TÜKETİCİ DAVRANIŞLARI - Deneme Sınavı - 3

All are true. Digital natives can make purchasing decisions anywhere and anytime through a variety of smart devices. While interacting with brands, they want to be contacted personally by these brands, love to socialize and communicate and trust each other. Moreover, they trust their friends, family or social media acquaintances/followers more than businesses or brands, and live fully connected with these groups

Network generation consists of young people who love to share, who personalize products, who do research on every subject, who give importance to brands, who love fun things, who want everything to be resolved quickly

Netizens are impressive individuals who are committed to spreading technology while contributing to content creation in the digital world, communicate and connect with their peers in a great way through online environments.

The new generation consumers place more value on comments and suggestions about brands on the Internet than the advertising messages they are exposed to. They easily become members of various virtual communities, therefore acquire new habits, follow influencers instead of movie stars. New generation consumers prefer to visit the stores less frequently and shop online. Another feature in the new generation consumer era is the possibility of shopping from consumer to consumer.

New generation customers are more questioning and do not have blind confidence in marketing campaigns while traditional consumers tend to prefer low-priced products, wait for the operators to produce a solution when they encounter a problem, act according to five sense organs to examine products, need to touch and smell products.

The new generation consumers act based on the total value of products while traditional consumers tend to prefer low-priced products. If traditional consumers encounter any problems, they wait for the operators to produce the solution, while new generation consumers can produce their own solutions. New generation customers like to be involved in the production processes as they can form an interaction with businesses while traditional consumers do not have any involvement in the production processes of products. New generation consumers are more questioning, more conscious, and more aware. Traditional consumers act according to five sense organs to examine products. New generation consumers who do not need to touch and smell products compare products online.

All are part of cross-screen purchasing.

One of the elements which characterizes postmodern marketing is fragmentation which refers to the emergence of micro markets rather than mass markets, the presence of more niche products and more personalized marketing activities indicate that the mass structure is disintegrating.

Among the factors that affect new generation consumers’ behavior is e-commerce which is different from commerce (traditional commerce).

Advances in machine learning and artificial intelligence applications have all of the above dimensions in determining the next-generation marketing communication strategies.

The problem that comes to the forefront in defining the concept of attitude is that it overlaps with concepts such as ‘belief’, ‘opinion’, ‘value’, ‘habit’, ‘character/personal trait’, ‘motive’ and ‘ideology’ (McKenzie, 2010: 19). This situation is mostly caused by the fact that the attitude is an ‘evaluation’ in its essence (Petty, Wegener and Fabrigar, 1997: 611).

The strength of a person’s attitude is one of the factors that affect this consistency. Consistency is indicative of the strength of attitude (Craig, et al., 2000). Attitude Consistency is defined as overlapping the potential output of an individual in the face of a hypothetical situation that the individual will experience when the situation in question happens (Pearl, 2010). Strong attitudes are more stable in different situations and even over a wide period of time. Therefore, it can be consistently recalled from memory. Weak attitudes, on the other hand, are less accessible and can be affected by situations quickly and constantly change (Bohner & Dickel, 2011).

According to the consistency principle, if certain attitude elements are derived from the same general ideological trends, they must be related to each other (Judd & Milburn, 1980).

To sum up, consumers’ attitudes to object of attitudes i.e. products, brands, stores, restaurants etc.can be complex. They vary according to (Blythe, 2001:54):

valence – whether the attitude is positive, negative or neutral;

extremity – the strength and the power of the attitude;

resistance – the degree to which the attitude can be changed by outside influences;

persistence – the degree to which the attitude erodes over time; and

confidence – the level at which the consumer believes the attitude is correct.

We can list the main factors that are effective in preventing attitude (liking a brand) from turning into behavior (buying the brand) as follows (Ünal, 2008; Bilgili, 2016);

• Low level of involvement of a consumer towards a product/brand in question causes a mismatch between consumer’s attitude and behavior.

• If a consumer does not have an experience of using the product, his/her attitude will be weak, and this influences behavior negatively.

• Attitudes do not turn into behavior when the characteristic of a brand is not linked to the values of a consumer.

• Although the increase in the price and the difficulty of transportation may not change the attitude of a consumer, it may reflect negatively on the behavior of the consumer.

The terms “attitude” and “intention” are not always compatible, i.e. even if a consumer has a positive attitude towards a product or brand, he may not buy it, and such a case happens often. Think about your liking and buying behavior. One of the reasons for this is that the person buys a brand he easily finds and does not want to make additional efforts for another brand.

After purchasing a product or service, consumers adopt different attitudes based on their liking or disliking. Utilitarian function is related to the basic principles of reward or punishment (Solomon et al., 2006a). For example, a person’s attitude towards a cleaning agent can be shaped by either removing dirt easily (maximizing reward) or preventing consumers from spending too much time to remove dirt (minimizing punishment) (Gregory, et al., 2002).

Adding a new belief: This strategy is applied by marketers if there is a problem in the quality perception of the product or if the price of a product is higher than that of the competitors. A new feature added to the existing product or a decrease in price will be effective in changing attitudes. For example, emphasizing the “doublesided softness” feature of Solo toilet paper is an effort to add a new belief (Koç, 2019).

Consistency: When consumers create an attitude towards any product or service, they may carefully act in a way that does not contradict themselves. Therefore, it would be beneficial to be careful not to contradict the individual and social values of the consumers in the messages aimed at forming an attitude.

Consumers differ in their commitment to an attitude. The degree of commitment is related to the levels of involvement in the attitude object. 

Identification: A process of identification occurs when attitudes are formed in order for the consumer to be similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behaviour of desirable models.

Social judgment theory was developed by Sheriff and Hoveland (1961). This theory attempts to explain how current attitudes produce distortions of attitude-related objects and how these decisions mediate attitude change. Thus, a person’s initial attitude towards a subject serves as an anchor for judging stimuli related to an attitude. The person’s initial attitude on an issue provides a point of reference from which to evaluate other views.