Nostalgia Tendency & Differentiation of Self
نویسندگان
چکیده
Günümüz pazarında birbirine çok benzeyen ürünler ile tüketicilerin zihninde ayrışmak, tercih sebebi haline gelmek, bu edilme halini sürdürüp bir bağ kurabilmek markalar için oldukça önemlidir. Markaların tüketicileri kurdukları geçmişleri ilintili ise nostaljik olarak adlandırılmaktadır. Geçmiş ve geçmişe ait yaşantılar kişinin benliğinin oluşumunda belirleyici olabilmektedir. Bu çalışmanın temel amacı nostalji eğilimleri yüksek düşük belirlenmesi ardından 2 farklı eğiliminde olan tüketicilerin, benlik pozisyonları (duygusal tepkisellik, “ben” pozisyonu, duygusal kopma başkalarına bağımlılık) açısından istatiksel farklılaşıp farklılaşmadığının tespit edilmesidir. çalışmada veriler çevrimiçi toplanmış kolayda örnekleme yöntemi kullanılmıştır. Veri toplama aşaması sonucunda, toplamda 567 anket elde edilmiştir. Anketler incelenerek hatalı, eksik ya da tutarlı olmayanları ayıklandıktan sonra kullanılabilir sayısı 561 olmuştur. Araştırmanın sonucunda ise; benliğin tüm alt pozisyonlarında, eğiliminin ortalaması, eğilimin ortalamasından istatistiksel anlamlı (p<0.001) biçimde bulunmuştur.
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ژورنال
عنوان ژورنال: Karadeniz sosyal bilimler dergisi
سال: 2021
ISSN: ['1309-081X', '2602-3407']
DOI: https://doi.org/10.38155/ksbd.814782