Neuromarketing in Turkey: optimization strategies for establishing emotional appeal and heightening advertising effectiveness
AuthorKara, Ayşe Simin
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Studies on neuroscience regarding emotional processes emphasize that it is majorly emotions and not rationality that plays a crucial role in effecting processes involved in decision-making, perception, cognition, and behavior. Shedding light into emotional processes serves to be crucial for effective development of marketing and advertising campaigns as effective branding and advertising depend on understanding and developing an emotional appeal towards consumers. As emotional appeals vary between collectivist and individualist cultures, emotion elicitation and assessment across the target culture is necessary for a successful neuro-marketing strategy to be implemented within a given marketing practice. Lately Turkish brands are heavily investing in neuro-scientific studies and consulting with neuro-marketing research companies to improve advertising effectiveness. This research provides case studies of Turkish brands from industries including telecommunications, food and beverage, pharmaceutical, information and communication technologies and reflects on assessment scores on attention, memory and emotion retrieved from simultaneously run electroencephalography (EEG) and eye tracking experiments provided by Turkish neuro-marketing research company; ThinkNeuro. By analyzing case findings and deducting implications, this paper reveals the Turkish consumer code as seeing and embracing loved ones which is proposed as the ultimate trigger towards captivating audience attention, decreasing emotional stress and elevating emotional impact additionally, the findings conclude that emotion can not be triggered at a superficial level; human brain processes knowledge (concrete information associated with a brand), experience (actions associated with a brand) and feeling (intuition influencing behavior and decisions) altogether to form the final emotion (the value of the brand across multiple dimensions).