The Measurement of Turkish Consumers’ Attitudes towards Neuromarketing with fMRI Method

Abstract

Neuromarketing is the new way to understand the consumer and how and why he/she behaves in such ways; or purchases specific products, and brands; or why he/she buys two different kinds of products. The managers believe that they will reach certain results, thanks to this technique. Nevertheless, how these studies are perceived by consumers and consumers’ desires to take part in these kinds of researches become very significant from the ethical point of view. This study aims to understand the attitude of the Turkish consumer towards the research, made with fMRI method for neuromarketing. Suited to this aim, neuromarketing with fMRI technique has been considered with other marketing research techniques and the attitude that Turkish consumers developed towards research techniques has been tried to be brought to light. At the same time, opinions and attitudes of the consumers about the future of neuromarketing has been tried to be brought up.