Examples of Neuromarketing in the World

Neuromarketing, with the help of various brain imaging techniques, analyzes the activity of neurons in the brain at the decision-making stage of people, and quantifies the degree and reason for the reaction to the stimuli subjected. At the same time, by integrating the techniques into sales and marketing, it enables marketing strategies to become more effective. Neuromarketing, which analyzes the subconscious reactions of consumers, offers significant advantages by creating a common language in sales processes.

Companies use neuromarketing studies in the advertising analysis of their brands. Advertising activities are carried out in line with the analysis outputs and the purchasing behavior of the consumer is observed. With this method, advertising budgets that cannot be used effectively can be created in a way that can give a direct message to the target. The design, content, objects, theme, color and making the advertisement watchable by the consumer can be constructed with neuromarketing studies.

IKEA organizes its store layouts according to neuromarketing techniques. It optimizes product placement by observing how consumers move around the store, which products they pay attention to and where they pause. This allows customers to notice more products and spend more time shopping.

Hyundai has used neuromarketing research to improve its car designs. By measuring consumers’ brain activity, they analyzed what emotions certain features of the car design evoked. With this data, they integrated features that people found more appealing into their cars.

Apple is another company that has successfully used neuromarketing to strengthen its brand image. Brain imaging studies have shown that the same areas of the brain (areas associated with emotional connection and admiration) are activated when consumers see Apple products. Apple’s ads and store designs are designed to create an emotional connection with the consumer.

Google uses neuromarketing techniques to understand users’ eye movements and attention points. This allows it to optimize search engine results pages (SERPs) and place ads more strategically by identifying which areas users pay more attention to. With these methods, they were able to increase advertising efficiency.

These examples show how neuromarketing is a powerful tool for brands to both understand consumer behavior and optimize their marketing strategies.

Reference: Psychologist Merve Altındağ

Salman, G. G., & Perker, A. G. B. (2017). Dünya’da ve Türkiye’de nöropazarlama çalışmalarının incelenmesi ve değerlendirilmesi. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi4(3).

How Neuromarketing Techniques Facilitate the UX Process?

User experience (UX) encompasses a user’s interactions with a brand’s product or service. These interactions range from browsing a website to using a mobile app. UX focuses on the tasks that users perform for specific purposes and the experiences they have during these processes. Ease of access to information, a well-structured information architecture, clear and intuitive navigation, learning speed and visual design are key components of UX.

Neuromarketing techniques such as eye tracking and mobile EEG offer great advantages in analyzing UX and UI processes in more depth and understanding users’ conscious or unconscious reactions. These techniques can more objectively reveal how users interact with products or services, which features attract attention and where users experience difficulties.

Eye tracking involves a set of metrics that are usually integrated into software and automatically calculated in near real time. These metrics provide researchers with a detailed picture of where consumers are directing their attention. Using this data, marketers seek to gain important clues to understand both the conscious and unconscious responses of consumers to marketing messages or brand stimuli.

Eye tracking identifies which areas of a website or app attract users’ attention. For example, which button does a user look at first, or which part of a form does they get stuck on? This information enables the correct placement of critical elements, creating a more effective user experience. Eye tracking directly identifies where users struggle to perform a task. For example, if they struggle to find a button, this indicates visual complexity.

Mobile EEG measures users’ brain activity to understand their emotional reactions and cognitive processes during interaction with the product. Mobile EEG can measure a user’s cognitive load (how much mental effort it takes to complete a task). Lower cognitive load indicates a better user experience. Mobile EEG reveals users’ reactions that are not consciously expressed but can be measured by brain activity. This provides deeper and more objective data than traditional user research methods.

Techniques such as eye tracking and mobile EEG go beyond traditional UX and UR methods, allowing for in-depth analysis of users’ conscious and unconscious reactions. This creates an important basis for developing more effective, efficient and user-centered products.

Reference: Psychologist Merve Altındağ

Uyar, A., & Uyar, K. (2024). GÖZ İZLEME (EYE TRACKING) ANALİZ YÖNTEMİ İLE DOĞAL BAL TEMALI REKLAMLARIN ETKİNLİĞİNİN İNCELENMESİ. Uludağ Arıcılık Dergisi24(1), 126-141.

Hamurcu, A. (2014). Türkiye’de kullanıcı deneyimi tasarımının doğuşu ve gelişimi sürecinde endüstriyel tasarımcıların rolü. UTAK 2014 Bildiri Kitabı Eğitim, Araştırma, Meslek Ve Sosyal Sorumluluk,(10-12 Eylül 2014).

The Construction of Brand Equity from a Neuromarketing Perspective

Although the concept of brand has similar qualities for both consumers and producers, it has different meanings. Consumers and producers view the brand from different perspectives. While most of the time brand equity is analyzed from the consumer perspective, this study will present a different perspective by adding the producer’s perspective on brand equity to the consumer-based brand equity. Therefore, in addition to consumer-based brand equity, this study will also examine producer-based brand equity.

Brand equity is defined as all the values and liabilities that a product or service provides to firms or customers associated with the brand name or symbol. When the elements that make up brand equity are properly understood and effectively applied to the brand, a strong brand emerges.

As a result of marketing’s utilization of fields such as neurology, sociology and psychology, Marketing 4.0, or Neuromarketing, has emerged as a new trend. Neuromarketing is a field that brings together different disciplines – psychology, sociology, marketing and neurology. This discipline focuses on analyzing the “irrational” or “irrational” decisions that consumers make during the purchasing process. Consumers often make these irrational decisions based on emotional, impulsive factors and stimuli perceived by the five senses. Neuromarketing explains that not only rational but also irrational aspects of consumer behavior play an important role in the decision-making process. It uses brain imaging techniques to understand this.

Neuromarketing takes the interaction of brands with consumers beyond the five senses and explores the impact of sensory experiences on brand perception. For example, certain smells, sounds or colors can strengthen a consumer’s connection with a brand and increase brand equity. Emotions are at the heart of consumer decisions. Neuromarketing can help brands build strong emotional connections with consumers. Emotionally connected consumers are more loyal to the brand and perceptually increase its value. Design elements can trigger specific emotional responses in the brain. Neuromarketing helps to understand which design elements will increase brand equity. For example, minimalist designs inspire simplicity and trust, while rich color palettes can evoke vibrancy and energy. As a result, Neuromarketing strategies enable brands to not only predict consumer behavior, but also have the power to shape it.

Reference: Psychologist Merve Altındağ

Utkutuğ, Ç., & Alkibay, S. (2013). NÖROPAZARLAMA: REKLAM ETKİNLİĞİNİN PSİKOFİZYOLOJİK TEKNİKLERLE DEĞERLENDİRİLMESİ ÜZERİNE YAPILMIŞ ARAŞTIRMALARININ GÖZDEN GEÇİRİLMESİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi31(2), 167-195.

Music and Neuromarketing

Neuro-Music

In this week’s blog post, we will talk about the intersection of neuromarketing and music, one of the most powerful ways of expressing oneself. Music has an important place in the field of neuromarketing as an effective means of expressing our emotions. In this article, we will examine how emotions expressed through music are used in neuromarketing strategies and how these two fields interact with each other.

Music creates a unique interaction in the human brain and deeply affects cognitive processes. By activating multiple regions of the brain simultaneously, it improves cognitive functions such as memory, attention and learning. In particular, melodies and rhythms trigger the release of dopamine, which is linked to the brain’s reward center, increasing feelings of pleasure, happiness and motivation. In addition, listening to music or playing an instrument promotes neuroplasticity and the formation of new neural connections. This interaction demonstrates why music is so important for the human brain, both in terms of emotional and cognitive development.

The collaboration between music and neuromarketing offers innovative opportunities to understand consumer behavior and strengthen marketing strategies. Music produced by artists can be made more enjoyable for listeners through neuromarketing techniques. By using neuromarketing methods, artists can better analyze the impact of their music on listeners and predict how their work will be received in the future. In places such as stores, restaurants or hotels, music selected based on neuromarketing analysis can improve the consumer experience and influence purchasing behavior. Neuromarketing can be used to analyze the emotional reactions in consumers’ brains while listening to music and determine which music evokes positive emotions towards products and services. Brands can create their own unique musical identity by determining which music genres have a positive impact on their target audience through neuromarketing research.

Collaboration between music and neuromarketing has great potential to understand emotional responses and optimize consumer experiences. By analyzing music with neuromarketing techniques, the emotional responses of listeners can be better predicted, allowing both artists and brands to deliver more effective and personalized content.

Reference: Psychologist Merve Altındağ

Torun, Ş. (2016). Müziğin Beynimizdeki Yolculuğu/The Journey of Music in Our Brains. Osmangazi Tıp Dergisi38(1).

Neuro-Cinema

Cinema is a multi-layered art form that can affect our neuropsychological structure in various ways. Research has shown that different parts of our brain are activated while watching a movie, and as a result, the movie mimics the structure of consciousness. This imitation of consciousness makes it possible for cinema to have a profound effect on the human mind. The nature of these effects through cinema and how they occur is one of the main research topics of the emerging field of neuro cinema.

Neuromarketing (the intersection of neuroscience and marketing) and cinema can form a strong collaboration because they are both disciplines with the ability to capture audiences’ attention, create emotional connections and influence their decision-making processes. Audience behavior data obtained through neuromarketing can be used to improve movie recommendation algorithms on digital platforms or to provide audience-specific marketing content. Offering personalized experiences based on the audience’s interests and emotional reactions can increase audience loyalty. Choosing the right music and visual aesthetics plays a critical role in maximizing the cinematic impact of a scene.

Music is a powerful tool in directing the audience’s emotional responses and shaping the atmosphere. In particular, the music used in a movie can appeal to the viewer’s unconscious and trigger certain emotions while setting the tempo of the scene. For example, a slow piano melody can make a dramatic scene more emotional and melancholic, while up-tempo, rhythmic music can increase the audience’s excitement in suspense or action scenes. Color palettes and visual aesthetics also have a powerful impact on the viewer’s subconscious. Shades of red often evoke intense emotions such as danger, passion or anger, while cool blues and grays can evoke melancholy, loneliness or mystery.

Neuromarketing techniques can measure how audiences react emotionally to these types of visual elements, enabling the use of the right color tones and lighting techniques to enhance the psychological impact of a scene. Using neuromarketing data, scenes can be structured in a more nuanced way by measuring the audience’s brain responses to visual and auditory elements. For example, eye tracking technology can be used to measure the impact of a movie trailer on the viewer; by analyzing which scenes the viewer focuses their eyes more or which colors attract their attention, the trailer can be made more remarkable and emotional.

Reference: Psychologist Merve Altındağ

Demirtaş, H. (2022). Filmleri nasıl algılar ve hissederiz: ayna nöronlar, empati ve sinemada özdeşleşme. İletişim psikolojisi içinde, 93-111.

Abbasova, N. (2021). Sinemada yeni bir boyut: Nörosinema ve” Molly’s Game” filminin analizi (Doctoral dissertation, Yüksek Lisans Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, Radyo Tv Sinema Anabilim Dalı. İstanbul).

NEURO-MODA

Hello, in this week’s blog post, I’m going to talk about an innovative field that you may have never heard of before, or maybe you don’t even know if it exists: Neuro fashion. So, what is neuro fashion and how can we bring these two important fields together? What can we do by combining neuroscience and fashion? In this article, we will explore the potential of this extraordinary field and offer ideas on what might be possible in the future. If you are ready, let’s step into the world of neuro fashion!

The world of fashion is much more than just an industry of clothes and accessories; it is a powerful means of expression that reflects the identity, culture and values of societies. In every period of human history, fashion has been a force that has shaped social structures, allowed individuals to express themselves and even shaped social changes. The importance of fashion lies in the way individuals express themselves. The way a person dresses is the message they give to the outside world; it reflects their character, beliefs, mood and even their vision of the future. Each piece of clothing, consciously or unconsciously, tells who a person is and how they want to be perceived.

The field of neuro fashion can be an innovative field that combines neuroscience and fashion design. It could aim to develop personalized fashion products and styles by analyzing people’s brain structure, neurological responses and psychological states. For example, the clothes and colors to be worn for job interviews, romantic dates, and important meetings can be analyzed with neuromarketing tools to make it easier for people to express themselves. Again, clothing and accessories that can measure stress levels, detect mood or help improve an individual’s mental health can be designed.

Personalized designs will stand out here. By choosing the most appropriate colors, patterns and textures according to the neurological structure of individuals, clothes can be designed to suit their mood and personality. Furthermore, smart fabrics and sensors can collect data on neurological health, which can be used for early diagnosis or individual health monitoring. Clothing that monitors brain waves and adjusts itself accordingly can help with neurological goals such as meditation, relaxation or increased energy.

The intersection of these two important fields creates a unique and innovative field. As we better understand and explore the human brain, we will witness neuromarketing permeate every aspect of our lives. See you next week!

Reference: Psychologist Merve Altındağ

Neuro-Architecture

Aesthetics has left a deep mark on every aspect of human life and played a central role in the development of cultures and civilizations. Since ancient times, people have developed different ways to shape the pursuit of beauty and the understanding of aesthetics. For example, in ancient Greece, the concept of ideal beauty was created using mathematical principles such as the golden ratio in sculpture and architecture. These principles reflect a search for both physical and spiritual balance.

Today, aesthetics has gained a new dimension through technology and media. The understanding of aesthetics has evolved in fields such as digital arts, fashion and interior design, and different cultural aesthetic norms have come together in a globalizing world. With the rise of social media, the aesthetic preferences of individuals in their daily lives have turned into a kind of performance art.

Neuro architecture is a discipline that examines how the physical environment around us can change our brain and thus our behavior. The main goal of neuro architecture is not only to ensure that spaces are functional, but also to address the emotional and mental needs of users. Therefore, the user experience is of paramount importance in neuro architecture; individuals’ interactions with spaces and the emotions these spaces evoke in them are at the center of the design process. This approach offers great potential to create more humane, user-centered and livable environments in future building designs.

To achieve these goals, neuroarchitecture draws on a variety of disciplines, combining data from fields such as psychology, neuroscience, architecture and ergonomics. This discipline studies the effects on the brain of elements such as natural light, color palettes, material choices, acoustic arrangements and indoor plants. For example, a properly designed office environment can increase workers’ attention levels, stimulate creativity and improve work efficiency. At the same time, architectural designs with right angles or sharp edges can create more tension over time, while other spaces with rectangular forms can feel less enclosed than square plans. Similarly, neuroarchitectural applications in hospitals can accelerate patients’ recovery processes and improve overall health outcomes.

In summary, when neuromarketing techniques and neuro-architectural goals are combined, modern spaces can be built in accordance with human aesthetics.

Reference: Psychologist Merve Altındağ

Tektaş, E. (2023). Mimarlık İçin Nörobilim: Nörobilim ve Mimarlık│ Tarihi│ Arasındaki İlişki Üzerine Genel Bir Değerlendirme: Mimarlık İçin Nörobilim. Tasarim+ Kuram19(140. Yıl), 138-158.

Küçük, S. G., & Yüceer, H. Nöromimari Tasarım Kriterleri.

Product Design and Neuromarketing

Product design brings together knowledge from different disciplines, including engineering, marketing, user experience (UX) and industrial design. The tools and methodologies used can vary depending on the complexity of the design, the dynamics of the industry and the desired outcome. Product design combines creative thinking with engineering knowledge and aims for both customer satisfaction and commercial success. The aim of product design is to direct and create consumer demand in targeted markets and to have a high market share in a competitive position. It should aim to create high-tech products equipped with innovative and creative features.

In the long and arduous process of product design, there are elements that need to be considered. First of all, during the research and analysis process, the needs and desires of the target audience are analyzed. Then the first designs are made with idea development. Selected ideas are elaborated and digital or physical prototypes are created. At this stage, it is tested whether the design is aesthetic, functional and manufacturable. During the testing process, neuromarketing tools can test the impact of the product on the consumer with scientific and safe methods. Especially user-oriented designs can be analyzed emotionally.

Neuromarketing analyzes the impact of sensory elements such as color, shape, sound and touch on consumers. Careful selection of these elements in product design can strengthen the user’s perception and emotional connection to the product. Consumers’ decision-making processes about the product can be analyzed with neuromarketing techniques. This can help to understand which features or design elements of a product trigger a purchase decision. This information plays an important role in determining which features should be emphasized in product design. In addition, data can be obtained on how long the product or brand lasts in users’ memory. This information can be used to create more memorable and attention-grabbing designs.

Prototype testing in the early stages is important to verify the functionality and usability of the product. These tests both improve the quality of the design and prevent costly mistakes.

Testing the design in terms of user experience in a certain group of consumers before production can increase the success rate of the product.

Reference: Psychologist Merve Altındağ

Erdoğan Yılmaz, E. Ürün Tasarımında Heyecan Ölçümü: Konsept Otomobillere Karşı Duyulan Heyecanlar Üzerine Bir Çalışma (Doctoral dissertation, Fen Bilimleri Enstitüsü).

ERDEN, O., AYKURT, F., ELDEM, C., & ŞAHİN, C. Developing STEM Activities with Design-Focused Thinking Approach.

The Relationship Between Social Media and Neuromarketing

Social media marketing is all the activities that brands carry out to promote their products and services and increase their sales by connecting with their target audiences through social media platforms. In the digitalized age, developing an effective marketing strategy for brands and businesses is a constantly changing process. Social media has become one of the most critical elements of this change.

These platforms play an important role in increasing interaction by allowing brands to communicate directly with their target audiences. Social media marketing is the work carried out to deliver products, services or content to target audiences on social media platforms. These efforts aim to increase brand awareness, boost sales and strengthen customer loyalty. This marketing method, which has an interactive nature, helps brands establish direct communication with their customers and strengthen the bond between them.

Social media platforms are considered highly effective tools for neuromarketing. Neuromarketing is a marketing field that seeks to understand consumers’ unconscious reactions and decision-making processes. It is based on analyzing people’s emotional and cognitive responses using brainwaves, eye movements, skin reactions and other physiological measurements. Content creators can use neuromarketing to understand the behavior of their followers. Social media in particular provides a medium where users can share their emotional reactions instantly. Likes, comments and shares show how users react to a piece of content. By analyzing this data, neuromarketing can determine which types of content generate more engagement. Social media platforms use neuromarketing to make ads and content interact more effectively with users. For example, the colors, sound or visual elements of a particular ad can be designed to have a stronger impact on viewers’ brains. This increases the recall and impact of ads. Again, video duration and speed are related to attention, which is an important focus of neuromarketing. Neuromarketing also has tools and techniques for measuring and reporting attention.

As a result, content, advertisements and studies produced on social media platforms can provide a strong support to attract users’ attention, increase interaction rates and offer more personalized content with neuromarketing techniques.

Reference: Psychologist Merve Altındağ

GÜRSES, Ö. Ü. F. (2022). E-PAZARYERLERİNİN SOSYAL MEDYADA DİJİTAL İÇERİK PAZARLAMASI PERFORMANSLARI: SOSYAL METRİKLERE DAYALI BİR ETKİLEŞİM ANALİZİ. Pazarla-Ma Teoriden Pratiğe, 67.

Kaygusuz, N. A. (2023). Nöropazarlama ve Yapay Zekâ İlişkisinin Tüketici Davranışları Üzerindeki Etkisine Yönelik Kavramsal Bir Model Önerisi. Journal of Academic Social Science Studies16(95).