Abstract:

The humanity’s “how it decides in the face of events and circumstances” is still facing us today as a problem that is not fully solved. The cause and origin of behaviors has been a problem of many disciplines of science and the theories developed and the causes of behaviors have been tried to explain. Thus, a new marketing trend, which has become quite popular recently, has come to our face with "neuromarketing" research. In this study, which aims to show how academic studies performed in Turkey (graduate theses and articles) can evaluate the field of neuromarketing, the meta/document analysis as a method of data collection has been applied. According to the results obtained in this field; 28 postgraduate (four doctorate and twenty-four master’s) theses and 15 articles are more researched by researchers in our country; more research is done in the field of marketing, business and advertising. The high cost, due to the lack of qualified staff to use technical equipment, was more focused on theory in research, and in the practices made it was largely benefited from traditional research methods. However, it is dominant that the view that the neurodegeneration will spread for the future.

Abstract:

How human beings make decisions in the face of events and situations is still a problem that cannot be solved. The cause and origin of behaviors have been the problem of many disciplines and they tried to explain the cause of behaviors with theories. In this sense, "thinking, acting and decision making process of the brain" began to draw the curiosity of the researchers in this direction. Thus, a very popular marketing trend “neuromarketing” has emerged. This article aims to explain how the academic studies (thesis and articles) carried out in Turkey how it evaluates the neuromarketing field. In this direction, meta analysis was used as data collection method. Results obtained indicate that 28 post graduate thesis (4 PhD, 24 Master’s thesis) and 15 articles were written by researchers in Turkey. It is seen that these researches are mostly in the fields of marketing, business and advertising. Due to the high cost and the lack of qualified employees to use technical equipment, more theory considered in researches. In addition, traditional research methods were mostly used in the studies. Nevertheless, the opinion that "the neuromarketing will spread in the future" is dominant among the researchers.

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