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

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.    

Anahtar Kelimeler

• Neuromarketing, psychophysiological techniques, advertising effectiveness, brain imagining analysis, facial muscle activity analysis

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

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.  

Anahtar Kelimeler

• Nöropazarlama, psikofizyolojik teknikler, reklam etkinliği, beyin görüntüleme analizi, yüz kasları aktivitesi analizi

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