THE IMPACT OF NEUROMARKETING ON CONSUMER THOUGHTS: MALATYA INONU UNIVERSITY SAMPLE
NÖROPAZARLAMA YAKLAŞIMININ TÜKETİCİ DÜŞÜNCELERİ ÜZERİNDEKİ ETKİSİ: MALATYA İNÖNÜ ÜNİVERSİTESİ ÖRNEĞİ

Author : Hayrullah KESEK -- Hasan GEDİK
Number of pages : 630-656

Abstract

The approaches that will provide the marketing with new aspects have rapidly become evident in a world where technological developments are present along with globalization. Neuro-science offer various opportunities to resolve the mystery behind consumer behavior. Predicted to gain importance in the coming years, neuromarketing is a new field of marketing shedding light to the understanding and interpretation of consumer behavior. The purpose of this study is to identify the impact of neuromarketing on consumer considerations. This study, a survey is conducted with the students (n=351) of the Malatya Inönü University in order to get an inside look at their opinions on the impact of neuromarketing approach on the consumer consideration. The survey data is analyzed and interpreted using SPSS Statistics. The research found out that consumers’ knowledge level gradually increases as parallel with their age, income and educational level and that they are positively influenced by this method.

Keywords

Consumer, Marketing, Neuromarketing

Read: 1,022

Download: 316