TY - JOUR T1 - Göz İzleme ve Pazarlamada Kullanılması Üzerine Kavramsal Bir Çalışma TT - A CONCEPTUAL STUDY ON EYE TRACKING AND ITS APPLICATIONS IN MARKETING AU - Özdoğan, F Bahar PY - 2008 DA - September JF - Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi PB - Ankara Hacı Bayram Veli Üniversitesi WT - DergiPark SN - 1301-4838 SP - 134 EP - 147 IS - 2 LA - tr AB - Son yıllarda pazarlama çalışmalarında çeşitli teknolojiler kullanılarak tüketicilerin ürünlerin ambalajları, raf tasarımları ve reklamlar hakkındaki düşünceleri ve tutumları fizyolojik ölçümlerle ortaya çıkarılmaya çalışılmaktadır. Bu teknolojilerden birini oluşturan göz izleme yöntemi bir yüzyıldan bu yana bilinmektedir fakat özellikle 2000’li yıllarda bu teknolojinin pazarlama alanında kullanılması oldukça artmıştır. Göz izleme yönteminde, göz bebeğimetrik, göz hareketi kayıt cihazı, katılımcının gözlem sırasındaki ilk izlenimini ölçen bir resmi saniyenin bir parçasında yanıp sönerek gösteren projektör t-scope kullanılmaktadır. Bu konuda yapılan araştırmalar, göz izleme yönteminin pazarlama alanında yaygın bir şekilde kullanıldığını göstermektedir KW - Göz izleme KW - pazarlama KW - göz bebeğimetrik KW - göz hareketi kayıt cihazı KW - t-scope N2 - Recently, consumers’ thoughts and attitudes about products’ packages, shelf designs and advertisements have been tried to find out by physiologic measurement via of technology. As one of these technological method, eye tracking has been known for a century but specifically after 2000’s , the applications of this technology in marketing research has been increased. In the method of eye tracking pupilmetric, eye tracking recorder and t-scopes are utilized. Researches show that eye tracking method has been used widely in marketing field CR - Anonymous (2002) Tip For Your Marketing Materials, National Driller, Sayı: Sep, 23, 9 26 CR - Anonymous (2005) Us Company Takes Licence For Eye Tacking System, Electronic Weekly, Sayı: 21,76, 5 1-9 CR - Anonymous (2008) Oneupweb Launches New Eye Tracking Service Latest Oneupweb Service Evaluates Eye Movement To Improve Website Usability And İncrease Sales Pr, Newswire, Sayı: Jan, 18, 3-4 CR - Anonymous Business (2008) Wire Barriers On A Website, March, 27 CR - Beatty J. Lucero B. (2000) the Eye Pupilmetric System In Cacioppo l. G. Tassinary G. CR - Bertrand K. (1991) Business Marketing Sales Management: Sell Beter By Tapping The Right Sense, Sayı: Aug. 60 CR - Carricaburu L. (1998) The Eyes Have It Scanner Lets Internet Marketers Focus Their Efforts Eye Tracking Helps Focus Internet Ads, The Salt Lake Tribune, Sayı: Mar, 19 CR - Centaur Communication (2005) Mazda Turns To Eye Tracking To Assist Revamp Of European Site, New Media Age, Sayı: Nov, 3, 8 CR - Centaur Communication (2005). Eye Tracking What You Looking At, New Media Age, Sayı: Sep, 8; 21 CR - Chandon P. Hutchinson W. Bradlow E. Young S. (2002) Measuring The Value Of Point Of Purchase Marketing With Commercial Eye Tracking Data, Working Paper Alliance Center For Global Research And Development, Wharton CR - Christianson S. vd. (1991) Eye Fixation and Memory For Emotional Events, Journal Of Experimental Psychology Learning Memory And Cognition, Sayı: 17, July, 693-701 CR - Coulter K. (2007) The Effects Of Digit Direction On Eye Movement Bias And Price Rounding Behavior, The Journal Of Product And Brand Management, Sayı: 16, 7, 501 CR - Day R.,Gary C.-W. Shyi, Jyun-Cheng Wang(2006) The Effects Of Flash Banners On Multiattribute Decision Making Distractor Or Source Of Arousal, Psychology Marketing, Sayı: 23, 5, 369-382 CR - Deubel H. Scheinder, W. (1993) There Is No Expressway To Comprehensive Theory Of The Coordination Of Vision Eye Movements And Visual Attention, Behavioral And Brain Sciences, Sayı: 16, September, 575-576 CR - Deutsch, C. (1991) Just What The Eye Piscks Up, New York Times, Sayı: Jun, 939 CR - Gentry, Lance (2007) Marketing an deye Tracking Machines: Research Opportunities For An Affordable Tool, Journal of International Management Studies, Sayı: August, 60-65 CR - Glenstrup, A. J., Engell-Nielsen, J. (1995) Theory. Eye Controlled Media, http://www. diku.edu/~panic/ eyegaze/article.html Gündüz C. (2005) Göz Hareketlerinin Takip Edilmesi CR - http://www.ileriseviye.org/arasayfa.php?inode=eye-tracking.html CR - Isaacowitz, D. (2005) The Gaze Of The Optimist, Personality And Social Psychology Bulletin, Sayı: 31, 3, 407-415 CR - Janiszewski C. (1998) The Influence Of Display Characteristics On Visual Exploratory Search Behavior, Journal Of Consumer Research, Sayı: 25, december, 290-301 CR - Jepson, K. (2006) Cu Uses Eye Tracking Studies To Create More User Friendly, Website Credit Union Journal, Sayı: 10, 47, 14 CR - Kroeber W. Riel M. (2001) Effects Of Emotional Pictorial Element Sin Ads Analyzed By Means Of Eye Movement, Monitoring, 591-596 CR - Krugman D. Richard J. Fox J. Fletcher M. Fletcher T. (1994) Do Adolescents Attend To Warnings In Cigarette Advertising? An Eye Tracking Approach, Journal Advertising Research, Sayı: 34, November, 39-52 CR - Loftus G. R. (1982) Picture Memory Methodology Handbook Of Research Methods In Human Memory And Cognition Ed. C. R. Puff New York London Academic Press, 258-287 CR - Lohse G. (1997) Consumer Eye Movements Patterns On Yellow Pages Advertising, Journal Of Advertising, Sayı: 26, 1, 61-73 CR - Lohse G. Johnson E. (1996) A Comparaison Of Two Process Tracing Methods For Choice Tasks, Organizational Behavior And Human Decision Processes, Sa- yı: 68, 1, 28-43 CR - M2 Presswire Webtraffiq (2003) Eye Tracking and Web Analytics And Metrics Agency, Webtraffiq Partner Coventry, Sayı: Oct, 31, 1 CR - Maughan L. Sergei G. Stevens, R. (2007) Like More Look More Look More Like More: The Evidence From Eye Tracking Brand Management, Sayı: 14, 4, 335- 342 CR - Meyers W. (1982) Eye Tracking, New York Times, Sayı: Dec, 5, a29 CR - Pieters R. Rosbergen E. Wedel M. (1999) Visual Attention To Repeated Print Advertising A Test Of Scanpath Theory, Journal Of Marketing Research, Sayı: 36, November, 424-438 CR - Pieters R., Wedel M. (2004) Attention Capture And Transfer In Advertising Brand Pictorial And Text Size Effects, Journal Of Marketing, Sayı: 68, 2, 36-50 CR - Pieters, R. Warlop L. (1999) Visual Attention During Brand Choice: The Impact Of Time Pressure And Task Motivation, International Journal Of Research In Marketing, Sayı: 16, 1, 1-16 CR - Pigeon T. Jean Pierre Lacroix, Steve Candib, Ed Shikatani (1997) Eye Tracking, Canadian Packaging, Sayı: November, 50, 11 13 CR - Rayner K. (1998) Eye Movement In Reading And Information Processing 20 Years Of Research, Psychological Bulletin, Sayı: 124, 3, 372-422 CR - Rinck M. Becker E. S. (2006) Spider Fearful Individuals Attend To Threat, Then Quickly Avoid It: Evdience From Eye Movements, Journal Of Abnormal Psychology, Sayı: 115, 2, 231-238 CR - Rosler, A. Ulrich C. Billino, J. Sterzer, P. Weidauer, S. Bernhardt, T. Steinmetz, A. Kleinschmidt (2005). “Effects of Arousing Emotional Scenes on The Distribution of visuospatial Attention: Changes With Aging and Early Subcortical Vascular Demetia, Journal of Neurological Sciences, Sayı: 229- 230, 109-116 H. CR - Russo E. France L. (1994) An Eye Fixation Analysis Of Choice Processes For Consumer Nondurables, Journal Of Consumer Research, Sayı: 21, September, 274-290 CR - Shun Y., Albert Wai-Lap Chau, Sunhin John Wong (2007) Thubnails As Online Product Displays How Consumers Process Them, Journal Of Interactive Mar- keting, Winter, Sayı: 21, 1 -36 CR - Smead R. Wilcox J. Wilkes R. (1981) How Valid Are Product Descriptions And Protocols In Choice Experiments, Journal Consumer Research, Sayı: 8, June, 37-42 CR - Stewart A. Pickering M. Sturt P. (2005) Se Servir Du Movement Des Yeux Durant La Lecture Comme Mesure Implicite De L’acceptabilite Des Extensions De Marque ,Recherge Et Applications En Marketing, Sayı: 20, 4, 97-109 CR - Stringer K. Ridder K. (2005) Eye Tracking Technology For Marketers, Tribune Business News, Sayı: Aug, 1, 1 CR - Suppes P. (1994) Stochastic Models Of Reading J. Ygge G. Lennerstrand Eds. Eye Movements İn Reading Elsevier Science Inc. Tarrytown NY, 349-364 CR - Treistman J. Gregg J. (1979) Visual Tracking Helped İdentify The More Sales- Effective Ad In Five Out Of Six Pairs, Journal Of Advertising Research, Sayı: 19, 4, August ,41-47 CR - Vranica, S. (2006) Marketers Give Email Another Look: Firms Like Ibm Are Using Eye-Tracking Technology To Help Redesing Messages, Wall Street Journal, Sayı: Jul, 17, b7 CR - Wedel, M. Pieters R. (2000) eye Fixation On Advertisements And Memory For Brands: A Model And Findings, Marketing Science, Sayı: 19, 4, 297-312 CR - Weinblatt L. (1994) The Evolution Of Technology In Pretesting, Marketing Research, Sayı: 6, 2, 42- 44 UR - https://dergipark.org.tr/tr/pub/gaziticaretturizm/issue//639524 L1 - https://dergipark.org.tr/tr/download/article-file/842672 ER -