PAZARLAMADA YENİ BİR YAKLAŞIM: NÖROPAZARLAMA NÖROPAZARLAMA TEKNİKLERİ İLE TÜKETİCİ KARA KUTUSUNUN İNCELENMESİ
A NEW APPROACH IN MARKETING: NEUROMARKETING INVESTIGATION OF THE CONSUMER BLACK BOX WITH NEUROMARKETING TECHNIQUES

Summary/Abstract: Neuromarketing, a new concept, is a science that examines consumer behavior with neuroscience techniques. The focus of neuromarketing research, which is a mixture of neuroscience and marketing, is the subconscious thoughts of consumers. The reason for this is that although the products are manufactured in the factory, brands are created in the mind of the consumer. Due to the dualistic nature of consumers, although they make logical decisions at the time of purchase, they also add their emotions to these decisions. Although the consumer mind has long been studied, there are issues that remain obscure to science. For this reason, the consumer mind is conceptualized as a black box in science. The purpose of neuromarketing, which comes into play at this time, is to scan the consumer black box with different techniques and reach the confidential information there. This information clarifies which stimuli affect consumers and how they affect the decisionmaking process. This method, which maps the brain, reveals emotions such as anger, love, and loyalty that have occurred in the consumer. One of the commonly used methods is the eye tracking technique. This method evaluates where consumers focus and what emotions they feel by tracking their eye movements and movement speed. This information provides information about where consumers pay attention in brochures and advertisements, and which stimuli are affected. Neuromarketing studies can be beneficial for new product launches, product packaging and pricing, preparation of advertisements, marketers and companies. In this study, detailed and examples are presented about the techniques used in neuromarketing, the contributions of neuroscience studies to marketing, and the areas of application.

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