Abstract:

Unexpected and sudden natural events such as earthquakes negatively affect consumers in proportion to their severity. Earthquakes are natural events with destructive properties. Therefore, the effects of an earthquake on consumer behavior must be revisited. Depression and consumer confusion can be considered one of these effects. This study examines the relationship between depression and consumer confusion. In addition, the differences between the depression and confusion levels of consumers directly affected by the earthquake and those indirectly affected by the earthquake were evaluated. Finally, this study examines the differences between depression and consumer confusion in terms of demographic characteristics. For this purpose, a survey was administered to 713 consumers using convenience sampling. For data analysis, the t-test was used for variables with two groups, ANOVA was used for variables with three or more groups, and correlation analysis was used for the relationships between variables. According to the findings, depression and consumer confusion levels of consumers directly affected by the earthquake are higher. There was also a statistically significant relationship between depression and consumer confusion. Finally, consumer confusion did not differ according to the demographic characteristics. Depression varies according to sex and educational level. No previous research has investigated the relationship between depression and consumer confusion. There are few studies on consumer confusion. This study is important in terms of contributing to the relevant literature and public mental health.

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