A Descriptive Analysis of the Use of Cognitive Activity Measurement Methods in Tourism Neuromarketing

Yıl 2022, Cilt: 6 Sayı: 2, 698 - 715, 29.09.2022

Akın Akpur , Burhanettin Zengin

https://doi.org/10.32572/guntad.1114070

Öz

Tourism is an industry that generally shows marketing activities based on intangible concepts. However, traditional marketing research is built on answers given by consumers at the level of consciousness, and this may lead to misleading results. Neuromarketing allows consumers to be evaluated from an expanded and high-accuracy perspective. This study aims to evaluate the application areas of electroencephalography (EEG) and functional near-infrared spectroscopy (fNIRS) methods, which provide data for the measurement of cognitive activities in neuromarketing research in the field of tourism. In this study, data were reported using descriptive analysis, which is one of the qualitative research methods. According to the results of the research, although the number of EEG and fNIRS methods has increased in marketing studies, they are extremely less preferred in the field of tourism due to constraints such as high cost, time, and place limitation. However, the increase in neuromarketing studies in the field of tourism can provide a broad perspective on marketing activities and consumers.

Anahtar Kelimeler

Neuromarketing, EEG, fNIRS, Tourism Marketing

Turizm Nöropazarlamasında Bilişsel Aktivite Ölçüm Yöntemlerinin Kullanımına Yönelik Bir Betimsel Analiz

Öz

Turizm genellikle soyut kavramlar üzerine pazarlama faaliyetlerini gösteren bir endüstridir. Ancak geleneksel pazarlama araştırmaları tüketicilerin bilinç düzeyinde verdiği cevaplar üzerine kurgulanmakta ve bu durum yanıltıcı sonuçlar elde edilmesine neden olabilir. Nöropazarlama ise tüketicilerin genişletilmiş ve yüksek doğruluklu bir bakış açısıyla değerlendirilmesine olanak sağlar. Bu çalışmanın amacı turizm alanında nöropazarlama araştırmalarında bilişsel aktivitelerin ölçülmesine yönelik veri sağlayan Elektroensefelografi (EEG) ve fonksiyonel yakın kızıl ötesi spektroskopisi (fNIRS) yöntemlerinin uygulama alanlarını değerlendirilmesidir. Bu bağlamda nitel araştırma yöntemlerinden betimsel analiz yapılarak veriler raporlanmıştır. Araştırmanın sonuçlarına göre EEG ve fNIRS yöntemleri pazarlama çalışmalarında kullanım sayısı artış göstermekle beraber yüksek maliyet, zaman ve mekân gibi kısıtlarından dolayı turizm alanında son derece az tercih edilmektedir. Bununla birlikte turizm alanında yapılacak nöropazarlama çalışmalarındaki artış pazarlama faaliyetlerine ve tüketicilere geniş bir bakış açısı sağlayabilir.

Anahtar Kelimeler

Nöropazarlama, EEG, fNIRS, Turizm Pazarlaması

Kaynakça

• Agrali, A., Bhatt, S., Suri, R., Izzetoglu, K., Onaral, B. ve Ayaz, H. (2018). Predicting Audience Preferences for Television Advertisements Using Functional Brain Imaging. In Neuroergonomics (ss. 265-266). Academic Press.
• Akan, Ş. (2018). Yeni Bir Disiplinlerarasi Alan Olarak Nöropazarlama Üzerine Kavramsal Bir Değerlendirme. Black Sea Journal of Public and Social Science, 1 (1), 20-25.
• Akan, Ş., Atalık, Ö. ve Yücel, N. (2019). Havayolu marka kişiliği algısının geleneksel ve nöropazarlama yöntemleri ile karşılaştırılmasına yönelik bir uygulama. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 7(4), 207-217.
• Ayaz, H., Izzetoglu, M., Platek, S. M., Bunce, S., Izzetoglu, K., Pourrezaei, K. ve Onaral, B. (2006, August). Registering fNIR data to brain surface image using MRI templates. In 2006 international conference of the IEEE Engineering in Medicine and Biology Society (ss. 2671-2674). IEEE.
• Bastiaansen, M., Straatman, S., Driessen, E., Mitas, O., Stekelenburg, J. ve Wang, L. (2018). My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing. Journal of destination marketing & management, 7, 76-88. doi:10.1016/j.jdmm.2016.09.003
• Boz, H., Arslan, A. ve Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, 119-128. doi:10.1016/j.tmp.2017.06.002
• Brenninkmeijer, J., Schneider, T. ve Woolgar, S. (2020). Witness and silence in neuromarketing: managing the gap between science and its application. Science, Technology, & Human Values, 45(1), 62-86. doi:10.1177/0162243919829222
• Chong, J. S., Lu, C. K. ve Tang, T. B. (2019, September). Study of emotional state effect on decision making by using fNIRS. In 2019 IEEE International Circuits and Systems Symposium (ICSyS) (ss. 1-4). IEEE.
• Cakir, M. P., Cakar, T. ve Girisken, Y. (2015, July). Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study. In CogSci.
• Cakir, M. P., Çakar, T., Girisken, Y. ve Yurdakul, D. (2018). An investigation of the neural correlates of purchase behavior through fNIRS. European Journal of Marketing. doi:10.1108/EJM-12-2016-0864
• Canoğlu, M. ve Yalçin, Z. (2021). Nöropazarlama Araştırması: Bir Sınıflandırma Şeması ve Literatür İncelemesi. Pazarlama Kongresi.
• Demir, Ş. Ş. ve Kozak, M. (2011). Turizmde tüketici davranışları modelini oluşturan aşamalar arasındaki ilişki. Anatolia: Turizm Araştırmaları Dergisi, 22(1), 19-34.
• Devrimsel, M. Y. (2020). Renklerin İndirim Algısına Etkisi Üzerine Bir Nöropazarlama Araştırması. Etkileşim, (6) , 50-81 . DOI: 10.32739/etkilesim.2020.6.75
• Doi, H., Nishitani, S. veShinohara, K. (2013). NIRS as a tool for assaying emotional function in the prefrontal cortex. Frontiers in human neuroscience, 7, 770. doi:10.3389/fnhum.2013.00770
• Fishburn, F. A., Norr, M. E., Medvedev, A. V. ve Vaidya, C. J. (2014). Sensitivity of fNIRS to cognitive state and load. Frontiers in human neuroscience, 8, 76. doi:10.3389/fnhum.2014.00076
• Garg, A. (2015). Travel risks vs tourist decision making: A tourist perspective. International Journal of Hospitality and Tourism Systems, 8(1).
• Garzón-Paredes, A. R. ve Royo-Vela, M. (2021). Experimenting Through Neuromarketing to Measure the Impact of Spanish Cultural Heritage. In A. Abreu., D. Liberato., E. Alén González JC García Ojeda, (Eds.), Advances in Tourism, Technology and Systems. doi:10.1007/978-981-33-4260-6_34
• Girişken, Y. ve Çakar, T. (2016). Detecting the effect of voice-over in tv ads via optic brain imaging (fnirs) and in-depth interview methods. İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, (55), 43-53.
• Golnar-Nik, P., Farashi, S. ve Safari, M. S. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & behavior, 207, 90-98. doi:10.1016/j.physbeh.2019.04.025.
• Google Trends (2019a). https://trends.google.com/trends/explore?date=2010-01-01%202019-12-15&q=n%C3%B6ropazarlama. Erişim Tarihi: 15.12.2019
• Google Trends (2019b). https://trends.google.com/trends/explore?date=2010-01-01%202019-12-15&geo=TR&q=n%C3%B6ropazarlama. Erişim Tarihi: 15.12.2019
• Gurgu, E., Gurgu, I. A. ve Tonis, R. B. M. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208-235.doi:10.14807/ijmp.v11i1.993
• Gürdin, B. (2016). Sigara Karşıtı Televizyon Reklamlarında Kullanılan Korku Çekiciliği Faktörü Etkinliğinin Beyin Görüntüleme Tekniği ile Ölçümü. (Doktora Tezi. Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü, İzmir). https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp adresinden edinilmiştir.
• Harris, J. M., Ciorciari, J. ve Gountas, J. (2018). Public health social media communications and consumer neuroscience. Cogent Psychology, 5(1), 1434058. doi:10.1080/23311908.2018.1434058
• Herold, F., Wiegel, P., Scholkmann, F. ve Müller, N. G. (2018). Applications of functional near-infrared spectroscopy (fNIRS) neuroimaging in exercise–cognition science: a systematic, methodology-focused review. Journal of clinical medicine, 7(12), 466. doi:10.3390/jcm7120466
• Hosseini, S. H., Mano, Y., Rostami, M., Takahashi, M., Sugiura, M. ve Kawashima, R. (2011). Decoding what one likes or dislikes from single-trial fNIRS measurements. Neuroreport, 22(6), 269-273. doi:10.1097/WNR.0b013e3283451f8f3
• Hsu, L. ve Chen, Y. J. (2020a). Neuromarketing, subliminal advertising, and hotel selection: An EEG study. Australasian Marketing Journal (AMJ), 28(4), 200-208. doi:10.1016/j.ausmj.2020.04.009
• Hsu, L. ve Chen, Y.-J. (2020b). Music and Wine Tasting: An Experimental Neuromarketing Study. British Food Journal, 122(8), 2725-2737. doi:10.1108/BFJ-06-2019-0434
• Kiliç, S. ve Şahan, Y. (2018). An Experimental Study on Investigating Purchase Decisions of Touristic Consumers About Touristic Product Depending on Website Design Features. Finans Politik ve Ekonomik Yorumlar, (638), 79-96.
• Kim, J. Y., Kim, K. I., Han, C. H., Lim, J. H. ve Im, C. H. (2016). Estimating consumers' subjective preference using functional near infrared spectroscopy: A feasibility study. Journal of near infrared spectroscopy, 24(5), 433-441.
• Köylüoğlu, A. S. (2019). Nöropazarlama Uygulama Örnekleri. Uluslararası İşletme ve Ekonomi Çalışmaları Dergisi, 1(2), 60-64.
• Krampe, C., Gier, N. R. ve Kenning, P. (2018). The application of mobile fNIRS in marketing research—detecting the “first-choice-brand” effect. Frontiers in Human Neuroscience, 433. doi:10.3389/fnhum.2018.00433
• Lee, G., Jin, S. H., Yang, S. T., An, J. ve Abibulaev, B. (2018, January). Cross-correlation between HbO and HbR as an effective feature of motion artifact in fNIRS signal. In 2018 6th International Conference on Brain-Computer Interface (BCI) (ss. 1-3). IEEE.
• Lee, N., Brandes, L., Chamberlain, L. ve Senior, C. (2017). This is your brain on neuromarketing: reflections on a decade of research. Journal of Marketing Management, 33(11-12), 878-892. doi:10.1080/0267257X.2017.1327249
• Lim, W. M. (2018). Demystifying neuromarketing. Journal of business research, 91, 205-220.
• Liu, T., Duan, L., Dai, R., Pelowski, M. ve Zhu, C. (2021). Team-work, Team-brain: Exploring synchrony and team interdependence in a nine-person drumming task via multiparticipant hyperscanning and inter-brain network topology with fNIRS. NeuroImage, 237, 118147. doi:10.1016/j.neuroimage.2021.118147
• Loijens, L. (2017). Future of neuromarketing. In E. Horská, & J. Berčík (Eds.), Neuromarketing in food retailing (ss. 54-66). Wageningen Academic Publishers.
• Lourenção, M., Giraldi, J. D. M. E. ve de Oliveira, J. H. C. (2020). Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness. Annals of tourism research, 84, 103001.
• McCabe, S. (2010). Marketing communications in tourism and hospitality: concepts, strategies and cases. Routledge.
• Mengual-Recuerda, A., Tur-Viñes, V., Juárez-Varón, D. ve Alarcón-Valero, F. (2021). Emotional Impact of Dishes versus Wines on Restaurant Diners: From Haute Cuisine Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 96. doi:10.3390/joitmc7010096
• Meyerding, S. G. ve Mehlhose, C. M. (2020). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS). Journal of Business Research, 107, 172-185.
• Michael, I., Ramsoy, T., Stephens, M. ve Kotsi, F. (2019). A study of unconscious emotional and cognitive responses to tourism images using a neuroscience method. Journal of Islamic Marketing. doi:10.1108/JIMA-09-2017-0098
• Mignani, C., Matteo, V., Bailetti, L. I., Bonfini, M. ve Cavicchi, A. (2019). Emotion in the glass: An innovative study to understand unconscious reactions in wine tasting. In C. Santini, & A. Cavicchi (Eds.), Case Studies in the Wine Industry (ss. 101-114). Woodhead Publishing. doi:10.1016/B978-0-08-100944-4.00008-2
• Morey, A. C. (2018). Electroencephalography in communication research: A review of the past and a glimpse of future possibilities. Annals of the International Communication Association, 42(4), 243-269. doi: 10.1080/23808985.2018.1537723
• Muñoz-Leiva, F. ve Gómez-Carmona, D. (2019). Sparking Interest in Restaurant Dishes? Cognitive and Affective Processes Underlying Dish Design and Ecological Origin. An fMRI Study. Physiology & Behavior(200), 116-129. doi:10.1016/j.physbeh.2018.06.017
• Muñoz-Leiva, F. ve Gómez-Carmona, D. (2019). Sparking interest in restaurant dishes? Cognitive and affective processes underlying dish design and ecological origin. An fMRI study. Physiology & behavior, 200, 116-129. doi:10.1016/j.physbeh.2018.03.002
• Oliveira, J. H. C. ve Giraldi, J. D. M. E. (2017). What is neuromarketing? A proposal for a broader and more accurate definition. Global Business and Management Research, 9(2), 19.
• Ostrovskaya, L. ve Vives, A. (2020). Technological Innovations in Hospitality: Virtual Reality and Neuromarketing . AIRSI2020 Proceedings book, (s. 119-124). Zaragoza.
• Panksepp, J. (2015). Afektif Nörobilim. (S. Ünal, & V. K. Ölmeztoprak, Çev.) İstanbul: Alfa. Peng, C. ve Hou, X. (2020). Applications of functional near-infrared spectroscopy (fNIRS) in neonates. Neuroscience Research, 170, 18-23.doi:10.1016/j.neures.2020.11.003
• Pinti, P., Tachtsidis, I., Hamilton, A., Hirsch, J., Aichelburg, C., Gilbert, S. ve Burgess, P. W. (2020). The present and future use of functional near‐infrared spectroscopy (fNIRS) for cognitive neuroscience. Annals of the New York Academy of Sciences, 1464(1), 5-29. doi:10.1111/nyas.13948
• Plichta, M. M., Herrmann, M. J., Baehne, C. G., Ehlis, A. C., Richter, M. M., Pauli, P. ve Fallgatter, A. J. (2006). Event-related functional near-infrared spectroscopy (fNIRS): are the measurements reliable?. Neuroimage, 31(1), 116-124. doi:10.1016/j.neuroimage.2005.12.008
• Qing, K., Huang, R. ve Hong, K. S. (2021). Decoding Three Different Preference Levels of Consumers Using Convolutional Neural Network: A Functional Near-Infrared Spectroscopy Study. Frontiers in human neuroscience, 583. doi:10.3389/fnhum.2020.597864
• Songsamoe, S., Saengwong-ngam, R., Koomhin, P. ve Matan, N. (2019). Understanding consumer physiological and emotional responses to food products using electroencephalography (EEG). Trends in Food Science & Technology, 93, 167-173.
• Stasi, A., Songa, G., Mauri, M., Ciceri, A., Diotallevi, F., Nardone, G. ve Russo, V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Research International, 108, 650-664.
• Taskın, C., Koc, E. ve Boz, E. (2017). Perceptual image of conflict-ridden destinations: An EEG and eye tracker analysis. Business and Economics Research Journal, 8(3), 533-553. doi:10.20409/berj.2017.65
• Tüzel, N. (2010). Tüketicilerin Zihnini Okumak: Nöropazarlama ve Reklam. Marmara İletişim Dergisi (16), 163-176.
• Wolpe, P. R. (2019). Neuromarketing and AI—powerful together, but needing scrutiny. AJOB neuroscience, 10(2), 69-70. doi:10.1080/21507740.2019.1618414
• Yamamoto, K., Takahashi, H., Sugimachi, T., Nakano, K., Suda, Y. ve Kato, T. (2018, July). The Study of Driver's Brain Activity and Behavior Using fNIRS During Actual Car Driving. In 2018 11th International Conference on Human System Interaction (HSI) (ss. 418-424). IEEE.
• Yılmaz, B., Korkmaz, S., Arslan, D. B., Güngör, E. ve Asyalı, M. H. (2014). Like/dislike analysis using EEG: determination of most discriminative channels and frequencies. Computer methods and programs in biomedicine, 113(2), 705-713.
• Yücel, A. ve Coşkun, P. (2018). Nöropazarlama Literatür İncelemesi . Fırat Üniversitesi Sosyal Bilimler Dergisi, 28 (2), 157-177. DOI: 10.18069/firatsbed.460933
• Yücel, A. ve Çubuk, F. (2014). Bir Nöropazarlama Araştırmasının Deneysel Yolculuğu ve Araştırmanın İlk İpuçları. Fırat Üniversitesi Sosyal Bilimler Dergisi, 24(2), 133-149.
• Yücel, N. ve İnan, M. (2020). Turizm Sektöründe Dijital Pazarlama: Elazığ İli Otellerinin WEB Sİtelerinin Eye-Tracking ile Analizi. Uluslararası Anadolu Sosyal Bilimler Dergisi, 4(4), 43-64.
• Zengin, B. (2010). Turizm Sektörünün Türkiye Ekonomisine Reel ve Moneter Etkileri. Akademik İncelemeler Dergisi, 5(1), 102-126.