Akademik Veri Yönetim Sistemi
TARIH KULTUR VE SANAT ARASTIRMALARI DERGISI-JOURNAL OF HISTORY CULTURE AND ART RESEARCH, cilt.1, ss.171-189, 2012 (ESCI İndekslerine Giren Dergi)
At the present time, the consumers have not only been shopping just for their needs, but also for pleasure or to get a kick out of shopping. In modern consumption societies, the emotional dimension of consumption have come into prominence and the hedonic consumption at the process of purchasing that have significant differences from traditional mentality have increasingly been subject to researches. Also in marketing communication, the target audiences of the companies have appeared as young consumers. This study aims researching the reasons of the hedonic consumption which increasingly encompass an important place at the outlooking of the young consumers to shopping.