Faculty of Business

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Baked beats grilled: a calorie analysis of 18,000 menu items in fast food chain restaurants
(Federation of American Societies for Experimental Biology, 2017) Wansink, B.; Mukund, A.; Atakan, Şükriye Sinem; Business Administration; ATAKAN, Şükriye Sinem
Fast food and chain restaurants often give the menu items descriptive names related to the production processes (e.g., baked, fried, grilled, glazed). Do these descriptions in a food’s name provide a useful indication of its calorie content? This study analyzed 342 different words that form the names of 18,614 menu items across 66 high-traffic, affordable American restaurant chains (e.g., Starbucks, Applebee’s, Panera Bread, Bojangles). Of the 342 words, 31 were related to production processes. A statistical analysis involving the calorie levels associated with the 31 words revealed that words related to batter and cheese – such as melt (+59%), topped (99%), or fried (38%) – were significantly higher in calories than the average. Interestingly, entries that were reliably lower in calories than average were either related to cutting techniques – such as sliced (−72%) or diced (−96%) – or how it was cooked – steamed (−43%), smoked (−30%), roasted (−27%), or baked (−26%). The findings suggest that it is possible to infer caloric levels from the preparation methods noted in the name of a menu item at a restaurant. Health conscious consumers would be well served to choose menu items described with cutting techniques (e.g., sliced, diced) and should be extra cautious when uttering menu names related to batter and cheese.
Open Access
Çevri̇mi̇çi̇ ve geleneksel: youtube ve televi̇zyon reklamlarına yöneli̇k tüketi̇ci̇ algılarının karşılaştırılması
(Pazarlama ve Pazarlama Araştırmaları Derneği, 2018) Köz, Zeynep; Atakan, Şükriye Sinem; Business Administration; ATAKAN, Şükriye Sinem; Köz, Zeynep
Bu araştırma, tüketicilerin YouTube ve televizyon reklamlarına yönelik tutumlarını incelemekte ve karşılaştırmaktadır. On iki tüketiciden veri toplamak için, kalitatif bir araştırma yöntemi olan ve derinlemesine görüşme tekniğini projektif tekniklerle birleştiren Zaltman Metafor Çıkarım Tekniği (ZMET) kullanılmıştır. Analiz, tüketicilerin YouTube reklamlarını televizyon reklamlarından daha enerjik, yenilikçi ve genç olarak algıladıklarını göstermektedir. YouTube reklamlarının tersine, televizyon reklamları yaşlı, klasik, rahatsız edici ve yapay olarak tasvir edilmektedir. Her ne kadar, tüketiciler açısından YouTube ve televizyon reklam içerikleri farklılaşmasa da, YouTube platformunun sunum avantajları (örn. yüksek kontrol imkanı, etkileşim özelliği, renkler, arka plan) YouTube reklam algısını pozitif olarak etkilemektedir. Elde edilen sonuçlar gösteriyor ki, reklam platformlarından bağımsız olarak, mizahi ve eğlendirici bir şekilde sunulan, gerçekçi, bilgi veren, izlenilen video ya da dizi içeriğine uygun reklam içerikleri tüketicilerin dikkatini çekmektedir.
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Consumer participation in the design and realization stages of production: how self-production shapes consumer evaluations and relationship to products
(Elsevier, 2014-12) Atakan, Şükriye Sinem; Bagozzi, R. P.; Yoon, C.; Business Administration; ATAKAN, Şükriye Sinem
Psychological responses of consumers to specific stages of self-production activities are investigated in four studies. Findings reveal that consumer participation in the realization stage (physical production) enhances affective commitment to the product. However, physical production without opportunity to express choice or creativity during the production process does not change the symbolic meaning of the product (how self-expressive it is) and, therefore, does not result in identification with the product. Participation during the design stage (input-specification) enhances identification, leading to affective commitment, which in turn enhances evaluation of the self-made product. Finally, engaging consumers in both the realization and design stages of the production process does not create value for consumers over and above the main effects created by a high level of participation in either stage.
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Consumer response to product construction: the role of haptic stimulation
(Wiley, 2014-11) Atakan, Şükriye Sinem; Business Administration; ATAKAN, Şükriye Sinem
This study investigates how consumers are affected by haptic information, that is, the information acquired through the sense of touch, when they take part in the construction or assembly of a product. In order to create value for consumers, marketers must understand how and why haptic information affects the evaluative processes of consumers and whether there are specific segments that are affected differentially by the process. An experimental design with two between-subjects factors was used to examine consumers' responses to haptic stimulation during the physical construction of a picture frame. The results demonstrate that positive haptic stimulation evoked by the materials used in the product's construction results in an affective response and creates emotional attachment to the finished product. However, the effect is not generalizable to the general population. It depends on the level of autotelic (not functional) need for touch (NFT) that the consumer has. Consumers who have high autotelic NFT are more likely to become attached to and, consequently, enhance their evaluation of the finished product when the product materials used during the construction evoke a positive haptic stimulation.
Open Access
Düzenleyici odaklar ölçeklerinin kavramsal ve ampirik olarak incelenmesi
(Beta Basım A.Ş., 2016-04-15) Atakan, Şükriye Sinem; Business Administration; ATAKAN, Şükriye Sinem
Literatürdeki çalışmalar düzenleyici odakların tüketici davranışları üzerindeki yaygın etkisini göstermektedir. Düzenleyici odakları ölçmek için birçok farklı ölçek kullanılabilmektedir ve araştırmacıların bu ölçekler arasında bir seçim yapması gerekmektedir. Bu çalışma, sıkça kullanılan 4 düzenleyici odaklar ölçeğini (DOA – Higgins vd., 2001; KYOÖ - Lockwood vd., 2002; DOKF - Cunningham vd., 2005; DİS/DAS - Carver ve White, 1994) 299 katılımcı ile gerçekleştirilen bir anket çalışması ile karşılaştırmaktadır. Ölçeklerin geçerlilik ve güvenilirlikleri test edilmiş, ayrıca tüm ölçeklerin birleştirildiği bir açımlayıcı faktör analizi ile ölçeklerin aynı kavramları ölçüp ölçmediği incelenmiştir. Bulgular ölçekler arasındaki geçerlilik, güvenilirlik ve kavramsal farklılıklar olduğuna ve düzenleyici odakların birden fazla boyutunun olabileceğine işaret etmektedir. Bu çalışma daha kapsamlı bir düzenleyici odaklar ölçeği oluşturulmasına dair bir vizyon oluşturmaktadır.
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İlgilenim kavramı ve türkçe i̇lgilenim ölçeklerinin değerlendirilmesi: tüketici i̇lgilenimi, sürekli i̇lgilenim ve satın alma kararı i̇lgilenimi
(Bilgesel Yayıncılık, 2013) Kandemi̇r, D.; Atakan, Şükriye Sinem; Demi̇rci̇, Ceren; Business Administration; ATAKAN, Şükriye Sinem; Demi̇rci̇, Ceren
Bu çalışma, psikoloji ve tüketici davranışları literatürlerinde ilgilenim kavramının anlamı ve ilgilenim ölçeklerinin Türkçe kullanımına ilişkin kapsamlı bir inceleme sunmaktadır. Türkçe çalışmalarda kullanılabilmesi için yaygın olan Tüketici İlgilenimi Profili Ölçeği, Sürekli İlgilenim Ölçeği ve Satın Alma Kararı İlgilenimi Ölçeğinin “yüksek teknoloji” ürün grubuna uyarlanmasıyla Türkçe versiyonlarını sunmakta ve güvenilirliğini ve geçerliliğini test etmektedir. Bu kapsamda İstanbul ve Ankara’da 216 kişiden toplanan veriler ile yürütülen ön psikometrik analizler ve doğrulayıcı ileri faktör analizler bu üç ilgilenim ölçeği ile ilgili güvenilirliklerini ve yakınsama ve ayrışma geçerliliklerini sunmaktadır. Ayrıca bu çalışmada kavramlar arasındaki ilişkiler incelenerek çok boyutlu olarak tanımlanan ilgilenim ölçeklerinin birbirleriyle ilgisi açıklanmaktadır.
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Make it your own: how process valence and self-construal affect evaluation of self-made products
(Wiley, 2014-06) Atakan, Şükriye Sinem; Bagozzi, R. P.; Yoon, C.; Business Administration; ATAKAN, Şükriye Sinem
Self-production, participation of consumers in the production process of products for their own consumption, leads to consumers' enhanced evaluations of the self-made products. Three experimental studies investigate how and why self-production affects consumers' product evaluations and reveal that not all production experiences create additional value for all consumers. In particular, Studies 1 and 2, using hypothetical stories and real experiences, show that only positive (vs. negative) production experiences enhance evaluations of self-made products over products made by others. Positive (but not negative) experiences decrease the psychological distance between the self and the product and strengthen identification with it. Study 3 manipulates self-construal (independent vs. interdependent) to investigate its role on evaluation of self-made products and products made with close others as a group (i.e., group-made). Consumers with independent self-construal evaluate self-made (vs. other-made) products more favorably only if the process is positive. However, consumers with interdependent self-construal evaluate self-made products more favorably even if the process is negative. Additionally, consumers with interdependent (vs. independent) self-construal exhibit more favorable evaluation of group-made products. Finally, even if consumers know how another person feels while making a product, other people's process emotions do not affect consumers' product judgments as strongly as their own experienced process emotions.
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Playing with food: how touch facilitates a child’s intake of unfamiliar foods
(Federation of American Societies for Experimental Biology, 2017) Kessler, H.; Wansink, B.; Zampollo, F.; Shimizu, M.; Atakan, Şükriye Sinem; Business Administration; ATAKAN, Şükriye Sinem
Among the different methods to overcome picky eating and food neophobia (the fear of eating new or unfamiliar foods) in children, few have explored sensory engagement, more specifically haptic stimulation. There is little evidence as to how touching unfamiliar food influences one’s willingness to taste and consume it. This research explores whether the sense of touch – a sense that is not fully engaged when using utensils – might be used to guide children to be more accepting of an unfamiliar food. Haptic information like consistency, temperature, and texture could be fundamental while deciding to taste a novel food or not. Moreover, the practice of eating with your hands may be experienced as a fun activity due to again the sensory stimulation during the process. Given both the informative and fun nature of eating with one’s hands, we investigate whether the practice of eating with your hands may be used in the ‘discovery process’ of a novel food and help to diminish the negative feelings towards novel foods among children. Twenty-three 5 to 10 years old children (15 female, 8 male) participated in a field experiment during a summer-long camp in a medium-sized city in the Northeast United States. On four separate occasions, children were given two of four unfamiliar foods (along with a familiar control food) for lunch. They were assigned to either eating with your hands or with utensils. Plates were weighed before and after mealtime to determine the amount (grams) of food eaten. When eating an unfamiliar food (papaya, rambutans, Greek pasta, or Thai dumplings) with their hands, children ate on average 73.7% more than when they ate with utensils (Mhands = 123.0, Mutensils = 76.3 grams; t = 3.97, p < .01). Specifically, in the case of unfamiliar fruits (papaya or rambutans), on average children ate 30.8 grams (41.1% of the fruit) while eating with their hands as opposed to 10.9 grams (14.5% of the fruit) while using utensils (t = 2.82, p = .02). In the case of unfamiliar pasta (Thai dumplings or Greek pasta), on average children ate 92.2 grams (46.1% of the pasta) while eating with their hands as opposed to 65.4 grams (32.7% of the pasta) while using utensils (t = 2.43, p = .029). In addition to the unfamiliar foods, as a control variable, the children had also been given a familiar and highly favored food (cherry-flavored finger gelatin). As expected, regardless of whether the children ate with their hands (M = 96.3) or with utensils (M = 87.6), they ate a comparable amount of the familiar food (t=0.82, p = .68). The results reveal that haptic stimulation during a meal encourages children to consume more of an unfamiliar food although it has no impact on familiar food. It seems that the greater the number of senses that are included in the first encounter with a novel food, the easier the decision to eat for a child. On a practical level, the findings challenge the long discouraged approach of not letting children touch or “play with” their food. In contrast, it appears to be a beneficial means to expose children to a more varied diet and decrease picky eating and perhaps even food neophobia.

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