Reklamın Tüketim Psikolojisi Üzerindeki Etkisinde Nöropazarlamanın Aracılık Rolü

Yıl 2021, , 346 - 352, 31.12.2021

A. Selçuk Köylüoğlu

https://doi.org/10.31590/ejosat.1039362

Cited By: 1

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

Öz

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.

Anahtar Kelimeler

Neuromarketing, Advertisement, Consumption Psychology.

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