Tag: marketing-2

Many of our evaluations of consumption are linked to our perception of the elements around us. Marketing is fundamentally based on these perception processes. Perception relates to the process by which we observe various stimuli in our environment, such as people, objects, smells, sounds, movements, tastes and colors. It can be defined as the process of interpreting and making sense of our sensations. Sensation begins when our sense organs perceive a stimulus. The storage and retention process is carried out to obtain information and make it accessible when needed in the future. To understand consumer behavior, a deep understanding of memory and information processing is crucial. The importance of customer satisfaction is emphasized in analyzing the behavior and consumption habits of customers and directing customers to consume again and to the products and services we desire.

In the process of ensuring customer satisfaction, there are strategies that can be applied to existing and potential customers. One of these strategies is memorability. It is very important to gain a place in the customer’s memory. We will give an example about the GAP brand, which has recently changed its logo. GAP is a well-known clothing retail brand with a very loyal target audience. In 2010, the brand decided on a radical logo change. Previously, the classic and iconic logo was written in a clawed font and majuscule letters on a navy blue background. However, this logo was considered to be out of step with the spirit of the times and was replaced. However, consumers did not even enter the store after this logo because they could not recognize the brand. Here we see the striking effect of the brand on consumer memory.

We can analyze consumer memory under three headings; the first of these is short-term memory. It contains information that the consumer remembers for a few minutes or hours. This is the type of memory in which the consumer stores information such as product features, prices, discounts, etc. for a short period of time while shopping. Short-term memory is an immediate component of consumer decision-making. Long-term memory includes information that the consumer remembers and stores over a long period of time. This type of memory includes persistent information such as the consumer’s past purchasing experiences, brand image, and advertising messages. Long-term memory is important for consumers to build brand loyalty and shape their repeat purchase behavior. Finally, working memory is used for short-term information storage. This memory is the temporary memory process used when a consumer reviews a product or brand or watches an advertisement. Working memory plays an important role in the early stages of the consumer decision-making process.

As a result, a logo, advertisement, sound, image, brand face is of great importance to gain a place in the consumer’s memory.

Reference: Psychologist Merve Altındağ

Erciş, A., YAPRAKLI, Ş., Polat, C. A. N., & YILMAZ, M. K. (2011). TÜKETİCİLERİN MARKAYA İLİŞKİN HEDONİK VE RASYONEL ALGILAMALARININ MARKA DEĞERİ BOYUTLARINA ETKİSİ. Pazarlama ve Pazarlama Araştırmaları Dergisi, 4(8), 21-50.

Erciş, A., YAPRAKLI, Ş., YILMAZ, M. K., & Polat, C. A. N. (2013). Kişisel Değerler Ile Marka Değeri Arasindaki Ilişkiler. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(2), 21-41.

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.,

The word neuroplasticity was first used by Polish neuroscientist Jerzy Konorski in 1948 to describe changes observed in neuronal structures.

Neuroplasticity is a term that refers to the brain’s ability to be flexible and changeable. It describes how the structure and function of the brain can change under experiences, learning, trauma and other environmental factors. Neuroplasticity is the brain’s ability to adapt. Some neural connections strengthen, others weaken or change completely in response to our experiences. When we learn something new, we create new connections between our nerve cells. Our brain reorganizes and restructures these connections to adapt to new situations.

This process happens depending on our experiences and learning processes. For example, as we practice a skill over and over again, the neural pathways involved strengthen and make that skill better. Likewise, when we don’t stop using a skill or after a trauma, the neural pathways involved can weaken or change.

Neuroplasticity is also of great importance in brain injury recovery and rehabilitation. For example, in rehabilitation after a stroke, healthy areas of the brain can take over the functions of damaged areas or form new connections, which can help the patient regain mobility.

Not only do we use drugs and chemicals to change the way our brains function, but we also go to great lengths to modify our psychological thought patterns. But if even simple activities that we do frequently in our daily lives could permanently and significantly change the structure and function of our brains, the value of learning would become even more apparent.

The relationship between neuroplasticity and learning is quite clear: When we learn something new, our brain makes new inter-neuronal connections. Every learning experience has the potential to change the current functioning of our brain. In the learning process, our brains can benefit from neuroplasticity. Especially complex skills, such as learning a new language or playing a new instrument, can benefit from this plasticity. This kind of learning can help us understand how the brain is shaped in a targeted way.

Integrating our brain’s extraordinary abilities into our daily lives depends on encouraging neuroplasticity and broadening our perspective.

Reference: Psychologist Merve Altındağ

KAPUOĞLU, E. Ç. (2023). EĞİTİM ve ÖĞRENMENİN FİZYOLOJİK TEMELİ: NÖROPLASTİSİTE. FLSF Felsefe ve Sosyal Bilimler Dergisi, (36), 447-464

Başaran, D. C., Yıldırım, F., Ekenci, B. Y., Kılıç, S., & Ülgen, P. (2013). Nöroplastisite ve Güncel Yaklaşımlar. Başkent üniversitesi, 15. C. E. Ackerman, et al. Nöroplastisite Nedir? Beynimiz, Değişen Çevre Koşullarda Kendisini Nasıl Değiştirir?. (11 Aralık 2020). Alındığı Tarih: 6 Nisan 2024. Alındığı Yer: https://evrimagaci.org/s/9644

Today, it is generally accepted that political leaders use both rational and emotional communication strategies to influence voter behavior. Research shows that emotional factors are only as influential as logical factors in voters’ decision-making processes. Although the historical origins of emotional manipulation in favor of power date back to ancient times, recent scientific research has made the use of these strategies more sophisticated and effective.

While there is a claim that voters actively use logical thought processes in their political decision-making, research shows that emotional influences are actually more dominant. Moreover, voters are not always able to evaluate information objectively, suggesting that their emotions and reactions drive their decisions.

Emotions clearly show the role and power of mass media in influencing voters. Mass media, which is at the center of political communication, develops and transforms the techniques and tactics of election campaigns. Therefore, it is necessary for political leaders to reach voters directly through mass media in order to reflect their message strategies in social transformation. Therefore, the emotional changes of the individual discussed in this issue are monitored within social mobility and political communication strategies are shaped accordingly. Emotions that come to the fore during election periods are as follows;

Election periods are also associated with uncertainty. The uncertainty of a particular outcome can increase concerns about the future and raise stress levels. Election periods often cause great excitement and enthusiasm. Support or hope for a particular candidate or party can lead to increased positive emotions and excitement in individuals.

Some individuals may become despondent or anxious about the election results. Concerns that the election of a particular candidate or the implementation of certain policies will have negative consequences may increase these feelings. Election periods can also encourage feelings of togetherness and solidarity. Feelings of unity and solidarity can arise among people who support a particular candidate or party.

As a result, the emotional effects of political elections can vary widely and affect individuals’ overall emotional state.

Reference: Psychologist Merve Altındağ

Akdağ, M., & Özdemir, M. (2021). Seçmen Kararlarında Duyguların Rolü ve İşlevi: Duygusal İçerikli Reklamlar Üzerine Bir Analiz. Selçuk İletişim, 14(2), 895-926.

Kurtbaş, İ. (2015). Seçmen Psikolojisine Dair Psiko-Politik Bir Tahlil “Politik Psikoloji Ekseninde Deneysel Bir Çalışma”. Journal of Administrative Sciences and Policy Studies, 3(2), 91-11.

Bağcan, S., SAVAŞ, S., & TUNÇAY, E. (2021). SOSYAL MEDYADA DEMOKRASİYE LİDER MÜDAHALESİNİ GÖZLEMLEMEK: 2020 ABD BAŞKANLIK SEÇİMLERİ’NDE TRUMP VE BIDEN’IN TWEETLERİNİN İÇERİK VE DUYGU ANALİZİ AÇISINDAN İNCELENMESİ. Turkish Online Journal of Design Art and Communication, 11(3), 1073-1097.

Happy March 22nd World Water Day. This week we will focus on the important effects of water on the brain, which is of great importance for almost every living thing on earth. First of all, we will talk about the history of World Water Day. The resolution adopted by the United Nations in 1993 is an important step to focus on the growing problem of clean water worldwide. With this resolution, March 22nd was declared as World Water Day. World Water Day aims to bring the international community together to take concrete steps to protect and increase potable water resources. This special day emphasizes that water should be treated not only as a resource, but also as a human right and a source of life. It is important to promote global cooperation to reduce the impacts of water crises, effectively manage water resources and make water access equitable and sustainable for all. These efforts are critical to ensure a livable world for future generations.

The brain, like other organs in the body, is in constant need of water. Hydration supports brain function and maintains the health of brain tissue. Adequate water consumption ensures that brain cells function properly. We also know that most of our body is filled with water. But it can be really surprising to learn that 78-80% of our brain is made up of water. The fact that the gray-white and hard-looking structure is mostly made up of water further emphasizes the importance it plays in protecting the brain. Water is so important for the brain because it is an organ that is heavily dependent on water. Water maintains the electrolyte balance in the body, which is essential for nerve conduction. Electrolytes are important to ensure proper communication of nerve cells. Inadequate water intake can affect nerve conduction and weaken communication between the brain and the body.

Water is critical for the brain to be resistant to external impacts. A hard structure, such as the skull, acts as a shield against these impacts. But a hard skull is not enough; the fluids surrounding the brain are also important for absorbing and dissipating impacts. This is one of the primary roles of the water in our brains: Absorbing impacts.  The fluid environment of the brain protects brain tissue while absorbing impacts. These fluids protect the brain tissue from jarring impacts and minimize brain damage. In this way, not only the protection provided by the skull is important, but also the support provided by the fluid-filled environment.

Dehydration also affects psychological activities in the brain. In particular, it can sometimes lead to mental health problems such as mental fogginess, stress and tension. Adequate water consumption is essential for mental health and brain health. In summary, we all know how important water is in life activities. However, we sometimes forget this in the rush of everyday life. We will eagerly continue to remind you of such important but everyday information.

Reference: Psychologist Merve Altındağ

Ç. M. Bakırcı. Su Dolu Beyin: Su, Beynimiz İçin Neden Önemli?. (24 Şubat 2013). Alındığı Tarih: 20 Mart 2024. Alındığı Yer: https://evrimagaci.org/s/1023

DEDEKAYOĞULLARI, H., & Ayşe, Ö. N. A. L. (2011). ÇEVRE-İNSAN SAĞLIĞI İLİŞKİSİ AÇISINDAN SU VE SU ANALİZİNİN ÖNEMİ. Journal of Istanbul Faculty of Medicine, 72(2), 65-70.

In a changing world, our emotions and the ways we express them have also changed. Especially in the last three years, psychologists’ detailed explanations of emotions, experiences and human nature on social media platforms have made the masses question their selves and even their emotions. Thousands of people have benefited from therapy services. It was realized that emotions are not a weakness, but rather a keystone of human nature. Today, not only emotions have been recognized. At the same time, the way we express them has also come to the fore. It has become popular to express emotions in social settings, within the family and even within companies.

Dialogues with emotions have become an important part of communication for individuals. It is known that the prominence of emotions in daily life and even in different aspects of life has led companies to pay more attention to emotions in order to better understand customers and provide better service to customers, and to produce new strategies for this situation. Positive emotions are positively associated with customer satisfaction, loyalty and post-purchase convenience perceptions, while negative emotions are negatively associated with the related variables. The idea that customers do not only make decisions based on logical reasons, but that emotions are also effective in these decisions is increasingly accepted. The identification and understanding of customer emotions by businesses will facilitate businesses in ensuring customer satisfaction and loyalty and ensuring that customers solve their post-purchase problems with the business.

 The most prominent emotions and emotional states in customer service are;

Surprise: Customers who encounter an unexpected situation may develop a sense of surprise. As a result of confusion, they may exhibit more impulsive behavior. Especially more insistent attitudes can be exhibited at the point of eliminating the problem.

Anxiety: Customers who encounter a problem with the product or service may develop a sense of anxiety. As a result, a negative perspective towards the brand may be developed.

Impatience: Especially during working hours during the day, more hasty behaviors can be exhibited at an intense pace. In situations where long waiting times or a quick solution is expected, feelings of patience or haste may come to the fore. A long waiting time at the point of solving the problem may cause the customer to view the brand negatively.

Satisfaction: In cases where customers’ needs are met and their expectations are met, the feeling of satisfaction may prevail.

Happiness/Gratitude: Customers who have a positive experience may express feelings of thanks or gratitude. This can lead to positive perceptions of the brand and affect brand loyalty.

Reference: Psychologist Merve Altındağ

Uslu Divanoğlu, S., İçerli, L., & Arsu, T. (2018). Tüketicilerin duygusal zekâsının içgüdüsel ve kompülsif satın alma davranışları üzerindeki etkisi: Aksaray ili örneği.