CONSUMPTION PSYCHOLOGY AND IRRATIONAL DECISION MAKING PROCESS: A QUALITATIVE RESEARCH IN KONYA

Abstract

Author(s): Keziban AKIR, Zafer YILDIZ

Consumption is an action that people take to meet their basic needs. This action continues from birth to death. While people first consumed only to meet their necessary needs, this situation started to change especially after the industrial revolution. The problem of consumption of increasing mass production has emerged and marketing and advertising activities have accelerated. This situation was the beggining of the process that people move away from being rational. Hedonic consumption has come to the forefront rather than meeting the necessities andpeople have started to see consumption and happiness as a synonym. Over time, irrational consumption has taken place of rational consumption. Nowadays, people are moving away from rationality with or without awareness while the yare consuming. Although this situation differs according to gender and varies according to the level of education and occupation, the general trend is in thisdirection. The study was conducted in order to reveal the rationality of the people when they are consuming as a result of face-to-face interviews with the people who are considered as senior managers. As a result, it was concluded that the people who participated in the study made irrational consumption without realizing it.

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