Research Article
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Year 2019, Volume 7, Issue 1, 41 - 50, 30.03.2019

Abstract

References

  • Ariely D, Berns GS (2010). “Neuromarketing: The Hop e and Hyp e of Neuroimagin g in Business”, Nature Reviews Neuroscience, 11(4), 284-292.
  • Babu SS, Vidyasagar TP (2012). “Neuromarketing: is Camp bell in Soup ?” The IUP Journal of Marketing Management, 11(2), 76-100.
  • Bakardjieva E, Kimmel AJ (2017). “Neuromarketing Resear ch Practices: Attitudes, Ethics, and Behavior al Intentions”, Ethics & Behav ior, 27(3), 179-200.
  • Belden SRA (2008). “Science is Cu lture: Neuroeconomics and Neuromarketin g. Practical App lications and Ethical Concerns”, Journal of M ind Theory , 0(1); pp . 249-258
  • Camerer C, Loewenstein G, Prelec D (2005). “Neuroeconomics: How Neuroscience Can Inform Economics”, Journal of Economic Literature, 43(1), 9-64.
  • Chadwick S (2007). “Promoting and Celebratin g Sp orts Marketing Diversity ” International Journal of Sports Marketing & Sponsorship, 8(2), 115.
  • Close AG, Lacey R, Cornwell TB (2015). “Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes: How Sporting Event Sponsorships Benefit From the Way Attendees Process Them”, Journal of Advertising Resear ch, 55(2), 206-215.
  • Darabi M, Kohan NA, Moharamzade M, Nobakht F (2017). “Processing and Analy sis of Electroencephalography Signal to Evaluate The Effect of Sport Advertisement on Customers”, Journal of Advanced Sp ort Technology , 1(3):15-27.
  • Fett M (2011). “Neuromarketing in Sp orts- How Emotions strenghten the Consumers’ Percep tion of a Brand”, Bachelor's Thesis, University of Lugano, Lugano
  • Fisher CE, Chin L, Klitzman R (2010). “Defining Neuromarketin g: Practices and Professional Challen ges”, Harvard Rev iew of Psy chiatry , 18(4), 230-237.
  • Gang DJ, Lin W, Qi Z, Yan LL (2012). “Neuromarketing: Marketing Through Science. In Service Scien ces (IJCSS) ”, International Joint Conference, 24-26 May 2012, IEEE, 285-289, Shanghai, China.
  • Gatterer P (2012). Neuromarketing and Business Ethics: A Recap of Neuroscientific Methods in Marketing and Rehash of The Theoretical Background for An Ethical Approach (Neue Ausg). Saarbrücken : AV Akademikerv erlag, B aden.
  • Gray M, Kemp AH, Silberstein RB, Nathan PJ (2003). “Cortical Neurop hy siology of Anticip atory Anxiety : An Investigation Utilizing Steady State Probe Top ograp hy (SSPT)”, Neuroimage, 20(2), 975-986.
  • Hillebrand A Barnes GR (2002). “A Quantitative Assessment of The Sensitivity of Whole- Head MEG to Activity in The Adult Human Cortex”, Neuroimage, 16(3), 638-650.
  • Hubert M, Kenning P (2008). “A Current Overview Of Consumer Neuroscience”, Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 272-292.
  • Ienca M, Andorno R (2017). “Towards New Human Rights in The Age of Neuroscience and Neurotechnology ”, Lif e Scien ces, So ciety and Policy , 13(5), 1-27.
  • Khushaba RN, Wise C, Kodagoda S, Louviere J, Kahn BE, Townsend C (2013). “Consumer Neuroscience: Assessing The Brain Response to Marketing Stimuli Using Eletroencep halo gram (EEG) and Ey e Trackin g”, Exp ert Sy stems with App lications, 40(9) 3803-3812.
  • Kolar E (2014). “Neuromarketin g and Marketing Management: Contributions of Neuroscience for The Traditional M arketing Mix”, Bachelor's Thesis, University of Twente, Enschede.
  • Lee N, Broderick AJ, Chamberlain L (2007). “What is ‘Neuromarketing’ ? A Discussion and Agenda For Future Research ”, International Journal of Psy chop hy siology , 63(2), 199-204.
  • Levallois C, Clithero JA, Wouters P, Smidts A, Huettel SA (2012). “Translating Upwards: Linkin g The Neural And Social Sciences Via Neuroeconomics”, Nature Reviews Neuroscience, 13(11), 789-797.
  • Murphy ER, Illes J, Rein er PB (2008). “Neuroethics of Neuromarketin g”, Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 293-302.
  • Orzan G, Zara IA, Purcarea VL (2012). “Neuromarketin g Techniqu es in Pharmaceutical Drugs Advertising: A Discussion and Agenda For Future Research”, Journal of M edicine and Life, 5(4), 428-432.
  • Plassmann H, Venkatraman V, Huettel S, Yoon C (2015). “Consumer Neuroscience: App lications, Challenges, and Possible Solutions”, Journal of Marketing Research, 52(4), 427-435.
  • Pop NA, Iorga AM (2012). “A New Challen ge for Contemp orary Marketing – Neuromarketin g”, Management & Marketing Challenges for the Knowledge Society, 7(4), 631-644.
  • Ratten V (2016). “The Dy namics of Sp ort Marketing: Su ggestions for M arketing Intelligence And Planning”, M arketing Intelligence & Plannin g, 34(2), 162-168.
  • Rotfeld HJ (2007). “Mistaking a Marketing Perspective for Ethical Analysis: When Consumers Can’t Know That They Should Want”, Journal of Consumer Marketing, 24 (7) : 383–384.
  • Shiv B, Yoon C (2012). “Integratin g Neurop hy siological and Psy chological Ap p roaches: Towards an Advancement of Brand İnsights”, Journal of Consumer Psy chology , 22(1), 3-6.
  • Theune, G, Pischke K, Bley T (2008). “Analy sis of Advertising Effectiveness with Ey e Tracking”, 6th International Conference on Methods and Techniques in Behavioral Research- Proceedings of Measuring Behavior, 26-29 August 2008, Noldus Information Technology, 229-231, Maastricht .
  • Touhami ZO, Benlafkih L, Jiddane M, Cherrah Y, Malki HOE, Benomar A (2011). Neuromarketin g: “Where Marketing and Neuroscience Meet”. African Journal of Business Management, 5(5), 1528-1532.
  • Wilson RM, Gaines J, Hill RP (2008). “Neuromarketin g and Consumer Free Will”, Journal of Consumer Affairs, 42(3), 389-410.
  • Yıld ırım A, Şimşek H (2008).Sosy al Bilimlerde Nitel Araştırma Yöntemleri (7.B askı), Seçk in Kitabevi, Ankara.
  • Zurawicki L (2010). Neuromarketing: Exploring The Brain of The Consumer, Springer Science & Business Media, Berlin.

Subliminal Advertising Applications in Sport: Neuromarketing

Year 2019, Volume 7, Issue 1, 41 - 50, 30.03.2019

Abstract

With the acceleration of technology, companies have to constantly renew also their marketing strategies in order to get closer to consumers, to encourage them to buy their products and to outperform their competitors. One of these marketing strategies is neuromarketing. Neuromarketing is a marketing activity that tries to find consumers' buying behavior towards a product in a subconscious way with rational data. This marketing method makes measurements on brain waves with devices such as Positron Emission Tomography (PET), functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Steady State Probe Topography (SSPT), Galvanic Skin Response (GRS), Magnetoencepholography (MEG), Eye Tracking. It is thought that neuromarketing will directly affect research and its applications in sports marketing in the near future. Therefore, in this study, a comprehensive literature review has been performed and the concept of neuromarketing has been examined thoroughly with document analysis and its effects on sports marketing has been evaluated.

References

  • Ariely D, Berns GS (2010). “Neuromarketing: The Hop e and Hyp e of Neuroimagin g in Business”, Nature Reviews Neuroscience, 11(4), 284-292.
  • Babu SS, Vidyasagar TP (2012). “Neuromarketing: is Camp bell in Soup ?” The IUP Journal of Marketing Management, 11(2), 76-100.
  • Bakardjieva E, Kimmel AJ (2017). “Neuromarketing Resear ch Practices: Attitudes, Ethics, and Behavior al Intentions”, Ethics & Behav ior, 27(3), 179-200.
  • Belden SRA (2008). “Science is Cu lture: Neuroeconomics and Neuromarketin g. Practical App lications and Ethical Concerns”, Journal of M ind Theory , 0(1); pp . 249-258
  • Camerer C, Loewenstein G, Prelec D (2005). “Neuroeconomics: How Neuroscience Can Inform Economics”, Journal of Economic Literature, 43(1), 9-64.
  • Chadwick S (2007). “Promoting and Celebratin g Sp orts Marketing Diversity ” International Journal of Sports Marketing & Sponsorship, 8(2), 115.
  • Close AG, Lacey R, Cornwell TB (2015). “Visual Processing and Need for Cognition Can Enhance Event-Sponsorship Outcomes: How Sporting Event Sponsorships Benefit From the Way Attendees Process Them”, Journal of Advertising Resear ch, 55(2), 206-215.
  • Darabi M, Kohan NA, Moharamzade M, Nobakht F (2017). “Processing and Analy sis of Electroencephalography Signal to Evaluate The Effect of Sport Advertisement on Customers”, Journal of Advanced Sp ort Technology , 1(3):15-27.
  • Fett M (2011). “Neuromarketing in Sp orts- How Emotions strenghten the Consumers’ Percep tion of a Brand”, Bachelor's Thesis, University of Lugano, Lugano
  • Fisher CE, Chin L, Klitzman R (2010). “Defining Neuromarketin g: Practices and Professional Challen ges”, Harvard Rev iew of Psy chiatry , 18(4), 230-237.
  • Gang DJ, Lin W, Qi Z, Yan LL (2012). “Neuromarketing: Marketing Through Science. In Service Scien ces (IJCSS) ”, International Joint Conference, 24-26 May 2012, IEEE, 285-289, Shanghai, China.
  • Gatterer P (2012). Neuromarketing and Business Ethics: A Recap of Neuroscientific Methods in Marketing and Rehash of The Theoretical Background for An Ethical Approach (Neue Ausg). Saarbrücken : AV Akademikerv erlag, B aden.
  • Gray M, Kemp AH, Silberstein RB, Nathan PJ (2003). “Cortical Neurop hy siology of Anticip atory Anxiety : An Investigation Utilizing Steady State Probe Top ograp hy (SSPT)”, Neuroimage, 20(2), 975-986.
  • Hillebrand A Barnes GR (2002). “A Quantitative Assessment of The Sensitivity of Whole- Head MEG to Activity in The Adult Human Cortex”, Neuroimage, 16(3), 638-650.
  • Hubert M, Kenning P (2008). “A Current Overview Of Consumer Neuroscience”, Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 272-292.
  • Ienca M, Andorno R (2017). “Towards New Human Rights in The Age of Neuroscience and Neurotechnology ”, Lif e Scien ces, So ciety and Policy , 13(5), 1-27.
  • Khushaba RN, Wise C, Kodagoda S, Louviere J, Kahn BE, Townsend C (2013). “Consumer Neuroscience: Assessing The Brain Response to Marketing Stimuli Using Eletroencep halo gram (EEG) and Ey e Trackin g”, Exp ert Sy stems with App lications, 40(9) 3803-3812.
  • Kolar E (2014). “Neuromarketin g and Marketing Management: Contributions of Neuroscience for The Traditional M arketing Mix”, Bachelor's Thesis, University of Twente, Enschede.
  • Lee N, Broderick AJ, Chamberlain L (2007). “What is ‘Neuromarketing’ ? A Discussion and Agenda For Future Research ”, International Journal of Psy chop hy siology , 63(2), 199-204.
  • Levallois C, Clithero JA, Wouters P, Smidts A, Huettel SA (2012). “Translating Upwards: Linkin g The Neural And Social Sciences Via Neuroeconomics”, Nature Reviews Neuroscience, 13(11), 789-797.
  • Murphy ER, Illes J, Rein er PB (2008). “Neuroethics of Neuromarketin g”, Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 293-302.
  • Orzan G, Zara IA, Purcarea VL (2012). “Neuromarketin g Techniqu es in Pharmaceutical Drugs Advertising: A Discussion and Agenda For Future Research”, Journal of M edicine and Life, 5(4), 428-432.
  • Plassmann H, Venkatraman V, Huettel S, Yoon C (2015). “Consumer Neuroscience: App lications, Challenges, and Possible Solutions”, Journal of Marketing Research, 52(4), 427-435.
  • Pop NA, Iorga AM (2012). “A New Challen ge for Contemp orary Marketing – Neuromarketin g”, Management & Marketing Challenges for the Knowledge Society, 7(4), 631-644.
  • Ratten V (2016). “The Dy namics of Sp ort Marketing: Su ggestions for M arketing Intelligence And Planning”, M arketing Intelligence & Plannin g, 34(2), 162-168.
  • Rotfeld HJ (2007). “Mistaking a Marketing Perspective for Ethical Analysis: When Consumers Can’t Know That They Should Want”, Journal of Consumer Marketing, 24 (7) : 383–384.
  • Shiv B, Yoon C (2012). “Integratin g Neurop hy siological and Psy chological Ap p roaches: Towards an Advancement of Brand İnsights”, Journal of Consumer Psy chology , 22(1), 3-6.
  • Theune, G, Pischke K, Bley T (2008). “Analy sis of Advertising Effectiveness with Ey e Tracking”, 6th International Conference on Methods and Techniques in Behavioral Research- Proceedings of Measuring Behavior, 26-29 August 2008, Noldus Information Technology, 229-231, Maastricht .
  • Touhami ZO, Benlafkih L, Jiddane M, Cherrah Y, Malki HOE, Benomar A (2011). Neuromarketin g: “Where Marketing and Neuroscience Meet”. African Journal of Business Management, 5(5), 1528-1532.
  • Wilson RM, Gaines J, Hill RP (2008). “Neuromarketin g and Consumer Free Will”, Journal of Consumer Affairs, 42(3), 389-410.
  • Yıld ırım A, Şimşek H (2008).Sosy al Bilimlerde Nitel Araştırma Yöntemleri (7.B askı), Seçk in Kitabevi, Ankara.
  • Zurawicki L (2010). Neuromarketing: Exploring The Brain of The Consumer, Springer Science & Business Media, Berlin.

Details

Primary Language English
Journal Section Articles
Authors

Özge ERCAN (Primary Author)


Alper Cavit KABAKÇI

Publication Date March 30, 2019
Published in Issue Year 2019, Volume 7, Issue 1

Cite

Bibtex @research article { intjscs582724, journal = {International Journal of Sport Culture and Science}, issn = {2148-1148}, address = {}, publisher = {Uluslararası Bilim Kültür ve Spor Derneği}, year = {2019}, volume = {7}, pages = {41 - 50}, doi = {}, title = {Subliminal Advertising Applications in Sport: Neuromarketing}, key = {cite}, author = {Ercan, Özge and Kabakçı, Alper Cavit} }
APA Ercan, Ö. & Kabakçı, A. C. (2019). Subliminal Advertising Applications in Sport: Neuromarketing . International Journal of Sport Culture and Science , 7 (1) , 41-50 . Retrieved from https://dergipark.org.tr/en/pub/intjscs/issue/45916/582724
MLA Ercan, Ö. , Kabakçı, A. C. "Subliminal Advertising Applications in Sport: Neuromarketing" . International Journal of Sport Culture and Science 7 (2019 ): 41-50 <https://dergipark.org.tr/en/pub/intjscs/issue/45916/582724>
Chicago Ercan, Ö. , Kabakçı, A. C. "Subliminal Advertising Applications in Sport: Neuromarketing". International Journal of Sport Culture and Science 7 (2019 ): 41-50
RIS TY - JOUR T1 - Subliminal Advertising Applications in Sport: Neuromarketing AU - Özge Ercan , Alper Cavit Kabakçı Y1 - 2019 PY - 2019 N1 - DO - T2 - International Journal of Sport Culture and Science JF - Journal JO - JOR SP - 41 EP - 50 VL - 7 IS - 1 SN - 2148-1148- M3 - UR - Y2 - 2021 ER -
EndNote %0 International Journal of Sport Culture and Science Subliminal Advertising Applications in Sport: Neuromarketing %A Özge Ercan , Alper Cavit Kabakçı %T Subliminal Advertising Applications in Sport: Neuromarketing %D 2019 %J International Journal of Sport Culture and Science %P 2148-1148- %V 7 %N 1 %R %U
ISNAD Ercan, Özge , Kabakçı, Alper Cavit . "Subliminal Advertising Applications in Sport: Neuromarketing". International Journal of Sport Culture and Science 7 / 1 (March 2019): 41-50 .
AMA Ercan Ö. , Kabakçı A. C. Subliminal Advertising Applications in Sport: Neuromarketing. IntJSCS. 2019; 7(1): 41-50.
Vancouver Ercan Ö. , Kabakçı A. C. Subliminal Advertising Applications in Sport: Neuromarketing. International Journal of Sport Culture and Science. 2019; 7(1): 41-50.
IEEE Ö. Ercan and A. C. Kabakçı , "Subliminal Advertising Applications in Sport: Neuromarketing", International Journal of Sport Culture and Science, vol. 7, no. 1, pp. 41-50, Mar. 2019
IntJSCS is published by International Science Culture and Sport Association (ISCSA).