Üsküdar University Founding Rector Prof. Dr. Nevzat Tarhan stated that neuromarketing attempts to measure ‘how to make mental purchases’ neuroscientifically, emphasizing, “Therefore, the measurement of mental purchases is done with the help of neuroscience.” Drawing attention to studies conducted with eye tracking devices, Tarhan said, “People focus their eyes more on what they are interested in.”
Neuromarketing expert Prof. Dr. Benny Briesemeister mentioned that an average of $42 profit is obtained for every $1 spent on email marketing.
The International Neuromarketing Symposium on the new perspective of neuromarketing, titled ‘Artificial Intelligence, Augmented Reality, and Virtual Reality,’ was held on Wednesday, December 13th, at the Nermin Tarhan Conference Hall on the Central Campus of Üsküdar University.
The opening speeches of the symposium were delivered by Dr. Selami Varol Ülker, Head of the Department of Neuromarketing at Üsküdar University, and Prof. Dr. Nevzat Tarhan, Founding Rector and Chairman of the Board of Trustees at Üsküdar University.
Dr. Selami Varol Ülker, Head of the Department of Neuromarketing at Üsküdar University, indicated that applications such as virtual reality, artificial intelligence, and augmented reality would be seen at the symposium, bringing together scientists and industry professionals.
“No information is sufficient on its own,” said Prof. Dr. Nevzat Tarhan, recalling that the neuromarketing master’s program started at Üsküdar University in 2014. He emphasized the importance of interdisciplinary approaches, stating that combining neuroscience and marketing was crucial in today’s multidisciplinary work environment.
Referring to the digital revolution of 2018, Tarhan emphasized the significance of information in the current era, stating that after the quantum era, everything has been converted into digital format, and technologies like 3D printers, virtual reality, augmented reality, and big data are contributing to the fourth industrial revolution, known as Industry 4.0.
Discussing the evolution of industries from the first industrial revolution to Industry 4.0, Tarhan highlighted the importance of information in the current digital age, with big data playing a crucial role in controlling various aspects of life, including economic activities, transportation, and social movements.
Prof. Dr. Nevzat Tarhan also mentioned the importance of the brain’s decision-making region in neuromarketing, citing a study on two cola brands that revealed different results when subjects consumed the same cola in branded and unbranded bottles.
Tarhan emphasized the role of the frontal lobe, the decision-making region of the brain, when individuals see a brand, indicating that people engage in thoughtful decision-making rather than impulsive actions.
Tarhan discussed the importance of understanding how to influence decision-making regions of the brain, especially for advertisers and decision-makers, emphasizing the cultural dimension of the process.
Referring to eye-tracking studies, Tarhan mentioned that individuals tend to focus their gaze on things they are interested in, with men more inclined to focus on erotic areas and women on romantic areas.
Guest speaker Prof. Dr. Benny Briesemeister, a neuromarketing expert from IU International University in Germany, highlighted the effectiveness of email marketing, stating that an average of $42 profit is generated for every $1 spent on email marketing.
The symposium covered various topics related to neuromarketing, including the future of consumer neuroscience, the impact of virtual reality and big data, and the relationship between artificial intelligence and human behavior.
Other speakers at the symposium included Prof. Dr. Uğur Cevdet Panayırcı from Yeditepe University, Dr. Aline Simonetti from Bonn University, Prof. Dr. Yetkin Bulut from Ondokuz Mayıs University, Doç. Dr. Dicle Yurdakul from Altınbaş University, Doç. Dr. Mevlüde Nur Erdem from Ondokuz Mayıs University, and Prof. Dr. Nikolaos Dimitriadis from York University. Ergi Şener, the General Manager of Nomupay Turkey, also gave a speech on the relationship between artificial intelligence and humans.
The symposium ended with a presentation of a plaque to Prof. Dr. Uğur Cevdet Panayırcı by Prof. Dr. Nevzat Tarhan.
DOI Number: https://doi.org/10.32739/uha.id.43312
