Evaluation of the Effect of Gastronomy-Themed Advertisements on Perception in the Context of Neurogastronomy Elements

Öz

Gastronomy creates an experience in the individual by integrating sensory elements with cognitive and emotional processes (Shepherd, 2011), while neurogastronomy offers a theoretical framework at the intersection of neuroscience and gastronomy in systematically understanding multisensory interactions (Mouritsen & Styrbæk, 2018). Advertisements, with neurogastronomy elements, enable consumers to mentally simulate consumption before physically consuming (Elder & Krishna, 2010). In this context, the study aims to examine the effects of gastronomy-themed advertisements on individuals' perceptions in the context of neurogastronomy elements. The study was designed with the qualitative research method, and the data were obtained through semi-structured face-to-face interview technique after the participants watched the selected gastronomy-themed advertisement. The universe of the research consists of graduate students studying in the Department of Gastronomy and Culinary Arts at Necmettin Erbakan University. The obtained data were analyzed by content analysis. In the findings, 17 codes and 5 main themes on neurogastronomy and perception were identified, and it was seen that the participants' perception of experiencing was triggered especially through visual and auditory cues, and this process caused the senses such as taste, smell and texture to be mentally stimulated. In addition, the study revealed that multi-sensory stimuli were more effective than single sensory stimuli in gastronomy-themed advertisements.

Anahtar Kelimeler

• Neurogastronomy Elements
• Perception
• Perception Management
• Advertisement
• Gastronomy Advertisements

Gastronomi Temalı Reklam Filmlerinin Algı Üzerine Etkisinin Nörogastronomik Unsurlar Bağlamında Değerlendirilmesi

Öz

Gastronomi, duyusal unsurların bilişsel ve duygusal süreçlerle bütünleşerek bireyde bir deneyim yaratmakta (Shepherd, 2011), nörogastronomi ise çok-duyulu etkileşimlerin sistematik biçimde anlaşılmasında nörobilim ile gastronomi arasındaki kesişim noktasında teorik bir çerçeve sunmaktadır (Mouritsen & Styrbæk, 2018). Reklamlar, nörogastronomi unsurları ile tüketicilerin henüz fiziksel tüketim gerçekleştirmeden zihinsel düzeyde tüketim simülasyonu yaşamalarını sağlamaktadır (Elder & Krishna, 2010). Bu bağlamda çalışma, gastronomi temalı reklam filmlerinin bireylerin algısı üzerindeki rolünü nörogastronominin unsurları çerçevesinde incelemeyi amaçlamaktadır. Çalışma, nitel araştırma yöntemiyle tasarlanmış, veriler seçilen gastronomi temalı reklam filminin katılımcılara izletildikten sonra yarı yapılandırılmış yüz yüze görüşme tekniği ile elde edilmiştir. Araştırmanın evrenini Necmettin Erbakan Üniversitesi Gastronomi ve Mutfak Sanatları Anabilim Dalı'nda öğrenim gören yüksek lisans öğrencileri oluşturmaktadır. Elde edilen veriler içerik analizi ile analiz edilmiştir. Bulgularda nörogastronominin unsurları ve algı üzerine 17 kod ve 5 ana tema tespit edilmiştir. Katılımcıların özellikle görsel ve işitsel unsurlar aracılığıyla deneyimleme algısının tetiklendiğini ve bu sürecin tat, koku ve doku gibi duyuların da zihinsel olarak canlanmasına neden olduğu görülmüştür. Ayrıca çalışma, gastronomi temalı reklamlarda çok-duyulu uyaranların tekil duyusal uyaranlara kıyasla daha etkili olduğunu ortaya koymuştur.

Anahtar Kelimeler

• Nörogastronomik Unsurlar
• Algı
• Algı Yönetimi
• Reklam
• Gastronomi Reklamları

Kaynakça

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