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Tüketicileri Mağazalarda Çıpalama Manipülasyonları Kullanarak Daha Fazla Ödemeye İkna Etmek: Merchandising ve Çıpalama Teorisi Üzerine İnterdisipliner Deneysel Bir Araştırma

Year 2021, Volume: 10 Issue: 1, 877 - 911, 30.03.2021
https://doi.org/10.15869/itobiad.811798

Abstract

Bu çalışma bir manipülasyon aracı olarak çıpalama etkisinin mağazalarda kullanımını ve tüketicilerin irrasyonalitesini anlamayı amaçlamaktadır. Yöntemsel olarak ise Postmodern bilimin Realist Yaklaşım’ı çerçevesinde tasarlanan çalışmada merchandising alanına sadece teorik değil, pratik bir katkı yapmak da amaçlanmıştır.
Deneysel bir yöntem kullanan araştırmada katılımcılardan ürünlere fiyat biçmesi istenmiştir. Fiyatlanan ürünler beş kıyafetten oluşmaktadır. Bunlardan ilk sırada yer alan ürün yüksek fiyat ve kaliteye sahipken sonraki ürünler düşük fiyat ve kaliteli ürünlerden oluşmaktadır. Deney grubunda ilk ürünün fiyat etiketi varken diğerlerinde fiyat etiketi bulunmamaktadır. Kontrol grubunda ise hiçbir üründe fiyat etiketi bulunmamaktadır.
Çıpalamaya maruz kalan deney grubu aynı ürünlere deney grubuna gore %390,31 daha yüksek bir ödemeye hazır oldukları fiyatı biçmişlerdir. Buna ek olarak piyasa fiyatı 10-20 TL arasında değişen düşük kaliteli ürünlere de ortalama 192,13 TL fiyat biçmişlerdir. Bu bulgular bir çıpalama aracı olarak kullanılan fiyat etiketinin tüketicileri daha irrasyonel olmaya yönelttiği tespit edilirken katılımcıların ürünlere fiyat biçmek için kullandıkları süreler de ölçülmüş ve buna bağlı olarak tali bulgular üzerinden tartışma yapılmıştır. Bu bağlamda ürünlere biçilen fiyat ile düşünme süreleri arasında negatif korelasyon tespit edilirken çıpanın bir manipülasyon aracı olarak kullanılması düşünme sürelerini düşürmektedir. Bu bulgular çıpalamanın bir manipülasyon aracı olarak kullanılabildiğini göstermektedir.
Bu çalışma, merchandising alanında Çıpalama Teorisini yoğun bir şekilde kullanan öncü çalışmalardan biri iken, çıpaların manipülasyon aracı olarak kullanımının ölçülmesi açısından da özel bir çalışmadır. Öte yandan deneysel bir yöntem uygulanan araştırma teori-pratik uyumunu taşımakla birlikte süre değişkenini de dikkate almasıyla merchandising alanında özgünlük ve önem taşımaktadır.

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Persuading Consumers to Pay More by Using Anchoring Manipulations in Stores: An Interdisciplinary Experiment on Merchandising and Anchoring Theory

Year 2021, Volume: 10 Issue: 1, 877 - 911, 30.03.2021
https://doi.org/10.15869/itobiad.811798

Abstract

This study aims to understand the use of the anchoring effect as a manipulation tool and irrationality of consumers in stores. In terms of methodological purpose, this study, designed with the perspective of the realist approach of postmodern science, aims to make not only theoretical but also practical contribution to merchandising.
In this study using an experimental method, participants were asked to charge the same products. The products for which the participants are priced consist of 5 clothes, the first of them is higher priced and quality; following four products are low-priced and poor quality clothing. While only the first product had a price tag in the experimental group, all products in the control group were presented without a price tag.
The experimental group exposed to anchoring charged 390.31% higher –ready to pay- prices for the same products compared to the control group. Moreover, they charged an average of 192.13 TL for products with a market price of 10-20 TL. While these findings show that consumers who are exposed to manipulative anchoring can be more irrational, at the same time, the thinking time of the participants while determining prices was measured and secondary inferences were made accordingly.
In this context, while finding a negative correlation between the price cchahrged to the products and the thinking time, using an anchor as a manipulation tool reduces the thinking times. These findings show that anchoring can be used as a manipulation tool.
While this study is one of the pioneering studies that uses anchoring theory intensively in the field of merchandising, it is a special study in terms of measuring the use of anchors as a manipulation tool.
On the other hand, the research, which is applied by an experimental method, carries the harmony of theory-practice and takes into account the time variable, and carries originality and importance in the field of merchandising.   

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  • Auken, S.v. and Adams, A.J. (1999). Across- Versus Within-Class Comparative Advertising: Insights into Prestige Class Anchoring. Psychology & Marketing, 16(5), 429-450.
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  • Baker, J., Grewal, D. and Parasuraman, A. (1994). The Influence of Store Environment on Quality Inferences and Store Image. Journal of the Academy of Marketing Science, 22(4), 329-339.
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  • Bianchi-Aguiar, T., Silva, E., Guimaraes, L., Carravilla, M.A. and Oliveira, J.F. (2018). Allocating Products on Shelves Under Merchandising Rules: Multi Level Product Families With Display Directions. Omega, 76(1), 47-62.
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  • Brown, D.R. (1953). Stimulus-Similarity and the Anchoring of Subjective Scales. The American Journal of Psychology, 66, 199-214.
  • Bultez, A. and Neart, P. (1988). S.H.A.R.P.: Shelf Allocation for Retailers’ Profit. Marketing Science, 7(3), 211-231.
  • Buttle, F. (1984). Merchandising. European Journal of Marketing, 16(6-7), 104-123.
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  • Carter, S. (1995). Retailing. Baker, M.J. (ed). in Marketing Theory and Practice, Macmillan Business, London.
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  • Chapman, G.B. and Johnson, E.J. (2003). Incorporating the Irrelevant: Anchors in Judgments of Belief and Value. Gilovich, T. et al. (eds). in Heuristics and Biases: The Psychology of Instutive Judgment, Cambridge University Press, New York.
  • Cho, I., Wesslen, R., Karduni, A., Santhanam, S., Shaikh, S. and Dou, W. (2017). The Anchoring Effect in Decision-Making with Visual Analytics. 2017 IEE Conference on Visual Analytics Science and Technology (VAST), Arizona, 116-126.
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  • DeShazo, J.R. (2002). Designing Transactions Without Framing Effects in Iterative Question Formats. Journal of Environmental Economics and Management, 43, 360-385.
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There are 108 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Hüseyin Çağatay Karabıyık 0000-0002-1898-5907

Mahmut Nevfel Elgün 0000-0002-8380-886X

Publication Date March 30, 2021
Published in Issue Year 2021 Volume: 10 Issue: 1

Cite

APA Karabıyık, H. Ç., & Elgün, M. N. (2021). Persuading Consumers to Pay More by Using Anchoring Manipulations in Stores: An Interdisciplinary Experiment on Merchandising and Anchoring Theory. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 10(1), 877-911. https://doi.org/10.15869/itobiad.811798

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