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

Yıl 2017, Cilt: 1 Sayı: 2, 117 - 148, 31.10.2017

Fahri Özsungur

https://doi.org/10.29216/ueip.342531

Cited By: 4

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

Öz

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.

Anahtar Kelimeler

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

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