TÜKETİCİ DAVRANIŞLARI

A motive is a construct that represents an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. Needs are desires that arise when a consumer's current state does not match the consumer's preferred state.

Manifest motives: The reasons behind the consumer's behaviour that are known and accepted publicly.

Latent motives: Motives that either are unknown to the consumer or were reluctant to admit.

In approach –avoidance motivational conflict, an individual is faced with two outcomes, both desirable and undesirable outcomes. (e.g., A person who is concerned about gaining weight yet likes snack foods faces this type of problem.)

The balance theory is a cognitive consistency theory that looks at how inconsistent attitudes can motivate individuals to be persuaded (Jansson-Boyd,2010;123).

Emotion is a complex experience of consciousness, bodily sensation, and behavior that reflects the personal significance of a thing, an event, or a state of affairs. Emotions have been categorized differently by different thinkers and philosophers. Plutchik (1991) categorizes emotions into eight types, which are fear, anger, joy, sadness, acceptance, disgust, expectancy, and sadness. According to him, other emotions are either secondary and come out of these basic emotions; or a continuation of the primary emotions i.e. fear, anger, joy, sadness, acceptance, disgust, expectancy, and sadness. For instance delight can be a combination of surprise and joy. Similarly, contempt can be a combination of anger and disgust. Please keep in minf that affect is an umbrella concept that encompasses both emotions and moods.

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Figure 2.10 Arnold's Appraisal Theory of Emotion (Reeve, 2009;345)

Feeling-as-information theory introduces that consumers consider their feelings when they are deciding to buy something. If they are in a good mood, no matter whether that mood is related to the product or not, their evaluation of that product is going to be better. For example, imagine that a consumer quickly finds a parking lot, or gets a wonderfull marriage proposal, all these may create good mood, but this is not going to lead the consumer to buy a life insurance, or a wedding dress wright a way. However, the consumer’s attitude towards an insurance brand he/she sees on the way will be also good because s/he feels good. Companies try to make their consumers feel good by creating a good ambiance and atmosphere in their stores, by having a helping personel, by making the purchase process easy, and by focusing on positive advertisement. Overall, the more the consumers feel good, the more favorable are their evaluations (Dalgıç, Ünal, 2018).