Abstract:

The changes brought by the digital age have required the concept of “post-truth” to be introduced in every field of life. The greater importance of truth to personal beliefs and emotions that are rapidly spreading through technology and the internet is bringing us to a different problem in this new age. The social media, along with the idea that individuals turn to the producers of information from getting information, is not true, but that "my truth" is more important. In addition to social, political, and technological changes, this new era, called the Post-truth age, naturally affects consumers and consumer culture. In this study, it is discussed how the consumer adopts a post-truth age-like form of movement in consumer decisions on marketing as an actor, and how it obtains a consumer experience that makes it possible for the feedback of people who think like him, and for the same time. In this context, the theoretical discussion of the consumer’s decisions that exceed or devaluate normally in accordance with the Postnormal Time Theory has been made. It has been emphasized what changes in consumer characteristics of this period in which the consumers are within have been submitted and recommendations have been made to prevent the potential damage of the change.

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