Scopus
🔓 Açık Erişim YÖKSİS Eşleşti
A comparative analysis of the conceptual perception of neuromarketing
Journal of Infrastructure Policy and Development · Ocak 2024
YÖKSİS Kayıtları
A comparative analysis of the conceptual perception of neuromarketing
Journal of Infrastructure, Policy and Development · 2024 Scopus
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Makale Bilgileri
DergiJournal of Infrastructure Policy and Development
Yayın TarihiOcak 2024
Cilt / Sayfa8
Scopus ID2-s2.0-85207682238
Erişim🔓 Açık Erişim
Özet
Researchers need to seek the opinions of individuals about what they think related to neuromarketing and its applications. This study is intended to reveal the conceptual perception of neuromarketing. In this context, a comparative analysis was designed for university students studying in social sciences and health sciences due to the interdisciplinary nature of neuromarketing. Thus, it was investigated in which areas the conceptual perception of neuromarketing was higher and how it was perceived at the same time. Survey method was used to collect data. The relevant literature was scanned to determine the questions in the survey, and previous studies in this field were taken into account. Accordingly, the survey consists of two parts. In the first part, there are 6 questions to determine the demographic characteristics of the participants. In the second part, 14 questions were included to determine the conceptual perception of neuromarketing. The questions to the participants were evaluated with a 5-point Likert scale (from 1 = disagree strongly to 5 = agree strongly). It was concluded that there were 499 valid surveys (n = 499). As a result, it was seen that participants in social sciences and health sciences differed significantly in the conceptual perception of neuromarketing (p = 0.000). It was found that the perception level of social sciences is higher than health sciences.
Yazarlar (1)
1
Alaaddin Selcuk Koyluoglu
Anahtar Kelimeler
consumer neuroscience
neuromarketing
neuromarketing perception
neuroscience
Kurumlar
Selçuk Üniversitesi
Selçuklu Turkey
Metrikler
2
Atıf
1
Yazar
4
Anahtar Kelime