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Year 2014, Volume: 1 Issue: 1, 48 - 62, 01.03.2014

Aysun Kahraman Pınar Aytekin

Abstract

Pazarlamacılar tüketicilerin ürünlere, markalara ya da reklamlara ne gibi tepkiler verdiklerini araştırırken genellikle anket ya da gözlem gibi klasik yöntemleri kullanmaktadırlar. Oysa nörobilim tekniklerinin tüketici davranışını anlamak üzere kullanıldığı nöropazarlama pazarlamacılar için yeni bir çığır açmıştır. Nöropazarlamada; tüketicilerin gördükleri bir ürün, marka ya da izledikleri bir reklam karşısında ne gibi tepkiler verdiklerini saptamak için beyinlerinin farklı bölgelerindeki hareketler nörobilimde kullan fMRI, EEG gibi cihazlarla gözlenmektedir. Nöropazarlama araştırmalarından elde edilen bilgiler ise pazarlamacılara ürün geliştirme, markalaşma, tutundurma karması tasarımı, mağaza atmosferi gibi konularda ışık tutabilmektedir. Bu çalışmanın amacı; kapsamını, kullanım alanlarını, zorluklarını ve hakkında yapılan eleştirileri değerlendirerek nöropazarlamayı kavramsal olarak incelemek; işletmelerin ve çeşitli araştırmacıların yaptıkları araştırmalardan yola çıkarak nöropazarlamanın kullanım amaçları ve şekli hakkında bilgi vermektir. Bu çalışmayla, pazarlamacılar için yeni ve farklı bir yöntem olan nöropazarlamanın kavramsal bir değerlendirmesi yapılmış ve farklı amaçlar doğrultusunda yürütülmüş nöropazarlama araştırmalarına ilişkin örnekler verilmiştir

References

  • Aytekin, P. ve Kahraman, A. (2014). Nöropazarlama: Tüketicinin Beynindeki Sırrı Keşfetmek?, 13.Ulusal
  • İşletmecilik Kongresi, 8-10 Mayıs, Bildiriler Kitabı 1. Cilt, s.547-552. Babu, S. S. ve Vidyasagar, T. P. (2012). Neuromarketing: Is Campbell in Soup?, The IUP Journal of Marketing
  • Management, Vol. XI(2), pp.76-100. Britt, B. (2004). “Automakers Tap Consumer Brains”, Automotive News Europe, Vol.9, No.1, s. 1-22.
  • Burkitt, L. (2009). “Battle For The Brain”, Forbes, Vol. 184, Issue. 9, s.76-78.
  • Clithero, J. A., Tankersley, D., Huettel, S. A. (2008). “Foundations of Neuroeconomics: From Philosophy to
  • Practice”, PLoS Biology, Volume.6, Issue.11, e298, s.2348-2353.
  • Dan, A. ve Gregory, S.B. (2010) “Neuromarketing:The Hope and Hype of Neuroimaging in Business”, Perspectives:
  • Science and Society, Vol. II, April, Macmillan Publishers, s.284-292 (Aktaran Babu ve Vidyasagar, 2012).
  • Esen, F. (2000) “Elektrodermal Aktivite”, Tıp Bilimleri Dergisi, Cilt.20, Sayı.1, s. 27-34.
  • Fugate, D. L. (2008) “Marketing Services More Effectively with Neuromarketing Research: A Look into the Future”, Journal of Services Marketing”, Vol. 22, No. 2, s. 170-173.
  • Fugate, D. L. (2007) “Neuromarketing: A Layman’s Look at Neuroscience and Its Potential Application to
  • Marketing Practice”, Journal of Consumer Marketing, Vol. 24, No: 7, s. 385-394. Gakhal, B. ve Senior, C. (2008) “Examining the Influence of Fame in the Presence of Beauty: An Electrodermal
  • ‘Neuromarketing’ Study”, Journal of Consumer Behaviour, Vol. 7, ss. 331-341. Gegez, E. (2007). Pazarlama Araştırması, Geliştirilmiş İkinci Baskı, Beta Yayıncılık, İstanbul, s.165
  • Gordon, W. (2002) “The Darkroom of the Mind: What Does Neuropsychology Now Tell Us About Brands?”,
  • Lee, N., Broderick, A. J., Chamberlain, L. (2007). “What is Neuromarketing? A Discussion and Agenda for Future
  • Research”, International Journal of Psychophysiology, 63, s.199-204. Lewis, D. ve Bridger, D. (2008); Market researchers make increasing use of brain imaging, http://www.acnr.co.uk/pdfs/volume5issue3/v5i3specfeat.pdf (Erişim Tarihi: 20.02.2013)
  • Lin, C. H., Tuan, H. P. ve Chiu, Y.C. (2010) “Medial Frontal Activity in Brand-Loyal Consumers: A Behavior and Near-Infrared Ray Study”, Journal of Neuroscience, Psychology, and Economics, Vol. 3, No. 2, s. 59-73.
  • Lindstrom, M. Buyology. (2012), (Çev. Ümit Şensoy), Optimist Yayınları, Eylül, s. 21-24.
  • Nenad, D. Higgs. (2011). “Emotional Marketing”, Page One, Vol.144, No. 1, January, s.7-8
  • Mucha, T. (2005a). “This is Your Brain on Advertising”, Business 2.0, Vol. 6, No. 7, s.35-37.
  • Mucha, T. (2005b) “Why the Caveman Loves the Pitchman”, Business 2.0, Vol. 6, No. 3, s.37-39.
  • Murphy, E. R., Illes, J., Reiner, P. B. (2008) “Neuroethics of Neuromarkating”, Journal of Consumer Behavior, July- October, s.293-302.
  • Özdoğan, B., Tolon, M., Eser, Z. (2008). “Nöropazarlama Üzerine Kavramsal Bir Çalışma”, Üçüncü Sektör
  • Kooperatifçilik, Sayı.3, , s.1-15. Özdoğan, B. F. (2008) “Göz İzleme ve Pazarlamada Kullanılması Üzerine Kavramsal Bir Çalışma”, Ticaret ve Turizm
  • Eğitim Fakültesi Dergisi, Sayı.2, s.134-147. Perrachione, T. K., Perrachione, J. R. (2008) “Brains and Brands: Developing Mutually Informative Research in
  • Neuroscience and Marketing”, Journal of Consumer Behaviour, July-October, s.303-318. Reinman, M., Schilke, O., Weber, B., Neuhaus, C. ve Zaichkowsky, J. (2011). “Functional Magnetic Resonance
  • Imaging in Consumer Research: A Review and Application”, Psychology & Marketing, Volume.28, No.6, s.608- 6
  • Senior, C., Smyth, H., Cooke, R., Shaw, R.L., Peel, E. (2007) “Mapping the mind for the modern market researcher”, Qualitative Market Research, 10, s.153-167.
  • Treutler, T., Levine, B., Marci, Carl D. (2010). “Biometrics and Muiti-Platform Messaging: The Medium Matters”,
  • Journal of Advertising Research, September, s.243-249. Tüzel, N. (2010). “Tüketicinin Zihnini Okumak: Nöropazarlama ve Reklam”, Marmara İletişim Dergisi, Ocak, Sayı.16, s.163-176.
  • Ural, T. (2008). “Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme”, Çukurova
  • Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt.17, Sayı.2, s.421-432. Varinli, İ. (2012). Pazarlamada Yeni Yaklaşımlar, Geliştirilmiş 3. Baskı, Detay Yayıncılık, Ankara, s.170, 175, 180- 1
  • Venkatraman, V., Clithero, J. A., Fitzsimons, G. J., Huettel , S. A. (2012). “New Scanner Data for Brand Marketers:
  • How Neuroscience Can Help Beter Understand Differences in Brand”, Journal of Consumer Psychology, 22, s.143- 1
  • Wilkonson, A. (2005). “Neuromarketing: brain scam or valuable tool?”, http://www.marketingweek.co.uk/ neuromarketing-brain-scam-or-valuable-tool/2019737.article, (Erişim Tarihi: 25.02.2013).
  • Yoon, C., Gutchess, A. H., Feinberg, F. ve Polk, T.A. (2006). “A Functional Magnetic Resonance Imaging Study of
  • Neural Dissociations Between Brand and Person Judgments”, Journal of Consumer Behavior, Vol.33, s.31-40.

A new research approach in marketing: neuromarketing

Year 2014, Volume: 1 Issue: 1, 48 - 62, 01.03.2014

Aysun Kahraman Pınar Aytekin

Abstract

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

References

  • Aytekin, P. ve Kahraman, A. (2014). Nöropazarlama: Tüketicinin Beynindeki Sırrı Keşfetmek?, 13.Ulusal
  • İşletmecilik Kongresi, 8-10 Mayıs, Bildiriler Kitabı 1. Cilt, s.547-552. Babu, S. S. ve Vidyasagar, T. P. (2012). Neuromarketing: Is Campbell in Soup?, The IUP Journal of Marketing
  • Management, Vol. XI(2), pp.76-100. Britt, B. (2004). “Automakers Tap Consumer Brains”, Automotive News Europe, Vol.9, No.1, s. 1-22.
  • Burkitt, L. (2009). “Battle For The Brain”, Forbes, Vol. 184, Issue. 9, s.76-78.
  • Clithero, J. A., Tankersley, D., Huettel, S. A. (2008). “Foundations of Neuroeconomics: From Philosophy to
  • Practice”, PLoS Biology, Volume.6, Issue.11, e298, s.2348-2353.
  • Dan, A. ve Gregory, S.B. (2010) “Neuromarketing:The Hope and Hype of Neuroimaging in Business”, Perspectives:
  • Science and Society, Vol. II, April, Macmillan Publishers, s.284-292 (Aktaran Babu ve Vidyasagar, 2012).
  • Esen, F. (2000) “Elektrodermal Aktivite”, Tıp Bilimleri Dergisi, Cilt.20, Sayı.1, s. 27-34.
  • Fugate, D. L. (2008) “Marketing Services More Effectively with Neuromarketing Research: A Look into the Future”, Journal of Services Marketing”, Vol. 22, No. 2, s. 170-173.
  • Fugate, D. L. (2007) “Neuromarketing: A Layman’s Look at Neuroscience and Its Potential Application to
  • Marketing Practice”, Journal of Consumer Marketing, Vol. 24, No: 7, s. 385-394. Gakhal, B. ve Senior, C. (2008) “Examining the Influence of Fame in the Presence of Beauty: An Electrodermal
  • ‘Neuromarketing’ Study”, Journal of Consumer Behaviour, Vol. 7, ss. 331-341. Gegez, E. (2007). Pazarlama Araştırması, Geliştirilmiş İkinci Baskı, Beta Yayıncılık, İstanbul, s.165
  • Gordon, W. (2002) “The Darkroom of the Mind: What Does Neuropsychology Now Tell Us About Brands?”,
  • Lee, N., Broderick, A. J., Chamberlain, L. (2007). “What is Neuromarketing? A Discussion and Agenda for Future
  • Research”, International Journal of Psychophysiology, 63, s.199-204. Lewis, D. ve Bridger, D. (2008); Market researchers make increasing use of brain imaging, http://www.acnr.co.uk/pdfs/volume5issue3/v5i3specfeat.pdf (Erişim Tarihi: 20.02.2013)
  • Lin, C. H., Tuan, H. P. ve Chiu, Y.C. (2010) “Medial Frontal Activity in Brand-Loyal Consumers: A Behavior and Near-Infrared Ray Study”, Journal of Neuroscience, Psychology, and Economics, Vol. 3, No. 2, s. 59-73.
  • Lindstrom, M. Buyology. (2012), (Çev. Ümit Şensoy), Optimist Yayınları, Eylül, s. 21-24.
  • Nenad, D. Higgs. (2011). “Emotional Marketing”, Page One, Vol.144, No. 1, January, s.7-8
  • Mucha, T. (2005a). “This is Your Brain on Advertising”, Business 2.0, Vol. 6, No. 7, s.35-37.
  • Mucha, T. (2005b) “Why the Caveman Loves the Pitchman”, Business 2.0, Vol. 6, No. 3, s.37-39.
  • Murphy, E. R., Illes, J., Reiner, P. B. (2008) “Neuroethics of Neuromarkating”, Journal of Consumer Behavior, July- October, s.293-302.
  • Özdoğan, B., Tolon, M., Eser, Z. (2008). “Nöropazarlama Üzerine Kavramsal Bir Çalışma”, Üçüncü Sektör
  • Kooperatifçilik, Sayı.3, , s.1-15. Özdoğan, B. F. (2008) “Göz İzleme ve Pazarlamada Kullanılması Üzerine Kavramsal Bir Çalışma”, Ticaret ve Turizm
  • Eğitim Fakültesi Dergisi, Sayı.2, s.134-147. Perrachione, T. K., Perrachione, J. R. (2008) “Brains and Brands: Developing Mutually Informative Research in
  • Neuroscience and Marketing”, Journal of Consumer Behaviour, July-October, s.303-318. Reinman, M., Schilke, O., Weber, B., Neuhaus, C. ve Zaichkowsky, J. (2011). “Functional Magnetic Resonance
  • Imaging in Consumer Research: A Review and Application”, Psychology & Marketing, Volume.28, No.6, s.608- 6
  • Senior, C., Smyth, H., Cooke, R., Shaw, R.L., Peel, E. (2007) “Mapping the mind for the modern market researcher”, Qualitative Market Research, 10, s.153-167.
  • Treutler, T., Levine, B., Marci, Carl D. (2010). “Biometrics and Muiti-Platform Messaging: The Medium Matters”,
  • Journal of Advertising Research, September, s.243-249. Tüzel, N. (2010). “Tüketicinin Zihnini Okumak: Nöropazarlama ve Reklam”, Marmara İletişim Dergisi, Ocak, Sayı.16, s.163-176.
  • Ural, T. (2008). “Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme”, Çukurova
  • Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt.17, Sayı.2, s.421-432. Varinli, İ. (2012). Pazarlamada Yeni Yaklaşımlar, Geliştirilmiş 3. Baskı, Detay Yayıncılık, Ankara, s.170, 175, 180- 1
  • Venkatraman, V., Clithero, J. A., Fitzsimons, G. J., Huettel , S. A. (2012). “New Scanner Data for Brand Marketers:
  • How Neuroscience Can Help Beter Understand Differences in Brand”, Journal of Consumer Psychology, 22, s.143- 1
  • Wilkonson, A. (2005). “Neuromarketing: brain scam or valuable tool?”, http://www.marketingweek.co.uk/ neuromarketing-brain-scam-or-valuable-tool/2019737.article, (Erişim Tarihi: 25.02.2013).
  • Yoon, C., Gutchess, A. H., Feinberg, F. ve Polk, T.A. (2006). “A Functional Magnetic Resonance Imaging Study of
  • Neural Dissociations Between Brand and Person Judgments”, Journal of Consumer Behavior, Vol.33, s.31-40.
There are 37 citations in total.

Details

Journal Section Articles
Authors

Aysun Kahraman This is me

Pınar Aytekin This is me

Publication Date March 1, 2014
Published in Issue Year 2014 Volume: 1 Issue: 1

Cite

APA Kahraman, A., & Aytekin, P. (2014). A new research approach in marketing: neuromarketing. Journal of Management Marketing and Logistics, 1(1), 48-62.

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