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Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme

Yıl 2008, Cilt: 17 Sayı: 2, 421 - 432, 01.06.2008

Yrd. Doç. Dr. Tülin Ural

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

Kaynakça

  • Amaldoss, W., Jain, S. (2005); Pricing of conspicuous goods: a competitive analysis of social effects, Journal of Marketing Research, 42: 30-42.
  • Ambler, T., Ioannides, A., Rose, S., (2000); Brands on the brain: euro-images of advertising, Business Strategy Review, 11: 17-30.
  • Bizer, G.Y. ve Schindler, R.M., (2005); Direct evidence of ending-digit drop-off in price information processing, Psychological Marketing, 22: 771-802.
  • Braeutigam, S., Stins, J.F., Rose, S.P.R., Swithenby, S.J., Ambler, T., (2001); Magentoencephalographic signals identify stages in real-life decision processes, Neural Plasticity, 8: 241–253.
  • Braeutigam, S., Rose, S.P.R., Swithenby, S.J., Ambler, T., (2004); The distributed neuronal systems supporting choice-making in real-life situations: differences between men and women when choosing groceries detected using magneto encephalography, European Journal of Neuroscience, 20: 293–302.
  • Drucker, P. (1954); The Practice of Management, Oxford: Butterworth-Heinemann.
  • Editorial of Nature Neuroscience, (2004); Brain scam?, 7: 638.
  • Editorial of the Lancet, (2004); The Lancet neurology: neuromarketing, beyond branding, 3: 71.
  • Erk, S., Spitzer, A.P., Wunderlich, A.P., Galley, L., Walter, H., (2002); Cultural objects modulate reward circuitry, NeuroReport 13: 2499–2503.
  • Germain,M.(2007);Neuromerchandising is here, http://wwwbranding20.wordpress.com, 23 Ağustos 2007.
  • Geyskens, I., Steenkamp, J.E.M., Kumar, N., (1998); Generalisations about trust in marketing channel relationships using meta-analysis, International Journal of Research in Marketing, 15: 223–248.
  • Grimes, A. (2006); Are we listening and learning? Understanding the nature of hemispherical lateralization and its application to marketing, International Journal of Market Research, 48 (4): 439-457.
  • http://web.ebscohost.com, (2007); Consumer Behavior, , 258-260.
  • Ioannides, A.A., Liu, L., Theofilou, D., Dammers, J., Burne, T., Ambler, T., Rose, S., (2000); Real time processing of affective and cognitive stimuli in the human brain extracted from MEG signals, Brain Topography, 13: 11–19.
  • Kelley, D. (2007); I bet you look good on the sales floor, Journal of Strategic Marketing, 15: 53-63.
  • Kenning, P., Plassmann, H., (2005); NeuroEconomics: an overview from an economic perspective, Brain Research Bulletin, 67: 343–354.
  • King-Casas, B., Tomlin, D., Anen, C., Cemerer, C.F., Quartz, S.R., Montague, P.R., (2005); Getting to know you: reputation and trust in a two-person economic Exchange, Science, 308: 78–83.
  • Kotler, P. (1967); Marketing Management: Analysis, Planning and Control, Englewood Cliffs: Prentice Hall.
  • Laczniak, G.R.(1983); Framework for analyzing marketing ethics, Der: B.M.Enis, K.K. Cox, M.D.Molowa, (1991), Marketing classics: A selection of influential articles, 8.baskı, Prentice Hall International, Inc., 66-80.
  • Lee, N.; Broderic A.J. ve Chamberlain L. (2007); What is ‘neuromarketing’? A discussion and agenda for future research, International Journal of Psychophysiology, 63: 199-204.
  • Levitt, T. (1960); Marketing myopia, Harvard Business Review, 38(4): 45–56.
  • Lewis ve Bridger (2008); Market researchers make increasing use of brain imaging, http://www.drdavidlewis.co.uk/, 02.03.2008.
  • McAfee, R.P., McMillan, J., (1996); Competition and game theory, Journal of Marketing Research, 33: 263–268.
  • Medina, J. (2004); The neurobiology of the decision to buy, Psychiatric Times, October, 31–34.
  • Meskauskas,J.(2005); Mediamaze:Neuromarketing, part 1, http://www.imediaconnection.com, July 13.
  • Morgan, R.M. ve Hunt, S.D., (1994); The commitment–trust theory of relationship marketing, Journal of Marketing, 58: 20–39.
  • Özger, O.T. (2006); Neuromarketing-duygusal pazarlama, http://www.autocadgunlugu.com/, 31, Ağustos, 2006.
  • Rossiter, J.R., Silberstein, R.B., Harris, P.G., Nield, G.A., (2001); Brain-imaging detection of visual scene encoding in long-term memory for TV commercials, Journal of Advertising Research, 41: 13–21.
  • Rustichini, A., (2005); Neuroeconomics: present and future, Games Economic Behavior, 52: 201–212.
  • Stephan B., (2008); Business Week Online, 29.01.2008, 30.
  • Trocchia, P.J., (2004); Caving, role playing, and staying home: shopper coping strategies in a negotiated pricing environment, Psychological Marketing, 21: 823–854.
  • Ural, T., (2003), İşletme ve Pazarlama Etiği, Detay yayıncılık, Ankara, s.25
  • Wilkinson, 2005, Marketing week, şubat 3.
  • www.termbank.net/psychology/2752.html, 28.02.2008
  • Young, C., (2002); Brain waves, picture sorts and branding moments, Journal of Advertising Research, 42: 42–53.

Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme

Yıl 2008, Cilt: 17 Sayı: 2, 421 - 432, 01.06.2008

Yrd. Doç. Dr. Tülin Ural

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

-

Kaynakça

  • Amaldoss, W., Jain, S. (2005); Pricing of conspicuous goods: a competitive analysis of social effects, Journal of Marketing Research, 42: 30-42.
  • Ambler, T., Ioannides, A., Rose, S., (2000); Brands on the brain: euro-images of advertising, Business Strategy Review, 11: 17-30.
  • Bizer, G.Y. ve Schindler, R.M., (2005); Direct evidence of ending-digit drop-off in price information processing, Psychological Marketing, 22: 771-802.
  • Braeutigam, S., Stins, J.F., Rose, S.P.R., Swithenby, S.J., Ambler, T., (2001); Magentoencephalographic signals identify stages in real-life decision processes, Neural Plasticity, 8: 241–253.
  • Braeutigam, S., Rose, S.P.R., Swithenby, S.J., Ambler, T., (2004); The distributed neuronal systems supporting choice-making in real-life situations: differences between men and women when choosing groceries detected using magneto encephalography, European Journal of Neuroscience, 20: 293–302.
  • Drucker, P. (1954); The Practice of Management, Oxford: Butterworth-Heinemann.
  • Editorial of Nature Neuroscience, (2004); Brain scam?, 7: 638.
  • Editorial of the Lancet, (2004); The Lancet neurology: neuromarketing, beyond branding, 3: 71.
  • Erk, S., Spitzer, A.P., Wunderlich, A.P., Galley, L., Walter, H., (2002); Cultural objects modulate reward circuitry, NeuroReport 13: 2499–2503.
  • Germain,M.(2007);Neuromerchandising is here, http://wwwbranding20.wordpress.com, 23 Ağustos 2007.
  • Geyskens, I., Steenkamp, J.E.M., Kumar, N., (1998); Generalisations about trust in marketing channel relationships using meta-analysis, International Journal of Research in Marketing, 15: 223–248.
  • Grimes, A. (2006); Are we listening and learning? Understanding the nature of hemispherical lateralization and its application to marketing, International Journal of Market Research, 48 (4): 439-457.
  • http://web.ebscohost.com, (2007); Consumer Behavior, , 258-260.
  • Ioannides, A.A., Liu, L., Theofilou, D., Dammers, J., Burne, T., Ambler, T., Rose, S., (2000); Real time processing of affective and cognitive stimuli in the human brain extracted from MEG signals, Brain Topography, 13: 11–19.
  • Kelley, D. (2007); I bet you look good on the sales floor, Journal of Strategic Marketing, 15: 53-63.
  • Kenning, P., Plassmann, H., (2005); NeuroEconomics: an overview from an economic perspective, Brain Research Bulletin, 67: 343–354.
  • King-Casas, B., Tomlin, D., Anen, C., Cemerer, C.F., Quartz, S.R., Montague, P.R., (2005); Getting to know you: reputation and trust in a two-person economic Exchange, Science, 308: 78–83.
  • Kotler, P. (1967); Marketing Management: Analysis, Planning and Control, Englewood Cliffs: Prentice Hall.
  • Laczniak, G.R.(1983); Framework for analyzing marketing ethics, Der: B.M.Enis, K.K. Cox, M.D.Molowa, (1991), Marketing classics: A selection of influential articles, 8.baskı, Prentice Hall International, Inc., 66-80.
  • Lee, N.; Broderic A.J. ve Chamberlain L. (2007); What is ‘neuromarketing’? A discussion and agenda for future research, International Journal of Psychophysiology, 63: 199-204.
  • Levitt, T. (1960); Marketing myopia, Harvard Business Review, 38(4): 45–56.
  • Lewis ve Bridger (2008); Market researchers make increasing use of brain imaging, http://www.drdavidlewis.co.uk/, 02.03.2008.
  • McAfee, R.P., McMillan, J., (1996); Competition and game theory, Journal of Marketing Research, 33: 263–268.
  • Medina, J. (2004); The neurobiology of the decision to buy, Psychiatric Times, October, 31–34.
  • Meskauskas,J.(2005); Mediamaze:Neuromarketing, part 1, http://www.imediaconnection.com, July 13.
  • Morgan, R.M. ve Hunt, S.D., (1994); The commitment–trust theory of relationship marketing, Journal of Marketing, 58: 20–39.
  • Özger, O.T. (2006); Neuromarketing-duygusal pazarlama, http://www.autocadgunlugu.com/, 31, Ağustos, 2006.
  • Rossiter, J.R., Silberstein, R.B., Harris, P.G., Nield, G.A., (2001); Brain-imaging detection of visual scene encoding in long-term memory for TV commercials, Journal of Advertising Research, 41: 13–21.
  • Rustichini, A., (2005); Neuroeconomics: present and future, Games Economic Behavior, 52: 201–212.
  • Stephan B., (2008); Business Week Online, 29.01.2008, 30.
  • Trocchia, P.J., (2004); Caving, role playing, and staying home: shopper coping strategies in a negotiated pricing environment, Psychological Marketing, 21: 823–854.
  • Ural, T., (2003), İşletme ve Pazarlama Etiği, Detay yayıncılık, Ankara, s.25
  • Wilkinson, 2005, Marketing week, şubat 3.
  • www.termbank.net/psychology/2752.html, 28.02.2008
  • Young, C., (2002); Brain waves, picture sorts and branding moments, Journal of Advertising Research, 42: 42–53.
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Yrd. Doç. Dr. Tülin Ural Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2008
Gönderilme Tarihi 29 Aralık 2013
Yayımlandığı Sayı Yıl 2008 Cilt: 17 Sayı: 2

Kaynak Göster

APA Ural, Y. D. D. T. (2008). Pazarlamada Yeni Yaklaşım: Nöropazarlama Üzerine Kuramsal Bir Değerlendirme. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(2), 421-432.