Kozmetik Broşürü Tasarımında Renk ve Görsel Unsurların Dürtüsel Satın Alma Davranışına Etkisi: Nöropazarlama Perspektifi

Öz

Bu araştırmada kozmetik sektöründe kullanılan broşür tasarımlarının tüketicilerin dürtüsel satın alma davranışları üzerindeki etkileri EEG ve göz izleme yöntemleri kullanılarak incelenmektir. Araştırma kapsamında hazırlanan 32 farklı kozmetik broşürü, dürtüsel satın alma davranışının dört boyutuyla ilişkilendirilen ani ve plansız satın alma, bilişsel kontrol eksikliği, duygusal tepkisellik ve hedonik tüketim çerçevesinde değerlendirilmiştir. Araştırma sonucunda elde edilen bulgular, kozmetik broşürlerinde kullanılan görsel ve metinsel unsurların tüketicilerin dikkat süreçlerini ve nörofizyolojik tepkilerini anlamlı düzeyde etkilediğini ortaya koymuştur. Göz izleme analizleri katılımcıların en fazla kampanya mesajları, model yüzleri ve ürün görselleri üzerinde yoğunlaştığını göstermiştir. EEG bulguları ise dikkat yoğunluğunun arttığı alanlarda özellikle beta aktivitesinin yükseldiğini ve buna bağlı olarak bilişsel işlemleme düzeyinin arttığını ortaya koymuştur. Araştırmanın en önemli bulgularından biri, ani ve plansız satın alma boyutuna ait görsellerin tüm kategoriler arasında en yüksek dikkat ve beyin aktivitesi düzeylerini oluşturmasıdır. Özellikle indirim, fırsat, stok kısıtı ve sınırlı süre gibi mesajların yer aldığı görseller katılımcılar tarafından daha uzun süre incelenmiş ve daha yüksek beta aktivitesi üretmiştir. Bu sonuç, kampanya odaklı mesajların dürtüsel satın alma davranışını tetiklemede güçlü bir araç olduğunu göstermektedir.

Anahtar Kelimeler

• Dürtüsel Satın Alma
• Kozmetik Broşürleri
• Tüketici Davranışı
• EEG
• Göz İzleme

Destekleyen Kurum

Yok.

Etik Beyan

Bu araştırma sürecinde etik ilkelere titizlikle uyulmuştur. Araştırma kapsamında etik kurul onayı Isparta Uygulamalı Bilimler Üniversitesi Bilimsel Araştırma ve Yayın Etiği Kurulu tarafından 18.04.2025 tarihli 212/09 karar sayısı ile verilmiştir.

Teşekkür

Çalışmaya katkı sağlayan hakemlere ve editöre teşekkür ederiz.

The Impact of Color and Visual Elements in Cosmetic Brochure Design on Impulse Buying Behavior: A Neuromarketing Perspective

Öz

This study investigates the effects of brochure designs used in the cosmetics industry on consumers’ impulsive buying behavior using EEG and eye tracking methods. Thirty-two different cosmetic brochures prepared for the study were evaluated based on four characteristics associated with impulse buying: purchase spontaneity, reduced cognitive control, emotional arousal, and hedonic consumption. The findings revealed that the visual and textual elements used in cosmetic brochures significantly affected consumers’ attention processes and neurophysiological responses. Eye tracking analyses showed that participants focused most on campaign messages, model faces, and product images. EEG findings revealed that beta activity increased in areas where attention concentration increased, and consequently, the level of cognitive processing also increased. One of the most important findings of the study is that visuals related to the purchase spontaneity dimension generated the highest levels of attention and brain activity among all categories. Visuals containing such messages as discounts, opportunities, stock limitations, and limited time periods were examined for longer periods by participants and produced higher beta activity. This result demonstrates that campaign-focused messaging is a powerful tool in triggering impulsive buying behavior.

Anahtar Kelimeler

• Impulsive Buying
• Cosmetic Brochures
• Consumer Behavior
• EEG
• Eye Tracking

Destekleyen Kurum

No.

Etik Beyan

Throughout this research process, ethical principles were meticulously adhered to. Ethical approval for this research was granted by the Isparta University of Applied Sciences Scientific Research and Publication Ethics Board with decision number 212/09 dated 18.04.2025.

Teşekkür

Thank you the referees and editör of the journal who contributed to the study.

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