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THE CONCEPT OF TIME IN CONSUMER BEHAVIOR

Yıl 2023, Cilt: 16 Sayı: 2, 341 - 380, 31.05.2023

Öz

The concept of time, which philosophers first tried to define, became one of the essential resources in the life of modern people with the Industrial Revolution. The concept of time has become an academic field of study under the leadership of economists and sociologists. On the other hand, marketing academics theoretically dealt with the concept of time in pioneering studies and tried to explain its importance for marketing and consumer behavior. Later, it was determined that time is an essential factor in consumer behavior and marketing management, especially in North America-based marketing academia-centered studies. This study used bibliometric analysis and drew a general framework of North America-based consumer behavior studies which examine basically time. In most international studies, using experimental design, objective time has been examined under various topics such as product life cycle, product adoption, decision making, waiting time, consumer satisfaction, time constraint, and donation behavior. In the national marketing literature, it has been determined that time is examined very limitedly. In addition, in the study, the contents of the studies on time in the national marketing literature were examined, and research questions that researchers could examine in the future were proposed.

Kaynakça

  • Kaynakça Aaker, J. L., Rudd, M., & Mogilner, C. (2011). If money does not make you happy, consider time. Journal of Consumer Psychology, 21(2), 126-130.
  • Baker, J., & Cameron, M. (1996). The effects of the service environment on affect and consumer perception of waiting time: An analysis of an industrial technology diffusion. Journal of the Academy of Marketing Science, 24(Fall), 338–349.
  • Becker, G. S. (1965). A theory of the allocation of time. The Economic Journal, 75(299), 493-517.
  • Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118-138.
  • Ben-Baruch, A. (2000). Sociocultural time. Mada, 25, 16-21.
  • Bergadaa, M. M. (1990). The role of time in the action of the consumer. Journal of Consumer Research, 17(3), 289-302.
  • Bilgin, B., & LeBoeuf, R. A. (2010). Looming losses in future time perception. Journal of Marketing Research, 47(3), 520-530.
  • Borst, A. (1997). Computus. Ankara, Dost Kitabevi. Bozacı, İ. (2019). Bireysel zaman baskısının satın alma sonrası pişmanlığa etkisinde alışverişte zaman baskısının aracı rolü üzerine bir araştırma. OPUS Uluslararası Toplum Araştırmaları Dergisi, 10(17), 653-676.
  • Brunner, J. A., & Mason, J. L. (1968). The influence of driving time upon shopping center preference. Journal of Marketing, 32(2), 57-61.
  • Çabuk, S., Orel, F. D., & İplik, E. (2008). Kalabalık ve zaman baskısı altındaki tüketicilerin alışverişten duydukları tatmin düzeyini belirlemeye yönelik bir çalışma. Öneri Dergisi, 8(29), 1-12.
  • Carlson, J. R., Ross, W. T., Coulter, R. A., & Marquardt, A. J. (2019). About time in marketing: an assessment of the study of time and conceptual framework. AMS Review, 9(3), 136-154.
  • Cobo, M. J., López-Herrera, A. G., Herrera-Viedma, E., & Herrera, F. (2011). An approach for detecting, quantifying, and visualizing the evolution of a research field: A practical application to the Fuzzy Sets Theory field. Journal of Informetrics, 5(1), 146-166.
  • Darian, J. C., & Cohen, J. (1995). Segmenting by consumer time shortage. Journal of Consumer Marketing. 12(1), 32-44.
  • Doğan, V. (2019). Pazarlama araştırmacıları için deneysel tasarım: felsefi arka plan ve metodolojik tartışma. Pazarlama Teorisi ve Uygulamaları Dergisi, 5(1), 123-160.
  • Doğan, V. & Göral-Nazlıoğlu, S. (2022). Ulusal pazarlama akademisinin SSCI yayın performansı bazlı üniversite sıralaması, 26. Pazarlama Kongresi (ss. 57-69), 23-25 Haziran 2022, Kırşehir, Türkiye.
  • Doğan, V. & Özkara, B. Y. (2013). An exploratory investigation of perceived time pressure and brand switching due to promotion for different products. European Journal of Social Sciences, 37(1), 58-68.
  • Donnelly, K., Compiani, G., & Evers, E. R. (2022). Time Periods Feel Longer When They Span More Category Boundaries: Evidence from the Lab and the Field. Journal of Marketing Research, 59(4), 821-839.
  • Downs, A. (1961). A theory of consumer efficiency. Journal of Retailing, 37(1), 6-12.
  • Echchakoui, S. (2020). Why and how to merge Scopus and Web of Science during bibliometric analysis: the case of sales force literature from 1912 to 2019. Journal of Marketing Analytics, 8, 165-184.
  • Einstein, A. (2018). İzafiyet Teorisi (Çev. Gülen Aktaş). İstanbul, Say Yayınları.
  • Etkin, J., & Mogilner, C. (2016). Does variety among activities increase happiness?. Journal of Consumer Research, 43(2), 210-229.
  • Fabian, J. (2014). Time & The Other. New York, Columbia University Press.
  • Frank, R. E., Massy, W. F. & Morrison, D. G. (1965). The Determinants of Innovative Behavior with Respect to a Branded, Frequently Purchased Food Product. In L. G. Smith (Ed.), Reflections on Progress in Marketing. Proceedings of the Educators’ Conference of the American Marketing Association. Chicago, American Marketing Association, 312-323.
  • Goodman, D., & L. Deis. 2007. Update on scopus and web of science. The Charleston Advisor 7 (3), 15–18.
  • Gronmo, S. (1989). Concepts of time: Some implications for consumer research. Advances in Consumer Research, 16, 339-345.
  • Guy, B. S., Rittenburg, T. L., & Hawes, D. K. (1994). Dimensions and characteristics of time perceptions and perspectives among older consumers. Psychology & Marketing, 11(1), 35-56.
  • Harvey, D. (1997). Postmodernliğin Durumu (Çev. Sungur Savran). İstanbul, Metis.
  • Hornik, J. (1984). Subjective vs. objective time measures: A note on the perception of time in consumer behavior. Journal of Consumer Research, 11(1), 615-618.
  • Howard, J. A., & Sheth, J. N. (1969), The Theory of Buyer Behavior. New York: John Wiley & Sons.
  • Jacoby, J., Szybillo, G. J., & Berning, C. K. (1976). Time and consumer behavior: An interdisciplinary overview. Journal of Consumer Research, 2(4), 320-339.
  • Karmaz, E. Sosyal bir olgu olarak zaman kavramının dönüşümü. Toplum ve Kültür Araştırmaları Dergisi, (2), 69-86.
  • Keinan, A., Bellezza, S., & Paharia, N. (2019). The symbolic value of time. Current Opinion in Psychology, 26, 58-61.
  • Kellaris, J. J., & Mantel, S. P. (1996). Shaping time perceptions with background music: The effect of congruity and arousal on estimates of ad durations. Psychology & Marketing, 13(5), 501-515.
  • Köktürk, M. (2017). Zaman Üzerine. İstanbul: Ötüken Neşriyat.
  • Konuk, F. A., Sarıkaya, N. & Pirtini, S. (2005). Perakendeci seçim süreci açısından perakendeci markasının tüketicilerin satın alma davranışı üzerindeki etkileri üzerine bir araştırma. 10. Ulusal Pazarlama Kongresi Bildiri Kitabı, 133-150.
  • Konyalıoğlu, F. İ., & Şekerkaya, A. (2020). Zaman ve ürün miktarı kısıtlılığı koşullarındaki tepkisel satın alma davranışlarının psikolojik reaksiyon kuramı bağlamında incelenmesi. İşletme Araştırmaları Dergisi, 12(4), 3518-3538.
  • Kotler, P. (1972). Marketing Management: Analysis, Planning, and Control. (2nd ed.) Englewood Cliffs, N.J.: Prentice-Hall.
  • Kumar, P., Kalwani, M. U., & Dada, M. (1997). The impact of waiting time guarantees on customers' waiting experiences. Marketing Science, 16(4), 295–314.
  • Kyu Kim, B., Zauberman, G., & Bettman, J. R. (2012). Space, time, and intertemporal preferences. Journal of Consumer Research, 39(4), 867-880.
  • Lakoff G & Johnson M. (1999). The embodied mind and its challenge to western thought. New York, NY: Basic Books.
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TÜKETİCİ DAVRANIŞINDA ZAMAN KAVRAMI

Yıl 2023, Cilt: 16 Sayı: 2, 341 - 380, 31.05.2023

Öz

İlk olarak filozofların tanımlamaya çalıştığı zaman kavramı, Sanayi Devrimi ile modern insanın yaşamında en önemli kaynaklardan biri haline gelmiştir. Ekonomistlerin ve sosyologların öncülüğünde zaman kavramı akademik bir çalışma alanı olmuştur. Pazarlama akademisyenleri ise öncü çalışmalarda zaman kavramını teorik olarak ele almış ve pazarlama ve tüketici davranışları için önemini açıklamaya çalışmıştır. Daha sonraları, özellikle Kuzey Amerika merkezli pazarlama akademisi merkezli çalışmalarla tüketici davranışında ve pazarlama yönetiminde zamanın önemli bir faktör olduğu tespit edilmiştir. Bu çalışmada, bibliyometrik analiz ile Kuzey Amerika merkezli olan ve temelde zamanı inceleyen tüketici davranışı çalışmalarının genel bir çerçevesi çizilmiştir. Uluslararası çalışmaların büyük bir kısmında nesnel zaman deneysel tasarım kullanılarak ürün yaşam döngüsü, ürün benimseme, karar verme, bekleme süresi, tüketici memnuniyeti, zaman kısıtı ve bağış davranışı gibi çeşitli konu başlıkları altında incelenmiştir. Ulusal pazarlama literatüründe ise zamanın oldukça sınırlı bir şekilde ele alındığı tespit edilmiştir. Ayrıca, çalışmada ulusal pazarlama literatüründeki zaman konulu çalışmaların içerikleri incelenerek gelecekte bu konuda araştırmacıların inceleyebileceği araştırma soru önerilerinde bulunulmuştur.

Kaynakça

  • Kaynakça Aaker, J. L., Rudd, M., & Mogilner, C. (2011). If money does not make you happy, consider time. Journal of Consumer Psychology, 21(2), 126-130.
  • Baker, J., & Cameron, M. (1996). The effects of the service environment on affect and consumer perception of waiting time: An analysis of an industrial technology diffusion. Journal of the Academy of Marketing Science, 24(Fall), 338–349.
  • Becker, G. S. (1965). A theory of the allocation of time. The Economic Journal, 75(299), 493-517.
  • Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118-138.
  • Ben-Baruch, A. (2000). Sociocultural time. Mada, 25, 16-21.
  • Bergadaa, M. M. (1990). The role of time in the action of the consumer. Journal of Consumer Research, 17(3), 289-302.
  • Bilgin, B., & LeBoeuf, R. A. (2010). Looming losses in future time perception. Journal of Marketing Research, 47(3), 520-530.
  • Borst, A. (1997). Computus. Ankara, Dost Kitabevi. Bozacı, İ. (2019). Bireysel zaman baskısının satın alma sonrası pişmanlığa etkisinde alışverişte zaman baskısının aracı rolü üzerine bir araştırma. OPUS Uluslararası Toplum Araştırmaları Dergisi, 10(17), 653-676.
  • Brunner, J. A., & Mason, J. L. (1968). The influence of driving time upon shopping center preference. Journal of Marketing, 32(2), 57-61.
  • Çabuk, S., Orel, F. D., & İplik, E. (2008). Kalabalık ve zaman baskısı altındaki tüketicilerin alışverişten duydukları tatmin düzeyini belirlemeye yönelik bir çalışma. Öneri Dergisi, 8(29), 1-12.
  • Carlson, J. R., Ross, W. T., Coulter, R. A., & Marquardt, A. J. (2019). About time in marketing: an assessment of the study of time and conceptual framework. AMS Review, 9(3), 136-154.
  • Cobo, M. J., López-Herrera, A. G., Herrera-Viedma, E., & Herrera, F. (2011). An approach for detecting, quantifying, and visualizing the evolution of a research field: A practical application to the Fuzzy Sets Theory field. Journal of Informetrics, 5(1), 146-166.
  • Darian, J. C., & Cohen, J. (1995). Segmenting by consumer time shortage. Journal of Consumer Marketing. 12(1), 32-44.
  • Doğan, V. (2019). Pazarlama araştırmacıları için deneysel tasarım: felsefi arka plan ve metodolojik tartışma. Pazarlama Teorisi ve Uygulamaları Dergisi, 5(1), 123-160.
  • Doğan, V. & Göral-Nazlıoğlu, S. (2022). Ulusal pazarlama akademisinin SSCI yayın performansı bazlı üniversite sıralaması, 26. Pazarlama Kongresi (ss. 57-69), 23-25 Haziran 2022, Kırşehir, Türkiye.
  • Doğan, V. & Özkara, B. Y. (2013). An exploratory investigation of perceived time pressure and brand switching due to promotion for different products. European Journal of Social Sciences, 37(1), 58-68.
  • Donnelly, K., Compiani, G., & Evers, E. R. (2022). Time Periods Feel Longer When They Span More Category Boundaries: Evidence from the Lab and the Field. Journal of Marketing Research, 59(4), 821-839.
  • Downs, A. (1961). A theory of consumer efficiency. Journal of Retailing, 37(1), 6-12.
  • Echchakoui, S. (2020). Why and how to merge Scopus and Web of Science during bibliometric analysis: the case of sales force literature from 1912 to 2019. Journal of Marketing Analytics, 8, 165-184.
  • Einstein, A. (2018). İzafiyet Teorisi (Çev. Gülen Aktaş). İstanbul, Say Yayınları.
  • Etkin, J., & Mogilner, C. (2016). Does variety among activities increase happiness?. Journal of Consumer Research, 43(2), 210-229.
  • Fabian, J. (2014). Time & The Other. New York, Columbia University Press.
  • Frank, R. E., Massy, W. F. & Morrison, D. G. (1965). The Determinants of Innovative Behavior with Respect to a Branded, Frequently Purchased Food Product. In L. G. Smith (Ed.), Reflections on Progress in Marketing. Proceedings of the Educators’ Conference of the American Marketing Association. Chicago, American Marketing Association, 312-323.
  • Goodman, D., & L. Deis. 2007. Update on scopus and web of science. The Charleston Advisor 7 (3), 15–18.
  • Gronmo, S. (1989). Concepts of time: Some implications for consumer research. Advances in Consumer Research, 16, 339-345.
  • Guy, B. S., Rittenburg, T. L., & Hawes, D. K. (1994). Dimensions and characteristics of time perceptions and perspectives among older consumers. Psychology & Marketing, 11(1), 35-56.
  • Harvey, D. (1997). Postmodernliğin Durumu (Çev. Sungur Savran). İstanbul, Metis.
  • Hornik, J. (1984). Subjective vs. objective time measures: A note on the perception of time in consumer behavior. Journal of Consumer Research, 11(1), 615-618.
  • Howard, J. A., & Sheth, J. N. (1969), The Theory of Buyer Behavior. New York: John Wiley & Sons.
  • Jacoby, J., Szybillo, G. J., & Berning, C. K. (1976). Time and consumer behavior: An interdisciplinary overview. Journal of Consumer Research, 2(4), 320-339.
  • Karmaz, E. Sosyal bir olgu olarak zaman kavramının dönüşümü. Toplum ve Kültür Araştırmaları Dergisi, (2), 69-86.
  • Keinan, A., Bellezza, S., & Paharia, N. (2019). The symbolic value of time. Current Opinion in Psychology, 26, 58-61.
  • Kellaris, J. J., & Mantel, S. P. (1996). Shaping time perceptions with background music: The effect of congruity and arousal on estimates of ad durations. Psychology & Marketing, 13(5), 501-515.
  • Köktürk, M. (2017). Zaman Üzerine. İstanbul: Ötüken Neşriyat.
  • Konuk, F. A., Sarıkaya, N. & Pirtini, S. (2005). Perakendeci seçim süreci açısından perakendeci markasının tüketicilerin satın alma davranışı üzerindeki etkileri üzerine bir araştırma. 10. Ulusal Pazarlama Kongresi Bildiri Kitabı, 133-150.
  • Konyalıoğlu, F. İ., & Şekerkaya, A. (2020). Zaman ve ürün miktarı kısıtlılığı koşullarındaki tepkisel satın alma davranışlarının psikolojik reaksiyon kuramı bağlamında incelenmesi. İşletme Araştırmaları Dergisi, 12(4), 3518-3538.
  • Kotler, P. (1972). Marketing Management: Analysis, Planning, and Control. (2nd ed.) Englewood Cliffs, N.J.: Prentice-Hall.
  • Kumar, P., Kalwani, M. U., & Dada, M. (1997). The impact of waiting time guarantees on customers' waiting experiences. Marketing Science, 16(4), 295–314.
  • Kyu Kim, B., Zauberman, G., & Bettman, J. R. (2012). Space, time, and intertemporal preferences. Journal of Consumer Research, 39(4), 867-880.
  • Lakoff G & Johnson M. (1999). The embodied mind and its challenge to western thought. New York, NY: Basic Books.
  • Lakoff, G. & Johnson, M. (2003). Metaphors we live by. London: The University of Chicago Press.
  • Lallement, J., & Gourmelen, A. (2018). The time of consumers: A review of researches and perspectives. Recherche et Applications en Marketing (English Edition), 33(4), 92-126.
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  • Mabry, B. D. (1970). An analysis of work and other constraints on choices of activities. Economic Inquiry, 8(3), 213-225.
  • Macdonnell, R., & White, K. (2015). How construals of money versus time impact consumer charitable giving. Journal of Consumer Research, 42(4), 551-563.
  • Madran, C. (2004). Zaman odaklılık, reklama yönelik tutumlar ve reklamdan kaçınma davranışı. 9. Ulusal Pazarlama Kongresi Bildiri Kitabı, 325-341.
  • Mantel, S. P., & Kellaris, J. J. (2003). Cognitive determinants of consumers' time perceptions: The impact of resources required and available. Journal of Consumer Research, 29(4), 531–538.
  • May, F., & Monga, A. (2014). When time has a will of its own, the powerless don't have the will to wait: Anthropomorphism of time can decrease patience. Journal of Consumer Research, 40(5), 924-942.
  • Mincer, J. (1963). Market prices, opportunity costs, and income effects. In Measurement in economics: Studies in Mathematical Economics and Econometrics in Memory of Yehuda Grunfield. Stanford University Press.
  • Mogilner, C., & Aaker, J. (2009). “The time vs. money effect”: Shifting product attitudes and decisions through personal connection. Journal of Consumer Research, 36(2), 277-291.
  • Mogilner, C., & DeVoe, S. E. (2019). Editorial overview: Time. Current Opinion in Psychology, 26, iv-vi.
  • Mogilner, C., & Norton, M. I. (2016). Time, money, and happiness. Current Opinion in Psychology, 10, 12-16.
  • Mogilner, C., Aaker, J. L., & Pennington, G. L. (2008). Time will tell: The distant appeal of promotion and imminent appeal of prevention. Journal of Consumer Research, 34(5), 670-681.
  • Monga, A., & Saini, R. (2009). Currency of search: How spending time on search is not the same as spending money. Journal of Retailing, 85(3), 245-257.
  • Monga, A., May, F., & Bagchi, R. (2017). Eliciting time versus money: Time scarcity underlies asymmetric wage rates. Journal of Consumer Research, 44(4), 833-852.
  • Mosselmans, B. (2005). Time and value in the history of political economy. Foundations of Science, 10(3), 325-345.
  • Munichor, N., & LeBoeuf, R. A. (2018). The influence of time-interval descriptions on goal-pursuit decisions. Journal of Marketing Research, 55(2), 291-303.
  • Myers, J. G. (1967). Determinants of private brand attitude. Journal of Marketing Research, 4(1), 73-81.
  • Nichols, D., Smolensky, E., & Tideman, T. N. (1971). Discrimination by waiting time in merit goods. The American Economic Review, 61(3), 312-323.
  • Nickols, S. Y., & Fox, K. D. (1983). Buying time and saving time: Strategies for managing household production. Journal of Consumer Research, 10(2), 197–208.
  • Nicosia, F. M. (1966). Consumer decision processes: marketing and advertising implications. Englewood Cliffs, N.J., Prentice-Hall.
  • Nicosia, F. M., & Mayer, R. N. (1976). Toward a sociology of consumption. Journal of Consumer Research, 3(2), 65-75.
  • Ogle, V. (2018). Zamanın Küresel Dönüşümü 1870-1950 (Çev. Defne Karakaya). İstanbul, Koç Üniversitesi Yayınları.
  • Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.
  • Okada, E. M., & Hoch, S. J. (2004). Spending time versus spending money. Journal of Consumer Research, 31(2), 313-323.
  • Orlikowski, W. J., & Yates, J. (2002). It’s about time: Temporal structuring in organizations. Organization Science, 13(6), 684-700.
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  • Polat, C., & Külter, B. (2007). Tüketicilerin perakende mağaza tercihini etkileyen faktörler: Niğde ili örneği. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(3), 109-126.
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  • Roeckelein, J. E. (2008). History of conceptions and accounts of time and early time perception research. In G. Simon (ed.), Psychology of Time. Bingley, U.K.: Emerald Publishing, 1-50.
  • Saini, R., & Monga, A. (2008). How I decide depends on what I spend: Use of heuristics is greater for time than for money. Journal of Consumer Research, 34(6), 914-922.
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  • Shalev, E., & Morwitz, V. G. (2013). Does time fly when you're counting down? The effect of counting direction on subjective time judgment. Journal of Consumer Psychology, 23(2), 220-227.
  • Siddiqui, R. A., Monga, A., & Buechel, E. C. (2018). When intertemporal rewards are hedonic, larger units of wait time boost patience. Journal of Consumer Psychology, 28(4), 612-628.
  • Singh, V. K., Singh, P., Karmakar, M., Leta, J., & Mayr, P. (2021). The journal coverage of Web of Science, Scopus and Dimensions: A comparative analysis. Scientometrics, 126, 5113-5142.
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  • Su, L., & Gao, L. (2014). Strategy compatibility: The time versus money effect on product evaluation strategies. Journal of Consumer Psychology, 24(4), 549-556.
  • Torlak, Ö., Doğan, V., & Özkara, B. Y. (2013). Üniversite öğrencilerinin yaşamlarında algıladıkları zaman baskısının plansız satın alma eğilimleri üzerindeki etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 6(12), 1-20.
  • Tsai, C. I., & Zhao, M. (2011). Predicting consumption time: the role of event valence and unpacking. Journal of Consumer Research, 38(3), 459-473.
  • Turetzky, P. (1998). Time. London, Routledge.
  • Venkatesan, M. & Anderson, B. B. (1985), Time and consumer behavior: a historical perspective, In Jagdish N. Sheth & Chin Tiong Tan (Eds.), SV- Historical Perspective in Consumer Research: National and International Perspectives, Singapore: Association for Consumer Research, 282-287.
  • Wan, J. (2018). Paying the doughboy: The effect of time and money mind-sets on preference for anthropomorphized products. Journal of the Association for Consumer Research, 3(4), 466-476.
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  • Yapraklı, T. Ş., Absalan, A. & Ünalan, M. (2017). The relationship between time orientation and consumer innovativeness: The case of Turkey and Iran. 22. Pazarlama Kongresi Bildiri Kitabı, 746-762.
  • Zakay, D. (1998). Psychological Time. Tel Aviv: Ministry of Defense Publications.
  • Zhu, M., Bagchi, R., & Hock, S. J. (2019). The mere deadline effect: Why more time might sabotage goal pursuit. Journal of Consumer Research, 45(5), 1068-1084.
Toplam 94 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Bahadır Ayar 0000-0002-8547-4613

Şebnem Burnaz 0000-0002-4845-4031

Yayımlanma Tarihi 31 Mayıs 2023
Gönderilme Tarihi 17 Aralık 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 16 Sayı: 2

Kaynak Göster

APA Ayar, B., & Burnaz, Ş. (2023). TÜKETİCİ DAVRANIŞINDA ZAMAN KAVRAMI. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 16(2), 341-380.