Sosyal Dışlanmanın Etik Olmayan Tüketici Davranışı Gösterme Eğilimi Üzerindeki Etkisi: Deneysel Bir Çalışma,
Özet
The purpose of this study is to analyze the effect of social exclusion on the tendency to
engage in unethical consumer behavior and on tendency to engage in unethical
consumer behavior for making a connection. Besides, the mediation effect of control
and meaningful existence needs on social exclusion and tendecy to engage in
unethical consumer behavior relationship; and the mediation effect of belonginess and
self esteem needs on social exclusion and tendecy to engage in unethical consumer
behavior for making a connection, are also tested. For this purpose, four experiments
are conducted seperately and with different samples.
In the first experiment, it is confirmed that exclusion increases the tendecy to engage in
unethical consumer behavior of men. In the second experiment, it is found that
exclusion decreases the tendecy to engage in unethical consumer for making a
connection. In the third experiment, it is determined that control and meaningful
existence needs do not have mediation effect on social exclusion and tendecy to
engage in unethical consumer behavior relationship. However, it is found out that
individuals whose control and meanignful existence needs are threatened, are more
likely to engage in unethical consumer behavior. Therefore, social exclusion, a
threatening factor of these needs, may trigger the increase of tendecy to engage in
unethical consumer behavior. In the last experiment, it is confirmed that belonginess
need has a mediation effect on the relationship of exclusion and tendency to engage in
unethical consumer behavior for making a connection but self esteem does not have
this effect.
Considering the accessible sources, it is supposed that this study is the first one
analyzing the the effect of exclusion in the scope of consumer ethics. Besides, this
study contributes through indicating that social reconnection hypothesis may not be
validated for tendency to engage in unethical consumer behavior for making
connection.