ÖZ ŞEFKAT YAKLAŞIMININ TÜKETİCİ DAVRANIŞI ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ
THE EFFECT OF THE SELF-COMPASSION APPROACH ON CONSUMER BEHAVIOR

Summary/Abstract: As a result of its historical transformation, marketing has developed to have an approach that creates value for both brands and consumers. In this context, understanding consumers and being able to communicate effectively are seen as key in terms of ensuring longterm sustainability. As a result of the importance stated, it is very decisive for the consumers to be understood and supported at an individual level and to structure the marketing communication in a way that can be carried out at a sustainable level. Coping strategies, which are one of the important subjects of positive psychology, are defined as the ways individuals resort to when faced with a certain difficulty. In the early 2000s, the concept of "self-compassion" was added to these strategies, which were defined in the focus on self and individual evaluations of the self. Self-compassion; has three different dimensions: common humanity, awareness and self-kindness. Self-compassion, which can be summarized as a long-term, non-judgmental and constructive approach to a challenge experienced by individuals, has been studied for a long time in the field of psychology. Additionally, it is seen that the concept has been used in communication research and in the field of management and organization in the recent period. However, research in the field of marketing is quite limited. However, human behavior is such a holistic output that it cannot be evaluated separately from the psychological states of individuals, and approaches to developing the scope for understanding consumer behavior are of great importance. For the stated reasons, in this research, self-compassion-oriented studies developed with a marketing perspective were examined and evaluated in terms of potential contribution to the field and practitioners. Since the literature is still in the development stage, it is anticipated that these studies will form an important basis for the following studies.

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