Abstract
The purpose of this research is to understand consumers and manage the future of marketing by revealing the extent to which consumers have embraced capitalism, and the degree to which they trust each other, through a unique research method. 156 university students were included in the study where they role-played the characters of Gogol's novel "Dead Souls" according to its main theme. According to the results, 47% of the participants trusted the other party, while 26% both trusted the other party and exhibited empathetic behavior without seeking to maximize their own benefits. As a optimistic result, only 3% of respondents exhibited behavior that equated to the novel's most capitalist and unreliable character. Furthermore, the quantitative analysis revealed that participants who trusted the other party were more inclined to reach agreements in negotiations. Those who achieved the highest financial gain were those who sought to maximize their own benefits without trusting the other party
Published Version
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