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Makale Özeti:
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According to the traditional view on the consumer behavior, consumers act
rationally choosing the goods that provide the greatest value with the least cost
during the buying process. However, the studies on this subject suggest that
consumers do not always act rationally and they may sometimes get fully
emotional focusing on the feelings like pleasure, happiness, etc., they get through
the buying behavior (Altunışık 2007: 111-131). People consume to obtain nice,
quality, interesting and luxury goods, and they acquire some rational and hedonic
values because of the consumption activity.
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