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Neuromarketing as a Marketing Research Technique: Past, Present, and Future

Yıl 2024, Cilt: 2 Sayı: 1, 6 - 24, 12.09.2024

Öz

As of the 20th century, humanity has started to develop itself and create new branches of science. with the technology it has developed in various fields. The journey of marketing and market research, which began with the Industrial Revolution, has led us to neuromarketing today, which combines neuroscience, consumer psychology, and marketing sciences. Researchers working in the marketing and marketing research circle have also managed to make sense of customer acquisition, brand management and marketing and communication strategies by using neuromarketing and consumer neuroscience techniques, especially in the last two decades. Researchers in the field are expanding and enlarging the neuromarketing literature with the neuromarketing analyses and research they conduct. In this study, the articles obtained from the SCOPUS and Web of Science databases in the field of neuromarketing after 2000 were analyzed in a bibliometric context. The study was aimed to inform the researcher about the article studies carried out within the scope of neuromarketing.

Kaynakça

  • Agudelo, DS., Lomello, M., Recuerda, AM., Varon, DJ., (2022), MEASURING THE IMPACT OF PACKAGING IN WINE, A NEUROMARKETING STUDY, 3C Empresa, 11(1), ss.17-43
  • Alexander, J., Shenoy, V., & Yadav, A. (2019). Ethical Challenges in Neuromarketing: A Research Agenda. Indian Journal of Marketing, 49(3), 36.
  • Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda. SAGE Open, 13(1), ss.1-23.
  • Alsharif, A. H., Salleh, N. Z. M., Pilelienė, L., Abbas, A. F., & Ali, J. (2022). Current Trends in the Application of EEG in Neuromarketing: A Bibliometric Analysis. Scientific Annals of Economics and Business, 69(3), ss.393–415.
  • Azman H.S., Amin M.K.M., Wibirama S., (2019), Exploring the subconscious decision making in neuromarketing research using eye tracking technique, Journal of Advanced Manufacturing Technology, 13(2), ss.35-44
  • Babaç, E. E., & Yüncü, H. R. (2022). Determination of user experience on food business websites using neuromarketing techniques. Tourism and Management Studies, 18(3), ss.49–64.
  • Baskaran, S., Mahadi, N., & Rasid, S. Z. A. (2021). Multiple intelligence and entrepreneurial opportunity recognition – a failsafe approach of neuromarketing. Journal of Research in Marketing and Entrepreneurship, ahead-of-print(ahead-of-print).
  • Bastiaansen, M. C. M., Straatman, S., Driessen, E., Mitas, O., Stekelenburg, J. J., & Wang, L. (2016). My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing. Journal of Destination Marketing and Management, 7, ss.76–88.
  • Bengoechea, A. G., Ruiz, F. J. G., Herrera, M. H., & Crespo, R. A. (2023), Neuromarketing and e-commerce: analysis of over the top platform homepages, International Journal of Services Operations and Informatics, 12(3), ss.253-266.
  • Bhardwaj, S., Rana, G. A., Behl, A., & De Caceres, S. J. G. (2023). Exploring the boundaries of Neuromarketing through systematic investigation. Journal of Business Research, 154, 113371.
  • Birknerová, Zuzana, Miško, Dávid, Ondrijová, Ivana, Čigarská, Barbara Nicole, (2022), Analysis of Consumer Awareness of Neuromarketing, TEM Journal, 11(2), ss.870-875
  • Bočková, Kateřina. & Škrabánková, Jana & Hanák, Michal. (2021). Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets. Emerging Science Journal, 5-01, ss.44-56
  • Booth, D. A., & Freeman, R. B. (2014). Mind-reading versus neuromarketing: how does a product make an impact on the consumer? Journal of Consumer Marketing, 31(3), ss.177–189.
  • Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, ss.119–128.
  • Campbell, D., & Stanley, J. (1963). Experimental and quasi-experimental designs for research. InN. L. Gage (Ed.), Handbook of research on teaching, ss. 1-76.
  • Charles, W., & Bailey, J. (2006). What is open access? Retrieved June 09, 2023, from https://www.researchgate.net/publication/351973017_What_Is_Open_Access
  • Chatterjee, S., & Giri, A. (2021). Understanding consumer behaviour through neuromarketing: A strategic approach towards the mobile phone industry. Indian Journal of Marketing, 51(5–7), ss.64–80.
  • Corona-Cabrera, V, (2018), The Need for Neuroethics in Market Research. Study of the Neuromarketing Science and Business Association's Code of Ethics, Revista Perspectiva Empresarial, 5(1), ss.43-52.
  • Covino, D., Viola, I., Paientko, T., & Boccia, F. (2021). Neuromarketing: some remarks by an economic experiment on food consumer perception and ethic sustainability. Rivista Di Studi Sulla Sostenibilità, 1, ss.187–199.
  • Creswell, J. (2003). Researchdesign: Qualitative, quantitative and mixed methods approaches (2nded.). Thousand Oaks, CA: SAGE Publications.
  • Cruz, C. M. L., De Medeiros, J. F., Hermes, L. C. R., Marcon, A., & Marcon, É. (2016). Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature. International Journal of Business and Globalisation, 17(3), 330.
  • De Oliveira, J. H. C., & De Moura Engracia Giraldi, J. (2019). Neuromarketing and its implications for operations management: an experiment with two brands of beer. Gestão & Produção, 26(3).
  • De Oliveira, J. H. C., De Moura Engracia Giraldi, J., Jabbour, C. J. C., Netto, C. B. O., & Betti, K. C. M. (2015). Improving business innovation and research through the application of neuromarketing with ethics: a framework. International Journal of Business Innovation and Research, 9(1), 52.
  • De-Frutos-Arranz, S., & López, M. G. V. (2022). The State of the Art of Emotional Advertising in Tourism: A Neuromarketing Perspective. Tourism Review International, 26(2), ss.139–162.
  • Dimoka, A. (2012). How to Conduct a Functional Magnetic Resonance (fMRI) Study in Social Science Research. Management Information Systems Quarterly, 36(3), 811.
  • Dragolea, L., & Cotîrlea, D. (2011). Neuromarketing : between influence and manipulation. Polish Journal of Management Studies, 3, ss.78–88.
  • Eser, Z., Isin, F. B., & Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, 27(7–8), ss.854–868.
  • Ferrari, M., & Quaresima, V. (2012). A brief review on the history of human functional near-infrared spectroscopy (fNIRS) development and fields of application. NeuroImage, 63(2), ss.921–935.
  • Flores, J., Baruca, A., & Saldivar, R. (2014). Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No. Journal of Legal, Ethical and Regulatory Issues, 17(2), 77.
  • Fugate, D. L. (2007). Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), ss.385–394.
  • Garczarek-Bąk, U., Szymkowiak, A., Gaczek, P., & Disterheft, A. (2021). A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults. Journal of Brand Management, 28(2), ss.171–185.
  • Garofalo, Caterina & Gallucci, Francesco, (2021), From marketing to neuromarketing: Ethical considerations, Applied Marketing Analytics, 7(1), ss.65-72
  • Hafez, M. (2019), Neuromarketing: A new avatar in branding and advertisement. Pacific Business Review International, 12, ss.58–64
  • Hsu, L., & Chen, Y. (2019). Music and wine tasting: an experimental neuromarketing study. British Food Journal, 122(8), ss.2725–2737.
  • Ismajli, Ali, Ziberi, Besime, Metushi Ardita, (2022), The Impact Of Neuromarketing on Consumer Behaviour, Corporate Governance and Organizational Behavior Review, 6(2), ss.95-103.
  • Jukić, D. (2023), Beyond Brand Image: a Neuromarketing perspective, Communication Today, 14(1.2), ss.22-38.
  • Kajla, T., Raj, S., Kansra, P., Gupta, S., & Singh, N. (2023), Neuromarketing and consumer behavior: A bibliometric analysis., Journal of Consumer Behaviour, 2023, ss.1-13
  • Kalkova, Natalia N., Yarosh, Olga B., Mitina, Ella A. & Velgosh, Nataliia Z., (2023), Neuromarketing Research On Consumers’ Visual Perception Of Cryptomarking A Product Package, ABAC Journal, 43(1), ss.69-84.
  • Kolev, D. (2012). NEUROMARKETING AS A NEW MARKET PARADIGM. Casopıs Za Ekonomıju I Trzısne Komunıkacıje, 2(2), ss.252-273.
  • Kopton, I., & Kenning, P. (2014). Near-infrared spectroscopy (NIRS) as a new tool for neuroeconomic research. Frontiers in Human Neuroscience, 8.
  • Lee, N., Brandes, L., Chamberlain, L., & Senior, C. (2017). This is your brain on neuromarketing: reflections on a decade of research. Journal of Marketing Management, 33(11–12), ss.878–892.
  • Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1/2), ss.4–38.
  • Lee, SE, (2021), Teaching neuromarketing to fashion students: an application of Kirkpatrick's model, International Journal Of Fashion Design Technology And Education, 14(2), ss.185-193
  • Leedy, P. & Ormrod, J. (2001). Practical research: Planning and design(7th ed.).Upper Saddle River, NJ: Merrill Prentice Hall. Thousand Oaks: SAGE Publications.
  • Levallois, C., Smidts, A., & Wouters, P. (2021). The emergence of neuromarketing investigated through online public communications (2002–2008). Business History, 63(3), ss.443–466.
  • Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, ss.205–220.
  • Luna-Nevarez, C. (2021). Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media. Journal of Consumer Policy, 44(4), ss.559–583.
  • Malarvizhi, P. & Kumar, T. R. Suresh, (2019), Neuromarketing – The Potential Tool for Sales of Aesthetic Lasers. International Journal of Recent Technology and Engineering, 8(2S8), ss.1510–1513.
  • Mark Tadajewski (2010) Towards a history of critical marketing studies, Journal of Marketing Management, 26:9-10, ss.773-824
  • Martinez-Levy, A. C., Rossi, D., Cartocci, G., Mancini, M., Di Flumeri, G., Trettel, A., Babiloni, F., & Cherubino, P. (2021). Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research. International Review on Public and Nonprofit Marketing, 19(1), ss.53–75.
  • Mas, J. M., Gómez, A., & Márquez, Ó. C. (2023), Emotions in fear communication: A cross‐cultural neuromarketing approach, Psychology & Marketing, 2023, ss.1-22.
  • Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Vaidyanathan, R., Anwar, S. F., Sarker, F., & Mamun, K. A., (2023), Intelligent neuromarketing framework for consumers’ preference prediction from electroencephalography signals and eye tracking., Journal of Consumer Behaviour, 2023, ss.1-12
  • McDowell, W. S., & Dick, S. J. (2013). The Marketing of Neuromarketing: Brand Differentiation Strategies Employed by Prominent Neuromarketing Firms to Attract Media Clients. Journal of Media Business Studies, 10(1), ss.25–40.
  • Meng, M. (2023). Using Eye Tracking to Study Information Selection and Use in Procedures. IEEE TRANSACTIONS ON PROFESSIONAL COMMUNICATION, 66(1), ss.7-25
  • Meyerding, S. G., & Mehlhose, C. (2020). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS). Journal of Business Research, 107, ss.172–185.
  • Mileti, A.; Guido, G.; Prete, M.I. (2016), Nanomarketing: A new frontier for neuromarketing. Psychology & Marketing, 33, ss.664–674.
  • Mojahedi, Sahar & Hassanpour, Esmaeil, (2016), Identify and prioritize neuromarketing strategies nervous and their impact on the competitive advantage of the company on the basis of the marketing mix (Case study: Shiraz travel agencies), International Business Management, 10(15), ss.3077-3083.
  • Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), ss.131–135. Nemorin, S. (2017). Neuromarketing and the “poor in world” consumer: how the animalization of thinking underpins contemporary market research discourses. Consumption Markets & Culture, 20(1), ss.59–80.
  • Panda, D., Chakladar, D. D., Rana, S., & Parayitam, S. (2023). An EEG-based neuro-recommendation system for improving consumer purchase experience. Journal of Consumer Behaviour, ss.1– 15.
  • Paveleková, Jana & Čábyová, Ľudmila & Darázs, Tamás & Šalgovičová, Jarmila. (2021). USE OF NEW NEUROMARKETING TECHNOLOGIES IN BOOK MARKETING COMMUNICATION. Marketing Identity, ss. 492-505
  • Pethö, T., Štefko, R., & Gburová, J. (2021). Product Policy and Neuromarketing in The Context of Slovak Consumer. IBIMA Business Review, ss.1–7.
  • Pilelienė, L. (2011). NEUROMARKETING PRINCIPLES AND BENEFITS FOR AN ORGANIZATION: THEORETICAL ASPECT. Management Theory and Studies for Rural Business and Infrastructure Development, 29, ss.147-151.
  • Pilelienė, L. (2012). Application of Neuromarketing Principles in Pricing: Theoretical Aspect. Management Theory and Studies for Rural Business and Infrastructure Development, 30(1).
  • Pilelienė, L., & Grigaliūnaitė, V. (2017). The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach. Journal of Consumer Marketing, 34(3), ss.202–213.
  • Pop, N.A.; Dabija, D.-C.; Iorga, A.M.J.A.E. (2014), Ethical responsibility of neuromarketing companies in harnessing the market research—A global exploratory approach. Amfiteatru Econonmic, 16, ss.26–40.
  • Ramsøy, T. Z. (2019). Building a foundation for Neuromarketing and consumer neuroscience research: How researchers can apply academic rigor to the neuroscientific study of advertising effects. Journal of Advertising Research, 59(3), ss.281–294.
  • Salazar, R. E. C., Altamirano, K. A., & Cordova-Buiza, F. (2023), Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector, International Journal of Internet Marketing and Advertising, 19(1/2), ss.192-207.
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  • Spence, C. (2019). Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, 22(1), ss.275–298.
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  • Ulman, Y. I., Çakar, T., & Yildiz, G. (2014). Ethical Issues in Neuromarketing: “I Consume, Therefore I am!” Science and Engineering Ethics, 21(5), ss.1271–1284.
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Yıl 2024, Cilt: 2 Sayı: 1, 6 - 24, 12.09.2024

Öz

Kaynakça

  • Agudelo, DS., Lomello, M., Recuerda, AM., Varon, DJ., (2022), MEASURING THE IMPACT OF PACKAGING IN WINE, A NEUROMARKETING STUDY, 3C Empresa, 11(1), ss.17-43
  • Alexander, J., Shenoy, V., & Yadav, A. (2019). Ethical Challenges in Neuromarketing: A Research Agenda. Indian Journal of Marketing, 49(3), 36.
  • Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda. SAGE Open, 13(1), ss.1-23.
  • Alsharif, A. H., Salleh, N. Z. M., Pilelienė, L., Abbas, A. F., & Ali, J. (2022). Current Trends in the Application of EEG in Neuromarketing: A Bibliometric Analysis. Scientific Annals of Economics and Business, 69(3), ss.393–415.
  • Azman H.S., Amin M.K.M., Wibirama S., (2019), Exploring the subconscious decision making in neuromarketing research using eye tracking technique, Journal of Advanced Manufacturing Technology, 13(2), ss.35-44
  • Babaç, E. E., & Yüncü, H. R. (2022). Determination of user experience on food business websites using neuromarketing techniques. Tourism and Management Studies, 18(3), ss.49–64.
  • Baskaran, S., Mahadi, N., & Rasid, S. Z. A. (2021). Multiple intelligence and entrepreneurial opportunity recognition – a failsafe approach of neuromarketing. Journal of Research in Marketing and Entrepreneurship, ahead-of-print(ahead-of-print).
  • Bastiaansen, M. C. M., Straatman, S., Driessen, E., Mitas, O., Stekelenburg, J. J., & Wang, L. (2016). My destination in your brain: A novel neuromarketing approach for evaluating the effectiveness of destination marketing. Journal of Destination Marketing and Management, 7, ss.76–88.
  • Bengoechea, A. G., Ruiz, F. J. G., Herrera, M. H., & Crespo, R. A. (2023), Neuromarketing and e-commerce: analysis of over the top platform homepages, International Journal of Services Operations and Informatics, 12(3), ss.253-266.
  • Bhardwaj, S., Rana, G. A., Behl, A., & De Caceres, S. J. G. (2023). Exploring the boundaries of Neuromarketing through systematic investigation. Journal of Business Research, 154, 113371.
  • Birknerová, Zuzana, Miško, Dávid, Ondrijová, Ivana, Čigarská, Barbara Nicole, (2022), Analysis of Consumer Awareness of Neuromarketing, TEM Journal, 11(2), ss.870-875
  • Bočková, Kateřina. & Škrabánková, Jana & Hanák, Michal. (2021). Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets. Emerging Science Journal, 5-01, ss.44-56
  • Booth, D. A., & Freeman, R. B. (2014). Mind-reading versus neuromarketing: how does a product make an impact on the consumer? Journal of Consumer Marketing, 31(3), ss.177–189.
  • Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, ss.119–128.
  • Campbell, D., & Stanley, J. (1963). Experimental and quasi-experimental designs for research. InN. L. Gage (Ed.), Handbook of research on teaching, ss. 1-76.
  • Charles, W., & Bailey, J. (2006). What is open access? Retrieved June 09, 2023, from https://www.researchgate.net/publication/351973017_What_Is_Open_Access
  • Chatterjee, S., & Giri, A. (2021). Understanding consumer behaviour through neuromarketing: A strategic approach towards the mobile phone industry. Indian Journal of Marketing, 51(5–7), ss.64–80.
  • Corona-Cabrera, V, (2018), The Need for Neuroethics in Market Research. Study of the Neuromarketing Science and Business Association's Code of Ethics, Revista Perspectiva Empresarial, 5(1), ss.43-52.
  • Covino, D., Viola, I., Paientko, T., & Boccia, F. (2021). Neuromarketing: some remarks by an economic experiment on food consumer perception and ethic sustainability. Rivista Di Studi Sulla Sostenibilità, 1, ss.187–199.
  • Creswell, J. (2003). Researchdesign: Qualitative, quantitative and mixed methods approaches (2nded.). Thousand Oaks, CA: SAGE Publications.
  • Cruz, C. M. L., De Medeiros, J. F., Hermes, L. C. R., Marcon, A., & Marcon, É. (2016). Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature. International Journal of Business and Globalisation, 17(3), 330.
  • De Oliveira, J. H. C., & De Moura Engracia Giraldi, J. (2019). Neuromarketing and its implications for operations management: an experiment with two brands of beer. Gestão & Produção, 26(3).
  • De Oliveira, J. H. C., De Moura Engracia Giraldi, J., Jabbour, C. J. C., Netto, C. B. O., & Betti, K. C. M. (2015). Improving business innovation and research through the application of neuromarketing with ethics: a framework. International Journal of Business Innovation and Research, 9(1), 52.
  • De-Frutos-Arranz, S., & López, M. G. V. (2022). The State of the Art of Emotional Advertising in Tourism: A Neuromarketing Perspective. Tourism Review International, 26(2), ss.139–162.
  • Dimoka, A. (2012). How to Conduct a Functional Magnetic Resonance (fMRI) Study in Social Science Research. Management Information Systems Quarterly, 36(3), 811.
  • Dragolea, L., & Cotîrlea, D. (2011). Neuromarketing : between influence and manipulation. Polish Journal of Management Studies, 3, ss.78–88.
  • Eser, Z., Isin, F. B., & Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, 27(7–8), ss.854–868.
  • Ferrari, M., & Quaresima, V. (2012). A brief review on the history of human functional near-infrared spectroscopy (fNIRS) development and fields of application. NeuroImage, 63(2), ss.921–935.
  • Flores, J., Baruca, A., & Saldivar, R. (2014). Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No. Journal of Legal, Ethical and Regulatory Issues, 17(2), 77.
  • Fugate, D. L. (2007). Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), ss.385–394.
  • Garczarek-Bąk, U., Szymkowiak, A., Gaczek, P., & Disterheft, A. (2021). A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults. Journal of Brand Management, 28(2), ss.171–185.
  • Garofalo, Caterina & Gallucci, Francesco, (2021), From marketing to neuromarketing: Ethical considerations, Applied Marketing Analytics, 7(1), ss.65-72
  • Hafez, M. (2019), Neuromarketing: A new avatar in branding and advertisement. Pacific Business Review International, 12, ss.58–64
  • Hsu, L., & Chen, Y. (2019). Music and wine tasting: an experimental neuromarketing study. British Food Journal, 122(8), ss.2725–2737.
  • Ismajli, Ali, Ziberi, Besime, Metushi Ardita, (2022), The Impact Of Neuromarketing on Consumer Behaviour, Corporate Governance and Organizational Behavior Review, 6(2), ss.95-103.
  • Jukić, D. (2023), Beyond Brand Image: a Neuromarketing perspective, Communication Today, 14(1.2), ss.22-38.
  • Kajla, T., Raj, S., Kansra, P., Gupta, S., & Singh, N. (2023), Neuromarketing and consumer behavior: A bibliometric analysis., Journal of Consumer Behaviour, 2023, ss.1-13
  • Kalkova, Natalia N., Yarosh, Olga B., Mitina, Ella A. & Velgosh, Nataliia Z., (2023), Neuromarketing Research On Consumers’ Visual Perception Of Cryptomarking A Product Package, ABAC Journal, 43(1), ss.69-84.
  • Kolev, D. (2012). NEUROMARKETING AS A NEW MARKET PARADIGM. Casopıs Za Ekonomıju I Trzısne Komunıkacıje, 2(2), ss.252-273.
  • Kopton, I., & Kenning, P. (2014). Near-infrared spectroscopy (NIRS) as a new tool for neuroeconomic research. Frontiers in Human Neuroscience, 8.
  • Lee, N., Brandes, L., Chamberlain, L., & Senior, C. (2017). This is your brain on neuromarketing: reflections on a decade of research. Journal of Marketing Management, 33(11–12), ss.878–892.
  • Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1/2), ss.4–38.
  • Lee, SE, (2021), Teaching neuromarketing to fashion students: an application of Kirkpatrick's model, International Journal Of Fashion Design Technology And Education, 14(2), ss.185-193
  • Leedy, P. & Ormrod, J. (2001). Practical research: Planning and design(7th ed.).Upper Saddle River, NJ: Merrill Prentice Hall. Thousand Oaks: SAGE Publications.
  • Levallois, C., Smidts, A., & Wouters, P. (2021). The emergence of neuromarketing investigated through online public communications (2002–2008). Business History, 63(3), ss.443–466.
  • Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, ss.205–220.
  • Luna-Nevarez, C. (2021). Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media. Journal of Consumer Policy, 44(4), ss.559–583.
  • Malarvizhi, P. & Kumar, T. R. Suresh, (2019), Neuromarketing – The Potential Tool for Sales of Aesthetic Lasers. International Journal of Recent Technology and Engineering, 8(2S8), ss.1510–1513.
  • Mark Tadajewski (2010) Towards a history of critical marketing studies, Journal of Marketing Management, 26:9-10, ss.773-824
  • Martinez-Levy, A. C., Rossi, D., Cartocci, G., Mancini, M., Di Flumeri, G., Trettel, A., Babiloni, F., & Cherubino, P. (2021). Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research. International Review on Public and Nonprofit Marketing, 19(1), ss.53–75.
  • Mas, J. M., Gómez, A., & Márquez, Ó. C. (2023), Emotions in fear communication: A cross‐cultural neuromarketing approach, Psychology & Marketing, 2023, ss.1-22.
  • Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Vaidyanathan, R., Anwar, S. F., Sarker, F., & Mamun, K. A., (2023), Intelligent neuromarketing framework for consumers’ preference prediction from electroencephalography signals and eye tracking., Journal of Consumer Behaviour, 2023, ss.1-12
  • McDowell, W. S., & Dick, S. J. (2013). The Marketing of Neuromarketing: Brand Differentiation Strategies Employed by Prominent Neuromarketing Firms to Attract Media Clients. Journal of Media Business Studies, 10(1), ss.25–40.
  • Meng, M. (2023). Using Eye Tracking to Study Information Selection and Use in Procedures. IEEE TRANSACTIONS ON PROFESSIONAL COMMUNICATION, 66(1), ss.7-25
  • Meyerding, S. G., & Mehlhose, C. (2020). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS). Journal of Business Research, 107, ss.172–185.
  • Mileti, A.; Guido, G.; Prete, M.I. (2016), Nanomarketing: A new frontier for neuromarketing. Psychology & Marketing, 33, ss.664–674.
  • Mojahedi, Sahar & Hassanpour, Esmaeil, (2016), Identify and prioritize neuromarketing strategies nervous and their impact on the competitive advantage of the company on the basis of the marketing mix (Case study: Shiraz travel agencies), International Business Management, 10(15), ss.3077-3083.
  • Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), ss.131–135. Nemorin, S. (2017). Neuromarketing and the “poor in world” consumer: how the animalization of thinking underpins contemporary market research discourses. Consumption Markets & Culture, 20(1), ss.59–80.
  • Panda, D., Chakladar, D. D., Rana, S., & Parayitam, S. (2023). An EEG-based neuro-recommendation system for improving consumer purchase experience. Journal of Consumer Behaviour, ss.1– 15.
  • Paveleková, Jana & Čábyová, Ľudmila & Darázs, Tamás & Šalgovičová, Jarmila. (2021). USE OF NEW NEUROMARKETING TECHNOLOGIES IN BOOK MARKETING COMMUNICATION. Marketing Identity, ss. 492-505
  • Pethö, T., Štefko, R., & Gburová, J. (2021). Product Policy and Neuromarketing in The Context of Slovak Consumer. IBIMA Business Review, ss.1–7.
  • Pilelienė, L. (2011). NEUROMARKETING PRINCIPLES AND BENEFITS FOR AN ORGANIZATION: THEORETICAL ASPECT. Management Theory and Studies for Rural Business and Infrastructure Development, 29, ss.147-151.
  • Pilelienė, L. (2012). Application of Neuromarketing Principles in Pricing: Theoretical Aspect. Management Theory and Studies for Rural Business and Infrastructure Development, 30(1).
  • Pilelienė, L., & Grigaliūnaitė, V. (2017). The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach. Journal of Consumer Marketing, 34(3), ss.202–213.
  • Pop, N.A.; Dabija, D.-C.; Iorga, A.M.J.A.E. (2014), Ethical responsibility of neuromarketing companies in harnessing the market research—A global exploratory approach. Amfiteatru Econonmic, 16, ss.26–40.
  • Ramsøy, T. Z. (2019). Building a foundation for Neuromarketing and consumer neuroscience research: How researchers can apply academic rigor to the neuroscientific study of advertising effects. Journal of Advertising Research, 59(3), ss.281–294.
  • Salazar, R. E. C., Altamirano, K. A., & Cordova-Buiza, F. (2023), Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector, International Journal of Internet Marketing and Advertising, 19(1/2), ss.192-207.
  • Santos, M.F., Gonçalves, C.A., Monteiro, P.R.R., Filho, C.G. (2014). Reflectıng On Ethıcs In Practıce Neuromarketıng: Neuroethıcs. Revısta Brasıleıra De Marketıng, 13 (3), ss.49-62.
  • Selvalakshmi, V., Amuthan, S. V. B., & Srinivasan, R. (2023), Examining consumer psychology and marketing professionals perceptions towards neuromarketing, International Journal of Business and Globalisation, 35(3), ss.312-324.
  • Sousa, C.; Lara, E.J. (2016), State of the art of national and international publications on neuromarketing and neuroeconomics. Revista Brasileira De Marketing, 15, ss.28–41.
  • Spence, C. (2019). Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, 22(1), ss.275–298.
  • Stake, R. E. (1995). The art of case study research. Thousand Oaks, CA: Sage.
  • Stanton, S. J., Sinnott-Armstrong, W., & Huettel, S. A. (2017). Neuromarketing: Ethical Implications of its Use and Potential Misuse. Journal of Business Ethics, 144(4), ss.799–811.
  • Stefko, R.; Tomkova, A.; Kovalova, J.; Ondrijova, I. (2021). Consumer Purchasing Behaviour and Neuromarketing in The Context of Gender Differences, IBIMA Business, 321466.
  • Stipp, H. (2015), “The evolution of neuromarketing research: from novelty to mainstream: how neuro research tools improve our knowledge about advertising”, Journal of Advertising Research, 55(2), ss.120-122.
  • Torreblanca, F. & Juarez D. & Sempere F. & Mengual A. (2012). NEUROMARKETING: EMOTIONALITY AND CREATIVITY ORIENTED TO CONSUMER BEHAVIOR. 3C Empressa, 1(6), ss.252-273.
  • Ulman, Y. I., Çakar, T., & Yildiz, G. (2014). Ethical Issues in Neuromarketing: “I Consume, Therefore I am!” Science and Engineering Ethics, 21(5), ss.1271–1284.
  • Varlese, M., Misso, R., Koliouska, C., & Andreopoulou, Z. (2020). Food, internet and neuromarketing in the context of well-being sustainability. International Journal of Technology Marketing, 14(3), 267.
  • Williams, C. (2007). Research Methods. Journal of Business & Economics Research (JBER), 5(3), ss.65-72 Wright, B. A., & Wagner, J. A. (2008). The Changing Landscape Of Marketing Research: A Study Of Marketing Consultants. Journal of Applied Business Research, 24(3).
Toplam 79 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Pazarlama (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Zeynep Öztürk 0009-0009-8205-5569

Yayımlanma Tarihi 12 Eylül 2024
Gönderilme Tarihi 20 Aralık 2023
Kabul Tarihi 7 Mart 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 2 Sayı: 1

Kaynak Göster

APA Öztürk, Z. (2024). Neuromarketing as a Marketing Research Technique: Past, Present, and Future. GSU Managerial and Social Sciences Letters, 2(1), 6-24.