EMPRICAL NEUROMARKETING STUDIES: AN OVERWIEW OF TURKEY

Abstract

The study aims to compile an overview of the empirical neuromarketing studies conducted in Turkish literature on the extent of neuroscience measurement methods. Within the scope of this study, which examines how measurement methods in the context of neuroscience have developed in the field of marketing between 2015 and 2022 in Turkey, solely empirical neuromarketing studies published in Web of Science(WOS), Google Scholar, Research Gate and Dergipark databases have been examined and the current situation in the field is evaluated in terms of neuroscience measurement processes. In this regard, the neuromarketing concept and the measurement tools used within this scope were explained first, and then the use of the measurement tools are examined and discussed on a literature basis.

Keywords

• Neuromarketing in Turkey
• Neuromarketing Tools
• EEG
• GSR
• Eye-Tracking

References

1. Alyar, P., Pirtini, S., ve Yücel, N. (2021, Ocak). Pazarlamada Yeni Eğilimler Açısından Nöropazarlama ve Algı Yönetimi Üzerine Bir Araştırma. Marmara Üniversitesi Öneri Dergisi, 16(55), s. 311-341.