Özet:

Since it has been understood and accepted that consumers' purchasing behavior is not only effective in their own needs and desires or self-determination decisions, many have been acting in order to leave traces in consumer feelings and thoughts, to keep in mind and to create membership. Because unpleasant brands can cause many unwanted negative consequences by creating customer dissatisfaction, pleasance is a value they will never give up for companies who trust their brands. Marketers are also trying to boost the brand likeness and brand loyalty by improving the business’s customer-brand relationships and brand reputation. Companies that realize that consumer decisions are not only the result of consumer’s rational decisions, through the optimisms they can do about their brands, they try to increase their likelihood, create customer affiliation, and increase customer loyalty. The aim of this study is to reveal whether there will be any changes in the feelings and thoughts of individuals about brand pleasurability and brand commitment through optimization. For this purpose, a group of participants of 188 people were divided into two same groups to respond to the survey form in which the brand’s likelihood and brand’s liability scales and demographic factors included, the experimental group was viewed with the topic of optimization video and the survey was provided with answers, while the control group was not manipulated. In the experimental group, which approached life with a positive perspective and motivated the participants with the help of a video of 50 sentences presented with a relaxing instrumental music, it was attempted to measure whether the sensations and thoughts about brand pleasure and brand commitment would increase in a positive direction.

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