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
