Gelisim News

Your brain decides what to buy, not you

In marketing, many different methods are tried by brands and advertisers to attract consumers’ attention. Stating that neuromarketing, defined as pressing the ‘’buy button’’ in the brain, is preferred by brands, Asst. Prof. Dr. Sinem Eyice Başev emphasizes that marketing strategies will be determined accordingly.

"Neuromarketing", which determines which product to buy or not by measuring the brain waves of consumers in the decision-making process before purchasing something, plays a major role in the marketing strategy of many brands. The answers given to the question of what is thought about any product or advertisement can be misleading, however, measurements made using neuroimaging techniques can determine how the advertisement, product and packaging are approached. In other words, the brain decides what people buy.

“SOME TECHNIQUES ARE INCLUDED IN NEUROMARKETING RESEARCH”

"Neuromarketing", which is one of the most significant studies on what consumers really want with the development of technology, is an area that brands and the marketing world closely follow and apply. Neuromarketing is used in many scientific disciplines such as neurology, sociology, marketing, advertising and medicine.  Asst. Prof. Dr. Sinem Eyice Başev from Istanbul Gelisim University (IGU) Faculty of Applied Sciences, Department of Public Relations and Advertising stated the following:  “There are some techniques in neuromarketing research. These techniques are PET, fMRI, EEG, Eye Tracking, MEG, FACS and GSR. Neuromarketing research is mostly preferred by advertising and marketing departments today. Thus, all the facts that the eye and brain see between the consumer and the product are revealed. Neuromarketing research measures people's responses to marketing stimuli. Like, did s/he like it or not? Did s/he see it or not? Did s/he read it or not? Thanks to these methods, which are particularly used to measure consumer behavior, the advertiser can prepare the product advertisements in a way that the consumer will like and attract.”

“RESEARCHERS WILL CONTINUE TO MEASURE PEOPLE'S REACTIONS TO MARKETING STIMULI”

The most used neuromarketing research areas are internet usability tests for e-commerce sites. Therefore, e-commerce sites make it easy for customers to buy products in the shortest and easiest way. For brands, it is used for packaged logo design, the selection of advertising images, and the determination of advertising spaces. Asst. Prof. Dr. Sinem Eyice Başev: “Big brands update their market or store shelves according to the results of the research. Neuromarketing will continue to be of great significance when creating marketing strategies today and in the future. By combining not only desktop applications but also real-life mobile applications with virtual reality, it steps directly into the metaverse world. Neuromarketing researchers will continue to measure people's responses to marketing stimuli.”