A Comparative Theoretical Discussion on the Modern and Postmodern Consumer Behaviors

Year 2022, Volume: 9 Issue: 2, 229 - 242, 01.07.2022

Hüseyin Çağatay Karabıyık , Mahmut Nevfel Elgün

Abstract

To understand consumption, which is one of the most important factors of the post-modern period, it is necessary to examine it comparatively with modern consumption. Because the method of understanding Postmodernism, which was born as a reaction to Modernism, is to compare it with Modernism. In this study, the modern consumption is examined in a comparative way with the post-modern consumption. Although post-modern consumption is frequently studied in the literature, modern consumption has not been studied enough. Considering that post-modern consumption can be correctly understood by comparing it with modern consumption, the importance of this study also emerges.
As a result, modern consumption is divided into functional consumption, socialist consumption, sustainable economy, rational consumption and supply-leading economy sub-dimensions. The equivalents of these dimensions in post-modern consumption are symbolic consumption, pleasure seeking, meta-orientation, experiential consuming, communicator, activist, individual consumption, asocial individualism, acceptance of differences, identity creator, decentered subject, paradoxical juxtaposition of opposites, sustainable consumption, reversal of production and consumption, greed, hyper-reality, shopping-focused behavior, impulse purchase and demand-leading economy. In the conclusion part, these determinations are classified and analyzed in a comparative way.

Keywords

Postmodern Consumption, Modern Consumption, Consumer Behavior, Postmodernism, Modernism

Modern ve Postmodern Tüketici Davranışları Üzerine Karşılaştırmalı Bir Teorik Tartışma

Abstract

Post-modern dönemin en önemli etkenlerinden biri olan post-modern tüketimi doğru anlamak için onu modern tüketim ile karşılaştırmalı olarak incelemek gerekmektedir. Çünkü Modernizme bir tepki olarak doğan Postmodernizmi anlamanın yöntemi onu Modernizmle karşılaştırmaktır. Bu çalışmada modern tüketim anlayışı post-modern tüketim anlayışıyla karşılaştırmalı bir şekilde incelenmiştir. Her ne kadar post-modern tüketim literatürde sıklıkla çalışılsa da modern tüketim yeterince çalışılmamıştır. Post-modern tüketimin modern tüketimle karşılaştırılarak doğru bir şekilde anlaşılabileceği göz önünde bulundurulduğunda bu çalışmanın önemi de ortaya çıkmaktadır. Sonuç olarak modern tüketim fonksiyonel tüketim, toplumculuk, sürdürülebilir ekonomi, rasyonalite ve arz çekişli ekonomi alt boyutlarına ayrılmıştır. Bu boyutların post-modern tüketimdeki karşılıkları ise sembolik tüketim, haz arayıcılığı, meta uyumu, deneyimcilik, iletişimcilik, aktivizm, bireyci tüketim, asosyal bireycilik, farklılıkların kabulü, kimlik yaratıcılığı, merkezsiz özne, zıtlıkların paradoksal yakınlığı, sürdürülebilir tüketim, üretimin yerini alan tüketim, açgözlülük, hiper-gerçeklik, alışveriş odaklılık, anlık satın alma ve talep çekişli ekonomi olarak belirlenmiştir. Sonuç bölümünde bu tespitler sınıflandırılmış ve karşılaştırmalı bir şekilde incelenmiştir.

Keywords

Postmodern Tüketim, Modern Tüketim, Tüketici Davranışları, Postmodernizm, Modernizm

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