Consumer decision-making styles, impulsive behavior, materialism and life satisfaction: Black Friday example

The phenomenon of consumption, which is as old as the existence of humanity, takes on a decisive role in the lives of individuals, positioning beyond the definition of "satisfying wants and needs" with the development and transformation of human beings in the historical process. Understanding the consumption-oriented behaviors of the individual, whose many activities take place within the scope of consumption, is important for a healthy management of life. This study was conducted to reveal the relationship between consumer decision-making styles, impulsive behavior, materialism and life satisfaction, which are among the factors affecting consumer behavior, and Black Friday, a discount campaign that started in America and became popular in our country as well as the world. The research population is the personnel of the central organization of the Ministry of Commerce. Data of the the research was obtained through a questionnaire including the demographic characteristics of the participants and the questions about the 2020 Black Friday shopping, as well as Consumer Decision-Making Styles Scale, UPPS Impulsive Behavior Scale, Materialistic Values Scale and Life Satisfaction Scale. In the analysis of data; descriptive statistics (mean, standard deviation, minimum, maximum, frequency, percentage and cumulative percentage), reliability analysis (Cronbach's Alpha), difference analysis (Mann-Whitney U and Kruskal-Wallis tests) and correlation analysis (Spearman correlation test) were applied. As a result of the analysis, it was concluded that consumer decision-making styles and materialism differed according to Black Friday spending amount, but impulsive behavior and life satisfaction did not change according to Black Friday spending amounts. Significant relationships were found between consumer decision-making styles and materialism, also between life satisfaction and impulsive behavior and materialism. However, no significant relationship was found between consumer decision-making styles and life satisfaction, as well as between impulsive behavior and materialism. In the study, it was also examined whether consumer decision-making styles, impulsive behavior, materialism and life satisfaction differ from demographic variables according to age, gender and income level. According to the results obtained, materialism differs according to age; impulsive behavior, materialism and life satisfaction differ according to gender. On the other hand, consumer decision-making styles, impulsive behavior, materialism and life satisfaction do not change according to income level.