The Faculty of Communication at Üsküdar University addressed the topic of “Being a Conscious Consumer: Tips for Purchasing” in the fifth of its Communication Training Seminars for Society, organized to share scientific knowledge with the community.
Prof. Dr. Özgül Dağlı stated, “The understanding of ‘you exist as much as you consume’ prevails in consumer culture,” and added, “The goal is to be the subject, not the object, of consumption.” Sharing the fundamental steps to becoming a conscious consumer, Prof. Dr. Dağlı emphasized the necessity of a “stop, think” phase before making a purchase.
Dağlı remarked, “‘Do I really need it, or am I just feeling down?’ is a very powerful emotional filter,” and suggested methods such as the 30-day rule, tracking price history, detailed examination of user reviews, and inventory control.
The Faculty of Communication at Üsküdar University held the fifth of its Communication Training Seminars for Society, organized as part of its mission for social contribution and science communication. The online seminar, titled “Being a Conscious Consumer: Tips for Purchasing,” saw strong participation.
Post-pandemic consumption habits started to be questioned more
The speaker of the seminar was Prof. Dr. Özgül Dağlı, Head of the Advertising Department at Üsküdar University Faculty of Communication. Prof. Dr. Dağlı began her speech with the words, “It’s time to take control of your money, your time, and our planet,” and stated that consumption habits have started to be questioned more in the post-pandemic period. Highlighting that resources are limited, Prof. Dr. Dağlı noted that unconscious consumption harms the environment, atmosphere, and natural resources.
Shopping is now an experience area
Prof. Dr. Dağlı stated that shopping has ceased to be merely a behavior to satisfy a need, and expressed that the modern consumer experience has gained an emotional dimension. Prof. Dr. Dağlı noted that shopping has become a “means of filling emotional voids” for many people, and this situation is directly related to consumer culture.
“The understanding of ‘you exist as much as you consume’ prevails in consumer culture,” said Dağlı, adding that the societal impacts of this approach should be questioned, and conscious consumption is possible when individuals realize why and how much they consume.
Consumption in the age of speed and pleasure
Dağlı pointed out that today's world has a structure focused on speed and pleasure, and that screens have taken center stage in life with technology. Prof. Dr. Dağlı stated that consumers expect speed and instant gratification from these screens, emphasizing that conscious consumption does not only mean saving money.
Prof. Dr. Dağlı stated that conscious consumption also includes managing time, psychology, and environmental resources correctly, adding, “The goal is to be the subject, not the object, of consumption.”
Psychology of purchasing behavior
Prof. Dr. Dağlı stated that neurological processes are also behind the urge to purchase, explaining that dopamine is released in the brain during shopping, which creates a short-term feeling of happiness, and that dopamine levels increase particularly during the process of imagining and anticipating a product.
“Feelings such as loneliness, stress, and boredom can trigger ‘retail therapy’,” said Prof. Dr. Dağlı, noting that algorithms analyze consumers' weak moments to create a marketing encirclement.
Beware of marketing traps!
Prof. Dr. Dağlı, also touching on pricing strategies and perception management, stated that discounts and campaigns create a “feeling of winning” in the brain, and that during purchasing processes, there is a struggle for balance between the prefrontal cortex, the center for rational decision-making, and the amygdala, responsible for emotional responses.
“The principle of scarcity and urgency fuels the feeling of ‘I must buy it now’,” said Prof. Dr. Dağlı, noting that this process is constantly reproduced through media and digital platforms. Prof. Dr. Dağlı used the expressions, “‘Last three items,’ ‘time is running out’ warnings create anxiety in the consumer. This triggers ‘fear of missing out,’ or FOMO, and pushes individuals to make quick decisions.”
Purchasing behavior is shaped through senses
Prof. Dr. Dağlı also touched upon the effect of sensory marketing on purchasing processes, stating that shopping environments are consciously designed. “Every element, from music to scent within the store, from shelf arrangement to visual design, is configured to influence purchasing behavior. In the digital environment, websites and e-commerce platforms take on this experience,” she said.
Emphasizing that the purchasing process is not just about advertisements, Prof. Dr. Dağlı said, “Here, we are talking about integrated marketing communication. Advertising, price, digital content, influencer recommendations, and user experiences collectively shape consumer behavior.”
With information and increased access, the speed of manipulation has also increased
Prof. Dr. Dağlı also clarified the concept of a consumer, stating that the ultimate consumer is the last link in the economic chain and buys the product without a commercial purpose. Prof. Dr. Dağlı gave the example, “A television an attorney buys for their home is a consumer transaction; however, a computer bought for their office is considered a commercial activity.”
Prof. Dr. Dağlı stated that easier access to information brings a new problem, saying, “In the past, the problem was lack of information; today, it is information pollution and manipulation. We are faced with a massive pile of data. Distinguishing between real information and perception management requires serious mental effort.”
Defining this situation as “the paradox of the modern consumer,” Prof. Dr. Dağlı said, “As access to information has accelerated, so has the speed of manipulation by advertisements and marketing techniques. This is one of the biggest ironies of the digital age.”
Algorithms target the weakest moment
Highlighting algorithmic encirclement, Prof. Dr. Dağlı said, “Thanks to our search history, ads can catch us at our weakest moment. A food ad that appears in front of you at midnight is no coincidence.” Also touching upon neuromarketing applications, Prof. Dr. Dağlı stated, “They now know which color, which word, or which sound makes people press the ‘buy’ button.”
Prof. Dr. Dağlı also underlined the “dark patterns” used on websites, stating, “Practices such as making it difficult to remove products from the cart and fake stock counters push consumers towards impulse purchases.”
Advertising persuades, it does not manipulate!
Emphasizing the ethical dimension of advertising, Prof. Dr. Dağlı said, “Advertising persuades, it does not manipulate. However, because consumers can be manipulated, we are compelled to talk about conscious consumption today.”
Prof. Dr. Dağlı also mentioned influencer marketing, stating, “Advertising is more effective when it doesn't smell like advertising. Content presented as a friend's recommendation can bypass critical filters.”
“Stop, think” call
Prof. Dr. Dağlı also shared the fundamental steps to becoming a conscious consumer, stating that a “stop, think” phase is essential before purchasing. “‘Do I really need it, or am I just feeling down?’ is a very powerful emotional filter,” said Prof. Dr. Dağlı, and suggested methods such as the 30-day rule, tracking price history, detailed examination of user reviews, and inventory control.
Prof. Dr. Dağlı also touched upon the differences between an impulsive consumer and a conscious consumer, saying, “An impulsive consumer pursues instant gratification and often experiences regret. A conscious consumer, on the other hand, researches, questions, and experiences long-term satisfaction.”
Post-purchase is also part of the process
Emphasizing that the post-purchase period is also an important stage of conscious consumption, Prof. Dr. Dağlı said, “If expectations do not align with reality, exercise your right of withdrawal. Don’t say ‘maybe I’ll get used to it.’ This is a consumer right.”
Prof. Dr. Dağlı stated that reviewing product manuals and sharing experiences increases both individual satisfaction and social awareness, emphasizing that conscious consumption is not only an individual but also a societal responsibility.
One-click payment makes it easier, spending control harder!
Prof. Dr. Özgül Dağlı drew attention to the transformation of consumption behaviors in the digital age, emphasizing that the concept of “infinite scrolling,” which has recently gained prominence in scientific studies, keeps individuals in a continuous cycle of searching and purchasing. Prof. Dr. Dağlı said, “This concept actually means that the individual is directed to consume without stopping. The power of algorithms and the personalized nature of social media advertisements further accelerate this process.”
Prof. Dr. Dağlı pointed out that one-click payment systems are often presented as convenience but make spending control more difficult, and stated that influencer marketing and digital storefronts can hinder individuals' journey to becoming conscious consumers. Prof. Dr. Dağlı used the expressions, “The desire to own everything you see fuels our consumption impulse.”
What is cheap is expensive!
Emphasizing that product quality is more important than quantity, Prof. Dr. Dağlı said, “The saying ‘what is cheap is actually expensive’ is not said in vain. Long-lasting, quality, and environmentally friendly products should be preferred.”
Dağlı stated that a conscious consumer could have a “manifesto,” expressing this manifesto as “Buying less but better, focusing on quality rather than quantity, realizing that you are in control, and not always allowing marketing strategies to manage you.”
Honesty and transparency are essential in advertisements
Prof. Dr. Dağlı stated that conscious consumers should know their rights, emphasizing the importance of the right of withdrawal and keeping invoices and warranty documents. Warning against deceptive advertisements, Prof. Dr. Dağlı said, “According to the Advertising Board definition, advertisements that deceive consumers, exploit lack of information, and endanger life safety are considered deceptive. Honesty and transparency are essential in advertisements.”
Prof. Dr. Dağlı stated that fake discounts, incomplete information, exaggerated promises, unsubstantiated health claims, visual deceptions, and digital traps are the most common types of deceptive advertisements, and particularly advised consumers to be careful about influencer collaborations and dark patterns.
You can apply to the Advertising Board against misleading advertisements
Prof. Dr. Dağlı provided information on consumer protection mechanisms, saying, “You can apply to the Advertising Board against misleading advertisements. These procedures can be done via e-Government. Consumer Arbitration Committees and the Presidential Communication Center (CİMER) are also important application channels.”
Prof. Dr. Dağlı concluded her words by reminding that products purchased through deceptive advertising are considered defective goods, leading to the right to return, exchange, and compensation, saying, “Everything you buy is a segment of time you give from your life. Pay attention to what you spend your time on and know your rights.”