UYGULANABİLİR NÖROPAZARLAMANIN MODA ENDÜSTRİSİ VE NÖROPAZARLAMA LİDERLERİ ÜZERİNDEKİ ALGISI ÜZERİNE KEŞFEDİCİ BİR ARAŞTIRMA

Amaç- Son yirmi yılda ortaya çıkan nöropazarlama, tüketicinin karar vermesini etkileyen nitelikler, duygular, hafıza ve algılar gibi insanla ilgili faktörleri ölçmek için nöro bilimsel araçlardan yararlanan evrimsel bir kavram olarak kabul edilmektedir. Nöropazarlamanın çeşitli sektörlere uygulanması, yeni fırsatlar ve yeni zorluklar getiriyor. Bu araştırma çalışmasının amacı, nöropazarlama literatürüne ışık tutmak ve nöropazarlama ve moda yöneticilerinin küresel ve Türk moda endüstrisinde uygulamalı nöropazarlamaya yönelik algısını incelemektir. Yöntem- Teorik ve uygulamalı nöropazarlama ile ilgili güncel literatür taramasının ardından, Türk nöropazarlama yöneticileri ve moda liderleri ile derinlemesine görüşmeler yapılmaktadır. Bulgular- Bulgular, dünya ve Türkiye'de uygulanan nöropazarlamanın kullanımı arasında farklılıklar ve benzerlikler olduğunu göstermektedir. Derinlemesine görüşme bulguları, Türk moda yöneticilerinin nöropazarlama hakkındaki algılarının önceki literatürden farklı olduğunu ve nöropazarlamayı modada uygulamak için farklı önceliklerin olduğunu göstermektedir. Sonuç- Bulguların, uygulamalı nöropazarlamanın moda endüstrisi ile işbirliğinin geliştirilmesine yardımcı olması ve pazarlama ile ilgili kaynak tahsisinde yönetimsel kararları desteklemesi beklenmektedir.

Anahtar Kelimeler:

nöropazarlama, moda, algı, Türkiye, derinlemesine röportaj

AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING

Purpose - In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making. The application of neuromarketing to various industries brings up new opportunities as well as new challenges. This purpose of this exploratory study is to shed light upon neuromarketing literature and to investigate the perception of neuromarketing and fashion executives towards applied neuromarketing in global and Turkish fashion industry. Methodology - Following the up to date literature review about theoretical and applied neuromarketing, in-depth interviews with Turkish neuromarketing executives and fashion leaders are executed. Findings - The findings show that there are discrepancies and similarities between the usage of applied neuromarketing in the globe and Turkey. In-depth interview findings show that the perceptions of Turkish fashion executives about neuromarketing differ from previous literature and different priorities exist to apply neuromarketing in fashion. Conclusion - The findings are expected to help developing the collaboration of applied neuromarketing in fashion industry and support managerial decisions in marketing related resource allocations.

Keywords:

neuromarketing, fashion, perception, Turkey, in-depth interview,

PDF

___

Ariely,D., Berns, G.S. (2010). Neuromarketing: The hope and hype of neuroimaging in Business. Nature Reviews Neuroscience, Volume 11(4): 284-292.DOI: 10.1038/nrn2795
Baldo, D., Parikh, H., Piu, Y., & Müller, K.-M. (2015). Brain Waves Predict Success of New Fashion Products: A Practical Application for the Footwear Retailing Industry. Journal of Creating Value, 1(1): 61–71. DOI: 10.1177/2394964315569625
Boyce, C., Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input: Pathfinder International Watertown, MA
Castellion, G., Markham, S. K. (2013). New Product Failure Rates. Journal of Product Innovation Management, Volume 30(5): 976-979. DOI: 10.1111/j.1540-5885.2012.01009.x
Chark, R. (2018). Neuromarketing, Innovative Research Methodologies in Management. Palgrave Macmillan, Cham.
Christoforou C., Papadopoulos T.C., Constantinidou F., Theodorou M. (2017). Your Brain on the Movies: A Computational Approach for Predicting Box-office Performance from Viewer’s Brain Responses to Movie Trailers. Front. Neuroinform. 11: 72. DOI: 10.3389/fninf.2017.00072
Cakir, M. P., Cakar, T., Girisken, Y. (2015). Neural Correlates of Purchasing Behavior in the Prefrontal Cortex: An Optical Brain Imaging Study. Cognitive Science Society Annual Meeting: 297-302
Easterby-Smith, M., Thorpe, R., Jackson, P., Lowe, A. (2008). Management Research 3rd edition, London, Sage
Erk, S., Spitzer, M., Wunderlich, A. P., Galley, L., Walter, H. (2002). Cultural objects modulate reward circuitry. NeuroReport, Volume 13(18): 2499–2503. DOI: 10.1097/00001756-200212200-00024
Eser, Z., Isin, F. B., Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, Volume 27(7-8): 854-868. DOI: 10.1080/02672571003719070
Girişken,Y., Bulut,D. (2014). How do consumers perceive a/an logotype/emblem in the advertisements: An eye tracking study. International Journal on Strategic Innovative Marketing, Volume 01: 198-209. DOI: 10.15556/IJSIM.01.04.002
Hakim, A., Levy, D.J. (2018). A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing. Wiley Interdisciplinary Review, Cognitive Science, Volume 10(2): e1485 DOI: 10.1002/wcs.1485
Harrell, E. (2019). Neuromarketing what you need to know. Retrieved from https://hbr.org/2019/01/neuromarketing-what-you-need-to-know
Johnson, J., Rowlands, T. (2012). The interpersonal dynamics of in-depth interviewing. In Gubrium, J. F., Holstein, J. A., Marvasti, A. B., McKinney, K. D. The SAGE handbook of interview research: The complexity of the craft , Thousand Oaks, CA: SAGE Publications
Krugman, H. E. (1971). Brain wave measures of media involvement. Journal of Advertising Research, Volume 11(1): 3-9
Kühn S., Strelow E., Gallinat J. (2016). Multiple "buy buttons" in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. Neuroimage, Volume 136: 122-128. DOI: 10.1016/j.neuroimage.2016.05.021
Kvale, S. (1996). Interview Views: An Introduction to Qualitative Research Interviewing. Thousand Oaks, CA: Sage Publications.
Li, Bao-Rui, Wang, Y., Wang, Ke-Sheng (2017). A novel method for the evaluation of fashion product design based data mining. Advances in Manufacturing, Volume 5(4):370-376. DOI: 10.1007/s40436-017-0201-x
Lim, W.M. (2018). Demystifying neuromarketing. Journal of Business Research, Volume 91(C): 205-220. DOI: 10.1016/j.jbusres.2018.05.036
McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., Montague, P.R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, Volume 44(2): 379–387. DOI: 10.1016/j.neuron.2004.09.019
Perrachione, T.K., Perrachione, J. (2008). Brains and brands: developing mutually informative research in neuroscience and marketing. Journal of Consumer Behaviour, Vol. 7(4–5): 303–318. DOI: 10.1002/cb.253
Phan, K.L., Wager, T., Taylor, S.F., Liberzon, I. (2002). Functional neuroanatomy of emotion: A meta-analysis of emotion activation studies in PET and fMRI. Neuroimage, Volume 16(2): 331-348. DOI: 10.1006/nimg.2002.1087
Plakhin, A., Semenets, I., Ogorodnikova, E., Khudanina, M. (2018). New directions in the development of neuromarketing and behavioral economics. MATEC Web of Conferences, Volume 184:1-6. DOI: 10.1051/matecconf/201818404023
Plassmann, H., Venkatraman, V., Huettel, S., Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, Volume 52(4): 427-435. DOI: 10.1509/jmr.14.0048
Ramsøy, T.Z., Jacobsen, C., Friis-Olivarius, M., Bagdziunaite, D., Skov, M. (2017). Predictive Value of Body Posture and Pupil Dilation in Assessing Consumer Preference and Choice. Journal of Neuroscience Psychology and Economics, Volume 10(2-3): 95-110. DOI: 10.1037/npe0000073
Remenyi, D., Williams, B., Money, A., Swartz, E. (1998). Doing research in business and management: An Introduction to Process and Method. London, Sage
Ruanguttamanun, C. (2014). Neuromarketing: I Put Myself into a fMRI Scanner and Realized that I love Louis Vuitton Ads. , Procedia – Social and Behavioral Sciences, Volume 148: 211-218. DOI: 10.1016/j.sbspro.2014.07.036
Sarı,B., Yılmaz,B., Ferik A.O. (2019). Pazarlama araştırmalarında yeni bir eğilim olarak nöropazarlama: Türkiye’de nöropazarlama alanında yapılan akademik çalışmalara yönelik bir inceleme, Selçuk İletişim, 12 ( 2 ):1127-1168. DOI: 10.18094/JOSC.596326
Schneider, T., Woolgar, S. (2019). Witness and Silence in Neuromarketing: Managing the gap between science and its application. Science, Technology and Human Values, 45(1): 1-25. DOI: 10.1177/0162243919829222
Simmons, B. (2015, January 9). The tale of two Flaccos. Retrieved from http://grantland.com/the-triangle/the-tale-of-two-flaccos/
Singh, P., Kumar, H. (2015). Neuromarketing: An emerging tool of Market Research. International Journal of Engineering Business Management, Volume 5(6): 530-535.
Spence, C. (2019). Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, Vol. 22(1): 275-298. DOI: 10.1177/1094428116672003
Stanton, S. J., Sinnott-Armstrong, W., Huettel, S. A. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144(4): 799-811. DOI: 10.1007/s10551-016-3059-0
Stevens, G., A., Burley, J. (1997). 3,000 Raw Ideas = 1 Commercial Success! Research-Technology Management, Volume 40(3): 16-27. DOI: 10.1080/08956308.1997.11671126
Yücel, A., Coşkun, P. (2018). Nöropazarlama Literatür İncelemesi. The Journal of International Social Sciences, Volume 28(2): 157-177. DOI: 10.18069/firatsbed.460933
Zaltman, G. (2000). Consumer researchers: Take a hike! Journal of Consumer Research, Vol. 26(4): 423–433. DOI: 10.1086/209573
Żurawicki, L. (2010). Neuromarketing: Exploring the brain of the consumer. Springer, Heidelberg