Perception management tools and effects

The concept of "perception management", which has been realized a long time ago, has been developed over time and used in many other areas such as marketing, advertising, public relations, politics and sports where people and management are involved. Conceptualized by the US Department of Defense for the first time, the concept of perception management has been developed with techniques such as body language, effective communication, advertisements, persuasion techniques, propaganda, and perception engineering. In today's world, its popularity is increasing day by day. The aim of the study is to measure the effect of perception management tools such as social media contents, advertisements, television contents, various image studies, reference groups on individuals and groups to make decisions and make purchases. The communication channels used by consumers in purchasing preferences, the effect of the image of the products on purchasing, the practices and results made on the use of the affected groups and opinions while making the purchasing decision were discussed. As a result of the study, it was found that popularity, image and design mostly affect the purchasing decision, as well as that social media is mostly influenced by the purchasing decision. In addition, it has been concluded that the fact that the product is tailored to the needs, the fact that the product creates positive emotions and makes the person feel special rather than the factors such as price and quality has a great effect on the reason of choosing the product.