management. 15(2): 101-112.
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  • Zou, S. and J. F. Petrick (2022). Testing the Effect of Price Framing on Nonresidents’ Perceptions of Dual Pricing in State Parks: An Application of Prospect Theory. Leisure Sciences. 44(2): 161-182.
Toplam 118 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makale Başvuru
Yazarlar

Gözde Güsan Köse 0000-0002-8792-9423

Zehra Bozbay 0000-0002-2728-8003

Proje Numarası YOK
Erken Görünüm Tarihi 26 Temmuz 2023
Yayımlanma Tarihi 27 Temmuz 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 18 Sayı: 60

Kaynak Göster

APA Güsan Köse, G., & Bozbay, Z. (2023). FİYAT PROMOSYONLARININ DAVRANIŞSAL EKONOMİ TEORİLERİ ÇERÇEVESİNDE İNCELENMESİNE İLİŞKİN BİR BİBLİYOMETRİK ANALİZ. Öneri Dergisi, 18(60), 452-491. https://doi.org/10.14783/maruoneri.1258322

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