A Neuroeconomic Approach To The Rationality And Homoeconomicus Concepts And The Research Discussed In The Frontal Lobe, Reptilian Brain And Serotonin Levels Basis

After developments of methodological techniques in neurology, especially since fMRI was started to use for social sciences research, process of individual decision and behaviour in human models of economic theories have been started to determine rationally and these methods have been started to use in reality, too. In this context, discussing the social sciences research in the base of neurology has increased the methodological efficiency of social sciences research. The literature search of this study was developed with the relation between methodological techniques of discussion of the findings and rationality and homoeconomicus concepts of economics. In this research, a consumption desire scale was developed and the correlation of consumption desire and serotonin levels that change seasonly were analysed. The findings show that there is a positive correlation between serotonin levels and consumption desire. The relation between consumption desire and actual purchase was also analysed in this research and higher rise in consumption desire, based on serotonin levels, was determined. Approximately at the rate of 10% inhibition has been found. Consequently, these findings were discussed as the repitilian brain, which is the ultimate decision maker in purchasing and consumption decision and behavior, is inhibited by frontal lobe at this rate. The discussions were made in the perspective of neuroeconomics. In the suggestions part of the study, methodological evaluations were made for other studies to be carried out in the economics, especially for marketing, by comparing with the methods of this study. Neuromethodological self-critism of this study was made in the limitations part of the text.

Anahtar Kelimeler:

Neuroeconomics, Methodology, Serotonin, Frontal Lobe, Reptilian Brain, Consumption

PDF

___

CAMEER, Colin ve George Loewenstein ve Drazen Prelec (2005). “How Neuroscience Can Inform Economics”, Journal of Economic Literature, 36, 63, 31. DUMAN KURT, Sumeyra (2011). Davranışsal Ekonomi Yaklaşımlarının Tüketici Karar Verme Tarzları ile Açıklanması ve Bir Uygulama, İzmir: T.C.Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı İşletme Programı Doktora Tezi. FISHER, Carl Eric vd. (2010), “Defining Neuromarketing: Practices and Professional Challenges”, National Institutes of Health, 18, 4, 230. GÜLEÇ, Cengiz (2004). “Homo Economicus, Psikiyatri, İktisat ve Ötesi”, İstanbul Üniversitesi İktisat Fakültesi Mezunlar Cemiyeti İktisat Dergisi, 40, 9, 453. KARABIYIK, Hüseyin Çağatay (2016), Nöropazarlama Çerçevesinde Tüketici Teorisi ve Yeniden Tanımlanması Gereken Homoekonomikus Kavramı, Konya: T.C.Konya Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi. KAYNAŞ, Meltem (2012). Tüketicilerin Mantıksal Olmayan Davranışlarının Ekonomik Sonuçları, İstanbul: T.C.İstanbul Kültür Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi. LeDOUX, Joseph (2000). “Emotion Circuits in the Brain”, Annu.Rev.Neuroscience, 4, 23, 155. LeDOUX, Joseph (2003). “The Emotional Brain, Fear, and the Amygdala”, Cellular and Molecular Neurobiology, 23, 4-5, 727. LeDOUX, Joseph (2015). “Feelings: What Are They & How Does the Brain Maket hem?”, American Academy of Arts & Sciences, 10, 11, 96. PRASCHAK-RIEDER, Nicole vd. (2008). “Seasonal Variation in Human Brain Serotonin Transporter Binding”, Arch Gen Psychiatry, 9, 65, 1072. RENVOISE, Patrick ve Christophe Morin (2015). Nöromarketing, 3.Baskı, İstanbul: Mediacat Kitapları. SALANT, Priscilla ve Don A. Dillman (1994). How to Conduct Your Own Survey, 1.Baskı, New York: John Wiley & Sons Inc. SOYDAL, Haldun (2010). Yeni Ekonomi, 1.Baskı, Konya: Palet Yayınları. SOYDAL, Haldun ve Zekeriya Mızrak ve Fatma Nur Yorgancılar (2010). “Nöro Ekonomi Kavramı’nın İktisat Bilimi İçindeki Yeri, Önemi ve Bilimselliği”, SÜ İİBF Sosyal ve Ekonomik Araştırmalar Dergisi, 6, 13, 215. SUTHERLAND, Stuart (2013), Irrationality: The Enemy Within, London: Pinter&Martin Ltd. ŞENİĞNE, Billur (2011). Rasyonalite Kavramına Deneysel ve Davranışsal İktisat Bağlamında Yeni Bir Bakış Açısı: “Nöroiktisat”, İstanbul: T.C.Marmara Üniversitesi Sosyal Bilimler Enstitüsü İktisat Anabilim Dalı Uluslar Arası İktisat Bilim Dalı Doktora Tezi. VAN PRAAG, Bernard M.S. (1991). “Ordinal and Cardinal Utility: An Integration of the Two Dimensions of the Welfare Concept”, Journal of Econometrics, 79, 50, 69.