NÖROPAZARLAMA YAKLAŞIMLARINI SIGMUND FREUD’UN YAPISAL ZİHİN MODELİ ÇERÇEVESİNDE DEĞERLENDİRMEK.

Experts in neuromarketing, conduct research to find new solutions to marketing problems using various techniques from the field of neuroscience. Experts, also known as neuro marketers, make marketing decisions based on information obtained by measuring the reactions of the human brain with neuroimaging techniques. As a result of neuromarketing research, the human mind is analyzed by categorizing it into various structural categories, and it is stated that the path to success in this field is directly related to understanding the brain's structures. The neuroscience literature contains basic studies that will aid in understanding of the brain's structures, but there are not enough studies on this subject in the field of neuromarketing. The purpose of this research is to examine at neuroscience studies on how the brain works from a neuromarketing standpoint and to look for elements that will contribute to the neuroscience literature. According to the findings of this experimental research study, Sigmund Freud's topographic mind model, which includes the conscious and subconscious, and the structural model of the mind, which includes the id, ego, and superego, are critical in terms of neuromarketing approaches. Based on the findings, it is revealed that Freud's structural model of the mind is a fundamental idea in understanding neuromarketing research, and some recommendations are given on the assessed issue. [ABSTRACT FROM AUTHOR]