Pazarlama Nöropazarlama Nöropazarlama Yöntemleri Tüketici Nörobilimi Deneysel Araştırma
Süleyman Demirel Üniversitesi Bilimsel Araştırma Projeleri Koordinasyon Birimi
SDK-2018-5779
The purposes of marketing academicians are to describe consumers better and to understand what consumers think and feel. They are looking for the answer to these questions by using traditional research methods as well as data obtained by measuring brain imaging techniques and physiological responses. This method, which is called as neuromarketing, has many common application areas such as market research, packaging design, store design and advertising research. Although the misconception that it will be transformed into a consumption robot by being mixed with subconscious studies is one of the major obstacles to neuromarketing studies, the increase in awareness and the potential to complete the deficiencies of classical research methods increase the studies in the field. When the literature is examined, it is seen that various methods are used in neuromarketing studies. A few of these methods are often used together. fMRI (is one of the methods that measure metabolic activities in the brain), EEG (is one of the methods that measure the electrical activities), eye tracking (is one of the methods that do not measure the brain activity) are the most widely used methods. In the study, neuromarketing is discussed in the development process of marketing and its advantages and limitations are examined. The methods used in neuromarketing and what they can be measured by using these methods are discussed in a way that includes basic information to help design experimental studies.
Marketing Neuromarketing Neuromarketing Methods Consumer Neuroscience Experimental Research.
SDK-2018-5779
Birincil Dil | Türkçe |
---|---|
Konular | İşletme |
Bölüm | Derleme Makaleler |
Yazarlar | |
Proje Numarası | SDK-2018-5779 |
Yayımlanma Tarihi | 28 Şubat 2020 |
Gönderilme Tarihi | 17 Eylül 2019 |
Yayımlandığı Sayı | Yıl 2020 Cilt: 11 Sayı: 26 |