Content Analysis of Academic Studies on Neuromarketing in Turkey

Yunus Yazıcıoğlu; Nihal Toros Ntapıapıs

doi:10.26466/opusjsr.1368406

TR EN

Content Analysis of Academic Studies on Neuromarketing in Turkey

Öz

Son yıllarda nörogörüntülemede yaşanan gelişmeler birçok alanda olduğu gibi pazarlama alanında da benimsenmiş ve nöropazarlama kavramı ortaya çıkmıştır. Nöropazarlama kısaca nörogörüntüleme tekniklerinin pazar araştırmalarına uygulanması olarak tanımlanabilir. Çalışma kapsamında; nöropazarlama alanında literatürde ulaşılabilen kaynaklar çerçevesinde şimdiye kadar Türkiye’de yapılan Yüksek Lisans ve Doktora tezlerini kapsayan bir içerik analiz çalışması oluşturulmuştur. Anlam karmaşası oluşturmamak ve analizi ön plana çıkarabilmek adına nöropazarlama kavramının detaylı irdelenmesi çalışmada ele alınan ve ekler kısmında belirtilen çalışmalara bırakılmıştır. Bununla beraber mevcut durumu ortaya koymak, akademik çalışmalarda nöropazarlamaya verilen önemi belirtmek, gelecekteki nöropazarlama araştırmalarına yön tayin etmeye katkı sağlamak amaçlanmıştır. Aynı zamanda bu çalışma, nöropazarlama alanında bu kapsamda yapılan ilk literatür taraması olma özelliğini de taşımaktadır. Konu ile ilgili 76 yüksek lisans, 21 doktora tezi bulunmuş ve çalışmaya dâhil edilmiştir. Araştırma sonucunda; uygulamalı çalışmalar içerisinde farklı alanlara yönelerek farklı disiplinlerle ortak çalışmalar yürütülebilir.

Anahtar Kelimeler

Pazarlama , Nöropazarlama , Pazarlama Iletişimi , Tüketici , Içerik Analizi

Content Analysis of Academic Studies on Neuromarketing in Turkey

Abstract

Developments in neuroimaging in recent years have found their way into marketing and many other areas, giving rise to the concept of neuromarketing. Neuromarketing can be briefly defined as the application of neuroimaging techniques to market research. Within the scope of this work, a content analysis study was made of the sources available in the literature in the field of neuromarketing, covering the master's and Ph.D. theses that have been written in Turkey so far. In order to avoid semantic confusion and to focus on the analysis, the detailed examination of the concept of neuromarketing is left to the studies discussed in the study and specified in the appendices. The aim of the study is to provide an overview of the current state of neuromarketing research and the direction it should take in the future. At the same time, this study is the first literature review of its kind in the field of neuromarketing. 76 master's and 21 doctoral theses on the subject were found and included in the study. As a result of the research, joint studies with different disciplines can be carried out due to the focus on different areas within applied studies.

Keywords

Marketing , Neuromarketing , Marketing Communications , Consumer , Content Analysis

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Details

Primary Language

Turkish

Subjects

Communication and Media Studies (Other)

Journal Section

Research Article

Authors

Yunus Yazıcıoğlu
Türkiye

Nihal Toros Ntapıapıs ^*
0000-0002-7533-9629
Türkiye

Early Pub Date

October 26, 2023

Publication Date

October 30, 2023

Submission Date

September 29, 2023

Acceptance Date

October 20, 2023

Published in Issue

Year 2023 Volume: 20 Number: Human Behavior and Social Institutions

DOI

https://doi.org/10.26466/opusjsr.1368406

IZ

https://izlik.org/JA87PL93FJ

APA

Yazıcıoğlu, Y., & Toros Ntapıapıs, N. (2023). Content Analysis of Academic Studies on Neuromarketing in Turkey. OPUS Journal of Society Research, 20(Human Behavior and Social Institutions), 1002-1013. https://doi.org/10.26466/opusjsr.1368406

Content Analysis of Academic Studies on Neuromarketing in Turkey

Öz

Anahtar Kelimeler

Content Analysis of Academic Studies on Neuromarketing in Turkey

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite