A Review of Research Studies into Consumer Mind and Neuromarketing in Recent Years

Yıl 2022, Sayı: 8, 147 - 167, 30.04.2022

Mustafa Merdin

https://doi.org/10.54557/karataysad.1093377

Öz

Technological developments in recent years have changed today's marketing studies and consumer perception. This change is a notion that is often heard in the marketing world. Neuromarketing means transferring the findings to marketing science in the consequence of neurological research conducted. Neuromarketing, which emerges from the interaction of neuroscience and marketing disciplines, is a research area where the findings obtained as a result of statistical analysis made by experts with the latest technological neuroimaging devices are interpreted by neuroscience and marketing experts. While neuroscience sheds light on the reasons behind the consumer mind and consumer behavior; It provides guidance on how the image of a brand and the message conveyed by the brand to the consumer, the advertising campaign of the brand and how the advertisement images have an effect on the unconsciousness of the consumer and affect the consumer mind. In this review study; general information about the concept of neuromarketing, studies in this field, the effect of neuromarketing on the consumer and consumer mind processes are given. The aim of the study is to present current studies by compiling international articles and reports on neuromarketing in the context of the sources available in the literature, especially in the last five years, and to contribute to future neuromarketing research.

Anahtar Kelimeler

Neuromarketing, Consumer Purchasing Process, Advertising

SON YILLARDA YAPILAN TÜKETİCİ ZİHNİ VE NÖROPAZARLAMA ARAŞTIRMALARI ÜZERİNE BİR DERLEME ÇALIŞMASI

Öz

Son yıllarda gerçekleşen teknolojik gelişmeler, günümüz pazarlama çalışmaları ve tüketici algısını değiştirmiştir. Bu değişim pazarlama dünyasında giderek daha sık duyulan bir kavram olarak nöropazarlama; yapılan nörolojik araştırmalar sonucunda bulguların pazarlama bilimine aktarılması anlamına gelmektedir. Nörobilim ve Pazarlama disiplinlerinin birbiriyle olan etkileşiminden ortaya çıkan nöropazarlama, üretilen son teknolojik beyin görüntüleme cihazları ile uzmanlar tarafından yapılan istatistiksel analizler sonucu elde edilen bulguların, nörobilim ve pazarlama uzmanları tarafından beraber yorumlandığı bir araştırma alanıdır. Nörobilim, tüketici zihninin ve tüketici davranışlarının arkasında yatan sebeplere ışık tutarken; bir marka imajının ve markanın tüketiciye ilettiği mesajın, marka reklam kampanyasının ve reklam görsellerinin tüketicide bilinç dışında nasıl bir etki yarattığı ve tüketici zihnini nasıl etkilediğine dair yol göstermektedir. Bu derleme çalışmasında; nöropazarlama kavramı, bu alanda yapılan çalışmalar, nöropazarlamanın tüketici üzerindeki etkisi ve tüketici zihin süreçleri hakkında genel bir bilgi verilmiştir. Çalışmanın amacı; nöropazarlama konusunda özellikle son beş yıl içerisinde literatürde ulaşılabilen kaynaklar bağlamında şimdiye kadar yapılan uluslararası makale ve bildirileri derleyerek mevcut çalışmaları ortaya koymak ve gelecekteki nöropazarlama araştırmalarına yön tayin etmeye katkı sağlamaktır.

Anahtar Kelimeler

Nöropazarlama, Tüketici Satın Alma Süreci, Reklam

Kaynakça

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