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Year 2020, Volume: 7 Issue: 2, 72 - 80, 30.06.2020

Ali Levent Kurtoglu Ali Murat Ferman

https://doi.org/10.17261/Pressacademia.2020.1225

Abstract

References

  • Ariely,D., Berns, G.S. (2010). Neuromarketing: The hope and hype of neuroimaging in Business. Nature Reviews Neuroscience, Volume 11(4): 284-292.DOI: 10.1038/nrn2795
  • Baldo, D., Parikh, H., Piu, Y., & Müller, K.-M. (2015). Brain Waves Predict Success of New Fashion Products: A Practical Application for the Footwear Retailing Industry. Journal of Creating Value, 1(1): 61–71. DOI: 10.1177/2394964315569625
  • Boyce, C., Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input: Pathfinder International Watertown, MA
  • Castellion, G., Markham, S. K. (2013). New Product Failure Rates. Journal of Product Innovation Management, Volume 30(5): 976-979. DOI: 10.1111/j.1540-5885.2012.01009.x
  • Chark, R. (2018). Neuromarketing, Innovative Research Methodologies in Management. Palgrave Macmillan, Cham.
  • Christoforou C., Papadopoulos T.C., Constantinidou F., Theodorou M. (2017). Your Brain on the Movies: A Computational Approach for Predicting Box-office Performance from Viewer’s Brain Responses to Movie Trailers. Front. Neuroinform. 11: 72. DOI: 10.3389/fninf.2017.00072
  • Cakir, M. P., Cakar, T., Girisken, Y. (2015). Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study. Cognitive Science Society Annual Meeting: 297-302
  • Easterby-Smith, M., Thorpe, R., Jackson, P., Lowe, A. (2008). Management Research 3rd edition, London, Sage
  • Erk, S., Spitzer, M., Wunderlich, A. P., Galley, L., Walter, H. (2002). Cultural objects modulate reward circuitry. NeuroReport, Volume 13(18): 2499–2503. DOI: 10.1097/00001756-200212200-00024
  • Eser, Z., Isin, F. B., Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, Volume 27(7-8): 854-868. DOI: 10.1080/02672571003719070
  • Girişken,Y., Bulut,D. (2014). How do consumers perceive a/an logotype/emblem in the advertisements: An eye tracking study. International Journal on Strategic Innovative Marketing, Volume 01: 198-209. DOI: 10.15556/IJSIM.01.04.002
  • Hakim, A., Levy, D.J. (2018). A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing. Wiley Interdisciplinary Review, Cognitive Science, Volume 10(2): e1485 DOI: 10.1002/wcs.1485
  • Harrell, E. (2019). Neuromarketing what you need to know. Retrieved from https://hbr.org/2019/01/neuromarketing-what-you-need-to-know
  • Johnson, J., Rowlands, T. (2012). The interpersonal dynamics of in-depth interviewing. In Gubrium, J. F., Holstein, J. A., Marvasti, A. B., McKinney, K. D. The SAGE handbook of interview research: The complexity of the craft , Thousand Oaks, CA: SAGE Publications
  • Krugman, H. E. (1971). Brain wave measures of media involvement. Journal of Advertising Research, Volume 11(1): 3-9
  • Kühn S., Strelow E., Gallinat J. (2016). Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. Neuroimage, Volume 136: 122-128. DOI: 10.1016/j.neuroimage.2016.05.021
  • Kvale, S. (1996). Interview Views: An Introduction to Qualitative Research Interviewing. Thousand Oaks, CA: Sage Publications.
  • Li, Bao-Rui, Wang, Y., Wang, Ke-Sheng (2017). A novel method for the evaluation of fashion product design based data mining. Advances in Manufacturing, Volume 5(4):370-376. DOI: 10.1007/s40436-017-0201-x
  • Lim, W.M. (2018). Demystifying neuromarketing. Journal of Business Research, Volume 91(C): 205-220. DOI: 10.1016/j.jbusres.2018.05.036
  • McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., Montague, P.R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, Volume 44(2): 379–387. DOI: 10.1016/j.neuron.2004.09.019
  • Perrachione, T.K., Perrachione, J. (2008). Brains and brands: developing mutually informative research in neuroscience and marketing. Journal of Consumer Behaviour, Vol. 7(4–5): 303–318. DOI: 10.1002/cb.253
  • Phan, K.L., Wager, T., Taylor, S.F., Liberzon, I. (2002). Functional neuroanatomy of emotion: A meta-analysis of emotion activation studies in PET and fMRI. Neuroimage, Volume 16(2): 331-348. DOI: 10.1006/nimg.2002.1087
  • Plakhin, A., Semenets, I., Ogorodnikova, E., Khudanina, M. (2018). New directions in the development of neuromarketing and behavioral economics. MATEC Web of Conferences, Volume 184:1-6. DOI: 10.1051/matecconf/201818404023
  • Plassmann, H., Venkatraman, V., Huettel, S., Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, Volume 52(4): 427-435. DOI: 10.1509/jmr.14.0048
  • Ramsøy, T.Z., Jacobsen, C., Friis-Olivarius, M., Bagdziunaite, D., Skov, M. (2017). Predictive Value of Body Posture and Pupil Dilation in Assessing Consumer Preference and Choice. Journal of Neuroscience Psychology and Economics, Volume 10(2-3): 95-110. DOI: 10.1037/npe0000073
  • Remenyi, D., Williams, B., Money, A., Swartz, E. (1998). Doing research in business and management: An Introduction to Process and Method. London, Sage
  • Ruanguttamanun, C. (2014). Neuromarketing: I Put Myself into a fMRI Scanner and Realized that I love Louis Vuitton Ads. , Procedia – Social and Behavioral Sciences, Volume 148: 211-218. DOI: 10.1016/j.sbspro.2014.07.036
  • Sarı,B., Yılmaz,B., Ferik A.O. (2019). Pazarlama araştırmalarında yeni bir eğilim olarak nöropazarlama: Türkiye’de nöropazarlama alanında yapılan akademik çalışmalara yönelik bir inceleme, Selçuk İletişim, 12 ( 2 ):1127-1168. DOI: 10.18094/JOSC.596326
  • Schneider, T., Woolgar, S. (2019). Witness and Silence in Neuromarketing: Managing the gap between science and its application. Science, Technology and Human Values, 45(1): 1-25. DOI: 10.1177/0162243919829222
  • Simmons, B. (2015, January 9). The tale of two Flaccos. Retrieved from http://grantland.com/the-triangle/the-tale-of-two-flaccos/
  • Singh, P., Kumar, H. (2015). Neuromarketing: An emerging tool of Market Research. International Journal of Engineering Business Management, Volume 5(6): 530-535.
  • Spence, C. (2019). Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, Vol. 22(1): 275-298. DOI: 10.1177/1094428116672003
  • Stanton, S. J., Sinnott-Armstrong, W., Huettel, S. A. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144(4): 799-811. DOI: 10.1007/s10551-016-3059-0
  • Stevens, G., A., Burley, J. (1997). 3,000 Raw Ideas = 1 Commercial Success! Research-Technology Management, Volume 40(3): 16-27. DOI: 10.1080/08956308.1997.11671126
  • Yücel, A., Coşkun, P. (2018). Nöropazarlama Literatür İncelemesi. The Journal of International Social Sciences, Volume 28(2): 157-177. DOI: 10.18069/firatsbed.460933
  • Zaltman, G. (2000). Consumer researchers: Take a hike! Journal of Consumer Research, Vol. 26(4): 423–433. DOI: 10.1086/209573
  • Żurawicki, L. (2010). Neuromarketing: Exploring the brain of the consumer. Springer, Heidelberg

AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING

Year 2020, Volume: 7 Issue: 2, 72 - 80, 30.06.2020

Ali Levent Kurtoglu Ali Murat Ferman

https://doi.org/10.17261/Pressacademia.2020.1225

Abstract

Purpose- In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making. The application of neuromarketing to various industries brings up new opportunities as well as new challenges. This purpose of this exploratory study is to shed light upon neuromarketing literature and to investigate the perception of neuromarketing and fashion executives towards applied neuromarketing in global and Turkish fashion industry.
Methodology- Following the up to date literature review about theoretical and applied neuromarketing, in-depth interviews with Turkish neuromarketing executives and fashion leaders are executed.
Findings- The findings show that there are discrepancies and similarities between the usage of applied neuromarketing in the globe and Turkey. In-depth interview findings show that the perceptions of Turkish fashion executives about neuromarketing differ from previous literature and different priorities exist to apply neuromarketing in fashion.
Conclusion- The findings are expected to help developing the collaboration of applied neuromarketing in fashion industry and support managerial decisions in marketing related resource allocations.

Keywords

Neuromarketing fashion perception Turkey in-depth interview

References

  • Ariely,D., Berns, G.S. (2010). Neuromarketing: The hope and hype of neuroimaging in Business. Nature Reviews Neuroscience, Volume 11(4): 284-292.DOI: 10.1038/nrn2795
  • Baldo, D., Parikh, H., Piu, Y., & Müller, K.-M. (2015). Brain Waves Predict Success of New Fashion Products: A Practical Application for the Footwear Retailing Industry. Journal of Creating Value, 1(1): 61–71. DOI: 10.1177/2394964315569625
  • Boyce, C., Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input: Pathfinder International Watertown, MA
  • Castellion, G., Markham, S. K. (2013). New Product Failure Rates. Journal of Product Innovation Management, Volume 30(5): 976-979. DOI: 10.1111/j.1540-5885.2012.01009.x
  • Chark, R. (2018). Neuromarketing, Innovative Research Methodologies in Management. Palgrave Macmillan, Cham.
  • Christoforou C., Papadopoulos T.C., Constantinidou F., Theodorou M. (2017). Your Brain on the Movies: A Computational Approach for Predicting Box-office Performance from Viewer’s Brain Responses to Movie Trailers. Front. Neuroinform. 11: 72. DOI: 10.3389/fninf.2017.00072
  • Cakir, M. P., Cakar, T., Girisken, Y. (2015). Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study. Cognitive Science Society Annual Meeting: 297-302
  • Easterby-Smith, M., Thorpe, R., Jackson, P., Lowe, A. (2008). Management Research 3rd edition, London, Sage
  • Erk, S., Spitzer, M., Wunderlich, A. P., Galley, L., Walter, H. (2002). Cultural objects modulate reward circuitry. NeuroReport, Volume 13(18): 2499–2503. DOI: 10.1097/00001756-200212200-00024
  • Eser, Z., Isin, F. B., Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, Volume 27(7-8): 854-868. DOI: 10.1080/02672571003719070
  • Girişken,Y., Bulut,D. (2014). How do consumers perceive a/an logotype/emblem in the advertisements: An eye tracking study. International Journal on Strategic Innovative Marketing, Volume 01: 198-209. DOI: 10.15556/IJSIM.01.04.002
  • Hakim, A., Levy, D.J. (2018). A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing. Wiley Interdisciplinary Review, Cognitive Science, Volume 10(2): e1485 DOI: 10.1002/wcs.1485
  • Harrell, E. (2019). Neuromarketing what you need to know. Retrieved from https://hbr.org/2019/01/neuromarketing-what-you-need-to-know
  • Johnson, J., Rowlands, T. (2012). The interpersonal dynamics of in-depth interviewing. In Gubrium, J. F., Holstein, J. A., Marvasti, A. B., McKinney, K. D. The SAGE handbook of interview research: The complexity of the craft , Thousand Oaks, CA: SAGE Publications
  • Krugman, H. E. (1971). Brain wave measures of media involvement. Journal of Advertising Research, Volume 11(1): 3-9
  • Kühn S., Strelow E., Gallinat J. (2016). Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. Neuroimage, Volume 136: 122-128. DOI: 10.1016/j.neuroimage.2016.05.021
  • Kvale, S. (1996). Interview Views: An Introduction to Qualitative Research Interviewing. Thousand Oaks, CA: Sage Publications.
  • Li, Bao-Rui, Wang, Y., Wang, Ke-Sheng (2017). A novel method for the evaluation of fashion product design based data mining. Advances in Manufacturing, Volume 5(4):370-376. DOI: 10.1007/s40436-017-0201-x
  • Lim, W.M. (2018). Demystifying neuromarketing. Journal of Business Research, Volume 91(C): 205-220. DOI: 10.1016/j.jbusres.2018.05.036
  • McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., Montague, P.R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, Volume 44(2): 379–387. DOI: 10.1016/j.neuron.2004.09.019
  • Perrachione, T.K., Perrachione, J. (2008). Brains and brands: developing mutually informative research in neuroscience and marketing. Journal of Consumer Behaviour, Vol. 7(4–5): 303–318. DOI: 10.1002/cb.253
  • Phan, K.L., Wager, T., Taylor, S.F., Liberzon, I. (2002). Functional neuroanatomy of emotion: A meta-analysis of emotion activation studies in PET and fMRI. Neuroimage, Volume 16(2): 331-348. DOI: 10.1006/nimg.2002.1087
  • Plakhin, A., Semenets, I., Ogorodnikova, E., Khudanina, M. (2018). New directions in the development of neuromarketing and behavioral economics. MATEC Web of Conferences, Volume 184:1-6. DOI: 10.1051/matecconf/201818404023
  • Plassmann, H., Venkatraman, V., Huettel, S., Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, Volume 52(4): 427-435. DOI: 10.1509/jmr.14.0048
  • Ramsøy, T.Z., Jacobsen, C., Friis-Olivarius, M., Bagdziunaite, D., Skov, M. (2017). Predictive Value of Body Posture and Pupil Dilation in Assessing Consumer Preference and Choice. Journal of Neuroscience Psychology and Economics, Volume 10(2-3): 95-110. DOI: 10.1037/npe0000073
  • Remenyi, D., Williams, B., Money, A., Swartz, E. (1998). Doing research in business and management: An Introduction to Process and Method. London, Sage
  • Ruanguttamanun, C. (2014). Neuromarketing: I Put Myself into a fMRI Scanner and Realized that I love Louis Vuitton Ads. , Procedia – Social and Behavioral Sciences, Volume 148: 211-218. DOI: 10.1016/j.sbspro.2014.07.036
  • Sarı,B., Yılmaz,B., Ferik A.O. (2019). Pazarlama araştırmalarında yeni bir eğilim olarak nöropazarlama: Türkiye’de nöropazarlama alanında yapılan akademik çalışmalara yönelik bir inceleme, Selçuk İletişim, 12 ( 2 ):1127-1168. DOI: 10.18094/JOSC.596326
  • Schneider, T., Woolgar, S. (2019). Witness and Silence in Neuromarketing: Managing the gap between science and its application. Science, Technology and Human Values, 45(1): 1-25. DOI: 10.1177/0162243919829222
  • Simmons, B. (2015, January 9). The tale of two Flaccos. Retrieved from http://grantland.com/the-triangle/the-tale-of-two-flaccos/
  • Singh, P., Kumar, H. (2015). Neuromarketing: An emerging tool of Market Research. International Journal of Engineering Business Management, Volume 5(6): 530-535.
  • Spence, C. (2019). Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, Vol. 22(1): 275-298. DOI: 10.1177/1094428116672003
  • Stanton, S. J., Sinnott-Armstrong, W., Huettel, S. A. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144(4): 799-811. DOI: 10.1007/s10551-016-3059-0
  • Stevens, G., A., Burley, J. (1997). 3,000 Raw Ideas = 1 Commercial Success! Research-Technology Management, Volume 40(3): 16-27. DOI: 10.1080/08956308.1997.11671126
  • Yücel, A., Coşkun, P. (2018). Nöropazarlama Literatür İncelemesi. The Journal of International Social Sciences, Volume 28(2): 157-177. DOI: 10.18069/firatsbed.460933
  • Zaltman, G. (2000). Consumer researchers: Take a hike! Journal of Consumer Research, Vol. 26(4): 423–433. DOI: 10.1086/209573
  • Żurawicki, L. (2010). Neuromarketing: Exploring the brain of the consumer. Springer, Heidelberg
There are 37 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Ali Levent Kurtoglu This is me 0000-0001-9597-9351

Ali Murat Ferman This is me 0000-0002-1825-0097

Publication Date June 30, 2020
Published in Issue Year 2020 Volume: 7 Issue: 2

Cite

APA Kurtoglu, A. L., & Ferman, A. M. (2020). AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING. Journal of Management Marketing and Logistics, 7(2), 72-80. https://doi.org/10.17261/Pressacademia.2020.1225

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