Cilt 14 Sayı 3 (2026): Business & Management Studies: An International Journal
Makaleler

Benzer benzeri çeker mi? Benzerlik yasası kapsamında tüketici davranışı üzerine deneysel bir çalışma

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  • Gizem Tokmak Danışman
Gizem Tokmak Danışman
Dr. Öğr. Üyesi, Zonguldak Bülent Ecevit Üniversitesi, Zonguldak, Türkiye

Yayınlanmış 25.09.2026

Anahtar Kelimeler

  • Consumer Behavior, The Law of Similarity, Backward Contagion
  • Tüketici Davranışı, Benzerlik Yasası, Geriye Yönelik Bulaşma

Nasıl Atıf Yapılır

Benzer benzeri çeker mi? Benzerlik yasası kapsamında tüketici davranışı üzerine deneysel bir çalışma. (2026). Business & Management Studies: An International Journal, 14(3), 1546-1571. https://doi.org/10.15295/bmij.v14i3.2825

Telif Hakkı (c) 2026 Gizem Tokmak Danışman

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Benzer benzeri çeker mi? Benzerlik yasası kapsamında tüketici davranışı üzerine deneysel bir çalışma. (2026). Business & Management Studies: An International Journal, 14(3), 1546-1571. https://doi.org/10.15295/bmij.v14i3.2825

Öz

Bu çalışmada “Benzer benzeri çeker,” olarak özetlenen benzerlik yasası kapsamında tüketici davranışı incelenmiştir. Şekil ve isim düzeyinde kurulan benzerliğin satın alma niyeti üzerindeki etkisini ortaya çıkarmak amaçlanmıştır. Bu amaç doğrultusunda iki koşullu grup içi son test deneysel tasarım kurularak iki deneysel çalışma yapılmıştır. Çalışma 1’de şekil düzeyinde benzerlik etkisi oluşturmak amacıyla dışkı formunda bir kupa araç olarak kullanılmış, dışkı formundaki kupanın dışkı formunda olmayan kupaya göre daha yüksek bir tiksinme algısı oluşturduğu, bu yüksek düzeydeki tiksinme algısının da daha düşük bir satın alma niyetine sebep olduğu tespit edilmiştir. Çalışma 2’de isim düzeyinde benzerlik etkisi oluşturmak amacıyla üzerinde isim yazılı bir kutu kola ambalajı kullanılmış, tüketicilerin üzerinde kendi isimleri yazılı ambalajı, üzerinde isim yazılı olmayan ambalaja göre buruşturup çöpe atma niyetinin daha düşük, bu türden bir kutu kolayı satın alma niyetinin ise üzerinde isim yazılı olmayan ambalajlı kutu kolayı satın alma niyetine göre daha yüksek olduğu tespit edilmiştir. Ancak isim yazılı ambalajı buruşturup çöpe atma niyetinin ambalajın durumu ve satın alma niyeti arasındaki ilişkiye aracılık etmediği ortaya koyulmuştur.  

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