Review
BibTex RIS Cite

A Review of Research Studies into Consumer Mind and Neuromarketing in Recent Years

Year 2022, Issue: 8, 147 - 167, 30.04.2022
https://doi.org/10.54557/karataysad.1093377

Abstract

Technological developments in recent years have changed today's marketing studies and consumer perception. This change is a notion that is often heard in the marketing world. Neuromarketing means transferring the findings to marketing science in the consequence of neurological research conducted. Neuromarketing, which emerges from the interaction of neuroscience and marketing disciplines, is a research area where the findings obtained as a result of statistical analysis made by experts with the latest technological neuroimaging devices are interpreted by neuroscience and marketing experts. While neuroscience sheds light on the reasons behind the consumer mind and consumer behavior; It provides guidance on how the image of a brand and the message conveyed by the brand to the consumer, the advertising campaign of the brand and how the advertisement images have an effect on the unconsciousness of the consumer and affect the consumer mind. In this review study; general information about the concept of neuromarketing, studies in this field, the effect of neuromarketing on the consumer and consumer mind processes are given. The aim of the study is to present current studies by compiling international articles and reports on neuromarketing in the context of the sources available in the literature, especially in the last five years, and to contribute to future neuromarketing research.

References

  • Ahmadi, N., Nilashi, M., Samad, S., Rashid, T. A., & Ahmadi, H. (2019). An intelligent method for iris recognition using supervised machine learning techniques. Optics & Laser Technology, 120, 105701.
  • Asadi, S., et al. (2019). "Investigating factors influencing decision-makers‘ intention to adopt Green IT in Malaysian manufacturing industry." Resources, Conservation and Recycling 148: 36-54.
  • Avinash, T., Dikshant, L., & Seema, S. (2018). Methods of Neuromarketing and Implication of the Frontal Theta Asymmetry induced due to musical stimulus as choice modeling. Procedia Computer Science, 132(Iccids), 55–67. https://doi.org/10.1016/j.procs.2018.05.059.
  • Braeutigam, S., Lee, N., & Senior, C. (2017). A role for endogenous brain states in organizational research: Moving toward a dynamic view of cognitive processes. Organizational Research Methods. Advance online publication. doi:10.1177/1094428117692104.
  • Belch, G. E., & Belch, M. A. (2015). Advertising: An integrated marketing communication perspective (10th ed.). New York: McGraw-Hill Education.
  • Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues & Research in Advertising, 39: 1, 22-36. Erişim:31.01.2021, DOI: 10.1080/10641734.2017.1372321.
  • Chang, H. J., O’Boyle, M., Anderson, R. ve Suttikon, C. (2016). An fMRI Study of advertising appeals and their relationship to product attractiveness and buying intentions. Journal of Consumer Behaviour, 15, 538–548. doi: 10.1002/cb.1591Customer Loyalty - Meaning and its Important Concepts. Available at: http://www.managementstudyguide.com/customer-loyalty.htm Erişim: 26 Ocak 2021.
  • Clifton R., 2014, Markalar ve Markalaşma, Çev. Meral Çiyan Şenerdi, Kültür Yayınları, İstanbul.
  • Couwenberg, L. E., Boksem, M. A., Dietvorst, R. C., Worm, L., Verbeke, W. J., & Smidts, A. (2017). Neural responses to functional and experiential ad appeals: Explaining ad effectiveness. International Journal of Research in Marketing, 34(2), 355–366.
  • Digital in 2018: World’s Internet Users Pass the 4 Billion Mark.(2018)., https://wearesocial.com/blog/2018/01/global-digitalreport-2018 Erişim Tarihi: 30 Ocak 2021.
  • Dix, S. ve Marchegiani, C. (2013). Advertising appeals. Journal of Promotion Management,19(4), 393-394.
  • Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, 80, 218–227.
  • Foroudi, P., Jina, Z., Guptab, S., Foroudic, M. ve Kitchend,P.J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to Brand Loyalty and Brand Purchase Intention. Journal of Business Research, 89, 462–474.
  • Gold, H.J. (2015). The Digital Advertising Guide. 2nd Edit. USA: Overdrive Marketing Communication, LLC.
  • He, Y., Q. Chen, ve Alden, D. L. (2015). Time will tell: managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), 791-805.
  • Hamelin, N., Moujahid, O. El, & Thaichon, P. (2017). Emotion and advertising effectiveness: A novel facial expression analysis approach. Journal of Retailing and Consumer Services, 36, 103–111. https://doi.org/10.1016/j.jretconser.2017.01.001.
  • Kasai, Kiyoto, Masato Fukuda, Noriaki Yahata, Kentaro Morita, and Naotaka Fujii (2015), “The Future of Real-World Neuroscience: Imaging Techniques to Assess Active Brains in Social Environments,” Neuroscience Research, 90, 65–71.
  • Kairos. 2015. “Kairos Acquires IMRSV.” http://bit.ly/1Rh8Kf8. Erişim: 30 Ocak 2021.
  • Kotler, Ph. and Keller, K. L. (eds.), 2016. Marketing Management. Pearson Education Limited, Connecting with Customers, pp. 148-178.
  • Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1/2), 4–38.
  • Lee, Nick, Brandes, L., Chamberlain, L., & Senior, C. (2017). This is your brain on neuromarketing: reflections on a decade of research. Journal of Marketing Management, 33(11–12), 878.
  • Lee, S., & Heere, B. (2018). Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior. Sport Marketing Quarterly, 27(2).
  • Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, 205-220.
  • Lajante, M. M., Droulers, O., & Amarantini, D. (2017). How reliable are “state-of-the-art” facial EMG processing methods? Journal of Advertising Research, 57(1), 28–37.
  • Melnic, E. L. (2016). How to strengthen customer loyalty, using customer segmentation?. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 51.
  • Mora, Jose-Domingo (2016), “Social Context and Advertising Effectiveness: A Dynamic Study,” International Journal of Advertising, 35 (2), 325–44.
  • Nemorin, S., & Gandy, O. H., Jr. (2017). Exploring neuromarketing and its reliance on remote sensing: Social and ethical concerns. International Journal of Communication, 11, 4824–4844.
  • Nemorin, S. (2017). Neuromarketing and the “poor in world” consumer: how the animalization of thinking underpins contemporary market research discourses. Consumption Markets & Culture, 20(1), 59-80. New research sheds light on daily ad exposures. SJ Insights. Retrieved from https://sjinsights.net/2014/09/29/ new-research-sheds-light-on-daily-ad-exposures/ Erişim Tarihi: 31 Ocak 2021.
  • Nilashi, M., Samad, S., Ahmadi, N., Ahani, A., Abumalloh, R. A., Asadi, S., ... & Yadegaridehkordi, E. (2020). Neuromarketing: a review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23-31.
  • Pozharliev, R., Verbeke, W. J., & Bagozzi, R. P. (2017). Social consumer neuroscience: neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising, 46(3), 351-362.
  • Raktham, W., Chaipoopirutana, S., & Combs, H. (2017, March). Factors influencing consumer attitudes toward social media advertising. In International Conference on Humanities, Social Sciences and Education (pp. 32-36).
  • Reklamcılar Derneği (2019). Türkiye’de tahmini medya ve reklam yatırımları. Erişim adres ve tarihi: https://www.rd.org.tr/Assets/uploads/bf6ab5b5-0d86-2a7-da47c165cb61.pdf, 15 Ocak 2021.
  • Raza, S. H., Abu Bakar, H. ve Mohamad, B. (2017). Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm. Journal of Business and Retail Management Research,12, 185-193.
  • Rantalainen, L., ve Gurung, B. (2014), A Critical Comparison Between The Marketing And Propaganda Methods Developed By Edward Bernays And Modern Neuromarketing Methods. Laurea University of Applied Sciences Bachelor’s Thesis. Leppävaara, Otaniemi.
  • Russell, C. A., Swasy, J. L., Russell, D. W., & Engel, L. (2017). Eye-tracking evidence that happy faces impair verbal message comprehension: The case of health warnings in direct-to-consumer pharmaceutical television commercials. International Journal of Advertising, 36(1), 82–106.
  • Rowe, S.D. (2018). Disappearing Content is Marketing Magic. Customer Relationship Management, Mart. 34-37.
  • Statista.com (2019). Global reklam istatistikleri. Erişim adresi: https://www.statista.com/statistics/236943/global-advertising-spending/, Erişim: 15 Ocak 2021.
  • Suer İrfan, 2014, Pazarlama İlkeleri, Nobel Yayıncılık, Ankara.
  • Sharma, N., Koc, M., ve Kishor, J. (2014), Neuromarketing-A Step Ahead of Traditional Marketing Tools. In Proceedings of 3rd International Conference on Management Innovations (ICMI-2014).
  • Shank, M. D., & Lyberger, M. R. (2015). Sports marketing: A strategic perspective (5th ed.). New York: Routledge.
  • Turner, H., 2013, Mobil Pazarlama, Çev. Başak Gündüz, Optimist, İstanbul.
  • Voorhees, C. M., White, R. C., McCall, M., ve Randhawa, P. (2015). Fool's gold? Assessing the impact of the value of airline loyalty programs on brand equity perceptions and share of wallet. Cornell Hospitality Quarterly, 56(2), 202–212.
  • Zaltman, G. (2014). Tüketici nasıl düşünür? (Çev: A. S. Koç), MediaCat Yayınları, İstanbul.
  • Zeytun, D., (2014), “Nöropazarlama: Duygular> Rasyonalite, Beyinde gerçekten bir satın alma düğmesi var mı?” http://bigumigu.com/haber/noropazarlama-duygular-rasyonalite/, Erişim: 27 Ocak 2021.

SON YILLARDA YAPILAN TÜKETİCİ ZİHNİ VE NÖROPAZARLAMA ARAŞTIRMALARI ÜZERİNE BİR DERLEME ÇALIŞMASI

Year 2022, Issue: 8, 147 - 167, 30.04.2022
https://doi.org/10.54557/karataysad.1093377

Abstract

Son yıllarda gerçekleşen teknolojik gelişmeler, günümüz pazarlama çalışmaları ve tüketici algısını değiştirmiştir. Bu değişim pazarlama dünyasında giderek daha sık duyulan bir kavram olarak nöropazarlama; yapılan nörolojik araştırmalar sonucunda bulguların pazarlama bilimine aktarılması anlamına gelmektedir. Nörobilim ve Pazarlama disiplinlerinin birbiriyle olan etkileşiminden ortaya çıkan nöropazarlama, üretilen son teknolojik beyin görüntüleme cihazları ile uzmanlar tarafından yapılan istatistiksel analizler sonucu elde edilen bulguların, nörobilim ve pazarlama uzmanları tarafından beraber yorumlandığı bir araştırma alanıdır. Nörobilim, tüketici zihninin ve tüketici davranışlarının arkasında yatan sebeplere ışık tutarken; bir marka imajının ve markanın tüketiciye ilettiği mesajın, marka reklam kampanyasının ve reklam görsellerinin tüketicide bilinç dışında nasıl bir etki yarattığı ve tüketici zihnini nasıl etkilediğine dair yol göstermektedir. Bu derleme çalışmasında; nöropazarlama kavramı, bu alanda yapılan çalışmalar, nöropazarlamanın tüketici üzerindeki etkisi ve tüketici zihin süreçleri hakkında genel bir bilgi verilmiştir. Çalışmanın amacı; nöropazarlama konusunda özellikle son beş yıl içerisinde literatürde ulaşılabilen kaynaklar bağlamında şimdiye kadar yapılan uluslararası makale ve bildirileri derleyerek mevcut çalışmaları ortaya koymak ve gelecekteki nöropazarlama araştırmalarına yön tayin etmeye katkı sağlamaktır.

References

  • Ahmadi, N., Nilashi, M., Samad, S., Rashid, T. A., & Ahmadi, H. (2019). An intelligent method for iris recognition using supervised machine learning techniques. Optics & Laser Technology, 120, 105701.
  • Asadi, S., et al. (2019). "Investigating factors influencing decision-makers‘ intention to adopt Green IT in Malaysian manufacturing industry." Resources, Conservation and Recycling 148: 36-54.
  • Avinash, T., Dikshant, L., & Seema, S. (2018). Methods of Neuromarketing and Implication of the Frontal Theta Asymmetry induced due to musical stimulus as choice modeling. Procedia Computer Science, 132(Iccids), 55–67. https://doi.org/10.1016/j.procs.2018.05.059.
  • Braeutigam, S., Lee, N., & Senior, C. (2017). A role for endogenous brain states in organizational research: Moving toward a dynamic view of cognitive processes. Organizational Research Methods. Advance online publication. doi:10.1177/1094428117692104.
  • Belch, G. E., & Belch, M. A. (2015). Advertising: An integrated marketing communication perspective (10th ed.). New York: McGraw-Hill Education.
  • Chen, H. (2018). College-Aged Young Consumers’ Perceptions of Social Media Marketing: The Story of Instagram. Journal of Current Issues & Research in Advertising, 39: 1, 22-36. Erişim:31.01.2021, DOI: 10.1080/10641734.2017.1372321.
  • Chang, H. J., O’Boyle, M., Anderson, R. ve Suttikon, C. (2016). An fMRI Study of advertising appeals and their relationship to product attractiveness and buying intentions. Journal of Consumer Behaviour, 15, 538–548. doi: 10.1002/cb.1591Customer Loyalty - Meaning and its Important Concepts. Available at: http://www.managementstudyguide.com/customer-loyalty.htm Erişim: 26 Ocak 2021.
  • Clifton R., 2014, Markalar ve Markalaşma, Çev. Meral Çiyan Şenerdi, Kültür Yayınları, İstanbul.
  • Couwenberg, L. E., Boksem, M. A., Dietvorst, R. C., Worm, L., Verbeke, W. J., & Smidts, A. (2017). Neural responses to functional and experiential ad appeals: Explaining ad effectiveness. International Journal of Research in Marketing, 34(2), 355–366.
  • Digital in 2018: World’s Internet Users Pass the 4 Billion Mark.(2018)., https://wearesocial.com/blog/2018/01/global-digitalreport-2018 Erişim Tarihi: 30 Ocak 2021.
  • Dix, S. ve Marchegiani, C. (2013). Advertising appeals. Journal of Promotion Management,19(4), 393-394.
  • Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research, 80, 218–227.
  • Foroudi, P., Jina, Z., Guptab, S., Foroudic, M. ve Kitchend,P.J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to Brand Loyalty and Brand Purchase Intention. Journal of Business Research, 89, 462–474.
  • Gold, H.J. (2015). The Digital Advertising Guide. 2nd Edit. USA: Overdrive Marketing Communication, LLC.
  • He, Y., Q. Chen, ve Alden, D. L. (2015). Time will tell: managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 44(6), 791-805.
  • Hamelin, N., Moujahid, O. El, & Thaichon, P. (2017). Emotion and advertising effectiveness: A novel facial expression analysis approach. Journal of Retailing and Consumer Services, 36, 103–111. https://doi.org/10.1016/j.jretconser.2017.01.001.
  • Kasai, Kiyoto, Masato Fukuda, Noriaki Yahata, Kentaro Morita, and Naotaka Fujii (2015), “The Future of Real-World Neuroscience: Imaging Techniques to Assess Active Brains in Social Environments,” Neuroscience Research, 90, 65–71.
  • Kairos. 2015. “Kairos Acquires IMRSV.” http://bit.ly/1Rh8Kf8. Erişim: 30 Ocak 2021.
  • Kotler, Ph. and Keller, K. L. (eds.), 2016. Marketing Management. Pearson Education Limited, Connecting with Customers, pp. 148-178.
  • Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1/2), 4–38.
  • Lee, Nick, Brandes, L., Chamberlain, L., & Senior, C. (2017). This is your brain on neuromarketing: reflections on a decade of research. Journal of Marketing Management, 33(11–12), 878.
  • Lee, S., & Heere, B. (2018). Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior. Sport Marketing Quarterly, 27(2).
  • Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, 205-220.
  • Lajante, M. M., Droulers, O., & Amarantini, D. (2017). How reliable are “state-of-the-art” facial EMG processing methods? Journal of Advertising Research, 57(1), 28–37.
  • Melnic, E. L. (2016). How to strengthen customer loyalty, using customer segmentation?. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 51.
  • Mora, Jose-Domingo (2016), “Social Context and Advertising Effectiveness: A Dynamic Study,” International Journal of Advertising, 35 (2), 325–44.
  • Nemorin, S., & Gandy, O. H., Jr. (2017). Exploring neuromarketing and its reliance on remote sensing: Social and ethical concerns. International Journal of Communication, 11, 4824–4844.
  • Nemorin, S. (2017). Neuromarketing and the “poor in world” consumer: how the animalization of thinking underpins contemporary market research discourses. Consumption Markets & Culture, 20(1), 59-80. New research sheds light on daily ad exposures. SJ Insights. Retrieved from https://sjinsights.net/2014/09/29/ new-research-sheds-light-on-daily-ad-exposures/ Erişim Tarihi: 31 Ocak 2021.
  • Nilashi, M., Samad, S., Ahmadi, N., Ahani, A., Abumalloh, R. A., Asadi, S., ... & Yadegaridehkordi, E. (2020). Neuromarketing: a review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23-31.
  • Pozharliev, R., Verbeke, W. J., & Bagozzi, R. P. (2017). Social consumer neuroscience: neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising, 46(3), 351-362.
  • Raktham, W., Chaipoopirutana, S., & Combs, H. (2017, March). Factors influencing consumer attitudes toward social media advertising. In International Conference on Humanities, Social Sciences and Education (pp. 32-36).
  • Reklamcılar Derneği (2019). Türkiye’de tahmini medya ve reklam yatırımları. Erişim adres ve tarihi: https://www.rd.org.tr/Assets/uploads/bf6ab5b5-0d86-2a7-da47c165cb61.pdf, 15 Ocak 2021.
  • Raza, S. H., Abu Bakar, H. ve Mohamad, B. (2017). Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm. Journal of Business and Retail Management Research,12, 185-193.
  • Rantalainen, L., ve Gurung, B. (2014), A Critical Comparison Between The Marketing And Propaganda Methods Developed By Edward Bernays And Modern Neuromarketing Methods. Laurea University of Applied Sciences Bachelor’s Thesis. Leppävaara, Otaniemi.
  • Russell, C. A., Swasy, J. L., Russell, D. W., & Engel, L. (2017). Eye-tracking evidence that happy faces impair verbal message comprehension: The case of health warnings in direct-to-consumer pharmaceutical television commercials. International Journal of Advertising, 36(1), 82–106.
  • Rowe, S.D. (2018). Disappearing Content is Marketing Magic. Customer Relationship Management, Mart. 34-37.
  • Statista.com (2019). Global reklam istatistikleri. Erişim adresi: https://www.statista.com/statistics/236943/global-advertising-spending/, Erişim: 15 Ocak 2021.
  • Suer İrfan, 2014, Pazarlama İlkeleri, Nobel Yayıncılık, Ankara.
  • Sharma, N., Koc, M., ve Kishor, J. (2014), Neuromarketing-A Step Ahead of Traditional Marketing Tools. In Proceedings of 3rd International Conference on Management Innovations (ICMI-2014).
  • Shank, M. D., & Lyberger, M. R. (2015). Sports marketing: A strategic perspective (5th ed.). New York: Routledge.
  • Turner, H., 2013, Mobil Pazarlama, Çev. Başak Gündüz, Optimist, İstanbul.
  • Voorhees, C. M., White, R. C., McCall, M., ve Randhawa, P. (2015). Fool's gold? Assessing the impact of the value of airline loyalty programs on brand equity perceptions and share of wallet. Cornell Hospitality Quarterly, 56(2), 202–212.
  • Zaltman, G. (2014). Tüketici nasıl düşünür? (Çev: A. S. Koç), MediaCat Yayınları, İstanbul.
  • Zeytun, D., (2014), “Nöropazarlama: Duygular> Rasyonalite, Beyinde gerçekten bir satın alma düğmesi var mı?” http://bigumigu.com/haber/noropazarlama-duygular-rasyonalite/, Erişim: 27 Ocak 2021.
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Derleme Makaleler
Authors

Mustafa Merdin 0000-0003-4698-0342

Publication Date April 30, 2022
Submission Date March 25, 2022
Published in Issue Year 2022 Issue: 8

Cite

APA Merdin, M. (2022). SON YILLARDA YAPILAN TÜKETİCİ ZİHNİ VE NÖROPAZARLAMA ARAŞTIRMALARI ÜZERİNE BİR DERLEME ÇALIŞMASI. Karatay Sosyal Araştırmalar Dergisi(8), 147-167. https://doi.org/10.54557/karataysad.1093377