Özet:

Consumer Decision Theory is one of the basic building blocks of marketing. Because - apart from the ethical discussions - the ultimate goal of marketing practices today is the realization of sales. The realization goal of the sale depends on positive consumer decisions and behaviors. For this reason, a correct understanding of Consumer Decision Theory is of great importance both in theory and practice. In this study, its historical development was examined in order to understand the Consumer Decision Theory correctly. In this context, Rational Approach, Cognitive Approach, Passive Approach, Emotional Approach, Interpretative Approach and Postmodern Approach were examined depending on the Traditional and Modern Approaches. Historical development of each approach throughout the study was evaluated in the context of practice, philosophy of science and economic history. In the conclusion part of the study, the changes in each approach and the paradigm shifts seen in the relevant periods were examined. Finally, the future of the Consumer Decision Theory was examined by taking the historical changes examined as reference. As a result, it was determined that traditional approaches in marketing history have developed in parallel with Classical and Neo-Classical economic approaches. However, as can be seen later in economics, the problem of theory-practice compatibility was seen in marketing. thus, a transition from traditional approaches to modern approaches has been observed. Today, this trend continues. Methodological trends show that this process is conducted with interdisciplinary studies.

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