Consumers Of The Postmodern World: Theories Of Anti-Consumption and Impression Management

Yıl 2010, Cilt: 29 Sayı: 2, 495 - 512, 27.03.2015

Ülkü Yüksel Muneeza Mirza

Öz

This manuscript examines the underlying interconnectedness of consumerism, postmodernism, globalisation and anti-consumption with a basic conceptual approach. Philosophical foundations of key terminology are explicated with a juxtaposition of modernism and postmodernism to elucidate their similarities and differences effectively. Furthermore, the complexities of consumer buying behaviour in a post-modern environment, stemming from impression management and resulting in anti-consumption practices are analysed. The need to study anticonsumption tendencies as a vital element of consumer behaviour is also identified, as the traditional approach to consumer research appears inadequate and insufficient in the context of a post-modern world. 

Anahtar Kelimeler

anti-consumption, consumerism, consumption, globalisation, impression management, modernism, postmodernism

POSTMODERN TOPLUMDA TÜKETICİLER: TÜKETİM KARŞITLIĞI VE ETKİLEME YÖNETİMİ TEORİLERİ

Öz

%XDUDúWÕUPDWketim toplumu, tüketicilik, postmodernism, küreselleúme ve
tüketim-karúÕtlÕ÷Õ (anti-consumptLRQ IHQRPHQOHULQL NDYUDPVDO DoÕGDQ LQFHOHPHNWHGLU%XNDYUDPVDOODúWÕrmanÕn felsefi kayna÷Õ, modernizm and postmodernizm
arasÕndaki benzerlik ve farklÕOÕklarÕ ortaya koymaktadÕr. Ana hat olarak, postmodern
çerçevedeki tüketici satÕn-alÕm davranÕúlarÕndakÕ karmaúÕklÕ÷Õn etkileme yönetimi
(impression management) teorisinden kaynaklanÕp, tüketim karúÕWlÕ÷Õ (anticonsumption) hareketi ile sonuçlanmasÕnÕ DQDOL] HWPHNWHGLU Geleneksel tüketici
araútÕrmalarÕnÕQ X\XPVX] YH \HWHUVL] NDOGÕ÷Õ bir post modern dünya anlayÕúÕnda,
tüketici davranÕúODUÕ bilimleri çerçevesinde, tüketim-karúÕtlÕ÷Õ e÷ilimi inceleyen
araútÕUmalara duyulan ihtiyaç belirlenmektedir

Anahtar Kelimeler

tüketim-karşıWOığı, tüketiclik, tüketim toplumu, postmodernizm, küreselleşme, etkileme yönetimi

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