At the fifth session of the Communication Education Seminars for Society organized by the Faculty of Communication at Üsküdar University to share scientific knowledge with the public, the topic “Being a Conscious Consumer: The Essentials of Purchasing” was discussed.
Stating that “the idea of ‘you exist as much as you consume’ dominates consumption culture,” Prof. Özgül Dağlı said, “The goal is to become the subject of consumption, not its object.” Sharing the fundamental steps of becoming a conscious consumer, Prof Dağlı emphasized that there must always be a “stop and think” stage before making a purchase.
“The question ‘Do I really need this, or am I just feeling down?’ is a very powerful emotional filter,” said Dağlı, recommending methods such as the 30 day rule, tracking price history, carefully examining user reviews, and checking personal inventory.
The Faculty of Communication at Üsküdar University held the fifth session of the Communication Education Seminars for Society within the scope of its mission of social contribution and science communication. The online seminar titled “Being a Conscious Consumer: The Essentials of Purchasing” attracted strong participation.
Consumption habits began to be questioned more after the pandemic
The speaker of the seminar was Prof. Özgül Dağlı, Head of the Advertising Department at the Faculty of Communication of Üsküdar University. Beginning her speech with the words, “It is time to take control of your money, your time, and our planet,” Prof Dağlı stated that consumption habits have been increasingly questioned in the post pandemic period. Emphasizing that resources are limited, she noted that unconscious consumption harms the environment, the atmosphere, and natural resources.
Shopping is now an experience space
Prof. Dağlı stated that shopping today has moved beyond merely meeting needs and that the modern consumer experience has gained an emotional dimension. She explained that for many people shopping has become a “tool to fill emotional gaps,” noting that this situation is directly related to consumption culture.
“The idea that ‘you exist as much as you consume’ dominates consumption culture,” said Dağlı, emphasizing that the social effects of this approach should be questioned and that conscious consumption becomes possible when individuals recognize why and how much they consume.
Consumption in an age of speed and pleasure
Drawing attention to the speed and pleasure oriented structure of today’s world, Dağlı said that screens have become central to life alongside technological developments. She emphasized that consumers expect speed and instant satisfaction from these screens and underlined that conscious consumption does not simply mean saving money.
Stating that conscious consumption also includes managing time, psychology, and environmental resources correctly, Prof. Dağlı said, “The goal is to become the subject of consumption, not its object.”
The psychology of purchasing behavior
Prof Dağlı noted that neurological processes lie behind purchasing impulses, explaining that dopamine is released in the brain during shopping, creating a short term feeling of happiness. She added that dopamine levels increase especially during the imagination and anticipation phase of a product.
“Emotions such as loneliness, stress, and boredom can trigger ‘therapy shopping,’” said Dağlı, adding that algorithms analyze consumers’ vulnerable moments and create a marketing siege.
Beware of marketing traps
Addressing pricing strategies and perception management, Prof Dağlı stated that discounts and campaigns create a “sense of winning” in the brain and that a balance struggle occurs between the prefrontal cortex, responsible for rational decision making, and the amygdala, responsible for emotional reactions during purchasing decisions.
“The principle of scarcity and urgency fuels the feeling of ‘I must buy this immediately,’” said Dağlı, noting that this process is constantly reproduced through media and digital platforms. She added, “Warnings such as ‘last three items’ or ‘your time is running out’ create anxiety in consumers. This triggers fear of missing out, or FOMO, pushing individuals toward rapid decisions.”
Purchasing behavior shaped through the senses
Prof Dağlı also addressed the influence of sensory marketing on purchasing processes, stating that shopping environments are deliberately designed.
“Every element, from music and scent in stores to shelf arrangements and visual design, is structured to influence purchasing behavior. In digital environments, websites and e commerce platforms take on this role,” she said.
Emphasizing that purchasing decisions are not shaped by advertising alone, Prof Dağlı said, “We are talking about integrated marketing communication. Advertising, pricing, digital content, influencer recommendations, and user experiences collectively shape consumer behavior.”
Faster access to information has also accelerated manipulation
Clarifying the concept of the consumer, Prof. Dağlı explained that the end consumer stands at the final stage of the economic chain and purchases products without commercial intent.
“For example, a television purchased by a lawyer for home use is a consumer transaction, but a computer purchased for an office is considered part of commercial activity,” she said.
She added that easier access to information has created a new problem.
“In the past, the problem was lack of information. Today it is information pollution and manipulation. We face an enormous mass of data. Distinguishing real information from perception management requires serious mental effort,” she said.
Describing this as the “paradox of the modern consumer,” Dağlı added, “As access to information accelerates, the speed of manipulation through advertising and marketing techniques has also increased. This is one of the greatest ironies of the digital age.”
Algorithms target the weakest moment
Drawing attention to algorithmic targeting, Prof. Dağlı said, “Thanks to our search history, advertisements can catch us at our weakest moment. A food advertisement appearing at midnight is not a coincidence.”
Referring to neuromarketing practices, she added, “They now know which color, which word, or which sound makes you press the ‘buy’ button.”
She also highlighted the use of “dark patterns” on websites.
“Making it difficult to remove items from a cart or using fake stock counters pushes consumers toward impulsive purchasing,” she said.
Advertising persuades, it does not manipulate
Emphasizing the ethical dimension of advertising, Prof Dağlı stated, “Advertising persuades, it does not manipulate. However, because consumers can be manipulated, today we have to talk about conscious consumption.”
Addressing influencer marketing, she added, “Advertising becomes more effective when it does not feel like advertising. Content presented like a friend’s recommendation can bypass critical evaluation.”
A call to “stop and think”
Sharing the basic steps of becoming a conscious consumer, Prof Dağlı emphasized the importance of a “stop and think” stage before purchasing.
“The question ‘Do I really need this, or am I just feeling down?’ is a very powerful emotional filter,” she said, recommending the 30 day rule, tracking price history, examining user reviews carefully, and conducting inventory checks.
Addressing the differences between impulsive and conscious consumers, she said, “The impulsive consumer seeks instant pleasure and often experiences regret. The conscious consumer researches, questions, and experiences long term satisfaction.”
The process continues after purchase
Prof Dağlı emphasized that the post purchase stage is also an important part of conscious consumption.
“If expectations and reality do not match, use your right of withdrawal. Do not say ‘maybe I will get used to it.’ This is a consumer right,” she said.
She noted that reviewing product manuals and sharing experiences increase both individual satisfaction and social awareness, emphasizing that conscious consumption is not only an individual responsibility but also a social one.
One click payments make spending easier and control harder
Highlighting the transformation of consumption behavior in the digital age, Prof Dağlı emphasized that the concept of “infinite scrolling,” frequently discussed in recent scientific studies, keeps individuals within a constant cycle of searching and purchasing.
“This concept essentially means directing individuals toward continuous consumption. The power of algorithms and the personalized nature of social media advertising accelerate this process,” she said.
She also noted that one click payment systems are often presented as convenience but make spending control more difficult. Influencer marketing and digital showcases can hinder individuals’ journeys toward becoming conscious consumers.
“The desire to own everything you see fuels our consumption impulse,” she added.
Cheap is expensive
Emphasizing that product quality is more important than quantity, Prof Dağlı said, “The saying that cheap is actually expensive exists for a reason. Long lasting, high quality, and environmentally responsible products should be preferred.”
She suggested that conscious consumers could adopt a “manifesto,” describing it as follows:
“Buy less but better, focus on quality rather than quantity, recognize that you are in control, and do not allow marketing strategies to always manage you.”
Honesty and transparency are essential in advertising
Stating that conscious consumers must know their rights, Prof Dağlı emphasized the importance of the right of withdrawal and keeping invoices and warranty documents.
Warning against misleading advertisements, she said, “According to the definition of the Advertising Board, advertisements that deceive consumers, exploit lack of information, or endanger life safety are considered misleading. Honesty and transparency are essential in advertising.”
She explained that fake discounts, incomplete information, exaggerated promises, health claims without scientific basis, visual deception, and digital traps are among the most common forms of misleading advertising. She particularly warned consumers to be cautious about influencer collaborations and dark design practices.
You can apply to the Advertising Board against misleading advertisements
Providing information about consumer protection mechanisms, Prof Dağlı said, “You can apply to the Advertising Board against misleading advertisements. These procedures can be carried out through e Government. Consumer Arbitration Committees and CİMER are also important application channels.”
Reminding that products purchased through misleading advertising are considered defective goods and grant the right to return, replacement, or compensation, Prof Dağlı concluded: “Everything you buy represents a period of time taken from your life. Pay attention to what you spend your time on and know your rights.”