TÜKETİCİ DAVRANIŞINDA TEMEL YAKLAŞIMLAR

Öz

Tüketici davranışı ile ilgili araştırmaların tarihsel gelişimleri incelendiğinde genel olarak pozitivist ve pozitivist olmayan yaklaşımlar olmak üzere iki farklı bakış açısı altında ele alınmış olduklarından söz edilebilir. Pozitivist bakış açısı akılcılığı ve homojen sosyal kültürü savunup, tüketicilerin içinde bulunduğu karmaşık sosyal ve kültürel dünyayı yadsırken, pozitivist olmayan bakış açısı simgesel ve öznel deneyimlere ve tüketicilerin ait oldukları kültürel değerlere önem vermektedir. Bu çalışmada değer yaklaşımı, bilgi işleme yaklaşımı, duygusal yaklaşım ve işaret kullanma teorisi gibi pozitivist yaklaşımlar ile pozitivist olmayan yorumlayıcı yaklaşım, modern ötesi yaklaşım ve tüketici kültürü teorisi kısaca açıklanmaya çalışılmıştır

Anahtar Kelimeler

• Tüketici davranışı,değer yaklaşımı,bilgi işleme yaklaşımı,duygusal yaklaşım,işaret kullanma teorisi

Öz

Reviewing the historical background of research on consumer behaviour, contributions can be divided into two different categories as positivist paradigm and non-positivist paradigm. Proponents of the positivist paradigm centre on the rational view and homogeneous culture, but ignore the complexity of consumers’ social and cultural world. On the other hand, defenders of the non-positivist paradigm emphasize the importance of symbolic and subjective experience, referring to the cultural values that consumers belong to. This article briefly reviews the value perspective, information processing perspective, emotional perspective, cue utilization theory in the positivist paradigm, and the interpretive perspective, postmodern perspective, and consumer culture theory in the non-positivist paradigm

Anahtar Kelimeler

• Consumer behaviour,value perspective,information processing perspective,emotional perspective,cue utilization theory

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