In daily life, most people think that they make their decisions in a rational and need-based way. However, the psychology literature shows that behaviors cannot be explained only by needs (Ajzen et al., 1977). According to Argyriou and Melewar (2011), in order to understand consumer behavior, it is necessary to look not only at individuals’ economic conditions but also at their thoughts and emotions.
The Nature Of Attitudes and Behavior
Individuals’ attitudes can express their positive or negative evaluations toward an object, behavior, or idea. At the same time, the transformation of an attitude into behavior does not always occur automatically. According to Ajzen and Fishbein (1977), for attitudes to strongly predict behavior, the attitude and the behavior must be defined with the same target and at the same level. For this reason, a person’s thinking positively in general does not mean that they will definitely buy that product. While general attitudes show broader tendencies, in order to understand a specific purchasing behavior, it is also necessary to look at attitudes specific to that situation.
The Theory Of Planned Behavior In Purchasing
According to Ajzen (1991), three basic elements affect the occurrence of a behavior: the person’s attitude toward that behavior, the social expectations they perceive from their environment, and their perception of whether they are able to perform that behavior. One of the most frequently used models to explain this relationship is the Theory of Planned Behavior. When applied to purchasing behavior, this model is quite explanatory. If a consumer evaluates a product positively, if their environment supports this preference, and if they think that they are in a position to buy that product, their purchase intention becomes stronger. In other words, attitude is an important starting point, but it is not sufficient on its own. Subjective norms and perceived behavioral control may also be determining factors in this process.
The Gap Between Intention and Action
Research in the field of consumer psychology shows that purchasing decisions are not always stable and completely rational. Even if a person approaches a brand positively, an increase in price, the emergence of a more attractive alternative, or negative user reviews may affect the transformation of this attitude into behavior (Argyriou & Melewar, 2011). The study by Park and Lin (2020) shows that many consumers view sustainable fashion products positively; however, this positive attitude does not always turn into a purchasing experience. It particularly emphasizes that there is a gap between intention and actual behavior in recycled and upcycled fashion products. This is because the transformation of positive attitudes into actual behavior often depends on different conditions (Zaremohzzabieh et al., 2021). At this point, although purchase intention is an important indicator, expectations, perceptions, and the characteristics of the product also affect the decision-making process (Kytö et al., 2019).
Attitudes Toward Money and Spending In The Digital Age
A similar situation is also seen in money spending behavior. People do not evaluate money only as an economic tool; they may also attribute different meanings to it, such as pleasure, freedom, security, or loss. It has been shown that attitudes toward debt are related to individuals’ borrowing and spending behaviors (Almenberg et al., 2021). In addition, it has been found that attitudes toward money are systematically connected with budgeting and spending habits (Furnham et al., 2024). In the digital age, this process has become even more complex; because consumers now make decisions not only according to their own evaluations but also according to online reviews and social information. In particular, online reviews may have a significant effect on purchasing decisions (Babić Rosario et al., 2016).
Conclusion
As a result, purchasing and money spending behaviors cannot be explained only by needs or economic necessities. These behaviors are shaped by the combined effects of attitudes, emotions, social influences, and daily conditions. Therefore, in order to understand the consumer, it is not enough to look only at what they need; what they think, what they feel, and under what conditions they make their decisions are also important. Perhaps something we buy can make us feel more than just a product. In particular, it may reflect who we are, what we care about, or how we perceive the world.