NEUROMARKETING: NAVIGATING NEW PERSPECTIVES IN NEUROSCIENCE AND MARKETING SYNTHESIS

Yıl 2024, , 600 - 626, 30.11.2024

Şahap Akan , Özlem Atalık

https://doi.org/10.53092/duiibfd.1495454

Öz

In recent years, the field of neuromarketing has attracted considerable attention from both academics and practitioners. Neuromarketing differs from other fields in terms of both the tools and methods used in market research. Therefore, there is a need for literature reviews that focus on studies conducted in this field to acquire insights into the work carried out. This study aims to fill this gap by evaluating the techniques used in neuromarketing studies within the existing literature and presenting research findings to provide researchers a framework for these investigations. Neuromarketing studies, reviewed under headings such as EEG, fMRI, and others, have been explained in detail in terms of research tools, samples, research topics, and findings. In addition, the research approaches and applications adopted in these pertinent studies have been meticulously addressed. Ultimately, this research aims to provide a more comprehensive approach to the current state of neuromarketing studies, thereby contributing to the development of this interdisciplinary field. Additionally, it highlights future research directions in terms of theory, application, and methodology.

Anahtar Kelimeler

Neuromarketing, consumer behavior, literature review, EEG, fMRI

NÖROPAZARLAMA: SİNİRBİLİM VE PAZARLAMA SENTEZİNDE YENİ PERSPEKTİFLER

Öz

Nöropazarlama alanı son yıllarda akademisyenlerin ve pazarlama uygulayıcılarının büyük ilgisini çekmektedir. Nöropazarlama, pazar araştırmalarında kullanılan diğer araç ve yöntemlerden farklılık göstermektedir. Dolayısıyla bu alanda yapılacak çalışmalara ilişkin olarak bir görüş elde etmek için çeşitli literatür çalışmalarına ihtiyaç duyulmaktadır. Bu çalışma, nöropazarlama çalışmalarında kullanılan teknikleri mevcut literatür bağlamında değerlendirerek ve araştırmacılara bu araştırmalar için bir çerçeve sağlayacak araştırma bulgularını sunarak bu boşluğu doldurmayı amaçlamaktadır. EEG, fMRI ve diğer yöntemler gibi başlıklar altında incelenen nöropazarlama çalışmaları, araştırma araçları, örneklem, araştırma konuları ve bulguları açısından detaylı bir şekilde açıklanmıştır. Ayrıca ilgili çalışmalarda benimsenen araştırma yaklaşımları ve uygulamaları titizlikle ele alınmıştır. Sonuç olarak bu araştırma, nöropazarlama çalışmalarının mevcut durumuna ilişkin olarak daha kapsamlı bir yaklaşım sunmayı ve böylece bu disiplinler arası alanın gelişimine katkıda bulunmayı amaçlamaktadır. Ayrıca teori, uygulama ve metodoloji açısından gelecekteki araştırma perspektiflerini de vurgulamaktadır.

Anahtar Kelimeler

Nöropazarlama, Tüketici Davaranışları, Literatür Taraması, EEG, fMRI

Kaynakça

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