Investigation of Research Models of Studies Applied the Dual-Systems Theory in the Field of Consumer Behavior

 This study examines research models of the dual system theory, which has recently begun to be used in consumer behavior. The studies reached within the scope of the research were evaluated, and their contents, results, and models were shared. Unfortunately, a research article written using the framework of dual systems theory could not be found in the Turkish consumer behavior literature. Therefore, the outputs of this study could be helpful to marketing theorists who will apply to the dual system theory.