Search

Neuromarketing, a concept that we have recently heard increasingly in the marketing world; it means transferring the data obtained in neurological researches to marketing discipline. The expertise required by statistical analyzes as well as state-of-the-art brain imaging tools such as Neuromarketing, Functional Magnetic Imaging (fMRI), Electro Brain Graphic (EEG), Eyetracking, Galvanic Skin Response (GSR) arise from the interaction of Neuroscience and Marketing Science has been taken up in the literature as a field of research that has been interpreted together with marketing and neuroscientists. Neurology, a science that deals with the brain and nervous system. Marketing experts are using the techniques developed in this science in marketing research to understand how consumers are making purchasing decisions and which marketing tools they are influencing. The human brain has been thought of as a black box that has to be discovered by marketers for years. Neuroscience sheds light on the causes behind consumer behavior; neuromarketing also leads to a brand image or message, a product or packaging, how an advertising campaign inspires consumers in the subconscious and how consumer decisions are affected. In this study; the concept of neuromarketing the tools used in this area, the ethical aspect of neuromarketing and its application areas. The aim of the study; neuromarketing the resources available in the literature about-context-so far in Turkey articles, papers and graduate theses in analyse the current situation and to contribute to future neuromarketing research direction determination will provide. Besides this, also recently completed the first review of the literature. The purpose of the work of the neuromarketing can be accessed via the literature in the context of the resources so far in Turkey article, papers and graduate theses by analyzing the status of the present and to contribute to future neuromarketing research direction determination will provide. Besides this, also recently completed the first review of the literature. [ABSTRACT FROM AUTHOR]