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A RESEARCH ON NEUROMARKETING AND PERCEPTION MANAGEMENT IN TERMS OF NEW TRENDS IN MARKETING

Yıl 2021, Cilt: 16 Sayı: 55, 311 - 341, 30.01.2021
https://doi.org/10.14783/maruoneri.731864

Öz

Today as the world has become a big market with globalization, competition has increased, and consumers have become conscious and interacted with each other via development of information and communication technologies, companies need to manage consumer perception successfully in order to have profit and to maintain their presence in the market. Although perception management is a very new concept in marketing, in fact, consumer perception management is a different expression of persuading consumers to buy and demonstrates a variety of approaches to achieve influencing consumer behaviors since the birth of the marketing field. However, consumers are now approached more strategically and cognitive, with the use of sensorial and emotional tactics. On the other hand, neuromarketing, which consider marketing activities via the disciplines of neuroscience and psychophysiology, tries to present clear and reliable data about consumers, and allows interpreting consumers’ mental and physical reactions given to marketing stimuli, via observing their perception processes. Marketing strategies developed for perception management by making use of these data have a strong effect on consumer perception. However, when the consumer cannot perceive the given marketing messages, the company’s attempt to influence its target audience with perception management fails from the very beginning. In order to find a solution to this important problem that may occur in the communication process with the target audience, the neuromarketing research focuses on the perception process, which is thought to be the most important stage in the management of consumer perception. The purpose of the research is to measure the effectiveness of the fact that “the more senses of the consumer are addressed, the more effective the perception can be managed”, in line with the changes in consumer perception by measuring it with neuromarketing techniques. In order to measure how the consumer perception is affected by visual and auditory stimuli, participants were shown a desktop advertisement of the brand CarrefourSA. We measure and analyze the participants’ mental and physical responses in the perception process by using EEG and eye-tracking neuromarketing techniques simultaneously. According to the analysis, the combined use of audio and visual stimuli in advertising often enables consumers to perceive the message much better than using visual stimuli alone. However, it was observed that the presence of a second sensory stimulus adversely affects the perception process when numerical values such as price, campaign date are included in the advertisement image.

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PAZARLAMADA YENİ EĞİLİMLER AÇISINDAN NÖROPAZARLAMA VE ALGI YÖNETİMİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2021, Cilt: 16 Sayı: 55, 311 - 341, 30.01.2021
https://doi.org/10.14783/maruoneri.731864

Öz

Küreselleşmeyle birlikte dünyanın büyük bir pazar haline geldiği, rekabetin arttığı, bilgi ve iletişim teknolojilerinin gelişimiyle tüketicilerin bilinçlendiği ve birbirleriyle her an etkileşimde olduğu günümüzde, firmaların mal ve hizmetlerini satarak kazanç sağlayabilmeleri ve pazarda varlıklarını sürdürebilmeleri için tüketici algısını başarıyla yönetmeleri gerekmektedir. Algı yönetimi, pazarlama alanında çok yeni bir kavram olmasına rağmen, aslında, pazarlamanın doğuşundan günümüze tüketiciyi satın alması için ikna etmeye çalışmak ve tüketici davranışlarını istenilen doğrultuda etkilemeyi başarmak için çeşitli yaklaşımlar sergilemenin farklı bir ifadesidir. Ancak artık tüketicilere daha stratejik yaklaşılmakta, pazarlama faaliyetlerinde bilişsel, duyusal ve duygusal taktikler kullanılmaktadır. Öte yandan pazarlamanın, nörobilim ve psikofizyoloji disiplinleriyle desteklenmesi ile pazarlama bilimine kazandırılan nöropazarlama, tüketicilere dair net ve güvenilir verileri sunmaya çalışmakta, tüketicilerin pazarlama uyaranlarına verdikleri zihinsel ve fiziksel tepkileri, algılama süreçlerini direkt olarak gözlemleyerek yorumlamaya imkân tanımaktadır. Sunulan bu verilerden yararlanılarak algı yönetimine yönelik geliştirilen pazarlama stratejileri, tüketici algısı üzerinde güçlü bir etki oluşturmaktadır. Ancak tüketici, verilen pazarlama mesajlarını algılayamadığında işletmenin algı yönetimi çalışmalarıyla hedef kitlesini etkileme girişimi daha en başından başarısız olmaktadır. Hedef kitle ile iletişim sürecinde oluşabilen Küreselleşmeyle birlikte dünyanın büyük bir pazar haline geldiği, rekabetin arttığı, bilgi ve iletişim teknolojilerinin gelişimiyle tüketicilerin bilinçlendiği ve birbirleriyle her an etkileşimde olduğu günümüzde, firmaların mal ve hizmetlerini satarak kazanç sağlayabilmeleri ve pazarda varlıklarını sürdürebilmeleri için tüketici algısını başarıyla yönetmeleri gerekmektedir. Algı yönetimi, pazarlama alanında çok yeni bir kavram olmasına rağmen, aslında, pazarlamanın doğuşundan günümüze tüketiciyi satın alması için ikna etmeye çalışmak ve tüketici davranışlarını istenilen doğrultuda etkilemeyi başarmak için çeşitli yaklaşımlar sergilemenin farklı bir ifadesidir. Ancak artık tüketicilere daha stratejik yaklaşılmakta, pazarlama faaliyetlerinde bilişsel, duyusal ve duygusal taktikler kullanılmaktadır. Öte yandan pazarlamanın, nörobilim ve psikofizyoloji disiplinleriyle desteklenmesi ile pazarlama bilimine kazandırılan nöropazarlama, tüketicilere dair net ve güvenilir verileri sunmaya çalışmakta, tüketicilerin pazarlama uyaranlarına verdikleri zihinsel ve fiziksel tepkileri, algılama süreçlerini direkt olarak gözlemleyerek yorumlamaya imkân tanımaktadır. Sunulan bu verilerden yararlanılarak algı yönetimine yönelik geliştirilen pazarlama stratejileri, tüketici algısı üzerinde güçlü bir etki oluşturmaktadır. Ancak tüketici, verilen pazarlama mesajlarını algılayamadığında işletmenin algı yönetimi çalışmalarıyla hedef kitlesini etkileme girişimi daha en başından başarısız olmaktadır. Hedef kitle ile iletişim sürecinde oluşabilen

Kaynakça

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  • Yücel, A & Gür, Y. E. (2017). Beyin Müzik İlişkisi: Tüketicilerin Reklam Müziklerine Tepkilerinin Nöropazarlama ile İncelenmesi, Dicle Üniversitesi İktisadi ve İdari Bilimler Fakültesi, Uluslararası Ekonomi, Siyaset ve Yönetim Sempozyumu. (12-14 Ekim 2017 Diyarbakır). ss.212-233.
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Toplam 96 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makale Başvuru
Yazarlar

Pınar Alyar 0000-0002-9404-8536

Serdar Pirtini 0000-0002-9858-060X

Nurcan Yücel 0000-0002-6845-1284

Yayımlanma Tarihi 30 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 16 Sayı: 55

Kaynak Göster

APA Alyar, P., Pirtini, S., & Yücel, N. (2021). PAZARLAMADA YENİ EĞİLİMLER AÇISINDAN NÖROPAZARLAMA VE ALGI YÖNETİMİ ÜZERİNE BİR ARAŞTIRMA. Öneri Dergisi, 16(55), 311-341. https://doi.org/10.14783/maruoneri.731864

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