Özet:

Social Cognitive Theory (SCT) is a generally accepted theory that postulates a pivotal perspective for explaining the human behavior. Basically, SCT investigates the formation of human thoughts, feelings, and behavior by analyzing the reciprocal causation among individuals, behaviors and environment. Various disciplines, such as applied psychology, education, health care, communication, technology focus on different aspects of SCT due to its inclusive nature; however number of SCT studies within the marketing field is limited. Aim of this study is to form a clear understating of Social Cognitive Theory, investigate the marketing literature from a SCT perspective, provide theoretical and empirical directions for future research and create a clear path for prospective researchers. Eight databases (Elsevier, Emerald, JSTOR, Sage, Springer, Taylor & Francis, Wiley and Google Scholar) were searched without any time limitation in order to conduct this literature review. As a result of this review, different marketing research directions for marketing scholars within the SCT context are provided.

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