A Compass to Help to Determine the Brands' Direction: A View on Hippocampus from The Marketing Perspective

Yıl 2020, Cilt: 1 Sayı: 1, 32 - 44, 29.12.2020

Derya Altıntaş

Öz

Recently, the studies related to neuromarketing have increased as studies on the consumer brain have become more important, helping us better understand consumer decisions and behavior through the eyes of the consumer. The results of data analysis that comes from such studies have been considered as more acceptable and trusthworty than the results of traditional research such as survey study. In other words, it is seen that there has been an increased interest in human brain imaging studies as well as consumer research that remains only in theory. Besides, this type of studies increase the ability and power to predict to guide future steps used by the related parties such as business owners, marketing researchers and advertisers. At this point, it is seen that the working mechanism of the consumers’ brain has started to be more closely monitored by researchers lately in order to increase the efficiency of communication processes and evaluate the results of given messages better. In this context, the aim of the study is to conceptually examine the importance of the part of the brain called the hippocampus, which functions as the brain’s compass, and more importantly, is associated with episodic (retrospective) memory, in terms of recalling marketing messages, and to make inferences in a way to guide the marketing science. As a result, it is suggested to groups around the consumer that examining the hippocampus and considering the hippocampus in marketing studies will help understand consumer behavior.

Anahtar Kelimeler

Marketing, Recalling, Memory, fMRI, Hippocampus

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