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NEUROMARKETING: A RETROSPECTIVE REVIEW OF RESEARCHES ON ASSESSMENT OF ADVERTISEMENT EFFECTIVENESS BY MEANS OF PSYCHOPHYSIOLOGIC TECHNIQUES

Yıl 2013, , 167 - 195, 31.12.2013
https://doi.org/10.17065/huniibf.103649

Öz

Advertising
effectiveness can be assessed by means of verbal, behavioral and
psychophysiological measures. The use of verbal or behavioral measures is the
traditional approach for evaluating of advertising effectiveness and it has
been criticized in many aspects. Marketing researchers have developed
neuromarketing concept with the collaboration of neurology and psychology to
compensate for the limitations and deficiencies of traditional approaches. A
new perspective that could not be discovered with traditional approaches is
developed by the application of psychophysiological techniques on consumer
behaviors. Many foreign researches in this field have been carried since 1960s.
However, this field recently has been recognized in Turkey. After a review, it
is observed that Turkish literature is quite insufficient on this field.
The aim of this
paper is to introduce the theoretical infrastructure and application techniques
of neuromarketing to Turkish literature. Within this perspective,
neuromarketing concept and foreign advertising researches based on
psychophysiological techniques are summarized. Ten psychophysiological
techniques are discussed in three dimensions, central nervous system
measurement, autonomic nervous system measurement and somatic nervous system
measurement. Qualifications, limitations and advantages of these techniques are
stated.
    

Kaynakça

  • Aaker, D., D. Stayman, M. Hagerty (1986) “Warmth in Advertising: Measurement, Impact, and Sequence Effects”, Journal of Consumer Research, 12(Mart), 365-38.
  • Ambler, T., A. Ionnides, S. Rose (2000) “Brands on the Brain: Neuro-Images ff Advertising”, Business Strategy Review, 11(3), 17-30.
  • Ambler, T., S. Braeutigam, J. Stins, S. Rose, S. Swithenby (2004) “Salience and Choice: Neural Correlates of Shopping Decisions”, Psychology & Marketing, 21(4), April, 247-261.
  • Andreassi, J.L. (2007) Psychophysiology: Human Behavior & Physiological Response, Fifth Edition, New Jersey: Lawrence Erlbaum Associates, Inc.
  • Appel, V., S. Weinstein, C. Weinstein (1979) “Brain Activity and Recall of Tv Advertising”, Journal of Advertising Research, 19(4), 412- 418.
  • Backhous, K., M. Meyer, A. Stockert (1985) “Using Voice Analysis for Analyzing Bargaining Processes in Industrial Marketing”, Journal of Business Research, 13(5), 435- 446
  • Belch, M., B. Holgerson, G. Belch, J. Koppman (1982) “Psychophysiological and Cognitive Responses To Sex in Advertising”, Advances in Consumer Research, 9, 424-427.
  • Blackwell, R.D., J.S. Hensel, B. Sternthal, (1970) “Pupil Dilation: What Does it Measure?”, Journal of Advertising Research, 10(4), 15-18.
  • Bogart, L., B.S. Tolley (1988) “The Search for Information in Newspaper Advertising”, Journal of Advertising Research, April/ May, 9-19
  • Bolls, P., A. Lang, R. Potter (2001) “The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements”, Communication Research, 28(5), 627-651.
  • Bolls, P., D. Muehling (2003) “The Effects of Television Commercial Pacing on Viewers’ Attention and Memory”, Journal of Marketing Communications, 9, 17-28.
  • Brickman, G. (1976) “Voice Analysis”, Journal of Advertising Research, 16(3), 43- 48.
  • Brickman, G. (1980), “Use of Voice Pitch Analysis”, Journal of Advertising Research, 20(2), 69-73.
  • Buckley, P.G. (1991) “An S-O-R Model of the Purchase of an Item in a Store”, Advances in Consumer Research, 18.
  • Cacioppo, J.T., R.E. Petty (1982) “Individual Differences in Relative Hemispheric Alpha Abundance and Cognitive Responses to Persuasive Communications”, Journal of Personality and Social Psychology, 43(3), 623-6.
  • Cacioppo, J.T., R.E. Petty, M.E. Losch, H.S. Kim (1986) “Electromyographic Activity over Facial Muscle Regions can Differentiate the Valence and Intensity of Affective Reactions”, Journal of Personality and Social Psychology, 50(2), 260-268.
  • Chandon, P., J.W. Hutchinson, E.T. Bradlow, S. Young, (2001) “Faculty & Research Paper: Measuring The Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data”, The INSEAD-Wharton Alliance Center for Global Research http://faculty.insead.edu/chandon/personal_page/documents/wp_chandon%20h utchinon%20bradlow%20book%20chapter%20insead%20wp.pdf, 24.12.2011.
  • Dreze, X., F.X. Hussherr (2003) “Internet Advertising: Is Anybody Watching”, Journal of Interactive Marketing, 17(4), 8-23.
  • Du Plessis, E. (1994) “Recognition Versus Recall”, Journal of Advertising Research, Mary/June, 75-91.
  • Editorial (2008) “A Manifesto for Neuromarketing Science”, Journal of Consumer Behavior, 7, 263- 271.
  • Eroğlu, S.A., K.A. Machleit, L.M. Davis (2001) “Atmospheric Qualities of Online Retailing: A Conceptual Model and Implications”, Journal of Business Research, 54, 177-184.
  • Farah, M.J. (2005) “Neuroethics: The Practical and the Philosophical”, TRENDS In Cognitive Sciences, 9(1), 34- 40.
  • Fischer, P.M., J.W. Richards, E.J. Berman, D.M. Krugman (1989) “Recall and Eye Tracking Study of Adolescents Viewing Tobacco Advertisements”, The Journal of The American Medical Association, 261(1), 6, 84-89.
  • Fox, R.J., D.M. Krugman, J.E. Fletcher, P.M. Fischer (1998) “Adolescents’ Attention to Beer And Cigarette Print Ads and Associated Product Warnings”, Journal of Advertising, 27(3), 57-68.
  • Garcia, C., V. Ponsoda (2000) “Scanning Ads: Effects of Involvement and of Position of the Illustration in Printed Advertisements”, Advances in Consumer Research, 27, 104-109.
  • Hazlett, R., Y.S. Hazlett (1999) “Emotional Response to Television Commercials: Facial EMG vs. Self-Report”, Journal of Advertising Research, March, 7-23.
  • Hess, E.H., J.M. Polt (1960) “Pupil Size as Related to Interest Value of Visual Stimuli”, Science, New Series, 132(3423), 5, 349- 350.
  • John, K.K. (2009) “Adolescent Interest in Alcohol Responsibility Messages: The Message Matters”, Brigham Young University Department of Communications http://contentdm.lib.byu.edu/etd/image/etd3204.pdf, 22.12.2011. Master Thesis), December,
  • Kenning, P. (2008) “What Advertisers can Do and can not Do with Neuroscience”, IJA, Advertising & The Brain Special Issue, 27(3), 472- 473.
  • Kilbourne, W., S. Painton, D. Ridley (1985) “The Effects of Sexual Embedding on Responses to Magazine Advertisements”, Journal of Advertising, 14(2), 48- 56.
  • King, A.S. (1972) “Pupil Size, Eye Direction and Message Appeal: Some Preliminary Findings”, Journal of Marketing, July, 55-58.
  • Krugman D.M., R.J. Fox, J.E. Fletcher, T.H. Rojas (1994) “Do Adolescents Attend to Warnings in Cigarette Advertising? An Eye Tracking Approach”, Journal of Advertising Research, November/ December, 39-52.
  • Labarbera, P., J. Tucciarone (1995) “GSR Reconsidered: A Behavior-Based Approach to Evaluating and Improving the Sales Potency of Advertising”, Journal of Advertising Research, September-October, 33-53.
  • Lang, A., J. Borse, K. Wise, P. David (2002) “Captured by the World Wide Web Orienting to Structural and Content Features of Computer-Presented Information”, Communication Research, 29(3), 215- 245.
  • Lohse, G.L. (1997) “Consumer Eye Movement Patterns on Yellow Pages Advertising”, Journal of Advertising, 26(1), 61-73.
  • Morrison, B.J., M.J. Dainoff (1972) “Advertisement Complexity and Looking Time”, Journal of Marketing Research, 9, November, 396-400.
  • Murphy, E.R., J. Illes, P.B. Reiner, (2008) “Neuroethics of Neuromarketing”, Journal of Consumer Behavior, 7, 293- 302.
  • Nelson, R., D. Schwartz (1979) “Voice-Pitch Analysis”, Journal of Advertising Research, 19(5), 55-59.
  • Nighswonger, N., C.R. Martin (1981) “On Using Voice Analysis in Marketing Research”, Journal of Marketing Research, 18, August, 350-355.
  • Ohme, R., D. Wiener, D. Reykowska, A. Choromanska (2009) “Analysis of Neurophysiological Reactions to Advertising Stimuli by Means of EEG and Galvanik Skin Response Measures”, Journal of Neuroscience, Psychology and Economics, 2(1), 21-31.
  • Pieters, R., E. Rosbergen, M. Wedel (1999) “Visual Attention to Print Advertising: A Test of Scanpath Theory”, Journal of Marketing Research, 36, November, 424-438.
  • Pieters, R., L. Warlop, M. Wedel (2002) “Breaking Through The Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory”, Management Science, 48(6), 765-781.
  • Pieters, R., M. Wedel (2004) “Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects”, Journal of Marketing, 68, April, 36-50.
  • Radach, R., S. Lemmer, C. Vorstius, D. Heller, K. Radach (2003) “Eye Movements in the Processing of Print Advertisements”, The Mind’s Eye: Cognitive and Applied Aspects of Eye Movement Research, Ed: Hyona, J., Radach, R., Deubel, H., Oxford: Elsevier Science, 609-623.
  • Rapp, J., R.P. Hill, J. Gaines, R.M. Wilson (2009) “Advertising and Consumer Privacy: Old Practices and New Challenges”, Journal of Advertising, 38(4), 51-61.
  • Richins, M.L. (1997) “Measuring Emotions in Consumption Experience”, Journal of Consumer Research, 24(2), 127- 146.
  • Rosbergen, E., R. Pieters, M. Wedel (1997) “Visual Attention to Advertising: A Segment-Level Analysis”, Journal of Consumer Research, 24(December), 305- 314.
  • Rossiter, J.R., R.B. Silberstein (2001) “Brain-Imagining Detection of Visual Scene Encoding in Longterm Memory for Tv Commercials”, Journal of Advertising Research, March-April, 13-21.
  • Rothschild, M.L., Y.J. Hyun, B. Reeves, E. Thorson, R. Goldstein (1988) “Hemispherically Lateralized EEG as a Response to Television Commercials”, The Journal of Consumer Research, 15(2), 185- 198.
  • Rothschild, M.L., Y.J. Hyun (1990) “Predicting Memory for Components of Tv Commercials from EEG”, The Journal of Consumer Research, 16(4), 472- 478.
  • Russell, J.R. (1980) “A Circumplex Model of Affect”, Journal of Personality and Social Psychology, 39(6), 1161-1178.
  • Sanbonmatsu, D.M., F.R. Kardes (1988) “The Effects of Physiological Arousal on Information Processing and Persuasion”, Journal of Consumer Research, 15(3), 379-385.
  • Stayman, D., D. Aaker (1993) “Continuous Measurement of Self-Report of Emotional Response”, Psychology & Marketing, 10(3), 199-214.
  • Stem, D.E., C.S. Bozman (1988) “Respondent Anxiety Reduction with the Randomized Response Technique”, Advances in Consumer Research, 15(1), 595-599.
  • Stewart, D.W., D.H. Furse (1982) “Applying Psychophysiological Measures to Marketing and Advertising Research Problems”, Current Issues & Research in Advertising, 5(1), 1-38.
  • Stewart, D.W. (1984) “Physiological Measurement of Advertising Effects”, Psychology & Marketing, 1(1), 43-48.
  • Sundar, S.S., S. Kalyanaraman (2004) “Arousal, Memory and Impression-Formation Effects of Animation Speed in Web Advertising”, The Journal of Advertising, 33(1), 7-17.
  • Treistman, J., J.P. Gregg (1979) “Visual, Verbal, and Sales Responses to Print Ads”, Journal of Advertising Research, 19(4), 41-47.
  • Vanden Abeele, P., D. Maclachlan (1994), “Process Tracing of Emotional Responses to Tv Ads: Revisiting the Warmth Monitor”, Journal of Consumer Research, 20, March, 586-600.
  • Wang, Y., J. Minor, S. Micheal (2008) “Validity, Reliability and Applicability of Psychophysiological Techniques in Marketing Research”, Psychology & Marketing, 25(2), 197-232.
  • Watson, P.J., R.J. Gatchel (1979) “Autonomic Measures of Advertising”, Journal of Advertising Research, 19(3), 15- 26.
  • Wedel, M., R. Pieters (2000) “Eye Fixations on Advertisements and Memory for Brands: A Model and Findings”, Marketing Science, 19(4), 297-312.
  • Weinstein, S., W. Appel, C. Weinstein. (1980) “Brain-Activity Responses to Magazine and Television Advertising”, Journal of Advertising Research, 20(3), 57- 63.
  • Weinstein, S., C. Weinstein, R. Drozdenko (1984a) “Brainwave Analysis: An Electroencephalographic Technique Used for Evaluating The Communications -Effect of Advertising ”, Psychology&Marketing, 1(1), 17-42.
  • Weinstein, S., R. Drozdenko, C. Weinstein, (1984b) “Brainwave Analysis in Advertising Research”, Psychology&Marketing, 1(3-4), 83-95.
  • Wiles, J.A., T.B. Cornwell (1990) “A Review of Methods Utilized in Measuring Affect, Feelings, and Emotion in Advertising”, Current Issues&Research in Advertising, 13, 241-275.
  • Young, C. (2002) “Brain Waves, Picture Sorts, and Branding Moments”, Journal of Advertising Research, 42(4), 42-55.
  • Zaltman, G. (1997) “Rethinking Market Research: Putting People Back in”, Journal of Marketing Research, 34(4), 424-437.

NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ

Yıl 2013, , 167 - 195, 31.12.2013
https://doi.org/10.17065/huniibf.103649

Öz

Reklam etkinliği sözel ölçütlere, davranışsal ölçütlere ve psikofizyolojik ölçütlere dayalı olarak değerlendirilebilmektedir. Sözel ve davranışsal ölçütlere dayalı olarak değerlendirilme, geleneksel bir yaklaşımdır ve birçok açıdan eleştirilmektedir. Bu tekniklerin taşıdığı sınırlılıkları ve yetersizlikleri aşabilmek için, nöroloji ve psikoloji biliminden yararlanarak nöropazarlama kavramı geliştirilmiştir. Tüketici davranışları kapsamındaki nöropazarlama çalışmaları, yurtdışında 1960’lardan itibaren yoğun olarak gerçekleştirilmektedir. Ancak, Türkiye’de bu alan yeni fark edilmeye başlanmıştır. Yapılan araştırmalar sonucunda Türkçe literatürün de bu alanda oldukça yetersiz olduğu saptanmıştır.  Bu makalenin amacı, nöropazarlama bağlamında geçmişten bugüne kadar yurtdışında yapılmış, teorik altyapıyı ve uygulamaya yönelik yöntemleri içeren araştırmaların Türkçe literatüre kazandırılmasıdır. Bu amaç doğrultusunda nöropazarlama kavramı ve psikofizyolojik tekniklerin kullanıldığı reklam araştırmaları özetlenmektedir. On psikofizyolojik teknik, merkezi sinir sistemi, otonom sinir sistemi ve somatik sinir sistemi ölçümü olmak üzere üç ana grupta ele alınmaktadır. Bu tekniklerin yeterlilikleri, sınırlılıkları ve anket yöntemine kıyasla sağladığı faydalar belirtilmektedir.  

Kaynakça

  • Aaker, D., D. Stayman, M. Hagerty (1986) “Warmth in Advertising: Measurement, Impact, and Sequence Effects”, Journal of Consumer Research, 12(Mart), 365-38.
  • Ambler, T., A. Ionnides, S. Rose (2000) “Brands on the Brain: Neuro-Images ff Advertising”, Business Strategy Review, 11(3), 17-30.
  • Ambler, T., S. Braeutigam, J. Stins, S. Rose, S. Swithenby (2004) “Salience and Choice: Neural Correlates of Shopping Decisions”, Psychology & Marketing, 21(4), April, 247-261.
  • Andreassi, J.L. (2007) Psychophysiology: Human Behavior & Physiological Response, Fifth Edition, New Jersey: Lawrence Erlbaum Associates, Inc.
  • Appel, V., S. Weinstein, C. Weinstein (1979) “Brain Activity and Recall of Tv Advertising”, Journal of Advertising Research, 19(4), 412- 418.
  • Backhous, K., M. Meyer, A. Stockert (1985) “Using Voice Analysis for Analyzing Bargaining Processes in Industrial Marketing”, Journal of Business Research, 13(5), 435- 446
  • Belch, M., B. Holgerson, G. Belch, J. Koppman (1982) “Psychophysiological and Cognitive Responses To Sex in Advertising”, Advances in Consumer Research, 9, 424-427.
  • Blackwell, R.D., J.S. Hensel, B. Sternthal, (1970) “Pupil Dilation: What Does it Measure?”, Journal of Advertising Research, 10(4), 15-18.
  • Bogart, L., B.S. Tolley (1988) “The Search for Information in Newspaper Advertising”, Journal of Advertising Research, April/ May, 9-19
  • Bolls, P., A. Lang, R. Potter (2001) “The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements”, Communication Research, 28(5), 627-651.
  • Bolls, P., D. Muehling (2003) “The Effects of Television Commercial Pacing on Viewers’ Attention and Memory”, Journal of Marketing Communications, 9, 17-28.
  • Brickman, G. (1976) “Voice Analysis”, Journal of Advertising Research, 16(3), 43- 48.
  • Brickman, G. (1980), “Use of Voice Pitch Analysis”, Journal of Advertising Research, 20(2), 69-73.
  • Buckley, P.G. (1991) “An S-O-R Model of the Purchase of an Item in a Store”, Advances in Consumer Research, 18.
  • Cacioppo, J.T., R.E. Petty (1982) “Individual Differences in Relative Hemispheric Alpha Abundance and Cognitive Responses to Persuasive Communications”, Journal of Personality and Social Psychology, 43(3), 623-6.
  • Cacioppo, J.T., R.E. Petty, M.E. Losch, H.S. Kim (1986) “Electromyographic Activity over Facial Muscle Regions can Differentiate the Valence and Intensity of Affective Reactions”, Journal of Personality and Social Psychology, 50(2), 260-268.
  • Chandon, P., J.W. Hutchinson, E.T. Bradlow, S. Young, (2001) “Faculty & Research Paper: Measuring The Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data”, The INSEAD-Wharton Alliance Center for Global Research http://faculty.insead.edu/chandon/personal_page/documents/wp_chandon%20h utchinon%20bradlow%20book%20chapter%20insead%20wp.pdf, 24.12.2011.
  • Dreze, X., F.X. Hussherr (2003) “Internet Advertising: Is Anybody Watching”, Journal of Interactive Marketing, 17(4), 8-23.
  • Du Plessis, E. (1994) “Recognition Versus Recall”, Journal of Advertising Research, Mary/June, 75-91.
  • Editorial (2008) “A Manifesto for Neuromarketing Science”, Journal of Consumer Behavior, 7, 263- 271.
  • Eroğlu, S.A., K.A. Machleit, L.M. Davis (2001) “Atmospheric Qualities of Online Retailing: A Conceptual Model and Implications”, Journal of Business Research, 54, 177-184.
  • Farah, M.J. (2005) “Neuroethics: The Practical and the Philosophical”, TRENDS In Cognitive Sciences, 9(1), 34- 40.
  • Fischer, P.M., J.W. Richards, E.J. Berman, D.M. Krugman (1989) “Recall and Eye Tracking Study of Adolescents Viewing Tobacco Advertisements”, The Journal of The American Medical Association, 261(1), 6, 84-89.
  • Fox, R.J., D.M. Krugman, J.E. Fletcher, P.M. Fischer (1998) “Adolescents’ Attention to Beer And Cigarette Print Ads and Associated Product Warnings”, Journal of Advertising, 27(3), 57-68.
  • Garcia, C., V. Ponsoda (2000) “Scanning Ads: Effects of Involvement and of Position of the Illustration in Printed Advertisements”, Advances in Consumer Research, 27, 104-109.
  • Hazlett, R., Y.S. Hazlett (1999) “Emotional Response to Television Commercials: Facial EMG vs. Self-Report”, Journal of Advertising Research, March, 7-23.
  • Hess, E.H., J.M. Polt (1960) “Pupil Size as Related to Interest Value of Visual Stimuli”, Science, New Series, 132(3423), 5, 349- 350.
  • John, K.K. (2009) “Adolescent Interest in Alcohol Responsibility Messages: The Message Matters”, Brigham Young University Department of Communications http://contentdm.lib.byu.edu/etd/image/etd3204.pdf, 22.12.2011. Master Thesis), December,
  • Kenning, P. (2008) “What Advertisers can Do and can not Do with Neuroscience”, IJA, Advertising & The Brain Special Issue, 27(3), 472- 473.
  • Kilbourne, W., S. Painton, D. Ridley (1985) “The Effects of Sexual Embedding on Responses to Magazine Advertisements”, Journal of Advertising, 14(2), 48- 56.
  • King, A.S. (1972) “Pupil Size, Eye Direction and Message Appeal: Some Preliminary Findings”, Journal of Marketing, July, 55-58.
  • Krugman D.M., R.J. Fox, J.E. Fletcher, T.H. Rojas (1994) “Do Adolescents Attend to Warnings in Cigarette Advertising? An Eye Tracking Approach”, Journal of Advertising Research, November/ December, 39-52.
  • Labarbera, P., J. Tucciarone (1995) “GSR Reconsidered: A Behavior-Based Approach to Evaluating and Improving the Sales Potency of Advertising”, Journal of Advertising Research, September-October, 33-53.
  • Lang, A., J. Borse, K. Wise, P. David (2002) “Captured by the World Wide Web Orienting to Structural and Content Features of Computer-Presented Information”, Communication Research, 29(3), 215- 245.
  • Lohse, G.L. (1997) “Consumer Eye Movement Patterns on Yellow Pages Advertising”, Journal of Advertising, 26(1), 61-73.
  • Morrison, B.J., M.J. Dainoff (1972) “Advertisement Complexity and Looking Time”, Journal of Marketing Research, 9, November, 396-400.
  • Murphy, E.R., J. Illes, P.B. Reiner, (2008) “Neuroethics of Neuromarketing”, Journal of Consumer Behavior, 7, 293- 302.
  • Nelson, R., D. Schwartz (1979) “Voice-Pitch Analysis”, Journal of Advertising Research, 19(5), 55-59.
  • Nighswonger, N., C.R. Martin (1981) “On Using Voice Analysis in Marketing Research”, Journal of Marketing Research, 18, August, 350-355.
  • Ohme, R., D. Wiener, D. Reykowska, A. Choromanska (2009) “Analysis of Neurophysiological Reactions to Advertising Stimuli by Means of EEG and Galvanik Skin Response Measures”, Journal of Neuroscience, Psychology and Economics, 2(1), 21-31.
  • Pieters, R., E. Rosbergen, M. Wedel (1999) “Visual Attention to Print Advertising: A Test of Scanpath Theory”, Journal of Marketing Research, 36, November, 424-438.
  • Pieters, R., L. Warlop, M. Wedel (2002) “Breaking Through The Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory”, Management Science, 48(6), 765-781.
  • Pieters, R., M. Wedel (2004) “Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects”, Journal of Marketing, 68, April, 36-50.
  • Radach, R., S. Lemmer, C. Vorstius, D. Heller, K. Radach (2003) “Eye Movements in the Processing of Print Advertisements”, The Mind’s Eye: Cognitive and Applied Aspects of Eye Movement Research, Ed: Hyona, J., Radach, R., Deubel, H., Oxford: Elsevier Science, 609-623.
  • Rapp, J., R.P. Hill, J. Gaines, R.M. Wilson (2009) “Advertising and Consumer Privacy: Old Practices and New Challenges”, Journal of Advertising, 38(4), 51-61.
  • Richins, M.L. (1997) “Measuring Emotions in Consumption Experience”, Journal of Consumer Research, 24(2), 127- 146.
  • Rosbergen, E., R. Pieters, M. Wedel (1997) “Visual Attention to Advertising: A Segment-Level Analysis”, Journal of Consumer Research, 24(December), 305- 314.
  • Rossiter, J.R., R.B. Silberstein (2001) “Brain-Imagining Detection of Visual Scene Encoding in Longterm Memory for Tv Commercials”, Journal of Advertising Research, March-April, 13-21.
  • Rothschild, M.L., Y.J. Hyun, B. Reeves, E. Thorson, R. Goldstein (1988) “Hemispherically Lateralized EEG as a Response to Television Commercials”, The Journal of Consumer Research, 15(2), 185- 198.
  • Rothschild, M.L., Y.J. Hyun (1990) “Predicting Memory for Components of Tv Commercials from EEG”, The Journal of Consumer Research, 16(4), 472- 478.
  • Russell, J.R. (1980) “A Circumplex Model of Affect”, Journal of Personality and Social Psychology, 39(6), 1161-1178.
  • Sanbonmatsu, D.M., F.R. Kardes (1988) “The Effects of Physiological Arousal on Information Processing and Persuasion”, Journal of Consumer Research, 15(3), 379-385.
  • Stayman, D., D. Aaker (1993) “Continuous Measurement of Self-Report of Emotional Response”, Psychology & Marketing, 10(3), 199-214.
  • Stem, D.E., C.S. Bozman (1988) “Respondent Anxiety Reduction with the Randomized Response Technique”, Advances in Consumer Research, 15(1), 595-599.
  • Stewart, D.W., D.H. Furse (1982) “Applying Psychophysiological Measures to Marketing and Advertising Research Problems”, Current Issues & Research in Advertising, 5(1), 1-38.
  • Stewart, D.W. (1984) “Physiological Measurement of Advertising Effects”, Psychology & Marketing, 1(1), 43-48.
  • Sundar, S.S., S. Kalyanaraman (2004) “Arousal, Memory and Impression-Formation Effects of Animation Speed in Web Advertising”, The Journal of Advertising, 33(1), 7-17.
  • Treistman, J., J.P. Gregg (1979) “Visual, Verbal, and Sales Responses to Print Ads”, Journal of Advertising Research, 19(4), 41-47.
  • Vanden Abeele, P., D. Maclachlan (1994), “Process Tracing of Emotional Responses to Tv Ads: Revisiting the Warmth Monitor”, Journal of Consumer Research, 20, March, 586-600.
  • Wang, Y., J. Minor, S. Micheal (2008) “Validity, Reliability and Applicability of Psychophysiological Techniques in Marketing Research”, Psychology & Marketing, 25(2), 197-232.
  • Watson, P.J., R.J. Gatchel (1979) “Autonomic Measures of Advertising”, Journal of Advertising Research, 19(3), 15- 26.
  • Wedel, M., R. Pieters (2000) “Eye Fixations on Advertisements and Memory for Brands: A Model and Findings”, Marketing Science, 19(4), 297-312.
  • Weinstein, S., W. Appel, C. Weinstein. (1980) “Brain-Activity Responses to Magazine and Television Advertising”, Journal of Advertising Research, 20(3), 57- 63.
  • Weinstein, S., C. Weinstein, R. Drozdenko (1984a) “Brainwave Analysis: An Electroencephalographic Technique Used for Evaluating The Communications -Effect of Advertising ”, Psychology&Marketing, 1(1), 17-42.
  • Weinstein, S., R. Drozdenko, C. Weinstein, (1984b) “Brainwave Analysis in Advertising Research”, Psychology&Marketing, 1(3-4), 83-95.
  • Wiles, J.A., T.B. Cornwell (1990) “A Review of Methods Utilized in Measuring Affect, Feelings, and Emotion in Advertising”, Current Issues&Research in Advertising, 13, 241-275.
  • Young, C. (2002) “Brain Waves, Picture Sorts, and Branding Moments”, Journal of Advertising Research, 42(4), 42-55.
  • Zaltman, G. (1997) “Rethinking Market Research: Putting People Back in”, Journal of Marketing Research, 34(4), 424-437.
Toplam 68 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Yazarlar

Çağla Utkutuğ

Sanem Alkibay

Yayımlanma Tarihi 31 Aralık 2013
Gönderilme Tarihi 21 Ocak 2015
Yayımlandığı Sayı Yıl 2013

Kaynak Göster

APA Utkutuğ, Ç., & Alkibay, S. (2013). NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 31(2), 167-195. https://doi.org/10.17065/huniibf.103649
AMA Utkutuğ Ç, Alkibay S. NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. Aralık 2013;31(2):167-195. doi:10.17065/huniibf.103649
Chicago Utkutuğ, Çağla, ve Sanem Alkibay. “NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 31, sy. 2 (Aralık 2013): 167-95. https://doi.org/10.17065/huniibf.103649.
EndNote Utkutuğ Ç, Alkibay S (01 Aralık 2013) NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 31 2 167–195.
IEEE Ç. Utkutuğ ve S. Alkibay, “NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, c. 31, sy. 2, ss. 167–195, 2013, doi: 10.17065/huniibf.103649.
ISNAD Utkutuğ, Çağla - Alkibay, Sanem. “NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 31/2 (Aralık 2013), 167-195. https://doi.org/10.17065/huniibf.103649.
JAMA Utkutuğ Ç, Alkibay S. NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2013;31:167–195.
MLA Utkutuğ, Çağla ve Sanem Alkibay. “NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 31, sy. 2, 2013, ss. 167-95, doi:10.17065/huniibf.103649.
Vancouver Utkutuğ Ç, Alkibay S. NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2013;31(2):167-95.

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