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SEÇENEK SAYISININ ARTMASI SEÇME DAVRANIŞINI ETKİLER Mİ?

Journal Name:

  • İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

  • 2008

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
It was the purpose of this study to investigate what effect an increasing number of alternatives might have upon a hypothetical purchase decision. The experiment utilized a test design similar to Humphreys’ verbal conditioning model. We wished to discover whether this effect could be demonstrated when consumer goods were employed as stimulus objects rather than alphabetical letters as employed in previous research. It was predicted that in a multiple-choice situation, where one alternative is presented as correct more frequently than others, predicting the occurrence of the more frequently occurring alternative is independent of the number of alternatives available. Also, it was predicted that the effect of a stimulus change in one of the less frequently occurring alternatives, upon the choice of the other alternatives, is independent of the number ofalternatives available. The results indicated that in a five choice situation,subjects concentrated their choices more on the most frequently presented brand of flour than did the subjects in a two choice situation.
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Abstract (Original Language): 
Bu araştırmanın amacı, “hipotetik bir satınalma ya da oy verme durumuyla karşıkarşıya kalındığında, seçenek sayısının artması, “karar verme / seçim yapma” davranışınıetkilemekte midir,” “etkiliyor ise bu nasıl gerçekleşmektedir,” sorularına yanıt aramaktır. Humphreys’ in (1939) “sözel koşullama modeli”, araştırmanın deneysel altyapısınıoluşturmaktadır. Bu araştırmada, seçenek sayısının değiştiği durumlarda, uyaranlardan birinin bir özelliğinde yapılan değişikliğin, diğer uyaran seçeneğinin seçimini nasıl etkilediği araştırılmıştır. Araştırma bulguları, deneklerin, beşseçenekli bir durumda iki seçenekli durumdan daha fazla, sıkça tekrar edilen ürünü seçme eğiliminde olduğunu ortaya koymuştur.
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  • 13
31-48
  • English

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