Turizmde Nöropazarlamanın Pazarlama Karması Kapsamında Kullanımına İlişkin Literatür İncelemesi (A Literature Review on the Use of Neuromarketing in Tourism in the Scope of Marketing Mix)
DOI:
https://doi.org/10.21325/jotags.2020.664Keywords:
Neuromarketing, Tourism, Marketing mix, Consumer behaviourAbstract
Conventional researches on consumers have generally been based on answers that consumers think are rational. However, neuromarketing is a field that promises researchers much more than that. Neuromarketing researches have gained importance in recent years with the increase in application possibilities. Although the number of neuromarketing studies in the field of tourism is increasing, it is difficult to say that enough studies have been done yet. The aim of this study is to categorize the studies applied neuromarketing researches in the marketing mix together with other studies in the marketing literature. Thus, it is thought that a theoretical contribution will be made to the literature regarding the scope of neuromarketing researches. The literature view used for data collection and included 40 applied studies in Science Direct and Dergi Park databases to the research. According to the results of the study, 7 P of the marketing mix (product, price, place, promotion, people, process and physical evidence) have also been the subject of neuromarketing studies. It has been observed that the researches mostly focused on promotion (advertisement) and people.
References
Akan, Ş., Atalık, Ö., & Yücel, N. (2019). Havayolu marka kişiliği algısının geleneksel ve nöropazarlama yöntemleri ile karşılaştırılmasına yönelik bir uygulama. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 7(4), 207-217.
Akgül, D. (2017). Basılı reklamların etkisini cinsiyet ve gürültü belirler mi? : Göz takip sistemi ile uygulama. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 331-348. doi:10.18092/ulikidince.321166
Akgün, V. Ö., & Ergün, G. S. (2016). Yeni bir pazarlama yaklaşımı olarak nöropazarlama üzerine kuramsal bir araştırma. Selçuk Üniversitesi Sosyal ve Teknik Araştırmalar Dergisi(11), 223-235.
Aslan, R., & Özbeyaz, A. (2019). Satın alma sürecinde marka bağımlılığı üzerine bir araştırma: Adıyaman Üniversitesi örneği. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 8(1), 1967-1990.
Avcıkurt, C., Demirkol, Ş., & Zengin, B. (ed). (2009). Turizm işletmelerinin pazarlamasında 7P ve 7C. Sakarya: Değişim Yayınları.
Avinash, T., Dikshant, L., & Seema, S. (2018). Methods of neuromarketing and implication of the frontal theta asymmetry induced due to musical stimulus as choice modeling. International Conference on Computational Intelligence and Data Science (ICCIDS 2018), (s. 55-67). doi:10.1016/j.procs.2018.05.059
Barrett, L. F. (2019). Beynimizin parmak izleri (2. b.). (Y. Konyalı, Çev.) İstanbul, Türkiye: Timaş Yayınları.
Boz, H. (2015). Turistik ürün satın alma karar sürecinde itkiselliğin rolü: psikonörobiyokimyasal analiz. (Doktora Tezi). Balıkesir Üniversitesi, Balıkesir.
Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourism pricing psychology. Tourism Management Perspectives(23), 119-128. doi:10.1016/j.tmp.2017.06.002
Brenninkmeijer, J., Schneider, T., & Woolgar, S. (2020). Witness and silence in neuromarketing: Managing the gap between science and its application. Science, Technology, & Human Values, 45(1), 62-86. doi:10.1177/0162243919829222
Ceylan, İ. G., & Ceylan, H. B. (2015). Ambalaj tasarımında bilinçaltı mesaj öğelerinin ve nöropazarlama yaklaşımının kullanımlarının karşılaştırılması. International Periodical For The Languages, Literature and History of Turkish or Turkic, 10(2), 123-142.
Coşkun, R., Altunışık, R., Bayraktaroğlu, S., & Yıldırım, E. (2015). Sosyal bilimlerde araştırma yöntemleri (8. b.). Sakarya: Sakarya Yayıncılık.
Demirtürk, H., & Yücel, N. (2017). Nöropazarlama açısından bilgilenmiş kulanıcıların karar süreci üzerinde koku etkisinin ölçümlenmesi. Ejovoc (Electronic Journal of Vocational Colleges), 7(3), 58-69.
Eagleman, D. (2019). Incognito: Beynin gizli hayatı (33. b.). (Z. A. Tozar, Çev.) İstanbul, Türkiye: Domingo.
Erdoğan, E. Ç. (2019). Nöropazarlama çerçevesinde destinasyon pazarlaması: eye - tracking yöntemi. (Yüksek Lisans Tezi).Trakya Üniversitesi, Edirne.
Fu, H., Ma, H., Bian, J., Wang, C., Zhou, J., & Ma, Q. (2019). Don’t trick me: An event-related potentials ınvestigation of how price deception decreases consumer purchase ıntention. Neuroscience Letters, 1-6. doi:10.1016/j.neulet.2019.134522
García-Madariaga, J., López, M.-F. B., Burgos, I. M., & Virto, N. R. (2019). Do isolated packaging variables influence consumers' attention and preferences? Physiology & Behavior(200), 96-103. doi:10.1016/j.physbeh.2018.04.030
Gedik, A. (2020). Davranış ekonomisi ve tüketici davranışları açısından bir uygulama. Sosyal Araştırmalar ve Yönetim Dergisi(1), 23-40. doi:10.35375/sayod.731799
Golnar-Nik, P., Farashi, S., & Safari, M.-S. (2019). The application of eeg power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior, 207, 90-98. doi:10.1016/j.physbeh.2019.04.025
Gountas, J., Gountas, S., Ciorciari, J., & Sharma, P. (2019). Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages. Journal of Business Research(105), 121-135. doi:10.1016/j.jbusres.2019.07.011
Graves, P. (2010). Consumer.ology : The market research myth, the truth about consumers and truth about consumer and the psychology of shopping. London, UK: Nicholas Brealey Publishing.
Guyader, H., Ottosson, M., & Witell, L. (2017). You can't buy what you can't see: Retailer practices to increase the green premium. Journal of Retailing and Consumer Services(34), 319-325.
Hamelin, N., Moujahid, O. E., & Thaichon, P. (2017). Emotion and advertising effectiveness: A novel facial expression analysis approach. Journal of Retailing and Consumer Services(36), 102-111.
Harrell, E. (2019). Neuromarketing what you need to know. Harvard Business Review, s. 64-70.
Harris, J. M., Ciorciari, J., & Gountas, J. (2018). Public health social media communications and consumer neuroscience. Cogent Psychology, 5(1), 1-13. doi:10.1080/23311908.2018.1434058
Hensel, D., Iorga, A., Wolter, L, & Znanewitz, J. (2017). Conducting neuromarketing studies ethically practitioner perspectives. Cognitive Science & Neuroscience, 4, 1-14. doi:10.1080/23311908.2017.1320858
Hernández-Fernández, D. A., Mora, E., Isabel, M. ve Hernández, V. (2019). When a new technological product launching fails: A multi-method approach of facial recognition and E-WOM sentiment. Physiology & Behavior, 130-138. doi:10.1016/j.physbeh.2018.04.023
Hsu, L. ve Chen, Y.-J. (2020). Neuromarketing, subliminal advertising, and hotel selection: An eeg study. Australasian Marketing Journal, 1-9. doi:10.1016/j.ausmj.2020.04.009
İslamoğlu, H. (2013). Pazarlama ilkeleri (4. b.). İstanbul: Beta Yayınları.
Jack, J. (2010). What are neurorhetorics? Rhetoric Society Quarterly, 40(5), 405-410. https://www.jstor.org/stable/40997104
Küçün, N. T., Yaman, C., Güngör, S., & Eroğlu, S. (2018). Online alışveriş süreçlerinde dijital verilerin ve dijital göçmenlerin stres düzeylerinin biyometrik analizi. Journal of Life Economics, 5(4), 177-190. doi:10.15637/jlecon.268
Lee, E.-J., Choi, H., Han, J., Kim, D. H., Ko, E., & Kim, K. H. (2020). How to “nudge” your consumers toward sustainable fashion consumption: An fmri ınvestigation. Journal of Business Research(117), 642-651. doi:10.1016/j.jbusres.2019.09.050
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology(63), 199-204.
Lim, W. M. (2018). Demystifying neuromarketing. Journal of Business Research, 91, 205-220.
Lopes, A. T., Aguiar, E. d., Souza, A. F., & Oliveira-Santos, T. (2017). Facial expression recognition with convolutional neural networks: Coping with few data and the training sample order. Pattern Recognition(61), 610-628. doi:10.1016/j.patcog. 2016.07.026
Lourenção, M., Giraldi, J. D., & Oliveira, J. H. (2020). Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness. Annals of Tourism Research(84), 1-20.
Ma, Q., Wang, M., & Qian, D. (2020). The effects of brand familiarity and product category in brand extension: An ERP study. Neuroscience Research, 1-9. doi:10.1016/ j.neures.2020.06.010
Mañas-Viniegra, L., Núñez-Gómez, P., & Tur-Viñes, V. (2020). Neuromarketing as a strategic tool for predicting how instagramers have an influence on the personal identity of adolescents and young people in Spain. Heliyon(6), 1-16. doi:10.1016/j.heliyon. 2020.e03578
Medina, C. A., Martinez-Fiestas, M., Viedma-del-Jesús, M. I., & Aranda, L. A. (2020). The processing of price during purchase decision making: Are there neural differences among prosocial and non-prosocial consumers? Journal of Cleaner Production(27), 1-11. doi:10.1016/j.jclepro.2020.122648
Meyerding, G.H., & Mehlhose C.M. (2020). Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fnirs). Journal of Business Research(107), 172-185. doi:10.1016/j.jbusres.2018.10.052
Muñoz-Leiva, F., Hernández-Méndez, J., & Gómez-Carmona, D. (2019). Measuring advertising effectiveness in travel 2.0 websites through eye-tracking technology. Physiology & Behavior, 83-95. doi:10.1016/j.physbeh.2018.03.002
Odabaşı, Y., & Barış, G. (2018). Tüketici davranışı (18. b.). İstanbul, Türkiye: MediaCat.
Özkara, B. Y. (2017). Nöropazarlamada elektroensefalografi (EEG) kullanımı. Bursa, Türkiye: Ekin Yayınevi.
Özkara, B. Y., & Bagozzi, R. (2020). The use of event related potentials brain methods in the stud od conscious and unconscious decision making processes. Journal of Retailing and Consumer Services(58), 1-17. doi:doi.org/10.1016/j.jretconser. 2020.102202
Page, G. (2012). Scientific realism: What 'neuromarketing' can and can't tell us about consumers. International Journal of Market Research, 287-290. doi:10.2501/IJMR-54-2-287-290.
Pennanen, K., Närväinen, J., Vanhatalo, S., Raisamo, R., & Sozer, N. (2020). Effect of virtual eating environment on consumers’ evaluations of healthy and unhealthy snacks. Food Quality and Preference(82), 1-13. doi:10.1016/j.foodqual.2020.103871
Puska, P., Kurki, S., Lähdesmäki, M., Siltaoja, M., & Luomala, H. (2018). Sweet taste of prosocial status signaling: When eating organic foods makes you happy and hopeful. Appetite, 348-359. doi:10.1016/j.appet.2017.11.102
Pykett, J. (2013). Neurocapitalism and the new neuros: using neuroeconomics, behavioural economics and picoeconomics for public policy. Journal of Economic Geog, 13(5), 845-869. https://www.jstor.org/stable/10.2307/26158691 adresinden alındı
Sänger, J. (2019). Can't take my eyes off you – how task irrelevant pictures of food ınfluence attentional selection. Appetite(133), 313-323. doi:10.1016/j.appet. 2018.11.030
Sargezeh, B. A., Tavakoli, N., & Daliri, M. R. (2019). Gender-based eye movement differences in passive ındoor picture viewing: An eye-tracking study. Physiology & Behavior(206), 43-50. doi:10.1016/j.physbeh.2019.03.023
Schafer, A. (2005). Buy this. Scientific American Mind, 16(2), 72-75. https://www.jstor.org/ stable/10.2307/24997637
Shi, Z., Wang, A.-L., Aronowitz, C. A., Romer, D., & Langleben, D. D. (2017). Individual differences in the processing of smoking-cessation video messages: An Imaging genetics study. Biological Psychology, 128, 125-131. doi:10.1016/j.biopsycho. 2017.07.019
Smith, P., & Zook, Z. (2016). Marketing communications: Offline and online integration, engagement and analytics (6. b.). London, UK: Kogab Page.
Solomon, M. R. (2018). Consumer behavior buying, having, and being (12. b.). Vivar: Pearson.
Stipp, H. (2015). The evolution of neuromarketing research: From novelty to mainstream. Journal of Advertising Research, 55(2), 120-122. doi:10.2501/JAR-55-2-120-122
Şahan, Y. (2016). Turizm pazarlamasında tüketicilerin turistik satın alma kararı üzerinde etkili olan web sitesi tasarım özelliklerinin nörogörüntüleme yöntemlerinden elektroensefalografi (eeg) ve göz izleme yöntemleriyle belirlenmesine dair deneysel bir çalışma (Yüksek Lisans Tezi). Hitit Üniversitesi, Çorum.
Şahin, E., & Yazıcıoğlu, İ. (2020). Restoran aydınlatmasının menüden yemek seçimine etkisi. International Journal of Social Sciences and Education Research, 6(1), 54-66.
Tyson-Carr, J., Soto, V., Kokmotou, K., Roberts, H., Stancak, A., Fallon, N., & Giesbrecht, T. (2020). Neural underpinnings of value-guided choice during auction tasks: An eye-fixation related potentials study. NeuroImage(204), 1-13. doi:10.1016/j.neuroimage. 2019.116213
Ural, T. (2008). Pazarlamada yeni bir yaklaşım: Nöropazarlama üzerine kuramsal bir değerlendirme. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17(2), 421-432.
Vashishta, D. S., & Balaji, B. (2012). Social cognitive neuroscience, marketing persuasion and customer relations. International Congress on Interdisciplinary Business and Social Science (ICIBSoS 2012) (s. 1022-1039). Elsevier Ltd.
Verhulst, N., Vermeir, I., Slabbinck, H., Lariviere, B., & Mauri, M. (2020). A neurophysiological exploration of the dynamic nature of emotions during the customer experience. Journal of Retailing and Consumer Services(57), 1-13.
Wolpe, P. R. (2019). Neuromarketing and AI—powerful together, but needing scrutiny. AJOB Neuroscience, 10(2), 69-70. doi:10.1080/21507740.2019.1618414
Yaman, C., Küçün, N. T., Güngör, S., & Eroğlu, S. (2018). Reklamlara yönelik dikkatin göz izleme tekniği ile ölçülmesi ve bağlam etkisi. Journal of Life Economics, 5(4), 221-232. doi:10.15637/jlecon.271
Yücel, A., & Çubuk, F. (2013). Nöropazarlama ve bilinçaltı reklamcılık yaklaşımlarıın karşılaştırılması. Niğde Üniversitesi İİBF Dergisi, 6(2), 172-183.
Yücel, A., & Göker, Z. (2020). Kızılay'ın sosyal yardım afişlerinin eye-tracking ile incelenmesi. Fırat Üniversitesi Uluslararası İktisadi ve İdari Bilimler Dergisi, 4(1), 183-213.
Yücel, N., Yücel, A., Gür, Y. E., & Gündüz, K. (2020). Nöropazarlama pespektifinden retropazarlama reklamlarının incelenmesi: Nestle markası örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi(55), 77-90.
Zavadskas, E. K., Bausys, R., Kaklauskas, A., & Raslanas, S. (2019). Hedonic shopping rent valuation by one-to-one neuromarketing and neutrosophic PROMETHEE method. Applied Soft Computing(85), 1-14. doi:10.1016/j.asoc.2019.105832
Zhang, J., Yin, Z., Chen, P., & Nichele, S. (2020). Emotion recognition using multi-modal data and machine learning techniques: A tutorial and review. Information Fusion(59), 103-126. doi:10.1016/j.inffus.2020.01.011
Zhang, J., Yun, J. H., & Lee, E.-J. (2020). Brain buzz for facebook? Neural İndicators of SNS content engagement. Journal of Business Research, 1-9. doi:10.1016/j.jbusres. 2020.01.029
Zhou, F., Kong, S., Fowlkes, C. C., Chen, T., & Lei, B. (2020). Fine-grained facial expression analysis using dimensional emotion model. Neurocomputing(392), 38-49. doi:10.1016/j.neucom.2020.01.067
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Journal of Tourism & Gastronomy Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
