A Conceptual Evaluation on Neuromarketing As a New Multidisciplinary Field
Journal Title: Black Sea Journal of Public and Social Science - Year 2018, Vol 1, Issue 1
Abstract
Marketing concept has developed from a product-oriented approach (marketing 1.0) to a human-oriented approach (marketing 3.0), showing a cyclical evolution. It has made it mandatory for human beings to identify needs and determine the factors that affect purchase behaviors. In this direction, it has begun to be seen as one of the most accurate and consistent ways to understand consumers by using neuromarketing techniques in marketing research to reveal consumers' real feelings and thoughts at subconscious and conscious levels. In this context, it is aimed to conceptualize neuromarketing as a new interdisciplinary field in this study and to make an examination about the techniques and usage areas used in neuromarketing studies.
Authors and Affiliations
Şahap AKAN
Keywords
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