İşletme Lisansüstü Programı - Doktora

Bu koleksiyon için kalıcı URI

http://hdl.handle.net/11527/209

Gözat

Yazar "Burnaz, Huriye Şebnem" ile İşletme Lisansüstü Programı - Doktora'a göz atma
  • Öge
    An Analysis Of Voters' Perception Of Visual Advertisements With Respect To Neuromarketing Approach: Eye-tracking Study
    (Institute of Social Sciences, 2018) Alioğlu, Ahmet ; Burnaz, Huriye Şebnem ; 534612 ; Management ; İşletme
    Researchers have progressively used a multidimensional approach in their methodical development, which has led to new understandings and discoveries. The usage of neuroscientific approaches has gained more prominence in several marketing functions and has contributed to greater understanding of human behavior. Neuromarketing is one of these disciplines that integrate multidimensional fields of scientific research; neurology: a science that concentrates on the study of the human brain; cognitive psychology: focuses on exploring the relationship between mind and human behavior; marketing: the field of research that focuses on developing new, lucrative products and services to meet the needs of consumers. Thus, Neuromarketing focuses on researching and understanding consumer behavior and measuring people's brain responses to marketing stimuli. The development of this field basically is reliant on the progress of several principles of study: neuroscience, applied physics, and computer science. Moreover, Neuromarketing is being used to study consumer behavior and purchase decision processes. Neuromarketing save an opportunity basically to researchers to have a deeper insight of the degree of abstraction present in the minds of customers and the role of feelings in decision- making and intentional behavior. Thus, it allows the development of more operative mechanisms for activating and stimulating these feelings.