TY  - JOUR
TT  - A new research approach in marketing: neuromarketing
AU  - Kahraman, Aysun
AU  - Aytekin, Pınar
PY  - 2014
DA  - March
JF  - Journal of Management Marketing and Logistics
JO  - JMML
PB  - Dilek TEKER
WT  - DergiPark
SN  - 2148-6670
SP  - 48
EP  - 62
VL  - 1
IS  - 1
N2  - Marketers generally use classical methods such as survey or observation to research what kind of responses consumers give to products, brands or ads. However, neuromarketing, which utilize neuroscience techniques to understand consumer behavior, has broken a new ground for marketers. In neuromarketing; to determine consumers’ responses to a product, a brand or an ad, the movements in different parts of their brains are monitored by neuroscience equipments such as fMRI, EEG. Informations gathered from neuromarketing researches shed light on issues like product development, branding, designing marketing mix and deciding store atmosphere. The aim of this study is to investigate neuromarketing theoretically by evaluating extent, usage areas, and difficulties and criticized aspects of it and to give information about why and how neuromarketing techniques are being used by evolving out of some real researches made by companies and researchers. In this research, neuromarketing, which is a new and different method for marketers, has been evaluated theoretically and some examples relating to neuromarketing researchs which were conducted for different purposes have been provided
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UR  - https://dergipark.org.tr/en/pub/jmml/issue//360837
L1  - https://dergipark.org.tr/en/download/article-file/375068
ER  -