Reklamın Tüketim Psikolojisi Üzerindeki Etkisinde Nöropazarlamanın Aracılık Rolü

Öz

Tüketici davranışlarının analizi için pazarlama alanında çok yeni olmasa da nöropazarlama teknikleri kullanılmaya başlanmıştır. Buradan hareketle kurgulanan çalışmanın amacı, reklamın tüketim psikolojisi üzerindeki etkisinde nöropazarlamanın aracılık rolünü ortaya koymaktır. Bu çalışma, nicel verilere dayalı olup, genel ve ilişkisel tarama modelinde gerçekleştirilmiştir. Veriler anket yöntemiyle toplanmıştır. Araştırma evrenini, Konya’ nın merkez ilçeleri oluşturmaktadır. Araştırmaya 18 yaş ve üzeri katılımcılar dâhil edilmiştir. Deneklerin seçiminde kolayda örnekleme yöntemi tercih edilmişt ve çalışma 200 gönüllü denekle yürütülmüştür. Veri toplama aracı olarak kullanılan anket formu, tüketim psikolojisi (n=18), reklam (n=11) ve nöropazarlama (n=5) olarak sınıflandırılmıştır. Elde edilen verilerin çözümünde ve yorumlanmasında betimsel istatistikler ile çıkarımsal istatistikler kullanılmıştır. Verilerin kuramsal açıdan uyumunu doğrulamak için Yapısal Eşitlik Modelleri (YEM) çizilmiştir. Bu doğrultuda model, Baron ve Kenny (1986) tarafından geliştirilen üç aşamalı yapısal eşitlik modeli ile test edilmiştir. Sonuç olarak, reklamın tüketim psikolojisi üzerindeki etkisinde nöropazarlamanın aracılık rolünün olduğu tespit edilmiştir.

Anahtar Kelimeler

• Nöropazarlama
• Reklam
• Tüketim Psikolojisi

The Mediating Role of Neuromarketing in the Effect of Advertising on Consumption Psychology

Abstract

Neuromarketing techniques have begun to be used for the analysis of consumer behavior, although they are not very new in the field of marketing. The aim of the study, which is based on this, is to reveal the mediating role of neuromarketing in the effect of advertising on consumer psychology. The research is a general and relational survey model based on quantitative data. Data were collected by questionnaire method. The research population consists of the central districts of Konya. Participants aged 18 and over were included in the study. Convenience sampling method was preferred in the selection of the subjects. And the study was conducted with 200 volunteer subjects. The questionnaire used as a data collection tool was classified as consumer psychology (n=18), advertising (n=11) and neuromarketing (n=5). Descriptive and inferential statistics were used in the analysis and interpretation of the data. Structural Equation Models (SEM) were drawn in order to verify the compatibility of the theoretically established relations with the data in the research. Accordingly, the model was tested with the three-stage structural equation model developed by Baron and Kenny (1986). As a result, it has been determined that neuromarketing has a mediating role in the effect of advertising on consumer psychology.

Keywords

• Neuromarketing
• Advertisement
• Consumption Psychology.

Kaynakça

1. Abelson, R. P. (1967). Modes of resolution of belief dilemmas. Attitudes versus actions. M. Fishbein (ed.). Readings in attitude theory and research. New York: Wiley.
2. Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2010). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı (6. Baskı). Sakarya: Sakarya Yayıncılık.
3. Ambler, T., Ioannides, A. & Rose, S. (2000). Brands on the brain: Euro-images of advertising. Business Strategy Review, 11, 17-30.
4. Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. doi:10.1037//0022-3514.51.6.1173
5. Bayram, N. (2012). Veri analizi-Excel ve SPSS uygulamalarıyla birlikte. Ankara: Siyasal Kitabevi.
6. Bernays,https://www.bernays.hr/Home/Page/en-US?name=who-is-edward-bernaise [09.09.2021]
7. 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.
8. Butler, M. J. (2008). Neuromarketing and the perception of knowledge. Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 415-419.

9. Du Plessis, E. (2011). The branded mind: What neuroscience really tells us about the puzzle of the brain and the brand. Kogan Page.
10. Eser Z., Isin F. B. & Tolon M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. J. Mark. Manag. 27, 854–868.
11. Festinger, L. & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. Journal of Abnormal and Social Psychology, 58, 203-211.
12. Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining neuromarketing: Practices and professional challenges. Harvard Review of Psychiatry, 18(4), 230-237. http://dx.doi.org/10.3109/10673229.2010.496623
13. Freud, S. (1935). A general introduction to psychoanalysis. Oxford, England: Liveright.
14. Hazeldine, S. (2013). Neuro sell. Kogan Page Limited.
15. Heider, F. (1946). Attitudes and cognitive organization. The Journal of Psychology: Interdis-ciplinary and Applied, 21(1), 107–112.
16. Herman, E. S. ve Chomsky, N. (2012). Rızanın imalatı: Kitle medyasının ekonomi politiği. (Çev. E. Abadoğlu). 2. Basım. İstanbul: bgst Yayınları.
17. Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), 263–271. doi:10.1002/cb.251
18. Karagöz, Y. (2016). Spss 23 ve Amos 23 uygulamalı istatistiksel analizler. Ankara: Nobel Yayıncılık.
19. Karmarkar, U. (2011). Note on neuromarketing. Harvard business school marketing unit case, 512-031.
20. Karremans, J. C., Stroebe, W., & Claus, J. (2006). Beyond Vicary’s fantasies: The ımpact of subliminal priming and brand choice. Journal of Experimental Social Psychology, 42, 792–798.
21. Kelly, S. J. (1979). Subliminal embeds in print Advertising: A challenge to Advertising ethics. Journal of Advertising, 8(3), 20-24.
22. Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204. http://dx.doi.org/10.1016/j.ijpsycho.2006.03.007
23. Lippmann, W. (1922). Public opinion. New York: Dower Publication.
24. Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370-396.
25. Meydan, C. H. ve Şeşen, H. (2015). Yapısal Eşitlik Modellemesi Amos Uygulamaları. Ankara: Seçkin Yayınevi.
26. Mnushko, Z.M., Pestun I.V., Timanyuk I.V., Sofronova I.V. & Aliekperova, N.V. (2016). Management and Marketing in Pharmacy, Dialog Publishing Center, Kharkiv.
27. Mukherji, A., & Mukherji, J. (1998). Structuring organizations for the future: Analyzing and Managing change. Management Decision, 36(4), 265–273. doi:10.1108/00251749810211054
28. Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour: An International Research Review, 7(4‐5), 293-302.
29. Oliveira, J.H.C., Giraldi, J.d.M.E., Jabbour, C.J.C., Netto, C.F. & Betti, K.C.M. (2015). Improving business innovation and research through the application of neuromarketing with ethics: A framework’, Int. J. Business Innovation and Research, Vol. 9, No.1,52–64.
30. Osgood, C.E. (1964). Method and theory in experimental psychology, OxfordUniversity Press.
31. Özdamar, K. N. & Kuzu, A. (2015). Development and testing of a m-learning system for the professional development of academics through design-based action research. International Review of Research in Open and Distributed Learning, 16(1), 193-220.
32. Özdemir, M. (2010). Nitel veri analizi: Sosyal bilimlerde yöntembilim sorunsalı üzerine bir çalışma. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 11(1), 323-343.
33. Pohl, C., & Hirsch, H. G. (2007). Principles for designing transdisciplinary research: Proposed by the Swiss Academies of Arts and Sciences. oekom Verlag, München.
34. Senemoğlu, N. (2005). Gelişim öğrenme ve öğretim, kuramdan uygulamaya. Gazi Kitabevi, 12. Baskı, Ankara.
35. Senior, C., & Lee, N. (2008). Editorial: A manifesto for neuromarketing science. Journal of Consumer Behaviour, 7(4-5), 263-271. http://dx.doi.org/10.1002/cb.250
36. Tannenbaum, D. G. & Schultz, D. (2004). Inventors of ideas: An introduction to western political philosophy (2nd ed.) by Wadsworth, Thomson Learning, Inc.
37. Yıldırım, T.E. (2013). Klinik reklamcılık. https://docplayer.biz.tr/15950095-Klinik-reklamcilik-reklam-surecinde-psikodinamik-ve-psikolojik-rahatsizliklarin-kullanimi.html [09.09.2021]
38. Zeigarnik, B. (1927). On finished and unfinished tasks- über das behalten von erledigten und unerledigten handlungen, Psychologische Forschung, 9.
39. Weinstein, S., Drozdenko, R., & Weinstein, C. (1984). Brain wave analysis in advertising research. Psychology and Marketing, 1, 83–96.
40. Wertheimer, M. (1912). Experimentelle studien über das sehen von bewegung. Experimental studies on motion vision. Zeitschrift für Psychologie, 61(1), 161-265.