BİLİŞSEL YÖNÜ İLE TÜKETİCİ SATIN ALMA KARAR SÜRECİ VE GLOBAL SINIFLAR TEORİSİ / Cognitive Aspects Of Consumer Purchasing Decision Process And Global Class Theory

Öz

Bu çalışmada tüketici satın alma ve karar süreci tüketici davranışlarının bilişsel temelli özellikleri, tüketici davranışlarını etkileyen faktörler, global sınıflar teorisi, referans gruplar, gruplarda uyum süreci, bilgisel sosyal etki, güdülenme, öğrenme, bilişsel süreçler, müşteri davranışı konuları birlikte incelenerek açıklanmıştır. Tüketim kararına etki eden faktörlerden bilişsel uyumsuzluğa neden olabilecek akıl çeldirici uyarı, dışavurum, algısal yapı konularına ağırlık verilmiş, tüketici satın alma karar süreci bilişsel temelde açıklanmıştır. Çalışmanın sonuç kısmında tüketici satın alma karar sürecine yönelik gelecek çalışmalar için önerilerde bulunulmuştur. Sonuç olarak, tüketim kararının verilmesinde dış etkenlerle birlikte bilişsel sürecin araştırılmasının ve bilinmesinin faydalı olacağı, bilişsel süreçte ortaya çıkabilecek uyumsuzlukların tespitinin satın almanın nedenlerini anlamayı sağlayacağı ortaya konulmuştur.  

Anahtar Kelimeler

• Tüketici Satın Alma Karar Süreci,Global Sınıflar Teorisi,Bilgisel Sosyal Etki,Bilişsel Model,Akıl Çeldirici Uyaran

COGNITIVE ASPECTS OF CONSUMER PURCHASING DECISION PROCESS AND GLOBAL CLASS THEORY / Bilişsel Yönü İle Tüketici Satın Alma Karar Süreci Ve Global Sınıflar Teorisi

Abstract

In this study, consumer purchasing and decision process are explained by examining cognitive based characteristics of consumer behaviors, factors affecting consumer behaviors, global class theory, reference groups, conformity process in groups, informational social influence, motivation, learning, cognitive processes, customer behavior. Confusable stimulus, expression, cognitive structure issues that factors affecting consumer decision are emphasized on the perceptual structure which may lead to cognitive dissonance, purchase decision process is explained on the cognitive basis. In the conclusion part of the study, suggestions were made for future studies on consumer purchase decision process. As a result, it has been revealed that in the decision making of consumption, to investigate and learn the cognitive process with external factors will be useful, it has been revealed that the detection of inconformity that may arise in the cognitive process will lead to the understanding of the reasons for the purchase.

Keywords

• Consumer Purchase Decision Process,Global Class Theory,Informational Social Influence,Cognitive Model,Confusable Stimulus

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