Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme

Öz

: Son yıllarda tüketicinin zihnindeki kara kutuyu açmak ve anlamak konusunda önemli bir adım olarak görülen nöropazarlama araştırmaları pazarlama akademisyenleri ve uygulamacılarını heyecanlandırmaktadır Bu çalışma bir pazarlama akademisyeni perspektifiyle nöropazarlama tartışmalarına katkı sağlamak amacıyla ve şu andaki bilgiler çerçevesinde nöropazarlama uygulamalarının artıları ve eksileri ile kuramsal bir değerlendirme yapmayı hedeflemektedir Nöropazarlamanın niyeti yöntemi yaratacağı olumlu ve olumsuz sonuçlar irdelenmektedir Anahtar Kelimeler: Nöropazarlama araştırma tekniği NEW APPROACH IN MARKETING: A THEORETICAL EVALUATION ON NEUROMARKETING

Anahtar Kelimeler

• Nöropazarlama, araştırma tekniği

Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme

Öz

: In recent years neuromarketing researches which is seen as an important step about understanding and opening of the black box in consumer’s mind has been arouse excitement among marketing academicians and practitioners This study aims to evaluate the neuromarketing research in basis of positive and negative aspects in the framework of existing knowledge and along with the objective providing meaningful contribution for neuromarketing discussions from perspective of a marketing academician The intention method and positive and negative consequences of neuromarketing are assessed Key words: Neuromarketing research technique

Anahtar Kelimeler

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Kaynakça

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