Nöropazarlama üzerine kavramsal bir çalışma

F. Bahar ÖZDOĞAN, (Başkent Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Ankara, Türkiye)
Metehan TOLON, (Gazi Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Ankara, Türkiye)
Zeliha ESER (Başkent Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Ankara, Türkiye)
Üçüncü Sektör Kooperatifçilik
36 0
Yıl: 2008 Cilt: 43 Sayı: 3 Sayfa Aralığı: 58 - 72 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

Nöropazarlama üzerine kavramsal bir çalışma

Öz:
Tüketici davranışları pazarlama yöneticilerinin çözümlemekte en çok zorlandıkları konudur. Bu amaçla tüketicilerin satın almadan önce, satın alma sırasında ve satın alma sonrasındaki davranışlarının belirlenmesi için pek çok yöntem geliştirilmiştir. Nöropazarlama, pazarlama mesajı ile karşılaştığında bireyin tepkilerinin ve zihinsel durumunun nörolojik olarak incelenmesidir. Son yıllarda kendisine kullanım alanı bulmuş olan bu çalışma hakkındaki genel inanış gelecek 5-10 yıl içerisinde işletmelerin pazarlama stratejilerinin rutin bir parçasını oluşturacağı yönündedir.
Anahtar Kelime:

A conceptual study about neuromarketing

Öz:
Consumer behaviour is the most difficult question to solve for marketing executives. To this end, a great many methods have been developed to designate the consumer behaviours before, after and at the time of purchasing act. Neuromarketing is dealing with neurological examination of personal response and mental stand of a person when confronted with a marketing message. There is general opinion about this study, which has attained usage field in recent years, that it will constitute a routine component of marketing strategies in next 5-10 years.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • Acuff, Dan (2005), "Taking the guesswork out of responsible marketing", Young Consumers: Insight and Ideas for Responsible Marketers, Vol 6, No: 4, 68-71.
  • Alasdair, Reid (2005), "Neuromarketing", Campaign (UK), No: 49, 10-10, 2/3p, lc.
  • Ambler, T., Ioannides, A., Rose, S. (2000), "Brands on the brain: neuro-images of advertising", Bus. Strateg., Rev. 11, pp. 17-30.
  • Bagozzi Richard P., Gopinath Mahesh, Nyer P.U. (1999), "The Role of Emotions in Marketing", Journal of the Academy of Marketing Science, Vol. 27, No: 2, 184-206.
  • Bourdeau, Annette (2005), "Get inside their heads", Strategy, October 2005, p. 30
  • Braeutigam Sven., Stins J.F., Rose Steven P.R., Swithenby Stephen J., Ambler Tim (2001), "Magentoencephalographic signals identify stages in real-life decision processes", Neural Plast. 8, pp. 241-253.
  • Braeutigam Sven, Rose Steven P.R., Swithenby Stephen J., Ambler Tim (2004), "The distributed neuronal systems supporting choice-making in real-life situations: differences between men and women when choosing groceries detected using magnetoencephalography", Eur. J. Neurosci. 20, pp. 293-302.
  • Brammer, M. (2004), "Brain Scam?", Nature Neuroscience [Nat Neurosci], 2004 Oct; 7 (10): 1015.
  • Burne, Jerome (2003), "A Probe Inside The Mind Of The Shopper: Neuromarketıng: Brain Scans Now Offer The Slightly Alarming Prospect Of Marketers Being Able To Track The Deepest Desires Of Consumers And Target Their Advertising Accordingly", Financial Times, London (UK): Nov28: 13
  • Cranston, Robert E. (2004), ""Neuromarketing": Unethical Advertising?", http://www.cbhd.org/resources/biotech/cranston,2004-02-13 .htm, (14 Kasma 2007).
  • Deppe Michael, Schwindt Wolfram, Kugel Harald, Plassmann Hilke, Kenning Peter (2005a), "Nonlinear Responses Within The Medial Prefrontal Cortex Reveal When Specific Implicit In-Formation Influences Economic Decision Making", Journal of Neuroimaging, Vol. 25, No: 2, 171-182.
  • Deppe Michael, Schwindt Wolfram, Kramer Jochen, Kugel Harald, Plassmann Hilke, Kenning Peter, Ringelstein Bernd E., (2005b), "Bias Specific Activity In The Ventromedial Prefrontal Cortex During Credibility Judgements",5ram Research Bulletin, Vol. 67, No: 5,413-421.
  • Dooley, Roger (2004), "Super Bowl Ads Meet Brain Scans", http://www.neurosciencemarketing.com/blog/articles/super-bowl-ads-meet-brain-scans.htm (30 Kasım 2007).
  • Dooley, Roger (2007), "Neuroethics vs. Neuromarketing", http ://blog. futurelab .net/2007/02/neuroethics_vs_neuromarketing.html, (15 Aralık 2007).
  • Editorial (2005), "Tell me what I think", Marketing Week, p. 43 (April 21).
  • Erk Susanne, Spitzer Manfred, Wunderlich Arthur, Galley Lars, Walter Henrik (2002), "Cultural Objects Modulate Reward Circuitry", Neuroreport, Vol. 13, No:18,2499-2503.Hoeck,
  • http:// www.actionscript.com, 2003, (28 Eylül 2007).
  • http://www.ethicsscoreboard.com/list/neuromarketing.html. (30 Kasım 2007).
  • http:// www.wavecrest.org.uk, (25 Eylül 2007).
  • http://en.wikipedia.org/wiki/Neuromarketing, (15 Haziran 2008).
  • Ioannides A.A., Liu L., Theofilou D., Dammers J., Burne T., Ambler T., Rose S., "Real time processing of affective and cognitive stimuli in the human brain extracted from MEG signals", Brain Topogr.,13 (2000), pp. 11—19.
  • Jacobs, Sonji, (2005), "Photo ID Bills Leave Lawmakers in a Lurch." Atlanta Journal-Constitution (March 24): C1, C5.
  • Kande, E.R., Schwartz J.H., Jessel T.M. (2000), Principles of Neural Science, 4th ed., McGraw-Hill, New York, NY,.
  • Kosslyn, Stephen M. (1999), "If Neuroimaging Is The Answer, What Is The Question?", Philosophical Transactions Of The Royal Society B(Biology), Vol. 354, 1283-1294.
  • Lawer, Chris (2004), "Neuromarketing Is Being Used On Children", http://chrislawer.blogs.com/chris lawer/2004/03/neuroimaging so.html, (08 Kasım 2007).
  • Lee, Nick, Broderick, Amanda J., Chamberlain, Laura (2007), "What is 'neuromarketing'? A discussion and agenda for future research", International Journal of Psychophysiology, Vol. 63, No: 2, 199-204.
  • Lewis, David, "Everything You Wanted To Know About Neuromarketing But Didn't Know Who To Ask!", http://www.neuroco.com/NeurocoPDF.pdf, (14 Kasım 2007).
  • Lieberman, M.D. (2005), "Principles, processes, and puzzles of social cognition: an introduction for the special issue on social cognitive neuroscience", Neuroiniage 28, pp. 745-756.
  • Lovel, Jim (2002), "Neuromarketing" Firm Launched by Atlanta Ad Veteran, Atlanta Business Chronicle, June 17.
  • Macklern, K. (2005), "It's mind over money", Maclean's, Vol. 118 No.21, pp.66-8.
  • Marcia E. (2006), "Neuromarketing", Hoeck Associates, Inc., http://www.hoeck.net/NEURORept.pdf, (10 Kasım 2007).
  • McCharty, Terry (2005), "Getting Inside Your Head", http://www.time.com/time/magazine/article/0,9171,l 118381-2,00.html, (27 Aralık 2007).
  • McClure Samuel, Li Jian, Tomlin Damon, Cypert Kim S., Montague Latane" M., Montague P. Read (2004), "Neural Correlates Of Behavioral Preference For Culturally Familiar Drinks", Neuron, Vol. 44, 379-387.
  • Montague P. Read, McClure Samuel M., Li Jian, Tomlin Damon, Cypert Kim S., Montague, Latane' M. (2004), "Neural correlates of behavioral preference for culturally familiar drinks", Neuron, 44:379-387.
  • Moore, Karl (2005), "Maybe it is like brain surgery", Marketing, Toronto,.Vol. 110, No: 15,12.
  • Mucha, Thomas, (2005), "This is Your Brain on Advertising", Business 2.0: 35 (August).
  • Nature Neuroscience (2004), Vol. 7, No. 7, July 2004, p.683
  • NewsWire (2002), V5, N 1-3
  • Parapiboon, Potay (2006),
  • http://www.saleslab.info/documents/article/SalesLab ArticleBuvbuttonP.pdf, (14 Kasım 2007).
  • Pernn, David (2005), "Brain science...that's interesting...so, what do I do about it?", Market Research Society, Annual Conference.
  • Petty R.E., Cacioppo J. T.. (1983). "Central and Peripheral Routes to Persuasion: Application to Advertising." In Advertising and Consumer Psychology, L. Percy and A. G. Woodside, eds. Lexington, MA: Lexington Books.
  • Plassmann Hilke, Kenning Peter, Ahlert Dieter (2007), "Applications of functional magnetic resonance imaging for market research", Qualitative Market Research: An InternationalJournal, Vol. 10, No: 2, 135-152
  • Priyadarshini, Keren (2006), "Brain science - neuromarketing and the media maze", ESOMAR, Worldwide Multi Media Measurement (WM3), Shanghai, June 2006
  • Reid, A. (2005), "Neuromarketing", Campaign (UK), Vol. 49 No.2 December, pp.10.
  • Rossiter John R., Silberstein Richard B., Harris P.G., Nield G.A. (2001a), Brain-imaging detection of visual scene encoding in long-term memory for TV commercials, J. Advert. Res., Vol. 41, 13—21.
  • Rossiter John R., Silberstein Richard B., Harris P.G., Nield G.A (2001b), "So what? A rejoinder to the reply by crites and Aikman-Eckenrode to Rossiter et al. (2001)", Journal of Advertising Research, Vol. 41, No.3, pp.59-62.
  • Ruskin, Gary (2004), "Commercial Alert Asks Senate Commerce Committee to Investigate Neuromarketing",
  • http:/7vvww.commercialalert.org/issues/culture/neuromarketing/commercial-alert-asks-senate-commerce-committee-to-investigate-neuromarketing, (14 Kasım 2007).
  • Senior, Carl (2003), "Beauty in the brain of the beholder", Neuron, Vol. 38, 525-528.
  • Senior Carl, Smyth Hannah, Cooke Richard, Shaw Rachel L., Peel Elizabeth (2007), "Mapping the mind for the modern market researcher", Qualitative Market Research: An International Journal, Vol. 10, No: 2, 153-167.
  • Shah, Priya (2005), Neuromarketing: Smart Marketing Or Jedi Mind Control Trick?, http://www.webpronews.com/topnews/2005/06/01/neuromarketing-smart-marketing-or-iedi-mind-control-trick. Published: 2005-06-01, (20 Kasım 2007).
  • Singer, E. (2004), "They know what you want", New Scientist, Vol. 183, No.2458, pp.36-7.
  • Sutherland, Max (2006), "What is Neuromarketing?", http://www.sutherlandsurvey.com/What_is_neuromarketing.htm, (11 Kasım 2007).
  • Taher, Nasreen (2006), Neuromarketing , New York: ICFAI University Press.
  • Thompson, Clive (2003), "There's a Sucker Born in Every Medial Prefrontal Cortex", http://www.commercialalert.org/issues/culture/neuromarketing/theres-a-sucker-born-in-every-medial-prefrontal-cortex, (20 Kasım 2007).
  • Wahlberg, David (2004), "Advertisers Probe Brains, Raise Fears." The Atlanta Journal-Constitution, January 31st, 2004, http://www.commercialalert.org/issues/culture/neuromarketing/advertisers-probe-brains-raise-fears, (29 Kasım 2007)
  • Witchalls, Clint (2004), "Pushing the Buy Button", Newsweek, March 22, 2004.
  • Yoon Carolyn, Gutches Angela H., Feinberg Fred, Polk Thad A. (2006), "A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments", Journal of Consumer Research, Vol. 33, 31-40.
  • Young, C. (2002), Brain waves, picture sorts®, and branding moments, J. Advert. Res. 42, pp. 42-53.
  • Zaltman, Gerald (2000), "Consumer Researchers: Take a Hike!", Journal of Consumer Research, Vol. 26, No: 4,423-429.
  • Ziegenfuss, Jennifer (2005), "Neuromarketing: Evolution Of Advertising or Unethical Use Of Medical Technology?", The Brownstone Journal, Vol. 12, http://www.bu.edu/brownstone/issues/12/ziegenfuss.html (12 Kasım 2007).
APA ÖZDOĞAN F, Tolon M, Eser Z (2008). Nöropazarlama üzerine kavramsal bir çalışma. , 58 - 72.
Chicago ÖZDOĞAN F. Bahar,Tolon Metehan,Eser Zeliha Nöropazarlama üzerine kavramsal bir çalışma. (2008): 58 - 72.
MLA ÖZDOĞAN F. Bahar,Tolon Metehan,Eser Zeliha Nöropazarlama üzerine kavramsal bir çalışma. , 2008, ss.58 - 72.
AMA ÖZDOĞAN F,Tolon M,Eser Z Nöropazarlama üzerine kavramsal bir çalışma. . 2008; 58 - 72.
Vancouver ÖZDOĞAN F,Tolon M,Eser Z Nöropazarlama üzerine kavramsal bir çalışma. . 2008; 58 - 72.
IEEE ÖZDOĞAN F,Tolon M,Eser Z "Nöropazarlama üzerine kavramsal bir çalışma." , ss.58 - 72, 2008.
ISNAD ÖZDOĞAN, F. Bahar vd. "Nöropazarlama üzerine kavramsal bir çalışma". (2008), 58-72.
APA ÖZDOĞAN F, Tolon M, Eser Z (2008). Nöropazarlama üzerine kavramsal bir çalışma. Üçüncü Sektör Kooperatifçilik, 43(3), 58 - 72.
Chicago ÖZDOĞAN F. Bahar,Tolon Metehan,Eser Zeliha Nöropazarlama üzerine kavramsal bir çalışma. Üçüncü Sektör Kooperatifçilik 43, no.3 (2008): 58 - 72.
MLA ÖZDOĞAN F. Bahar,Tolon Metehan,Eser Zeliha Nöropazarlama üzerine kavramsal bir çalışma. Üçüncü Sektör Kooperatifçilik, vol.43, no.3, 2008, ss.58 - 72.
AMA ÖZDOĞAN F,Tolon M,Eser Z Nöropazarlama üzerine kavramsal bir çalışma. Üçüncü Sektör Kooperatifçilik. 2008; 43(3): 58 - 72.
Vancouver ÖZDOĞAN F,Tolon M,Eser Z Nöropazarlama üzerine kavramsal bir çalışma. Üçüncü Sektör Kooperatifçilik. 2008; 43(3): 58 - 72.
IEEE ÖZDOĞAN F,Tolon M,Eser Z "Nöropazarlama üzerine kavramsal bir çalışma." Üçüncü Sektör Kooperatifçilik, 43, ss.58 - 72, 2008.
ISNAD ÖZDOĞAN, F. Bahar vd. "Nöropazarlama üzerine kavramsal bir çalışma". Üçüncü Sektör Kooperatifçilik 43/3 (2008), 58-72.
Sayfa Oluşturulma Tarihi
22-04-2024 14:49

İLETİŞİM

TÜBİTAK ULAKBİM TR Dizin

Yüzüncüyıl, İşçi Blokları Mahallesi

Muhsin Yazıcıoğlu Caddesi No:51/C

06530 Çankaya / ANKARA +90 (312) 298 92 00

trdizin@tubitak.gov.tr

TÜBİTAK ULAKBİM Ulusal Akademik Ağ ve Bilgi Merkezi Cahit Arf Bilgi Merkezi © Tüm Hakları Saklıdır. Gizlilik Politikası Kullanım Şartları