The Impact of Neuromarketing on Consumer Decision Processes: A Conceptual Literature Review

Yıl 2025, Cilt: 14 Sayı: 2, 39 - 59, 02.01.2026

Pınar Coşkun

https://doi.org/10.61337/tusbd.1744715

Öz

Neuromarketing is an interdisciplinary approach that integrates neuroscientific and psychophysiological techniques into marketing research in order to better understand consumer behavior beyond self-reports. By capturing consumers’ largely unconscious reactions to products, brands, and advertising, neuromarketing helps illuminate the cognitive and affective processes that shape attention, emotional arousal, memory, motivation, and ultimately purchasing decisions. Drawing on a conceptual review that does not claim to be a systematic review, this article synthesizes the main neuromarketing tools e.g., functional magnetic resonance imaging (fMRI), electroencephalography (EEG), positron emission tomography (PET), and magnetoencephalography (MEG) as well as complementary techniques such as eye-tracking, galvanic skin response, and facial expression coding, and discusses what each can and cannot reveal about consumer decision processes. The review highlights how neuromarketing can extend conventional methods by offering more direct indicators of consumer responses, with implications for marketing communication and managerial decision-making (e.g., message design, branding, pricing, and customer experience). At the same time, the study emphasizes critical limitations such as cost, standardization challenges, and the artificiality of laboratory settings alongside ethical concerns related to privacy, informed consent, transparency, and the protection of cognitive autonomy. Overall, the article provides an integrative framework that maps the opportunities, boundaries, and risks of neuromarketing and outlines directions for future research.

Anahtar Kelimeler

Neuromarketing , Consumer Behavior , Neuroimaging Tools , EEG

Nöropazarlamanın Tüketici Karar Süreçlerine Etkisi: Kavramsal Literatür İncelemesi

Öz

Nöropazarlama, tüketici davranışını öz-bildirimlere dayalı geleneksel yöntemlerin ötesinde anlamak amacıyla nörobilimsel ve psikofizyolojik tekniklerin pazarlama araştırmalarına entegre edildiği disiplinlerarası bir yaklaşımdır. Ürün, marka ve reklam gibi pazarlama uyaranlarına verilen büyük ölçüde bilinçdışı tepkileri ölçerek; dikkat, duygusal uyarılma, bellek, motivasyon ve satın alma kararı gibi süreçlerin bilişsel ve duygusal bileşenlerini görünür kılmayı hedefler. Bu çalışma, sistematik derleme iddiası taşımayan kavramsal bir literatür incelemesi çerçevesinde, nöropazarlama alanındaki temel ve güncel araştırmaları sentezlemekte; fonksiyonel manyetik rezonans görüntüleme (fMRI), elektroensefalografi (EEG), pozitron emisyon tomografisi (PET) ve manyetoensefalografi (MEG) gibi nörogörüntüleme araçlarının yanı sıra göz izleme, galvanik deri tepkisi ve yüz ifadelerinin kodlanması gibi tamamlayıcı teknikleri işlevleri ve sınırlılıklarıyla birlikte değerlendirmektedir. İnceleme, nöropazarlamanın tüketici karar süreçlerine ilişkin daha nesnel göstergeler sunarak pazarlama iletişimi ve yönetim uygulamalarına (örn. mesaj tasarımı, markalama, fiyatlandırma ve müşteri deneyimi) katkı sağlayabileceğini ortaya koymaktadır. Bununla birlikte maliyet, standardizasyon eksikliği ve laboratuvar ortamının dış geçerliliği sınırlaması gibi metodolojik sorunlar ile mahremiyet, aydınlatılmış onam, şeffaflık ve bilişsel özerkliğin korunması gibi etik riskler vurgulanmaktadır. Sonuç olarak çalışma, nöropazarlamanın fırsatlarını ve sınırlarını bütüncül biçimde çerçeveleyerek gelecek araştırmalar için bir yön haritası sunmaktadır.

Anahtar Kelimeler

Nöropazarlama , Tüketici Davranışı , Nörogörüntüleme Araçları , EEG

Kaynakça

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