AWARENESS OF NEUROMARKETİNG APPLICATIONS SPECIFIC TO ADVERTISING INDUSTRY EMPLOYEES IN TURKEY

Neuromarketing, which combines brain imaging technologies and psychological research, aims to understand the subconscious thoughts and emotional responses of consumers. This enables marketers to reach areas that traditional market research methods cannot, allowing for a deeper understanding of consumer behavior and the design of more efficient marketing strategies. This study aims to measure the awareness levels of advertising industry professionals in Turkey regarding neuromarketing practices. In this context, meaningful data was obtained by assessing the awareness levels of advertising industry professionals about neuromarketing, a new field in marketing. The survey technique, a quantitative research method, was used in this study. A total of 326 individuals participated in the awareness scale used in the research. The results of the study revealed that the awareness of neuromarketing practices among advertising industry professionals is high. When examining participants based on their educational background, it was found that participants with postgraduate education had higher awareness levels compared to those with undergraduate education. When interpreted according to the gender variable, it was shown that female participants had higher awareness levels than male participants. The results obtained from the research aim to contribute both to the industry and the literature.

Keywords

Neuromarketing, Advertising, Advertising Industry Professionals, Neuromarketing Awareness