Davranışsal ekonominin tüketici karar verme davranışı üzerine etkileri: Dürtme teorisi uygulaması

In today's world, the nudge theory is one of the most popular concepts of behavioral economics. The theory of nudge has gained great importance in recent years due to its explanatory power on individuals' decision-making processes. In daily life, consciously or unconsciously, individuals make many decisions and decision-making process is inevitable for human beings. In order to get maximum utility, humans always try to make perfect decisions by evaluating given alternatives. However, individuals can encounter different bottlenecks in their decision-making processes due to human tendency to irrational behaviors. Such problems can be solved by nudge theory. The nudge theory aims to lead individuals to make better choices in their lives, thus this theory can contribute to consumer decision-making behavior. The academic literature indicates that there is a need in the literature for further investigation of nudge theory. Since the areas where the nudge theory can be applied seem to be developable, an application of nudge theory is carried out in order to develop new contemporary marketing strategies. This study is the first study about nudge theory application in Turkey. The aim of this study is to measure the effects of nudge theory on consumer purchase intention. In addition, the reasons why consumer decisions are affected by nudging are investigated by using theory of reasoned action. This research study includes three different types of healthy eating nudges and product involvement type (high & low). In order to measure nudging effect, six different questionnaires are applied to 461 respondents. The regression analysis, paired samples t-tests and independent samples t-tests are used for analysis. The results indicate that the nudging is effective on consumers' purchase intention. Subjective norms, attitudes, health consciousness level and liking behavior of consumption product can be the reasons why people are affected by nudging.