Day: August 22, 2024

This week, we will explain the importance of personalized neuromarketing and how it increases the reliability rate of the findings obtained as a result of measurement.

Traditional qualitative and quantitative research over the years, psychology-supported studies, anthropological observations and especially neuromarketing studies carried out in recent years show that ‘the communication that brands establish with their customers has an emotional dimension, and the emotional dimension creates behavioral dimension and loyalty over time’.

Neuromarketing is a research field that chooses to recognize consumers through their emotions, brain waves, heartbeats and pupils. The most striking feature of physical and neurological research, which forms the basis of neuromarketing studies, is that the emotional response of consumers to the brand’s image, products and services is personalized and determined with high reliability rates within the limits of science.

Electroencephalography (EEG) conducted with Event Related Potentials (ERP), one of the technologies widely used in neuromarketing, is the response of the central nervous system. It is a technology that measures how much electrical activity is in the brain. EEG measures the positions of brain waves in positive, negative and neutral emotion areas in response to the stimuli presented. In other words, it is measured in which emotion field a person is in in response to any stimulus presented to them. However, emotions cannot be named in this technology.

NeuroMark’s EMONET technology, on the other hand, scientifically measures consumer emotions in response to the stimuli shown and listened to in a personalized manner within 95% reliability limits. In physiological and neurological measurements, participants should not be thrown into the same pot. Because human beings are biological beings and each person’s body values differ, personalized measurement gives more accurate findings/results. Accurate findings/results, in turn, enable brands to develop more accurate strategies, segment their consumers more accurately, and thus have more new and loyal customers.

Personalized neuromarketing studies enable brands to establish personalized communication with their customers. It is clear that brands that know the reactions and emotions of their customers to the product or service they offer will have a great advantage in this regard. In a life where people lose their distinctiveness and forget who they are, it is certain that they are in great need of personalized communication.

Especially in recent years, with personalized neuromarketing measurement methods, it is possible for each customer to feel special and to create customer satisfaction by purchasing appropriate services or products.

Simin Demiriş

Personalization means offering services and products based on individuals’ specific needs and preferences. As an important component of marketing, personalization allows for tailored offers for each customer. In this way, customer satisfaction can be increased, conversion rates can be increased and more effective marketing campaigns can be carried out. Every customer has different interests and tastes. Personalization allows customers to be directed to the right service or product by analyzing their wishes on a large scale. Personalization provides many advantages for both consumers and companies, and a marketing strategy should be created with a detailed analysis.

One of the ways to succeed in personalization is to examine the process in three main elements.

Context: What information do we have about our customers and their current situation? How can this data be matched with the right content?

Content: What kind of offers, promotions, products or combinations of content can we offer to a specific person?

Outcomes: What does the customer want? What kind of success are we aiming for as a brand? How can we align these goals to ensure success for both parties? Can we leverage the right combination of content and context to get these insights? How can we measure the results to ensure we are achieving our goals? By asking questions like these, personalization can be successful.

In the relationship between neuromarketing and personalization, as we know, neuromarketing analyzes the emotional impact of advertisements and product presentations to determine which elements create stronger emotional responses in consumers. Personalization, on the other hand, aims to build a stronger bond and create customer loyalty by offering content and offers that appeal to consumers emotionally.

Again, neuromarketing determines which visuals, colors, messages and sounds are more effective on consumers. In personalization, this information is used to provide the most appropriate content and messages for each consumer segment. For example, a certain visual combination or design may be more appealing to a particular consumer group.

As a result, the integration of these two areas allows for a better understanding of consumer expectations and needs, enabling the development of more satisfying and effective marketing strategies.

Reference: Psychologist Merve Altındağ

Şen, Ş., Önal, A., & Alaybeyoğlu, A. ASP .NET 2.0’da Kişiselleştirme Kavramı ve Bir kişiselleştirme Uygulaması.

Today, it has become almost impossible to trade without digital technologies. The spread of the digital world and the concept of “e-commerce”, which is one of the biggest advantages of the internet and accepted by the masses, has become an indispensable part of trade and our daily lives. The digitalization process in commercial sectors has progressed much faster than expected. The digital world, which covers a wide range from product and service production to payment methods, accompanies us in every aspect of our lives.

E-commerce has multiple components. Various payment systems are used for the secure realization of e-commerce transactions. These systems include credit cards, digital wallets (PayPal, Apple Pay), bank transfers and other digital payment methods. They are virtual versions of a physical store. Consumers can browse, order and pay for products through these stores. Effective digital marketing strategies are essential for the success of e-commerce. Techniques such as SEO (Search Engine Optimization), SEM (Search Engine Marketing), social media marketing, email marketing and content marketing are used.

Especially at the point of digital marketing, neuromarketing can facilitate e-commerce. Neuromarketing is defined as the measurement of neural and physiological signals to gain insight into customers’ decisions, preferences and motivations.

By analyzing how users navigate a website and which elements attract their attention, neuromarketing ensures that web design is user-friendly and effective. This can increase conversion rates. Again, neuromarketing techniques can help understand how consumers react to product pages, advertisements and the shopping experience in general.

Developing personalized marketing strategies based on consumers’ individual preferences and emotional responses can increase customer loyalty and boost sales. How products are presented, priced and packaged can influence consumers’ purchasing decisions. Neuromarketing can help optimize these processes.

Reference: Psychologist Merve Altındağ

Marangoz, M. (2011). Girişimciler için sınırsız ticaret: E-ticaret.

KANTARCI, Ö., Özalp, M., Sezginsoy, C., ÖZAŞKINLI, O., & Cavlak, C. (2017). Dijitalleşen dünyada ekonominin itici gücü: E-ticaret. Tüsiad Yayını.

In modern marketing understanding, the factors that influence consumer buying behavior are considered under four main categories: cultural, personal, social and psychological. These factors play a central role in understanding consumer behavior and shaping marketing strategies. Consumer behavior is influenced by a number of individual and non-individual factors. Individual factors include needs, motives, perceptions, attitudes, experiences, self-concept and values. Marketing managers use psychological methods to understand and evaluate consumers’ emotional responses to products and services and the motivations behind their purchasing decisions. The gender factor has both a psychological, biological and sociological basis. In this blog post, we will compare the male and female brain.

First of all, female consumers tend to be highly brand loyal and relationship-oriented. With the trust they have in the brand, they pass on their own experiences with positive opinions from friends, relatives and other relatives. Research on the relationship between gender and clothing has shown that girls are more interested in clothes and brands than boys. In many societies, women are more interested in beauty, appearance and fashion than men.

Women generally do more product research and tend to compare prices. Men in particular were found to dislike shopping more than women, to move around faster in stores, to look around more quickly and not to pay attention to products they are not interested in. In Cüceloğlu’s study, it was stated that women enjoy walking around slowly in stores, make comparisons between products, give importance to product experience and pay attention to salespeople during the product purchase process. In addition, it was observed that women buy the products they plan to buy decisively and are satisfied with shopping.

Women tend to shop with more information from sources such as social media and online reviews. Men usually shop based on the knowledge they already have about a particular product and do less research. Emotional attachment can also play an important role in men’s buying behavior. Emotional factors can come into play, especially when buying products related to their hobbies or interests. Men often take a quick and direct approach to shopping. They tend to buy as soon as they find the product they are targeting.

As a result, it is important for brands to conduct marketing activities according to the brains and behaviors of men and women. Today, with neuromarketing tools, such differences can be easily detected and the behavior, attitudes and emotions of consumers can be objectively analyzed.

Reference: Psychologist Merve Altındağ

Çetin, K. (2018). SATIN ALMA DAVRANIŞLARINDA KADINLARIN GİYSİ MARKASI TERCİHLERİNİ ETKİLEYEN FAKTÖRLER. Uluslararası Turizm Ekonomi ve İşletme Bilimleri Dergisi, 2(2), 354-366.

Villi, B., & Kayabaşı, A. (2013). Kozmetik ürünlerde kadınların dürtüsel satın alma davranışlarını etkileyen faktörlerin analizi.

Scientific innovations, technological advances, economic developments, social events and political changes in the world we live in affect people’s lifestyles and cultures. These factors significantly affect the shaping of individuals’ lives, their adaptation to the social environment, their communication preferences, emotions, feelings and shopping behaviors, and create different eras. Various phenomena and events that occur in each generation (different social and economic opportunities and challenges, changing uses of technology, different social perceptions) cause generations to have different lifestyles and make different choices; each generation grows and acts according to the realities of its time period.

Discussing a topic on generational differences and examining different ideas are among the trends today. In this blog post, we will focus on the differences in purchasing behavior between generations. First, we will start by defining generations. Generations refer to groups of people who were born in a certain period and grew up in similar socio-economic and cultural conditions. Each generation is influenced by the period they live in and the major changes in areas such as technology, economy and politics.

Generation X (1965-1980) grew up with economic uncertainties and social changes. They generally have a pragmatic and flexible approach. They are competent in both analog and digital worlds. They are good at adapting to technology.

It can be defined as a generation that makes less hedonic purchases. This generation has a tendency to buy “need-oriented” and “long-use”. Generation X generally prefers long-lasting and quality products. This is due to the fact that they grew up in times of economic uncertainty. Since they grew up under the impact of economic crises, it is important for them to get their money’s worth. They look for a good price-performance ratio. Again, this generation prefers to shop from brands they are loyal to, because trust and familiarity are important to them. Generation Y (Millennials) includes individuals born between 1981 and 1996. They grew up with the rise of the internet and digital technologies. They are children of globalization and the information age. They value innovation, diversity and social responsibility. They prefer to do meaningful work and invest in experiences. Since they grew up surrounded by technology, they are very prone to online shopping. Since social media use is widespread, social media influencers and friends have a great influence on their shopping decisions. They prefer to invest in experiences rather than material goods. Travel, events and unique experiences are important to them. Their brand loyalty may be low, but they support socially and environmentally responsible brands. Generation Z (born in 1997 and later), as a generation that grew up in a fully digital age, has distinct characteristics in their purchasing behavior. They value speed, instant feedback and personalization. Since they were born and raised with technology, they prefer to shop on digital and mobile platforms. They are very active on social media and take influencers’ advice into account. Fast results and easy access are very important to them. They expect instant feedback and fast delivery. They are very interested in technological innovations and innovative products. They follow the latest trends. They like to interact with brands and feel a sense of community. They care about brands’ values and stories.

It is very important to recognize generations in their purchasing tendencies and to make brands, products and advertisements according to their expectations. Analyzing generational experiences objectively is another issue that needs to be considered. Here, neuromarketing tools can help provide objective and detailed information to analyze intergenerational differences and attitudes.

Reference: Psychologist Merve Altındağ

Dölekoğlu, C. Ö., & Çelik, O. (2018). Y kuşağı tüketicilerin gıda satın alma davranışı. Kahramanmaraş Sütçü İmam Üniversitesi Tarım ve Doğa Dergisi, 21, 55-66.

As humans, we can say that there is an emotion behind almost all of our behavior. Especially if we consider that our emotions are our automatic responses to stimuli, we make decisions on autopilot.

Neurotransmitters released from billions of cells in our brain carry chemical messages that affect our emotions, hormones, heart and other organs. In the lowest layer of the brain is the “reptilian brain”, the center of reflexes and instinctive behavior. In the top layer is the “new mammalian brain” (neo-cortex), considered the center of thought and reason. In the middle layer is a small center called the “limbic brain”. The limbic brain consists of the hypothalamus and small neural nuclei. In addition to being the seat of emotions, this part also contains the centers of motivation and the management of major vital functions (hunger, thirst, aggression, sexuality). So emotions are related to the area of the brain that controls memory formation, emotional response and behavior regulation.

It is a well-known fact that emotions play an important role in consumer decision-making. From an evolutionary perspective, emotions have evolved to help us make good decisions. Consumers have basic emotions about a product or brand. These are emotions such as Happiness, Trust, Fear, Anger, Desire, Rage. Consumers gravitate towards products and services that evoke feelings of happiness and satisfaction. Again, trust in brands and products increases consumer loyalty. Desire for the product or service can trigger the purchase decision. It can damage the brand by leading to consumer complaints and negative experiences. Fear can create a sense of urgency, leading consumers to make quick decisions. Finally, pride is a consumer’s sense of satisfaction and confidence in using a product or service.

Emotions can be used effectively in marketing to build brand loyalty, create a positive brand image and increase customer satisfaction. Using emotions in the right way will naturally increase your conversion rates because it allows you to engage your customers and build strong bonds with them. This, in turn, supports them to be more enthusiastic in their buying behavior.

Reference: Psychologist Merve Altındağ

Türedi, S. (2007). Duyguların kadınların alışveriş davranışlarındaki rolü (Master’s thesis, Sakarya Universitesi (Turkey)).

Ç. M. Bakırcı. Hayatın Kimyası: Farklı Kimyasal Kombinasyonları Hissettiğimiz Duyguları Nasıl Etkiliyor?. (9 Şubat 2013). Alındığı Tarih: 25 Ekim 2022.

Karaman, D. (2021). TÜKETİCİ SATIN ALMA KARAR SÜRECİNDE ETKİLİ OLAN DUYGULAR VE NEDENLERİN KUŞAKLAR KAPSAMINDA İNCELENMESİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (45), 107-119.

Hello, in this week’s article we will examine the relationship between an impulsive brain and buying behaviors. Impulsivity refers to uncontrolled and unplanned behavior that an individual does suddenly and without thinking, often without control. Such behaviors are driven by strong internal impulses and cause the person to act without considering the long-term consequences or effects.

In the brain, impulsive behaviors take place in the areas of the prefrontal cortex and limbic system. The prefrontal cortex is the brain region involved in impulse control and planning. Dysfunctions in this area can lead to impulsive behavior. The limbic system is the brain region involved in emotional responses and the reward system. If this system is overactive, it can trigger impulsive behaviors. The primitive brain has a significant impact on buying behavior.

Basic instincts such as survival and reproduction trigger buying behaviors. The primitive brain works on survival instincts and these instincts are activated to secure basic needs such as food, water, shelter. Therefore, purchases that meet basic needs, such as grocery shopping, are often influenced by the primitive brain. It also governs instincts related to reproduction and the continuation of the species. Therefore, products that fulfill the need to look attractive or find a partner (fashion, cosmetics, perfume) are often purchased under the influence of this brain.

Basic emotions such as fear and anxiety are associated with the impulsive brain and behavior. The primitive brain can be particularly influential when consumers purchase security products (insurance, security systems) and health products (vitamins, health insurance).

Group behavior also influences consumer impulsive buying behavior. The concept of influencers in social media today is a good example of this. It governs the need for belonging and social acceptance. Therefore, purchases made to adapt to the environment or to feel belonging to a group (popular brands, trending products on social media) may be influenced by the primitive brain.

Today’s lifestyles push us to be more impulsive. Individuals suddenly consume sweets or junk food even though they are not hungry, or suddenly buy a product before they need it. This may initially seem beneficial for brands, but in the long run, as self-control and self-esteem decline, the individual questions their actions and ultimately becomes a criminal. The self often finds it difficult to take responsibility. For this reason, the individual resorts to blaming brands and cutting the connection with the brand. In the light of all this information, brands mastering the working principle of the brain or getting support from experts in this field can ensure a more secure bond between the consumer and the brand.

Reference: Psychologist Merve Altındağ

Yigit, A. G., & Govdere, B. (2021). Kompulsif satın alma davranışına genel bir bakış. Business and Economics Research Journal, 12(3), 717-730.

Holidays offer an important opportunity to see our family and loved ones, whom we neglect in the hustle and bustle of busy city life. Experts emphasize that spending time with our loved ones by going out of the routine habits of holiday visits positively affects our mental health. In addition, holidays contribute to people coming together emotionally, intellectually, joyfully, discursively and in action. This special period of time increases feelings of love, respect, peace, brotherhood, happiness and sharing, while reducing selfishness, self-interest and separation.

Older generations know and experience that traditional holidays emphasize human values and solidarity. Therefore, we may realize that today we are in greater need of such unifying, loving and tolerant characteristics. Families and parents with this awareness strive to ensure that their children continue the traditions of the holiday and pass them on to future generations. Sharing common values gives us the joy and happiness of being together.

Holidays are moments when being human and being in unity and solidarity as a society are embodied. With this characteristic, holidays reduce selfishness, self-interest, division and disagreement, while increasing feelings of love, respect, peace, brotherhood, happiness and sharing.

Eid is often a time when many different emotions and feelings arise. These can include joy, happiness, excitement, peace, gratitude and unity. Holidays are often associated with positive emotions as they offer the opportunity to come together with loved ones, to share, help and be together. However, in some cases, more complex emotions such as longing, sadness or nostalgia may also arise, especially for those who have lost loved ones during the holidays. To summarize, the emotions felt during Eid may vary depending on everyone’s personal experiences and circumstances.

Eid also reinforces the sense of trust in society. Thanks to the collective feelings, individuals in a community feel safe. Thanks to these feelings, challenging emotions and situations such as anxiety, stress, sadness and rush, which we frequently encounter in daily life, are balanced. As a result, holidays have important biological, psychological and sociological effects.

As Neuromark family, we wish you a happy and healthy Eid with your loved ones.

Reference: Psychologist Merve Altındağ

Yüksel, G. (2011). Kastamonu’da dini bayramları kutlama gelenekleri ve bu geleneklerin insan ilişkilerine etkisi. Akademı̇k Bakiş Dergı̇sı̇, 26, 1-26.,

In this week’s article, we will continue to talk about the components of brand loyalty. In our previous two articles, we focused on the neuroscientific foundations of brand loyalty. In particular, we mentioned that customer brand perception is based on empathy. Empathy is not just about understanding and sympathizing with another person; it is also about forming a bond with that person.

Concepts such as mirror neurons and empathy are prominent in ensuring consumer loyalty. For example, when brands create content similar to consumers’ lifestyles, this can activate their mirror neurons. Positive experiences and memories with the brand create an emotional bond with consumers. We also talked about the importance of rewards and customer brand habits in brand loyalty.

In this article, we will focus on the role of brand appeal and attention-grabbing in brand loyalty. When we see something attractive or encounter a stimulus that grabs our attention, our brain releases dopamine. This makes the experience rewarding and makes us want to encounter the same stimulus again.

The limbic system is known as the center of our emotional responses. Attractive and attention-grabbing stimuli often elicit strong emotional responses. These emotional responses can help us form a positive association with a brand. For example, emotional commercials can create brand loyalty by capturing the viewer’s heart.

Again, visual and auditory stimuli are one of the most effective ways to attract attention. Our brains naturally respond to certain types of stimuli, such as moving images and loud sounds. Such stimuli activate the attention centers of the brain and allow the message to be delivered more quickly and effectively.

As a result, neuromarketing focuses on understanding consumers’ brain activity and emotional responses and using this information to increase brand loyalty. This enables brands to better understand consumers and build stronger emotional bonds with them.

Reference: Psychologist Merve Altındağ

ERGE, S. S. E. A. (2012). Marka güveni, marka memnuniyeti ve müşteri değerinin tüketicilerin marka sadakati üzerine etkisi. Yaşar Üniversitesi E-Dergisi, 7(26), 4455-4482.

ŞAYLAN, O., & TOKGÖZ, E. (2020). Marka güveni ve marka sadakati ilişkisinde marka özdeşleşmesinin düzenleyici rolü. Business & Management Studies: An International Journal, 8(1), 144-163.

Kalyoncuoğlu, S. (2017). Markaya duyulan güven ile marka sadakati ilişkisinde marka aşkının aracılık rolü: Starbucks markası üzerine bir araştırma. Journal of Tourism & Gastronomy Studies, 5(4), 383-402.