Fatma Çubuk - Academia.edu (original) (raw)

Papers by Fatma Çubuk

DOAJ (DOAJ: Directory of Open Access Journals), Aug 1, 2019

Fırat Üniversitesi Sosyal Bilimler Dergisi, 2016

Nigde Universitesi Iktisadi Ve Idari Bilimler Fakultesi Dergisi, 2013

Today as the neurology is performed different ares, it is used in various science fields. In the ... more Today as the neurology is performed different ares, it is used in various science fields. In the analysis of the individual's decision-making processes, the classical methods are preferred as well as the experimental methods. These methods arouse mostly in the marketing sector as neuromarketing and they have also been used in other disciplines. It's observed that the individuals make decisions according to the obtained results by summing up the irrational and rational data regarding their choices. When these decision-making processes are being observed, it's seen that according to the data obtained by measuring their neurological and physiological reactions, the emotional choices, tastes etc. of the people can be concretized. In the light of this information, the studies were performed in different disciplines and many results were presented. It's considered that these performed studies will contribute a lot to the neuro-interdisciplinary field and it will bring different point of views to the literature. Thus, in this study, brain waves of the people were observed by EEG device and the data was assessed. The study is based on exploratory experimental methodology. An experimental environment far from the influences has been created without giving any information previously to the subjects in an independent fiction. In this study, by asking preliminary questions, the volunteer's solving skills, complexity-color relationship, pattern-color correlation, the influence of the main colors (red, blue and yellow), black and grey on solving skills, gender-solving skills, difficulties related to gender-color correlation have been analyzed. By showing the questions used in the Visual-Spatial Aptitude evaluation in 12 slides, each for 10 seconds, to the participators, it was requested from them to focus on the answer that is right for them and to say it loud. At the same time with the slideshow, participators' EEG data has been recorded. Additionally also their emotional status has been monitored with the camera. 10 students easily selected as subjects with the easy sampling method study in The Çankaya University. The sampling group consists of both male and female 3 rd and 4 th grade interior architecture students, between the ages of 20 and 26. When the results were evaluated, it's observed that the subjects solve the questions with the white background more easily. When the same question was asked on the same background to the participants, they mostly gave right answers to the questions consisting of colored shapes. It was observed that the right answer rate has been decreased for the questions consisting of grey colored shapes. It's observed that the male participators perform a lower brain activity regarding the questions in general. The related data results have been described with the tables. Although the research results were given in Ankara, the majority of the sampling group consists of the students who grew up out of Ankara City. Thus, the research results can be only generalized for these students and for these questions. However, the study can be revised according to other age groups, social status and other demographic features and a more comprehensive generalization can be made. Human brain and the nerve system, plays a relevant role in defining the presence and location of the objects and recognizing the objects. Color and light are the most important factors in the recognition. Perception is the general description of the human's acquisition, recognition, understanding of the cases, qualifications and relations and

Can Çubuk Lately, behavioral sciences have emphasized cognitive aspects with the increased intere... more Can Çubuk Lately, behavioral sciences have emphasized cognitive aspects with the increased interest on brain research, since all human functions are managed by brain, reality is perceived and internalized by brain as a consequence. Neurons are the functional units through which information transfer is conveyed between and among brain and human body. That is why, understanding brain means comprehending neurons as well as the linkages between them. Mirror neurons are the most important neurons in determining consumer behavior, for these neurons are activated when people observe and imitate others' buying behavior. For instance, imitating the way a person is dressed up, acting as if dancing with a music that is playing on, desiring or wanting to buy the chocolate that is advertised are all triggered by mirror neurons. In sum, human beings visualize and imagine similar and common dreams through these mirror neurons. This exploratory study is based on experimental research that is based on forming imaginary and cognitive perceptions. Our research question is about the influence of mirror neurons on consumer behavior. We have aimed at measuring the effect of consumer perception of stores on their buying behavior. By using convenience sampling, we have chosen 100 students of Fırat University as our sample. The ages are between 18 to 26, that is, Y Generation, comprised of both genders from different faculties and departments of this university. In our experimental design, we have first made the students imagine a store without any manipulation. Then, we made them describe the store that they have visualized in their minds. We have anticipated that habits of buying behavior will be in alignment with both consumer perceptions and expectations; and we have found out as we had expected. As a concluding remark, we may state that the findings were limited within the confines of conventional behavioral patterns; no divergent result has been found. In sum, mirror neurons have made consumer behavior coverge into an uniform pattern. Although our experiment along with our research are conducted in Elazığ, most of the students in the sample are from different provinces and cities; still we may only generalize the findings of this research for Y Generation in Turkey. The limitation of this study is its generalizability, which can be improved with respect to broader demographic features such as social status, age groups, other emergent markets, etc.

WEST INSTITUTE, 2016

New disciplines have emerged together with starting the usage of Neuroscience in the social scien... more New disciplines have emerged together with starting the usage of Neuroscience in the social science. Neurotourism is one of those disciplines. Different disciplines such as medicine, sociology, and tourism mergein this discipline, and thus people's decision making processes are ensured to be interpreted in according with the disciplines. Briefly, Neurotourism is a discipline that neuroscience and tourism establish through working together. The decision making processes of the consumer in their hotel preferences is considered with EEG method and the order of importance in customer's hotel choice is identified. The study is based on experimental methods for the purpose of exploration. A test environment has been established in an environment refined from stimulants without providing prior information to the subjects. EEG device has been used in this study. Rational and irrational criteria have been shown to volunteers for ten-second slides. Then volunteers have been asked to order the first 5 criteria that they saw in the slides in order of their importance within ten seconds. EEG results will be compared with this ranking and the most important criteria will be determined for the volunteers. This study was conducted with 15 volunteers from a random sample of 18-55 years old people living in Ankara. When the results were analyzed, it was determined that the volunteers did not only give importance to the rational criteria but also to their hotel preferences were important in their irrational criteria. Preferences of volunteers were determined by considering the brain waves using EEG method. Although these results were obtained from Ankara, sample group was composed of persons having grown up in different cities, therefore, this can be generalized to the groups in this age range. However, a more comprehensive generalization can be reached by conducting this study in accordance with social status and other demographic features.

Neuromarketing concept has arisen as a result of using not only logical but also emotional respon... more Neuromarketing concept has arisen as a result of using not only logical but also emotional responses of consumers while they've decided to purchase. Neuromarketing is a new and interdisciplinary marketing comprehension that benefits from various disciplines as Neurology, Psychology, Sociology and Medicine. It's defined that customers combined the rational and irrational decisions and decide by these occurred data while they are making a purchasing decision. Neuromarketing can be defined as measuring the emotional responses that provides a purchasing decision of the customer by gathering a various disciplines (Yücel ve Çubuk, 2014: 174). Neuromarketing is finding the way the purchasing button of brain. Neuromarketing is a process that trying to understand how the customers make the purchasing decisions in reality. (Çubuk, 2012:38). Numerous studies had been done and various results had been put forth on Nero marketing scope. It is thought that these studies are going to provide more contribution to Neuromarketing scope and bring different viewpoints to literate. Therefore, tasting experiment had been done on various coffee brand and it had studied to be determined the emotional responses of subjects. The study depends on the exploration oriented experimental methodology. First of all, an experimental environment had been formed without any effect in a distanced area for the subjects whom not given any knowledge. By asking the preliminary questions, the brand choice of the volunteer is asked for the coffee. The volunteer, whose choice was determined, had been wanted to say the first five words in ten seconds those appears in his mind when he thought the "Coffee" word. Then the volunteer is connected to EEG device and five cup of different coffee brand had been tasted. There was no premonitory belonging to the brands on the cups. These cups are white in color and there were only numbers from 1 to 5 on them. And the subject hadn't seen these numbers. These coffees had been tasted in row by the volunteer. While the subject had been tasting the coffees, the EEG device had gone on measurement. Also gestures of the subjects had been taken under video record and paired with the EEG outputs. By this experiment, subject's verbal statement was compared with EEG output and it is wanted to find the choice of consumer by this comparison. And also, the subjects were asked to guess the which cup of coffee is belong to which brand. The 30 volunteers, those had been selected by Easy Sampling technic are students attending to Firat University. The sample is consisting of Y-Generation girl and boy students between 18-26 ages. While the results had been evaluated; the subjects affirmed that they could determine the coffee brand which had been chosen at the pre-questions by them. But it had been determined that they couldn't find the chosen coffee between the unnamed coffee cups. The coffee brands they want to buy had been paired with the brands they had liked according to EEG results. And also, subjects whom wanted to guess the order couldn't guess the brands. Insomuch some coffee brands had been positioned into other ones. Although this research had been done in Elazığ City, most member of the sample group were the students growth out of Elazığ. For that reason, the results of the research can be generalized only for Y-Generation. But the results can be generalized comprehensively for different age groups, social statutes and other demographic groups by renewing the experiment. This research is an explorative aimed study and can be generalized by performing on bigger sample groups.

WEST INSTITUTE, 2014

Electors are affected by not only rational arguements but also emotional and subconscious argueme... more Electors are affected by not only rational arguements but also emotional and subconscious arguements. Political preferences are related to emotional changes. Neuro-sciences cooperate with politics, and this caused the emergence of neuropolitics. Neuropolitics is a phenomena that questions the relation between politics and brain and brings together the science of politics, neuro-sciences, and psychology. Neuropolitics question how people decide politically and establish coaliations through neouro-sciences. There hasn't been so many researches on neuropolitics, however recent studies show really effective results. It is estimated that these recent studies will contribute to this scope and open new perspectives. This study is based on content analysis and experimental method. The subjects are selected via stratified sample method. The subjects are chosen from firat university students and academicians. The y generation is constituted by 18-26 aged male and female students, the x genarations is constituted by 26-44 aged academicians. On the first stage, the photos of ten state leaders are presented to the volunteers in this experiment which is isolated from exterior effects. The volunteers are not told that these photograhs belong to the world leaders. They are requested to order these photos according to stated criterias in ten seconds. Each criteria is a modul. They are requested to number the photos between 1-10 according to the charisma, power, trust, and peaceable moduls. Each stages are conducted again in ten seconds. After they order these photos they are asked if they know them or not. Then, they are asked to estimate about their countries. After this estimation process they are asked if they answer consciously. The results show that the volunteers couldn't estimate to whom these photographs belong however there has been similar orders. According to these orders, the most charismatic, the most reliable, the most powerful, and the most peaceable leaders are stated and vice versa. The volunteers couldn't estimate who are these leaders. These studies show that it is because of the changing perception of image by the generations. Although the results of these study are based on the city of elazig, the majority of this sample group was grown up in different cities. For this reason, the results of this study can be generalized and applied to larger sample groups. A neuropolitic experiment on state leaders on the grounds of power, charisma, trust and peacebility. With the development of new technology neuroimaging techniques have been used in different disciplines like economy, politics and marketing. With using neuroimaging techniques new interdisciplinary areas have been emerged. Neuropolitics has found its place in social sciences after the use of neuroimaging techniques in political science. Neuropolitic examines the mental process of voter and focus on better understanding og voting behavior. (grafman vd, 2006; 27) neuropolitics is in a critical position in terms of understanding the political trend and preferences of voter. Neuropolitics has developed a new method using brain imaging techniques to examine especially individual's political decision process and understand how their thoughts arise about political associations. Especially observing the emergence of individuals political thoughts will provide to determine the way of political science. (çakar ve ülman,2012;358). Neuropolitics methods have been actively used by the politicians. Neuropolitics methods used especially in u.s. Presidential elections and with this methods voters preferences have been influenced. Applied research company which is founded by tom freedman examined the decision making process of the voter and tried to understand how the brain reacts to leadership attributes. In 2003 the company used fmri device in order to measure the influence of campaign ads in the presidential contest between bush and kerry.

JASS, 2014

Özet Pazarlama anlayışının Pazarlama 4.0 'a dönüştüğü günümüzde marka ve marka değeri ile ilgili ... more Özet Pazarlama anlayışının Pazarlama 4.0 'a dönüştüğü günümüzde marka ve marka değeri ile ilgili yeni fikirler ortaya çıkmıştır. Marka değeri, marka adı ya da sembolüyle ilişkilendirilen ürün ya da hizmet tarafından diğer firma ya da müşteriler için yaratılan değer ve borçların tümü olarak tanımlanmıştır. Marka değerini oluşturan elemanlar iyi anlaşıldığında ve markaya uygulandığında ortaya çok güçlü bir marka çıkar (Ural, 2009:13-15). Marka değerinin belirlenmesine yönelik olarak 2000'li yıllarda Keller tarafından Tüketici Temelli Marka Değeri diğer bir ifadeyle, Markalama Piramidi modeli geliştirilmiştir. Keller (2003) tüketici yönlü markalama piramidi modelinde; marka değerini hiyerarşik bir yapı şeklinde ele almıştır. Çalışmada; bu model geliştirilerek tüketici açısından marka değerinin yanı sıra, üretici açısından da marka değeri ve elemanları da modele eklenerek çift yönlü yeni bir model geliştirilmiştir. Bu yeni model, Marka Yelpazesi olarak ifade edilmiş ve çalışmada açıklanmaya çalışılmıştır. Marka Yelpazesi modelinde; yelpazenin sol tarafı tüketici açısından marka değeri oluşum aşamaları ve yelpazenin sağ tarafı da üretici açısından marka değerini oluşturan aşamalar şeklinde ifade edilmiştir. Modelin sol tarafını; veri toplama, markanın deneyimlenmesi, markayı anlamlandırma, markanın değerlendirilmesi ve marka duygusu elemanları oluşturmuştur. Sağ tarafta ise; marka tanıtma, marka hizmeti, marka-imaj algısı, marka statüsü ve marka duygusu kavramları yer almıştır. Yelpaze dilimlerinin sağ ve sol tarafı birleştirildiğinde tek bir dilim haline gelerek Duygusal bağı (Marka bağlılığı) oluşturmuştur. Bu bilgiler doğrultusunda; marka değeri oluşum aşamaları tüketici istekleri göz önüne alınarak değerlendirilmiştir. Üreticilerin bu istekler doğrultusunda oluşturduğu stratejiler ve planlamalar çerçevesinde tüketici gözünde marka değerinin oluşması çift yönlü bir ilişkiyi detaylı bir şekilde ortaya koymuştur. Abstract Marketing 4.0 Marketing of the concept of conversion to the brand and the brand today has emerged new ideas about the value of brand. Brand value, brand name, or symbol that is associated with the product or service by customers of other firms or created for the value, and the debt is defined as all. Brand value is applied to the

Bu çalışma, Nöropazarlama araştırmalarına yön gösterici olacağı düşünülen bir araştırmadır. Yapıl... more Bu çalışma, Nöropazarlama araştırmalarına yön gösterici olacağı düşünülen bir araştırmadır. Yapılacak
olan diğer deneysel çalışmaların detaylarını daha iyi çözümleyebilmek, deney sırasında karşılaşılan
problemleri, sınırlılıkları ve dikkat edilmesi gereken hususları öğrenmek amacıyla ön bir deneysel çalışma
niteliğindedir. Fırat üniversitesinde yapılan bu deneysel çalışmada, kız ve erkeklerden oluşan 20 kişilik
gönüllü grubuyla çalışılmıştır. Cihaz olarak EEG(Elektroansefalografi) kullanılmıştır. Bu çalışma ön çalışma
olduğu için kişi sayısı sınırlı tutulmuştur. Bu çalışmanın asıl amacı, deney sırasında karşılaşılan durumları
belirlemek ve güvenli bir deney ortamı oluşturmaktır. Bununla birlikte bu çalışma araştırma sürecine ve
sonuçlarına ilişkin ilk ipuçlarını sunmaktadır. Yurtdışında yapılmış diğer deneysel çalışmalarda deney
ortamın oluşum süreci, yaşanan veri kayıpları ve cihazın, beynin hangi bölgesini ölçüldüğü ve deneylere dair
ayrıntılar belirtilmemiştir. Bununla birlikte demografik ayrıntılar gösterilmemiş ve bu konuda bir açıklama
yapılmamıştır. Bu çalışma, demografik özelliklerin deney sonuçlarını etkilediğini ortaya koymaktadır.

Günümüzde döngüsel bir gelişim gösteren pazarlama anlayışının, ürün odaklı anlayıştan çıkıp insan... more Günümüzde döngüsel bir gelişim gösteren pazarlama anlayışının, ürün odaklı anlayıştan
çıkıp insan, akıl, duygu ve düşüncelerinin önemsendiği bir noktaya geldiği bu süreçte pazarlama
yöntemleri değişmiştir. Böylece, pazarlamada uygulama alanı bulan Nöropazarlama ile beyin
görüntüleme yöntemlerini kullanarak tüketici karar sürecinin daha iyi anlaşılması yolunda büyük bir
adım atılmıştır. Bu yöntemin kullanıldığı Nöropazarlama da insan zihni üzerinde çalışıldığı için çeşitli
anlam kargaşası yaşanarak bilinçaltı reklamcılıkla karıştırılmaktadır. Bu çalışmada bilinçaltı
reklamcılık ve Nöropazarlama kavramları açıklanarak çeşitli örneklemelerle kıyaslama yapılmakta
böylece bu iki alanın farklılıkları ortaya konulmaya çalışılmaktadır.

DOAJ (DOAJ: Directory of Open Access Journals), Aug 1, 2019

Fırat Üniversitesi Sosyal Bilimler Dergisi, 2016

Nigde Universitesi Iktisadi Ve Idari Bilimler Fakultesi Dergisi, 2013

WEST INSTITUTE, 2016

WEST INSTITUTE, 2014

JASS, 2014