PUPİLLOMETRİ KULLANILARAK BİLİNÇLİ VE BİLİNÇDIŞI TÜKETİCİ TEPKİLERİNİN PAZARLAMA AÇISINDAN DEĞERLENDİRİLMESİ: SİSTEMATİK BİR DERLEME

Öz

Nöropazarlama araştırmaları, geleneksel öz-bildirim ve davranışsal ölçümlerin sınırlılıklarını aşmak amacıyla giderek daha fazla bilinçdışı tüketici süreçlerini yakalayabilen fizyolojik teknikleri içermeye yönelmiştir. Bu teknikler arasında, göz bebeği büyüklüğü (pupil dilation), duygusal uyarılma, bilişsel çaba ve motivasyonel katılımı değerlendirmek için değerli ancak yeterince kullanılmayan bir ölçüt olarak öne çıkmaktadır. Kuramsal vaatlerine rağmen, göz bebeği büyüklüğü, ana akım tüketici davranışı araştırmalarında halen odaklanma temelli göz takibi metriklerinin gölgesinde kalmaktadır. Belirtilen önceliklerle bu çalışma, pazarlama ve tüketici davranışı bağlamlarında göz bebeği büyüklüğü kullanan 30 ampirik çalışmayı sistematik olarak incelemektedir. TCCM çerçevesi kullanılarak, göz bebeği temelli metriklerin nasıl kuramsallaştırıldığı, uygulandığı ve yorumlandığı çeşitli pazarlama perspektiflerinden analiz edilmektedir. Bulgular, göz bebeği büyüklüğünün ağırlıklı olarak görsel dikkat, duygusal uyarılma, bilişsel yük ve tercih oluşumuyla ilişkili olduğunu ortaya koymakta; tüketicilerin bilinçdışı tepkilerine dair sözel olmayan, gerçek zamanlı bir pencere sunduğunu göstermektedir. Ancak literatürde, ışık hassasiyeti, duygusal değer belirsizliği ve standartlaşma eksikliği gibi metodolojik sınırlılıklar devam etmektedir. Özetle, bu derleme, göz bebeği büyümesinin tüketici sinirbiliminde tanılayıcı bir araç olarak henüz tam olarak değerlendirilmemiş potansiyeline dikkat çekmekte ve gelecekteki araştırmalar için daha fazla çok modlu entegrasyon, ekolojik geçerlik ve kültürler arası incelemenin önemini ortaya koymaktadır. Odaklanma temelli metriklerin ötesine geçilmesinin, araştırmacılar ve uygulayıcılar için tüketici davranışının gizli bilişsel ve duygusal etkenlerini daha yakından inceleyebilmesine olanak tanıyacağı düşünülmektedir.

Anahtar Kelimeler

• Göz Bebeği Büyüklüğü
• Pupillometre
• Tüketici Nörobilimi
• Tüketici Davranışı
• Nöropazarlama

EVALUATING CONSCIOUS AND UNCONSCIOUS CONSUMER RESPONSES IN MARKETING THROUGH PUPILLOMETRY: A SYSTEMATIC REVIEW

Öz

Neuromarketing research has increasingly sought to transcend the limitations of traditional self-report and behavioral measures by incorporating physiological techniques that capture nonconscious consumer processes. Among these, pupil dilation has emerged as a valuable yet underutilized metric for assessing emotional arousal, cognitive effort, and motivational engagement. Despite its theoretical promise, pupil dilation remains secondary to fixation-based eye-tracking metrics in mainstream consumer behavior research. This study systematically reviews 30 empirical studies employing pupil dilation within marketing and consumer behavior contexts. Using the TCCM framework, we analyze how pupil-based metrics have been theorized, applied, and interpreted across diverse marketing settings. A bibliometric analysis complements the review, mapping the intellectual structure and thematic evolution of pupillometric consumer research. Findings reveal that pupil dilation is predominantly associated with visual attention, emotional arousal, cognitive load, and preference formation, offering a nonverbal, real-time window into consumers’ subconscious responses. However, methodological limitations such as luminance sensitivity, emotional valence ambiguity, and lack of standardization persist across the literature. This review highlights the untapped potential of pupil dilation as a diagnostic tool in consumer neuroscience and calls for greater multimodal integration, ecological validity, cross-cultural exploration, and methodological rigor in future research. By moving beyond fixation-based metrics, scholars and practitioners can better capture the hidden cognitive and affective drivers of consumer behavior.

Anahtar Kelimeler

• Pupil Dilation
• Pupillometry
• Consumer Neuroscience
• Consumer Behavior
• Neuromarketing

Kaynakça

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