24 October 2025 Friday
Psychological Foundations of Consumer Behavior Discussed at the Department of Advertising
The event titled “An Overview of the Psychological Foundations of Consumer Behavior,” organized by the Department of Advertising under the Faculty of Economics, Administrative and Social Sciences at Istanbul Gelişim University (IGU), was held on Monday, October 20, in Room 311, Block J. The event featured psychologist Betül Gün as the guest speaker, with Assoc. Prof. Dr. Yelda Ülker serving as the moderator.
Bringing together the disciplines of psychology and marketing, the event explored the fundamental psychological processes that guide consumer behavior and their relationship with advertising strategies. Betül Gün highlighted the role of emotions, perceptions, and cognitive processes in purchasing decisions, emphasizing the importance of the emotional connections that brands establish with their target audiences. She also delivered a presentation enriched with current examples on consumer motivations, shopping behaviors, and subconscious influences.
Moderator Assoc. Prof. Dr. Yelda Ülker noted that psychology-based approaches are becoming increasingly significant in both advertising education and industry practices. At the end of the session, participants actively engaged in the discussion by asking questions to Gün.
Organized by the Department of Advertising, the event contributed to broadening students’ academic and professional perspectives, helping them gain an interdisciplinary understanding of consumer behavior.
