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Examining Retro Marketing Ads From the Perspective of Neuromarketing: The Example of Nestle Brand

Yıl 2020, Sayı: 55, 77 - 90, 27.04.2020
https://doi.org/10.18070/erciyesiibd.566698

Öz

As a result of the changes experienced today, importance of brands in addressing the emotions of the consumers in order to stand out from the competitors and provide a competitive advantage has increased. Retro marketing is used in marketing communication messages in order to create an emotional connection with the brand and to make it a part of daily life. Thus, firms aimed to remind consumers the past, make them to yearn for the past, and to buy the retro branded products.

The aim of this study is determined the thoughts in subconscious of their and response levels of the consumers to Retro ads by using the EEG Analysis Method from the neuromarketing techniques. Therefore, the advertising by Retro marketing, which is accepted to have a significant effect on consumers in the literature, combined with the neuromarketing approach and putting forward the effectiveness of the Retro ads with EEG Analysis Method emphasize the importance of the study. This study is among the very first studies connecting Retro marketing and neuromarketing. The outcomes of the experiments performed led to conclude that the retro marketing ad prepared successsfully has a positive effect on consumers.

Kaynakça

  • Anderson, E. W., Potter, K. C., Matzen, L. E., Shepherd, J. F., Preston, G. A., and Silva, C. T., (2011), “A User Study of Visualization Effectiveness Using EEG and Cognitive Load”, Computer Graphics Forum, 30(3), 791–800.
  • Ariely, D., and Berns, G. S. (2010), “Neuromarketing: The Hope and Hype of Neuroimaging In Business”. Nature Reviews Neuroscience, 11(4), 284-292.
  • Arslan, B., and Yetkin, B. Ö., (2017), “Determining The Demographic Factors That Affect Consumer Attitudes Towards Retro Products”, Nişantaşı University, Journal of Social Science 5(1), pp. 92-108.
  • Bercea, M. D. (2013), “Anatomy of Methodologies For Measuring Consumer Behavior In Neuromarketing Research”. http://www.lcbr-online.com/index_files/proceedingsemc12/12emc023.pdf Access Date: 09.02.2018.
  • Brown S., (1999) "Retro-marketing: Yesterday’s Tomorrows, Today!", Marketing Intelligence & Planning, Vol. 17 Issue: 7, pp.363-376.
  • Brown, S., Kozinets, R. V., and Sherry Jr, J. F. (2003), “Teaching Old Brands New Tricks: Retro Branding and The Revival of Brand Meaning”, Journal of Marketing, 67(3), 19-33.
  • Castellano, S., Ivanova, O., Adnane, M., Safraou, I., and Schiavone, F. (2013), “Back to The Future: Adoption and Diffusion of Innovation In Retro-industries”, European Journal of Innovation Management, 16(4), 385-404.
  • Dimoka, A., (2012), “How To Conduct A Functional Magnetic Resonance (fMRI) Study In Social Science Research”, MIS Quarterly Vol. 36 No. 3, pp. 811-840.
  • Fortunato, V. C. R., Giraldi, J. M. E., and Oliveira, J. H. C., (2014), “A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations”. Journal of Management Research. ISSN 1941-899 X, Vol. 6, No. 2, pp. 201-220.
  • Huszár, S., and Pap, K., (2016), “Revolutionising Marketing Research? A Vritical View on the Promising Neuromarketing. Economics and Management of Global Value Chains”. University of Szeged, Doctoral School in Economics, Szeged, pp. 157–166.
  • Kenning, P., H. Plassmann, and D. Ahlert, (2007), “Applications of Functional Magnetic Resonance Imaging for Market Research”, Qualitative Market Research 10,2: 135-152.
  • Khushaba, R., Wise, N., Kodagoda, C., Louviere, S., Kahn, J., and Townsend, E.B.C., (2013), “Consumer Neuroscience: Assessing The Brain Response to Marketing Stimuli Using Electroencephalography (EEG) and Eye Tracking”, Expert Systems with Applications, Expert Systems With Applications, Volume 40, issue 9, p. 3803-3812.
  • Laybourne, P., and Lewis, D. (2005), “Neuromarketing: The Future of Consumer Research?” Admap, 461, 28–30.
  • Lee, N., Broderick, A.J., and Chamberlain, L., (2007). What is Neuromarketing? A Discussion and Agenda for Future Research, International Journal of Psychophysiology, 63 (2): 199-204.
  • Lindstrom, M., (2009), “Buyology”, 1st Edition, Translator:Ümir Şensoy., Optimist Publication Distribution, October 2009. Istanbul.
  • McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., and Montague, P. R. (2004), “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks”. Neuron, 44, 379–387.
  • Morin, C., (2011), ‘’Neuromarketing: The New Science of Consumer Behavior’’, pp. 131-135.
  • Murphy, E. R., Illes, J., and Reiner, P. B, (2008), “Neuroethics of Neuromarketing”. Journal of Consumer Behaviour. 7: 293–302.
  • Sourina, O., and Liu, Y., (2011), “A Fractal-Based Algorithm of Emotion Recognition From EEG Using Arousal-Valence Model”, In Proc, Biosignals, Rome, 209-214.
  • ThinkNeuro. (2012). “Neuromarketing (EEG) Analysis Star TV and Turkcell Logo” http://www.thinkneuro.net/tr/basin/mediacat/star-tv-ve-turkcell-logo-noeromarketing-eeg-analizi Access Date:14.02.2018.
  • Thompson, C., (2003), “There's A Sucker Bom In Every Medial Prefrontal Cortex”. New York Times Magazine, October 25.
  • Uğur, E., (2017), “Investigation of the Effect of Retro Marketing Practices on Consumers' Purchasing Behaviors in terms of Neuromarketing”, Fırat University, Social Sciences Institute, Unpublished Master Thesis, Elazig.
  • Yorgancılar, F. N., (2015), “Consumer Behavior Neurology”, Çizgi Bookstore, 1st Edition: Konya.
  • Yücel, A. and Çubuk, F. (2013), “Comparison of Neuromarketing and Subliminal Advertising Approaches”, Firat University Journal of Nigde University Academic Review of Economics and Administrative Sciences 6(2), pp. 172-183.

Nöropazarlama Pespektifinden Retropazarlama Reklamlarının İncelenmesi: Nestle Markası Örneği

Yıl 2020, Sayı: 55, 77 - 90, 27.04.2020
https://doi.org/10.18070/erciyesiibd.566698

Öz

Günümüzde yaşanan değişimler neticesinde, markaların rakiplerinden sıyrılmak ve rekabet avantajı sağlamak için tüketicilerin duygularına hitap etmedeki önemi artmıştır. Retro pazarlama, marka ile duygusal bir bağlantı kurmak ve onu günlük yaşamın bir parçası yapmak için pazarlama iletişimi mesajlarında kullanılmaktadır. Böylelikle firmalar tüketicilere geçmişi hatırlatmayı, geçmişe özlem duymalarını ve retro markalı ürünleri satın almayı hedeflemiştir.

Bu çalışmanın amacı, nöropazarlama tekniklerinden EEG analiz metodu kullanılarak tüketicilerin tepki seviyelerini ve bilinçaltındaki düşüncelerini belirlemektir Bu nedenle, literatürdeki tüketiciler üzerinde önemli bir etkiye sahip olduğu kabul edilen Retro pazarlama ile yapılan reklamlar, nöromarketing yaklaşımı ile bir araya getirildiğinde ve Retro reklamların EEG Analiz Yöntemi ile etkinliğinin ortaya konması, çalışmanın önemini vurgulamaktadır. Bu çalışma, Retro pazarlamayı ve nöromarketing'i bağlayan ilk çalışmalar arasındadır. Yapılan deneylerin sonuçları, başarılı bir şekilde hazırlanan retro pazarlama reklamının tüketiciler üzerinde olumlu bir etkisi olduğu sonucuna varmıştır.

Kaynakça

  • Anderson, E. W., Potter, K. C., Matzen, L. E., Shepherd, J. F., Preston, G. A., and Silva, C. T., (2011), “A User Study of Visualization Effectiveness Using EEG and Cognitive Load”, Computer Graphics Forum, 30(3), 791–800.
  • Ariely, D., and Berns, G. S. (2010), “Neuromarketing: The Hope and Hype of Neuroimaging In Business”. Nature Reviews Neuroscience, 11(4), 284-292.
  • Arslan, B., and Yetkin, B. Ö., (2017), “Determining The Demographic Factors That Affect Consumer Attitudes Towards Retro Products”, Nişantaşı University, Journal of Social Science 5(1), pp. 92-108.
  • Bercea, M. D. (2013), “Anatomy of Methodologies For Measuring Consumer Behavior In Neuromarketing Research”. http://www.lcbr-online.com/index_files/proceedingsemc12/12emc023.pdf Access Date: 09.02.2018.
  • Brown S., (1999) "Retro-marketing: Yesterday’s Tomorrows, Today!", Marketing Intelligence & Planning, Vol. 17 Issue: 7, pp.363-376.
  • Brown, S., Kozinets, R. V., and Sherry Jr, J. F. (2003), “Teaching Old Brands New Tricks: Retro Branding and The Revival of Brand Meaning”, Journal of Marketing, 67(3), 19-33.
  • Castellano, S., Ivanova, O., Adnane, M., Safraou, I., and Schiavone, F. (2013), “Back to The Future: Adoption and Diffusion of Innovation In Retro-industries”, European Journal of Innovation Management, 16(4), 385-404.
  • Dimoka, A., (2012), “How To Conduct A Functional Magnetic Resonance (fMRI) Study In Social Science Research”, MIS Quarterly Vol. 36 No. 3, pp. 811-840.
  • Fortunato, V. C. R., Giraldi, J. M. E., and Oliveira, J. H. C., (2014), “A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations”. Journal of Management Research. ISSN 1941-899 X, Vol. 6, No. 2, pp. 201-220.
  • Huszár, S., and Pap, K., (2016), “Revolutionising Marketing Research? A Vritical View on the Promising Neuromarketing. Economics and Management of Global Value Chains”. University of Szeged, Doctoral School in Economics, Szeged, pp. 157–166.
  • Kenning, P., H. Plassmann, and D. Ahlert, (2007), “Applications of Functional Magnetic Resonance Imaging for Market Research”, Qualitative Market Research 10,2: 135-152.
  • Khushaba, R., Wise, N., Kodagoda, C., Louviere, S., Kahn, J., and Townsend, E.B.C., (2013), “Consumer Neuroscience: Assessing The Brain Response to Marketing Stimuli Using Electroencephalography (EEG) and Eye Tracking”, Expert Systems with Applications, Expert Systems With Applications, Volume 40, issue 9, p. 3803-3812.
  • Laybourne, P., and Lewis, D. (2005), “Neuromarketing: The Future of Consumer Research?” Admap, 461, 28–30.
  • Lee, N., Broderick, A.J., and Chamberlain, L., (2007). What is Neuromarketing? A Discussion and Agenda for Future Research, International Journal of Psychophysiology, 63 (2): 199-204.
  • Lindstrom, M., (2009), “Buyology”, 1st Edition, Translator:Ümir Şensoy., Optimist Publication Distribution, October 2009. Istanbul.
  • McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., and Montague, P. R. (2004), “Neural Correlates of Behavioral Preference for Culturally Familiar Drinks”. Neuron, 44, 379–387.
  • Morin, C., (2011), ‘’Neuromarketing: The New Science of Consumer Behavior’’, pp. 131-135.
  • Murphy, E. R., Illes, J., and Reiner, P. B, (2008), “Neuroethics of Neuromarketing”. Journal of Consumer Behaviour. 7: 293–302.
  • Sourina, O., and Liu, Y., (2011), “A Fractal-Based Algorithm of Emotion Recognition From EEG Using Arousal-Valence Model”, In Proc, Biosignals, Rome, 209-214.
  • ThinkNeuro. (2012). “Neuromarketing (EEG) Analysis Star TV and Turkcell Logo” http://www.thinkneuro.net/tr/basin/mediacat/star-tv-ve-turkcell-logo-noeromarketing-eeg-analizi Access Date:14.02.2018.
  • Thompson, C., (2003), “There's A Sucker Bom In Every Medial Prefrontal Cortex”. New York Times Magazine, October 25.
  • Uğur, E., (2017), “Investigation of the Effect of Retro Marketing Practices on Consumers' Purchasing Behaviors in terms of Neuromarketing”, Fırat University, Social Sciences Institute, Unpublished Master Thesis, Elazig.
  • Yorgancılar, F. N., (2015), “Consumer Behavior Neurology”, Çizgi Bookstore, 1st Edition: Konya.
  • Yücel, A. and Çubuk, F. (2013), “Comparison of Neuromarketing and Subliminal Advertising Approaches”, Firat University Journal of Nigde University Academic Review of Economics and Administrative Sciences 6(2), pp. 172-183.
Toplam 24 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Nurcan Yücel 0000-0002-6845-1284

Atilla Yücel 0000-0002-8052-3236

Yunus Emre Gür 0000-0003-1429-3249

Koray Gündüz 0000-0002-9734-3290

Yayımlanma Tarihi 27 Nisan 2020
Kabul Tarihi 16 Aralık 2019
Yayımlandığı Sayı Yıl 2020 Sayı: 55

Kaynak Göster

APA Yücel, N., Yücel, A., Gür, Y. E., Gündüz, K. (2020). Examining Retro Marketing Ads From the Perspective of Neuromarketing: The Example of Nestle Brand. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(55), 77-90. https://doi.org/10.18070/erciyesiibd.566698

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