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Abstract


An Empirical Research Concerning Relationship Between Psychological Privilege on Consumers' Decision-Making Styles
Consumer behavior and buying habits are one of the cornerstones of the marketing field. Consumer behavior is consisted of shaping by consumers' decision-making styles. In this study, it has been examined whether the psychological privilege, which is showed up as a sub-dimension of narcissism, one of the biggest diseases of our age, has an effect on the decision-making styles of consumers.Within the scope of the research, 422 people living in Balıkesir selected according to the convenience sampling method were reached by online survey technique. At the end of the research, it has been determined that there is a relationship between psychological entitlement and consumers' decision-making styles with perfectionist dimension, brand orientation dimension, entertainment and pleasure dimension, price orientation dimension and habit dimension. In addition, it was found that psychological privilege has a significant and positive effect on the dimensions of perfectionism, brand orientation, innovation and fashion loyalty, entertainment and pleasure orientation, price orientation and habit and brand loyalty of consumers' decision-making styles. It has been determined that psychological privilege does not have a significant effect on the dimension of careless decision making and the dimension of experiencing variety confusion of consumers' decision-making styles.

Keywords
Consumer, Consumer behavior, Decision-making style, Consumers' decision-making styles, Psychological


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