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  Citation Number 8
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Endnote
Nöropazarlama: Reklam Etkinliğinin Psikofizyolojik Tekniklerle Değerlendirilmesi Üzerine Yapılmış Araştırmalarının Gözden Geçirilmesi
2013
Journal:  
Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
Author:  
DOI:  
10.17065/huniibf.103649
Abstract:

Neuromarketing: A Retrospective Review of Researches on Assessment of Advertisement Effectiveness by Means of Psychophysiologic Techniques Advertising effectiveness can be assessed by means of verbal, behavioral and psychophysiological measures. The use of verbal or behavioral measures is the traditional approach for evaluating of advertising effectiveness and it has been criticized in many aspects. Marketing researchers have developed neuromarketing concept with the collaboration of neurology and psychology to compensate for the limitations and deficiencies of traditional approaches. A new perspective that could not be discovered with traditional approaches is developed by the application of psychophysiological techniques on consumer behaviors. Many foreign researches in this field have been carried since 1960s. However, this field recently has been recognized in Turkey. After a review, it is observed that Turkish literature is quite insufficient on this field

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Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Field :   Eğitim Bilimleri; Sosyal, Beşeri ve İdari Bilimler

Journal Type :   Uluslararası

Metrics
Article : 431
Cite : 438
Quarter
Basic Field of Social, Humanities and Administrative Sciences
Q4
398/520
Basic Field of Educational Sciences
Q4
185/239
Details
Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi