Can Spiritual Energy Be Transferred Through Items? Investigation of Consumer Behavior within Spiritual Contagion Effect

Gizem Tokmak Danışman

Article Details

Can Spiritual Energy Be Transferred Through Items? Investigation of Consumer Behavior within Spiritual Contagion Effect

Authors:

Gizem Tokmak Danışman

Publisher:

Eskişehir Osmangazi University

Main Topics:

İşletme

Journal:

Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.20 Issue 1, pp.149-181

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001331402

pISSN:

1306-6730

Keywords:

Abstract:

 The objective of this study is to elucidate the impact of the spiritual contagion effect on consumer behaviour. This effect can be conceptualised as the non-rational thought that the intangible characteristics of the source e.g. temperament, mood, essence, etc. contaminate the recipient. In order to achieve this, scenarios were created which linked the spiritual contagion effect with consumer behaviour. Subsequently, the participants thoughts about the attitudes of consumers who had experienced the spiritual contagion effect in these scenarios were obtained through an in-depth interview technique. The results of the qualitative content analysis indicated that some consumers exhibited behaviours influenced by the spiritual contagion, including the spiritual essence model, the associative model and the symbolic interaction model of the contagion effect.

 The objective of this study is to elucidate the impact of the spiritual contagion effect on consumer behaviour. This effect can be conceptualised as the non-rational thought that the intangible characteristics of the source e.g. temperament, mood, essence, etc. contaminate the recipient. In order to achieve this, scenarios were created which linked the spiritual contagion effect with consumer behaviour. Subsequently, the participants thoughts about the attitudes of consumers who had experienced the spiritual contagion effect in these scenarios were obtained through an in-depth interview technique. The results of the qualitative content analysis indicated that some consumers exhibited behaviours influenced by the spiritual contagion, including the spiritual essence model, the associative model and the symbolic interaction model of the contagion effect.

 The objective of this study is to elucidate the impact of the spiritual contagion effect on consumer behaviour. This effect can be conceptualised as the non-rational thought that the intangible characteristics of the source e.g. temperament, mood, essence, etc. contaminate the recipient. In order to achieve this, scenarios were created which linked the spiritual contagion effect with consumer behaviour. Subsequently, the participants thoughts about the attitudes of consumers who had experienced the spiritual contagion effect in these scenarios were obtained through an in-depth interview technique. The results of the qualitative content analysis indicated that some consumers exhibited behaviours influenced by the spiritual contagion, including the spiritual essence model, the associative model and the symbolic interaction model of the contagion effect.

 Bu çalışmada kaynağın soyut özelliklerinin örn. huy, ruh hâli, öz vb., temas ettiği alıcıya bulaştığı yönündeki rasyonel olmayan düşünce olarak ifade edilebilecek soyut bulaşma etkisinin tüketici davranışındaki yansımalarını ortaya çıkarmak amaçlanmıştır. Bu amaç doğrultusunda soyut bulaşma etkisi ile tüketici davranışını ilişkilendiren senaryolar hazırlanmış ve katılımcıların bu senaryolardaki soyut bulaşma etkisini deneyimleyen tüketicilerin tutumları hakkındaki düşünceleri, derinlemesine görüşme tekniğiyle elde edilmiştir. Nitel içerik analizi yaklaşımıyla yapılan analiz sonucunda manevi öz bulaşması, çağrışımsal bulaşma ve sembolik bulaşma türünde soyut bulaşma etkilerine yönelik tüketici davranışı bulguları tespit edilmiştir.

Article Details

Can Spiritual Energy Be Transferred Through Items? Investigation of Consumer Behavior within Spiritual Contagion Effect

Authors:

Gizem Tokmak Danışman

Publisher:

Eskişehir Osmangazi University

Main Topics:

İşletme

Journal:

Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.20 Issue 1, pp.149-181

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001331402

pISSN:

1306-6730

spiritual contagion effect

spiritual essence model of contagion

associative model of contagion

symbolic interation model of contagion

consumer behaviorsoyut bulaşma etkisi

manevi öz bulaşması

çağrışımsal bulaşma

sembolik bulaşma

tüketici davranışı

Issues

Article Details

Authors: Gizem Tokmak Danışman

Publisher: Eskişehir Osmangazi University

Main Topics: İşletme

Journal: Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.20 Issue 1, pp.149-181

Document Type: Article

Publication Date: 1/2025

Document Language: Turkish

Document ID (Org No.): 2001331402

pISSN: 1306-6730

Issues

Authors:

Gizem Tokmak Danışman

Publisher:

Eskişehir Osmangazi University

Main Topics:

İşletme

Journal:

Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi Vol.20 Issue 1, pp.149-181

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001331402

pISSN:

1306-6730