Neuromarketing and Marketing Communications An Integrated Approach to Understanding Consumer Behavior

Yazarlar

  • H.Serhat ÇERÇİ Selçuk Üniversitesi

Anahtar Kelimeler:

nöropazarlama- pazarlama iletişimi- tüketici davranışı- karar verme

Özet

Nörobilim ve pazarlama stratejilerini birleştiren bir alan olan nöropazarlama, pazarlama uyaranlarına verilen bilinçaltı tepkileri analiz ederek tüketici davranışlarını derinlemesine inceleme kabiliyeti nedeniyle son yıllarda önem kazanmıştır. Bu makale, tüketicilerin karar verme süreçleri ve tercihleri hakkında fikir edinmek için nöropazarlamanın pazarlama iletişimi ile entegrasyonunu incelemekte ve işletmelerin tüketici davranışlarını etkileme ve pazarlama iletişimi stratejilerini optimize etme potansiyelini tartışmaktadır. Bu makale nöropazarlamanın temel ilkelerini ve araştırma yöntemlerini özetlemekte. Beyin tarama teknikleri, göz izleme ve EEG gibi psikofizyolojik ölçüm araçları kullanılarak tüketici tepkileri, ilgi alanları ve tercihleri incelenmekte; ve nöropazarlama bulgularının birleştirilmesiyle pazarlama iletişimi stratejilerinin daha etkili bir şekilde nasıl tasarlanabileceği vurgulanmaktadır. Makalenin bulguları, nöropazarlamanın pazarlama iletişimi sürecinde nasıl kullanılabileceğini ve tüketici davranışlarını etkileme potansiyelini ortaya koymaktadır.

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02-06-2024