Pazarlamada uygulamaya yönelik yeni bir yaklaşım: nöro pazarlama

Abstract

Pazarlamanın geçmişi insanlık tarihi kadar eskidir. Başlangıçta insanlar alışverişe takas yöntemiyle başlamışlardır. Paranın bulunmasıyla beraber, ticarette para kullanılmaya başlanmış, ürün karşılığında bir değer biçilmiştir. İnsanlar ticareti tarih boyunca geliştirdiler, bu gelişim hem ekonomik, hem de teknolojik yöndendir. Bu gelişme beraberinde daha çok ürün çeşidi, daha çok seçenek meydana getirmektedir.

This thesis is about a new scientific discipline, neuromarketing and the study has been aimed to increase the awareness in Turkey, to demonstrate its feasibility in marketing research, its success in reaching more realistic and permanent solutions with brain imaging, and providing more reliable results depending on the empirical work. This research, with grounding on the experimental studies in the scientific literature tries to shed light on the marketing research in Turkey, discussing possible contributions of neuromarketing to marketing and other related studies. The domains like emotions, five senses, and other stimuli that affect our purchasing decision-making have been explained and evaluated with respect to neuromarketing. Moreover, it has been argued that neuromarketing and subliminal advertising are different areas and applications it has been demonstrated by comparing and contrasting the differences of these two concepts.I have used several domestic and foreign resources including books, articles, and internet resources by which I have provided a literature survey while ın my thesis. Moreover, I have interviewed with Fehmi Gerçeker who has given the first neuromarketing course in Turkey and Tuna Çakar who has done research in this field. In the first part of my thesis, I have emphasized neuromarketing and explained what neuromarketing is. I have focused on the domains that affect buying decisions, stimulators affecting on five senses, and other stimulators. These affects have been supported by secondary experimental studies conducted along with via graphs, tables and photographs as examples. I have tried to explain the factors affecting buying decisions of consumers via different sample of advertisements in order to verify my thesis. In the third part of my thesis.I have summarized prior research findings in neuromarketing as well as commenting on the results and discussed the potential contributions of neuromarketing briefly. In the fourth part, I have focused on the subliminal advertising while discussing the differences with neuromarketing, presenting and comparing different examples of both subliminal advertisements and neuromarketing.