January 12, 2024 - NeuroMark

January 12, 2024January 12, 2024

The Impact of Climate Change on the Brain and Psychology

Climate change stands out as one of the most serious challenges of the 21st century. With the increasing concentration of greenhouse gases, noticeable changes are occurring in temperature averages and constituent densities of the atmosphere. These rapid changes reflect a worsening trend that living beings will have difficulty adapting to.

Today, climate change manifests itself globally as an extreme warming of the earth’s surface. Global warming negatively affects human life in various ways. Today, scientists emphasize that global warming will cause climate events such as hurricanes, storms, tornadoes, floods that will disrupt human life, rising sea levels around the world, and a significant increase in temperatures.

These changes will cause food shortages for agricultural countries that cannot adapt to climate change, a decrease in clean water resources worldwide, damage to animal, plant and other living species, flooding of coastal countries and various negative effects on human health.

The psychological effects of climate change may not be obvious, but they can lead to depression, antisocial behavior and suicide. We should also consider that climate change can have serious consequences for mental health, as well as physical health. Climate change can bring different degrees of stress, depression and anxiety into people’s lives. Even uncertainty can be a source of stress and can be considered as a risk factor for psychological stress.

Climate-induced disasters not only threaten physical health but can also cause mental health problems. This can also negatively impact physical health in ways such as changing sleeping, eating or exercise habits and reducing immune system function. Natural disasters that can be associated with climate change, such as extreme weather events, floods, hurricanes or fires, can cause psychological problems in people, such as trauma and post-traumatic stress disorder. Awareness about climate change can create a desire to take action for the environment, but also a sense of hopelessness in the face of the magnitude of environmental problems.

Reference:

Psychologist Merve Altındağ

ARAS, B. B., & DEMİRCİ, K. (2020). İklim değişikliğinin insan sağliği üzerindeki psikolojik etkileri. Nazilli İktisadi ve İdari Bilimler Fakültesi Dergisi, 1(2), 77-94.

GEZER, M., & İLHAN, M. (2021). İklim değişikliği endişesi ölçeği: Türkçeye uyarlama çalışması. Ege Coğrafya Dergisi, 30(1), 195-204.

January 12, 2024January 12, 2024

The Role of Excitement in Neuromarketing

Emotions play a huge role in our lives, don’t they? Sometimes it can feel as if we treat our emotions and emotional experiences as if they are distant from our brains and our lives. But in fact, from the water we drink to what we look at, there is an emotional experience. The analysis process in the brain is a combination of observation, emotion, thought and behavior. In this week’s blog post, we will discuss the emotion of excitement. The emotion of excitement is associated with multiple areas of the brain.

The hippocampus is particularly involved in creating and storing memories of emotional experiences. Therefore, moments of excitement can be remembered later. The somatosensory cortex, the cortex, is a region that processes physical sensations and provides awareness of physiological changes in the body during feelings of excitement. The reward pathway in the brain involves the release of a neurotransmitter called dopamine. Excitement is processed through this pathway, especially when it is associated with anticipated rewards or pleasures. Regions such as the ventral tegmental area and nucleus accumbens are linked to the reward pathway.

The prefrontal cortex is important in the regulation of higher cognitive functions such as thought processes, planning and decision-making. Excitement can interact with cognitive processes under the influence of this region.

When we are excited, when we focus on an issue or an object, our pupils dilate. Other conditions that cause dilated pupils are also mainly due to excitement and focus.

For example, our pupils dilate when we look at someone we love or are in love with. On the other hand, our pupils react in the same way when we look at someone we hate. Studies on the subject have shown that pupils dilate when subjects are shown interesting pictures. An interesting result of these experiments is that women’s pupils dilate more than men’s. This may be an indication that women experience emotions more intensely and spend more energy to focus their attention.

Neuromarketing is a field of research used to analyze and understand the emotion of excitement. Neuromarketing uses neurological insights and methods to understand how consumers perceive products and brands, how they react and what factors influence their purchasing decisions. Since excitement is an important emotion that influences consumer decisions, neuromarketing is used to analyze this emotion.

Reference:

Psychologist Merve Altındağ

Tosun, P., Sezgin, S., & Nimet, U. R. A. Y. (2019). Pazarlama biliminde duygu ve duygu durumu kavramlari için baz alinmiş teoriler. Elektronik Sosyal Bilimler Dergisi, 18(72), 1832-1851.

Yazar Yok. Tübitak. (28 Ekim 2019). Alındığı Tarih: 28 Ekim 2019.

January 12, 2024January 12, 2024

Happy World Coffee Day!

Coffee is a drink that has always been in our lives. Most of us have various excuses to drink coffee during the day. We like to drink coffee because besides the pleasure and physical need we get from it, the emotional impact of coffee is much stronger…

When we think of coffee, we think of various types of coffee, and we drink various types of coffee for various excuses at every moment of our lives. But probably the most meaningful and emotionally charged of these is ‘Turkish Coffee’, which carries the heritage of the past to the present.

If you would like, while drinking your coffee today, we would like to take a look at the meanings of coffee for us and the emotions it evokes in us;

 Coffee is a daily ritual and represents a ‘special moment’ in the busyness of the day. Coffee is a ‘magic elixir’ that creates an atmosphere of ‘joy’ and enriches the shared moment, adding intimacy.

 A small ‘getaway or break’ that frees the person from their routine, relaxes and soothes them.

While providing comfort and happiness, it also makes you feel ‘free’. For this reason, coffee is always associated with moments of pleasure.

 Its distinctive ‘special’ smell is an important stimulant that differentiates coffee from other beverages and strengthens the relationship with coffee.

 Especially Turkish coffee is an ‘excuse’ to make oneself happy and free. It is a ‘reward’ given to oneself under various pretexts, a way of pampering oneself in life, even for a short period of time, and being able to say “oh, good for me” after a job well done.

 Coffee excuse, ‘chatting’ is great. Turkish coffee is often associated with ‘conversation’ and the company of friends. Conversation and Turkish coffee are inseparable. When you want to have a chat with your spouse, friends, neighbors and friends, the phrases ‘let’s have a coffee’ or ‘let’s go for a coffee’ have become common phrases.

 Turkish coffee provides unity and sincerity. It is the representation of ‘sharing’. Along with this, it is not to be drunk with everyone, as it is a special drink, but to be drunk with intimate people, friends and neighbors. Turkish coffee has ‘selectivity’ at its core. Although coffee drunk alone relaxes the person, the pleasure of coffee is stronger when drunk together. In other words, coffee is a complement to pleasant moments.

 ‘Coffee fortune telling’ is one of the most important rituals of Turkish coffee.

 Turkish coffee is more than just an ordinary beverage, it represents a ‘culture’. With its profound influence on the Turkish way of life, Turkish coffee plays a central role as a sign of hospitality and friendship.

As you drink your coffee today, feel how peace and joy envelop you and make you both free and caring…

January 12, 2024January 12, 2024

The Impact of Seasonal Transition on the Brain

Some people may experience seasonal affective disorders, called SAD, especially as winter approaches and daylight hours diminish. This can include symptoms such as lack of energy, depression, fatigue and weight gain. Depressed mood can have many causes, especially in the fall and winter. However, the decrease in sunlight is known to be the most important factor triggering seasonal depression. This leads to an imbalance in the hormones melatonin and serotonin.

The pineal gland produces the hormone melatonin in the dark. This hormone slows down physical energy, induces drowsiness and makes the person feel tired. No matter how well the person gets a good night’s sleep, he/she cannot feel rested and not getting enough sunlight causes intense secretion of melatonin hormone. As melatonin levels increase, serotonin levels decrease, triggering depression.

Fall can mark a time of change in daily routines, with the end of summer vacation and the start of school or work. For some people, these changes can cause stress and anxiety.

Emotional states such as sadness and depression can be associated with an imbalance of neurotransmitters that affect chemical communication in the brain. In particular, dysregulation of neurotransmitters such as serotonin, dopamine and norepinephrine can affect feelings of sadness. Emotional experiences such as sadness are regulated by a group of structures in the brain called the limbic system. The limbic system includes a number of brain structures involved in emotional processing and storage. Examples of these structures include the amygdala (a region involved in emotional processing), the hypothalamus (regulates stress responses) and the hippocampus (involved in memory and storage of emotional experiences).

The brain is a complex network, and emotional experiences are created by communication between different regions. For example, an emotional stimulus can spread from cortical regions that process visual or auditory information to the limbic system and prefrontal cortex. The prefrontal cortex controls high-level cognitive functions such as thinking, evaluation and emotional regulation. This region plays a major role in coping with sadness and interpreting emotional experiences.

The emotional effects of autumn may differ from person to person. Autumn’s changes in nature can be a source of aesthetic pleasure for some people. Colorful leaves, the fruit harvest and cooler weather can help them feel a closer connection with nature.

While some people welcome this period in a positive way, it can be difficult for others. The important thing is to take care of your emotional health during this period and seek support when needed.

Reference:

Psychologist Merve Altındağ

Ekinci, M., OKANLI, A., &Gözüağca, D. (2010). MEVSİMSEL DEPRESYONLAR VE BAŞETME YOLLARI. Anadolu Hemşirelik ve Sağlık Bilimleri Dergisi, 8(1), 109-112.

Kiremitçi, E., & Coşkun, H. (2017). Mevsimsellik ve öznel iyi oluş arasindaki ilişkinin incelenmesi. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17(2), 239-248.

January 12, 2024January 12, 2024

Neuropsychology of Happiness and Its Role in Neuromarketing

Happiness is a combination of many factors, including brain chemistry, neurotransmitters, communication between neurons, genetic predisposition and environmental factors. Happiness is a complex experience. The most important neurotransmitters associated with happiness are serotonin, dopamine and norepinephrine. Serotonin regulates mood, while dopamine is associated with reward and pleasure.

The proper functioning of these neurotransmitters plays a critical role in the formation of feelings of happiness. A person’s way of thinking, beliefs and life perspective can influence their sense of happiness. Positive psychology focuses on developing positive thought patterns and finding meaning in life. Endorphins are chemicals produced naturally in the body that increase feelings of happiness. Activities such as exercise, laughter and pleasurable activities can increase endorphin production.

The feeling of happiness is particularly associated with brain regions such as the hypothalamus, amygdala and nucleus accumbens, which are part of the limbic system. These regions are important centers that regulate your mood and control reward processes. Communication between neurons in the brain is important in the formation of emotional experiences. Synaptic communication and electrical signals between neurons form the neuropsychological basis of happiness. Genetic factors can influence a person’s level of happiness. Some people may have a more positive genetic predisposition from birth, which can affect their level of happiness.

Happiness has become an important component of neuromarketing because the times when people feel happy and the positive emotions they associate with products which can influence their purchasing decisions. Feeling happy can help consumers form an emotional connection with a product or brand. Neuromarketing aims to strengthen the emotional connection by creating advertising campaigns and product designs in ways that match people’s feelings of happiness.

Biological cues associated with happiness can include physiological parameters such as heart rate, skin conductance and facial expressions. With these cues, it is possible to measure consumers’ levels of happiness during their interactions with advertisements, products or brands.

Reference:

Psychologist Merve Altındağ

Atılım, O. N. A. Y. (2018). TÜKETİMİN VE REKLAMLARIN GELECEĞİ. Kurgu, 26(3), 25-36.

Talay, S. (2021). Pozitif Psikoloji Bağlamında Duygu Düzenleme Süreçlerinin Kişilerarası Iletişime Etkisi (Doctoral dissertation, Marmara Universitesi (Turkey)).

January 12, 2024January 12, 2024

Back to School and Biological Rhythm

Returning to school can interfere with the biological rhythm because it can change students’ and teachers’ daily lifestyles and sleep patterns. Biological rhythm involves natural physiological and behavioral change that repeats in a 24-hour cycle. These cycles include various biological functions such as body temperature, hormone secretion, wakefulness and sleep. Especially after holiday periods, it can affect students’ biological rhythms because during the holidays students often have a more liberal sleep and living pattern. This can affect the body clock and biological rhythm.

Biological rhythms can be studied in two main types; Circadian and Ultradian rhythms

Ultradian rhythms refer to biological rhythms that are shorter than 24-hour cycles. For example, processes such as heart rate, respiratory rate and some hormone levels may have rhythms of shorter duration. These rhythms can change in response to the body’s immediate needs and activities.

Circadian rhythms are biological rhythms that have an approximately 24-hour cycle. The best known circadian rhythm is the cycle of sleep and wakefulness. Body temperature, melatonin production, hormone regulation and some metabolic functions depend on this cycle. Circadian rhythms are regulated by a control mechanism called the internal biological clock, but environmental factors, especially light, can influence these rhythms.

An important aspect of biological rhythms is that they help the organism to live in harmony with its environment. For example, circadian rhythms encourage being more alert and active during the day and resting at night. These rhythms adapt sleep patterns and body functions to day and night conditions. Disruption or dysregulation of biological rhythms can cause health problems and it is therefore important to monitor and maintain them regularly.

Going back to school can create a mismatch between students’ biological clocks and school hours. It can take time to re-establish the body clock, especially when it is necessary to sleep later and wake up earlier. During vacation, students may tend to wake up and sleep late. It is possible that sleep problems may arise during the adjustment period. Anxiety and stress may also increase among students. These emotional factors can affect sleep patterns and biological rhythms. Another important detail is outdoor light. Daylight has an important role in regulating biological rhythm.

Suggestion

If students spend more time in the classroom, this can affect their biological rhythm. For this reason, we recommend that students spend time outdoors after school, depending on availability. Spending time outdoors will also be stabilizing for parents.

Reference

Psychologist Merve Altındağ

YÜKSEL, A. (2019). Sirkadiyen ritim ile yeme zamanı ilişkisi. Sağlık Profesyonelleri Araştırma Dergisi, 1(1), 38-43.

ERDEMİR, İ., & TÜFEKÇİOĞLU, E. (2008). KORTİZOL SİRKADİYEN RİTMİNİ ETKİLEYEN BAZI FİZİKSEL VE FİZYOLOJİK PARAMETRELERİN KARŞILAŞTIRILMASI. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(20), 1-10.

Akinci, E., & Orhan, F. Ö. (2016). Sirkadiyen Ritim Uyku Bozukluklari: Circadian Rhythm Sleep Disorders. Psikiyatride Guncel Yaklasimlar, 8(2), 178.

January 12, 2024January 12, 2024

The Brain Chemicals and Neuromarketing

Brain chemicals are chemical compounds that play an important role in the nervous system. Brain chemicals regulate communication between nerve cells and the functionality of the nervous system. These chemicals control the functioning of the nervous system by transmitting the stimulation of one neuron to other neurons or target cells. Today, the function of many chemicals in our nerves such as serotonin, noradrenaline (norepinephrine), dopamine, endorphins, oxytocin, vasopressin, acetylcholine, GABA, histamine is known. Of course, there are still mysteries about the reactions and pathways through which these chemicals work.

When our general behaviors are examined, our brain has a structure that tends towards pleasure and tries to avoid pain. In general, our state of happiness is basically based on these two elements. Pleasure brings happiness and pain reduces happiness. This reward/punishment mechanism is largely controlled by the hypothalamus region of our brain. Problems with our nerves and hormones can lead to a decrease in our happiness and therefore a disturbance in our psychological balance. Our brain releases a variety of hormones to control this, but if negative environmental conditions and problems within our body persist, our brain overworks to try to prevent this problem.

Each neurotransmitter has different functions. The chemical endorphin is known for its pain-relieving effects and can be produced during physical activity. Endorphins can also contribute to feelings of pleasure and happiness. Serotonin plays an important role in regulating emotional state. Imbalances in serotonin levels have been associated with mental health problems such as depression, anxiety and obsessive-compulsive disorder. Dopamine is involved in reward, motivation, pleasure and movement. Imbalances in dopamine levels can lead to problems such as schizophrenia, addiction and Parkinson’s disease. GABA (Gamma-Aminobutyric Acid) has an inhibitory effect on the nervous system and plays a role in reducing anxiety and stress. GABA imbalances can cause epilepsy and anxiety disorders.

Neuromarketing studies consumers’ decision-making processes to understand which products they prefer and why they prefer them. Brain chemicals come into play as part of these decision-making processes and influence the emotional and chemical responses which consumers feel when choosing a product or service. It seeks to understand the role of brain chemicals to increase brand loyalty, the number of customers and customer satisfaction. When the brand makes a positive impact on the consumer, chemicals associated with happiness, such as serotonin, are released and can thus increase customer loyalty.

We thank “The Sultans of the Net” for having an effect on the chemicals in our brains.

Reference

Psychologist Merve Altındağ

https://evrimagaci.org/beynimizdeki-bazi-kimyasallara-kisa-bir-bakis-2728#:~:text=G%C3%BCn%C3%BCm%C3%BCzde%20serotonin%2C%20noradrenalin%20(norepinefrin),aralanmas%C4%B1%20gereken%20s%C4%B1r%20perdeleri%20bulunmaktad%C4%B1r.

January 12, 2024January 12, 2024

Neuroscientific Origins of Our Taste Perception

Taste perception is associated with several areas in the brain and the processing of taste perception takes place in different regions. Basic tastes such as sweet, salty, sour and bitter, which are key components of taste perception, are perceived by taste buds (papillae) on the tongue and processed by taste receptors in these taste buds. The beginning of taste perception takes place in the taste buds or papillae on the tongue. These taste buds contain taste receptors that detect the basic tastes (sweet, salty, sour, bitter). When the taste receptors are stimulated, these stimuli are converted into nerve signals that transmit taste perception to the brain. These nerve signals are transmitted to the brain by nerve fibers involved in the taste processing pathway. The taste signals arrive in an area called the brainstem. Here, there are a variety of neurons that help process and parse basic tastes. As part of taste perception, the sensory cortex is also involved, which helps us understand the texture of food and how it feels in our mouths. Taste perception is also associated with emotional and memory connections.

Flavors that we particularly like or dislike can elicit emotional responses, which in turn can influence our preferences for food and drinks. Taste perception is the result of a complex interaction between these brain regions. In particular, the gustatory cortex plays an important role in the recognition and discrimination of tastes. Therefore, the neurobiology of taste perception is a complex topic involving signal transduction and processing between various regions of the brain.

Taste tests are of great importance to the world of neuromarketing. These tests are widely used to assess the taste of food and beverage products, understand consumer preferences, develop new products or improve existing ones. Neuromarketing research can examine how different stimuli (e.g. advertisements, product packaging, taste experiences) affect consumers’ brains. Neuroscientific techniques can be used to monitor activity in consumers’ brains during taste tests. This can help us better understand how a product’s flavor or packaging is processed in the consumer brain. The results of taste tests play an important role in formulating a product’s marketing strategy.

When the taste or aroma of a product is perceived positively by consumers, this information can be used in marketing campaigns. In addition, the feedback consumers give in taste tests can provide guidance if the product needs to be improved or reformulated.

As a result, taste tests and neuromarketing play an important role in the food and consumer products industry. The results of taste tests, combined with neuromarketing research, help us to better understand how consumers perceive products and how this perception is reflected in marketing strategies. This information can be used to create more effective marketing campaigns and increase consumer satisfaction.

Reference

Psychologist Merve Altındağ

YILMAZ, H., & Erden, G. (2017). Renklerin çorbaların tat algısı üzerindeki etkilerini belirlemeye yönelik bir araştırma. Journal of Tourism & Gastronomy Studies, 5(Special Issue 2), 265-275.

KARAKUŞ, S. Ş. (2013). Tat algılamayı etkileyen faktörler. Journal of Tourism & Gastronomy Studies, 1(4), 26-34.

January 12, 2024January 12, 2024

The Relationship Between Memory and Neuromarketing

If we were trying to fit memory into one place, we would probably need to use the whole body. Memory works continuously as a complex function of the brain and can be influenced by a variety of factors. Memory is a cognitive process by which experiences, knowledge and learning are stored and can be recalled over time. It is through the ability to remember, store and recall past experiences that people can maintain their ability to learn, solve problems and carry out daily activities. Memory consists of three stages, generally recognized as the three main components; encoding, storage and retrieval.

Encoding: Information from the outside world is converted into neural patterns that the brain can understand.

Storage: This is the stage where encoded information is stored in long-term memory.

Recall: Recalling stored information and making it available when needed.

Types of memory can also be classified in different ways:

Sensory Memory: This is the type of memory in which sensory information is stored for a short period of time. It includes visual information (images), auditory information (sounds) and other sensory inputs. It is stored for a very short time and then processed or forgotten.

Short Term Memory: This is a type of memory that is stored for a short time and has a limited capacity. It temporarily holds new information we learn at work. It is used during active thinking and problem solving.

Long Term Memory: This is the type of memory where information is stored for a long time. Learned information, experiences and skills are stored in this type of memory. Long-term memory is more permanent, but can be recalled with appropriate context or stimuli when it needs to be remembered.

The relationship of memory to neuromarketing involves the development of marketing strategies using neuroscientific methods to understand how people think, feel and behave. Memory is a key focus of neuromarketing because of how consumers remember brands, products and experiences, and how these recollections influence purchase decisions.

Experiences that stimulate multiple senses can help consumers remember information better. For example, by marketing a product to the sense of smell, consumers will remember the product for a long time. Repeating information and making it engagingly emotional or authentic can help information to be stored more firmly in long-term memory. People remember stories better. Neuromarketing can help consumers better internalize information by telling brand stories or product experiences. Again, emotional experiences can help people process and remember information more deeply. In particular, brands or experiences that are associated with positive emotions can stay in consumers’ minds longer.

Reference:

Psychologist Merve Altındağ

ADAYI, G. P., & GÜRCAN, E. E. N. NEURO PSYCHOLOGY.

Day: January 12, 2024

The Impact of Climate Change on the Brain and Psychology

The Role of Excitement in Neuromarketing

Happy World Coffee Day!

The Impact of Seasonal Transition on the Brain

Neuropsychology of Happiness and Its Role in Neuromarketing

Back to School and Biological Rhythm

The Brain Chemicals and Neuromarketing

Neuroscientific Origins of Our Taste Perception

The Relationship Between Memory and Neuromarketing

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