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SES TONU VE DUYGULAR: SEMBOLİK TÜKETİME FARKLI BİR BAKIŞ

Yıl 2023, Cilt: 14 Sayı: 2, 480 - 507, 30.12.2023
https://doi.org/10.54688/ayd.1266371

Öz

Pazarlama, tüketici odaklı stratejiler üzerine odaklanmıştır. Tüketicilerin istek ve ihtiyaçlarını karşılamak ise onları yakından tanımayı ve tüketim sürecinde etkilendikleri her bir faktörü dikkate almayı gerektirmektedir. İnsan ses tonunun tüketiciler üzerinde çeşitli duygular yarattığı ve bu duyguların tüketim davranışlarını etkilediği söylenebilir. Bu çalışmanın temel amacı ses tonu ve duygular arasındaki ilişkinin incelenmesidir. Araştırmanın bir diğer amacı, bir iletişim şekli olarak tanımlanan sembolik tüketimin ses tonu ile ilişkisini ele almaktır. Bu amaçlarla 498 katılımcı ile anket çalışması yürütülmüştür. Ölçek puanlarının iki gruplu değişkenler açısından incelenmesi t testi, üç ve daha fazla gruplu değişkenler açısından incelenmesi ANOVA testi ile yapılmıştır. Elde edilen bulgulara göre, Bas ses tonuna yönelik pozitif duygular ile sembolik tüketim arasında pozitif bir ilişki bulunmaktadır. Negatif duyguların en yüksek olduğu ses tonu Soprano’dur. İşletmeler, özellikle sembolik ürünlerin tutundurma çalışmalarında veya satış personeli seçiminde ses tonunu dikkate alarak hareket etmelidirler ve ses tonlarının etkilerini dikkate alarak tüketicilerle daha etkili iletişim kurabilirler. Bu çalışma, ele aldığı konusu ve elde ettiği sonuçlarıyla ilgili literatürde öncü bir çalışma niteliğindedir.

Etik Beyan

Ondokuz Mayıs Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulundan 24.02.2023 tarihli ve 2023-48 sayı numaralı izin alınmıştır.

Kaynakça

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TONE OF VOICE AND EMOTIONS: A DIFFERENT PERSPECTIVE TO SYMBOLIC CONSUMPTION

Yıl 2023, Cilt: 14 Sayı: 2, 480 - 507, 30.12.2023
https://doi.org/10.54688/ayd.1266371

Öz

Marketing focuses on consumer-oriented strategies. Meeting the demands and needs of consumers requires getting to know them closely and considering each factor that they are affected by during the consumption process. It can be said that human voice tone creates various emotions on consumers and, these emotions affect consumption behaviors. The main purpose of this study is to examine the relationship between the tone of voice and emotions. Another aim of this research is to discuss the relationship between symbolic consumption, which is defined as a form of communication, and tone of voice. A questionnaire was administered to 498 participants. Examination of the scale scores in terms of variables with two groups was performed using the t-test, and analysis in terms of variables with three or more groups was performed using the ANOVA test. There was a positive relationship between positive emotions towards bass tones and symbolic consumption. The tone of voice with the highest negative emotion was Soprano. Businesses should take into account the tone of voice, especially in the promotion of symbolic products or in the selection of sales personnel, and can communicate more effectively with consumers by considering the effects of the tone of voice. This is a pioneering study in the literature on the subject it deals with and the results obtained.

Kaynakça

  • Aladağ, Ç. (2017). Ses eğitiminde register kavramı ve ses türleri. Uluslararası Müzik ve Sahne Sanatları Dergisi, 1(1), 27-39.
  • Aksoy, Ş. & Şeren, M. (2018). Lise yöneticilerinin beden dili davranışlarının sıklığı ile öğretmenlerin etkilenme biçimleri (Ankara ili örneği). Çağdaş Yönetim Bilimleri Dergisi, 5(3), 262-279.
  • Apple, W., Streeter, L. A., & Krauss, R. M. (1979). Effects of pitch and speech rate on personal attributions. Journal of Personality and Social Psychology, 37(5), 715-727.
  • Atak, S. (2001). Yöneticilerin sözsüz iletişim unsurlarının etkilenimlerinin incelenmesi. (Yayımlanmamış Yüksek Lisans Tezi). Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
  • Avcı, K., Baydağ, C. & Ece, A. S. (2019). Tenor ve bariton ses türlerinin bilgisayar destekli temel frekans ve formant analizi. Turkish Studies-Information Technologies and Applied Sciences, 14(1), 21-44.
  • Banister, E. N. & Hogg, M. K. (2004). Negative symbolic consumption and consumers’ drive for self‐esteem: The case of the fashion industry. European Journal of Marketing, 38(7), 850-868.
  • Banse, R. & Scherer, K. R. (1996). Acoustic profiles in vocal emotion expression. Journal of Personality and Social Psychology, 70(3), 614–636.
  • Barcelos, R. H., Dantas, D. C. & Sénécal, S. (2018). Watch your tone: How a brand's tone of voice on social media influences consumer responses. Journal of Interactive Marketing, 41(1), 60-80.
  • Baydağ, C. (2018). İnsan ses renklerinin duygudurum üzerine etkileri. (Yayımlanmamış Doktora Tezi). Abant İzzet Baysal Üniversitesi Eğitim Bilimleri Enstitüsü, Bolu.
  • Belk, R. W., Bahn, K. D. & Mayer, R. N. (1982). Developmental recognition of consumption symbolism. Journal of Consumer Research, 9(1), 4-17.
  • Borkowska, B. & Pawlowski, B. (2011). Female voice frequency in the context of dominance and attractiveness perception. Animal Behaviour, 82, 55–59.
  • Calandri, E., Graziano, F., Borghi, M. & Bonino, S. (2018). Depression, positive and negative affect, optimism and health-related quality of life in recently diagnosed multiple sclerosis patients: The role of identity, sense of coherence, and self-efficacy. Journal of Happiness Studies, 19(1), 277-295.
  • Chaffey, D., Smith, P. R. & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
  • Cherif, E. & Lemoine, J. F. (2017). Human vs. synthetic recommendation agents’ voice: The effects on consumer reactions. In P. Rossi (Eds.) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 301-310). Springer, Cham.
  • Collins, S. A. (2000). Men’s voices and women’s choices. Animal Behaviour, 60, 773– 780.
  • Collins, S. A. & Missing, C. (2003). Vocal and visual attractiveness are related in women. Animal Behaviour. 65, 997–1004.
  • Coyle, L. D. & Vera, E. M. (2013). Uncontrollable stress, coping, and subjective well-being in urban adolescents. Journal of Youth Studies, 16(3), 391-403.
  • De Keyzer, F., Dens, N. & De Pelsmacker, P. (2017). Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media. Online Information Review, 41(7), 905-920.
  • Demir, N. K. (2006). Kültürel değişimlerin reklamlarda kadın ve erkek rol-modellerine yansıması. Fırat Üniversitesi Sosyal Bilimler Dergisi, 16(1), 283-304.
  • Dimanche, F. & Samdahl, D. (1994). Leisure as symbolic consumption: A conceptualization and prospectus for future research. Leisure Sciences, 16(2), 119-129.
  • Dökmen, Ü. (2004). Küçük şeyler. (1. Baskı). Sistem Yayıncılık.
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  • Elliott, R. & Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144.
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  • Yazıcıoğlu, Y. & Erdoğan, S. (2004). Spss uygulamalı bilimsel araştırma yöntemleri. (4. Baskı), Detay Yayıncılık. Zavrsnik, B. & Jerman, D. (2011). Measuring ıntegrated marketing communication. Scientific Annals of the Alexandru Ioan Cuza University of Iasi:Economic Sciences Series, 2011(LVIII), 351-362.
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Toplam 101 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Aybike Tuba Özden 0000-0002-3133-3620

Yayımlanma Tarihi 30 Aralık 2023
Gönderilme Tarihi 16 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 14 Sayı: 2

Kaynak Göster

APA Özden, A. T. (2023). SES TONU VE DUYGULAR: SEMBOLİK TÜKETİME FARKLI BİR BAKIŞ. Akademik Yaklaşımlar Dergisi, 14(2), 480-507. https://doi.org/10.54688/ayd.1266371