Neuromarketing Research Papers - Academia.edu (original) (raw)

La decisione di acquistare una bottiglia di vino è guidata spesso da meccanismi di facilitazione della decisione (come per esempio la marca, il prezzo, l'etichetta, la bot-tiglia). Si tratta di soluzioni «veloci» che permettono di risparmiare energia. Per più di cinquant'anni, nello studio dei comportamenti di consumo e nella valutazione dell'ef-ficacia della comunicazione, ci si è avvalsi di un modello interpretativo razionalistico: i consumatori sono sempre stati considerati come soggetti razionali, consapevoli dei loro vissuti e delle loro scelte. Grazie alle ultime ricerche neuroscientifiche e di neuro-marketing sappiamo, invece, che il modello più adeguato per comprendere i comporta-menti di acquisto è quello che riconosce all'emozione un ruolo determinante. Ciò vale soprattutto nel mondo del vino. Per questo, in un mercato sempre più compe-titivo occorre trovare nuove soluzioni di marketing in grado di colpire emotivamente il consumatore, prima di convincerlo razionalmente. Le tecniche di neuromarketing permettono di valutare più efficacemente la qualità della comunicazione di un vino grazie alla misura diretta delle emozioni. Come funzio-na il neuromarketing applicato al mondo del vino? Quali sono le migliori strategie per la scelta di un'immagine in un sito? Come costruire etichette in grado di rispondere razionalmente alle richieste dei consumatori e al contempo di emozionarli? Il testo risponde a queste domande partendo da casi applicativi di monitoraggio dei processi di comunicazione nel mondo vitivinicolo, nonché dalle numerose esperien-ze di consulenza di neuromarketing svolte «Behavior and Brain Lab» e del Master universitario in «Food and Wine Communica-tion» dell'Università iulm. Delegato del Rettore per i progetti Expo2015, nonché membro del Comitato Scientifico delle Università per Expo Milano 2015. Ha pubblicato (con N. Olivero) il manuale Psicologia dei consumi (Milano 2013 2) e curato il testo di Neuromar-keting, comunicazione e comportamenti di consumo (Milano, 2015). Patrizia Marin è giornalista, sommelier e Chairman di Marco Polo Experience, con esperienza ventennale nel settore istituzionale ed aziendale, nazionale ed internazio-nale. Esperto fondi ocm e Direttore Generale di Italian Signature Wine Academy, esclu-siva alleanza del vino italiano di pregio. Tra le attività didattiche si segnala la parte-cipazione al comitato scientifico e alla docenza presso il Master in Food and Wine Communication dell'Università iulm e di Gambero Rosso. SOCIETÀ COMUNICAZIONE IMPRESA COMUNICARE IL VINO Cop. Russo-Marin Com. il vino 4b.indd 1

- by
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- Consumer Behavior, Neuromarketing, Wine Marketing

ÖZET İnsanoğlunun "olaylar ve durumlar karşısında nasıl karar verdiği" bugün hala tam olarak çözülemeyen bir problem olarak karşımıza çıkmaktadır. Davranışların nedeni ve kökeni birçok bilim dalının sorunu olmuş ve geliştirilen kuramlar... more

- by Berkant Yılmaz and +2
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- Marketing, Neuroscience, Eye tracking, Advertising

Consumers transferring from agriculture society to industrial society, changing life standards and rich product options have necessitated radical changes in the concept of marketing beyond traditional perspective by breaking the routine. In this regard, business establishments desire to have fewer mistakes in defining human wishes and needs; in other words they intend to gain strategic competitive advantage upon their rivals through a conceptual point of view. It is a fact that such a success as having the mentioned specialities and standing on foot among the giant rivals by doubling the corporate value in long term cannot be an example of a success gained through traditional methods in a market where innovative changes can occur anytime. Hence, experts taking place in a market where no isolation of change exists have to take subconscious elements into consideration lying under body&mind correlation if they are willing to learn what consumers think of, the dynamics they care when they make decisions and the secrets of their decisions. Neuromarketing, which has futuristic qualifications by using various measuring techniques in terms of scientific data and statistical calculations away from utopia, which is also a field of study creating foresights in this direction besides being a field of study with high reality and a window opening into human brain , and a marriage of marketing and science, is trying to solve the riddle by mixing marketing researches with science in accordance with the reasons mentioned above. The problem that individuals, with their complexity, behave under the effect of both their logic and emotions and this can cause them to become distanced to reality is the focus of neuromarketing and in this study neuromarketing is compared to traditional marketing and covered in details; in the empiric part advertisements preparing the potential customers for the seller visits and the effects of messages hidden in them on consumers are investigated through neuromarketing point of view. With the practice, it is aimed to increase the effect level and added value of the topic that is covered in multiple dimensions.

- by selcuk koyluoglu
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- Marketing, Consumer Behavior, Neuromarketing

Postmodernizm, Sanat Akımları

- by Özen Okat
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- Visual Culture, Advertising, Visual Design, Neuromarketing
- by LOBNA BEN NASR
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- Neuroscience, Priming, Neuromarketing, Emotional Analysis
- by Serhat Adem Sop
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- Neuroscience, Tourism Studies, Tourism Marketing, Tourism Management

Consumers' food choices are often driven by reasons of which consumers are not fully aware. Decision-making
about food is influenced by a complex set of emotions, feelings, attitudes, and values that are impossible to assess
simply by asking consumers their opinions. Indeed, traditional techniques, such as self-reports or interviews,
mainly allow the measurement of conscious and rational reactions to a product or advertising. Recently, there
has been a rapidly growing interest in the multidisciplinary field of “neuromarketing,” which takes advantage of
neuroscientific techniques to study consumer behavior.
This discipline applies neuroscientific methods and tools that allow the measurement of consumers' emotional
and spontaneous reactions in a more objective and observable way. The aim of this paper is (a) to describe
neuromarketing's underlying assumptions, techniques, and the advantages of this perspective, examining the
scientific literature on the use of neuromarketing in food studies; and (b) to suggest best practices to apply this
novel approach in the food marketing domain, with a specific focus on non-invasive methods.
Finally, although the perception of nutritional elements has already been explored, the health content of
labels, the presence of additives, and the evaluation of the information conveyed by food packaging remain other
possible elements of interest in future food neuromarketing research.

- by Mauri Maurizio
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- Neuroscience, Psychology, Emotion, Behavioral Decision Making
- by Arianna Trettel
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- Engineering, EEG, Neuromarketing

Neuromarketing techniques (use of psychophysiological responses as variables in decision making processes) are being used successfully in the area of marketing. However, there is no academic research that enables us to explore the degree of effectiveness of these techniques, as well as the cognitive and affective mechanisms underlying. This data will allow the construction of theoretical models. The objective of the research was to analyze the mechanisms of action of 3 psychophysiological variables widely used in this field: eye-tracking, GSR (galvanic skin response) and facial emotion. Thirty five randomly selected subjects (men and women, ages from 22 to 65 years), carried out the experiment in the NeurolabCenter at the Complutense University of Madrid. Each participant received 30 euros as an incentive. Method: subjects viewed four different types of packaging. Each image was presented randomly for 10 seconds, while their GSR, eye-tracking and facial emotions responses were recor...

- by Ubaldo Cuesta
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- Psychology, Eye tracking, Packaging, Facial expression
- by Massimo Franco
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- Psychology, Emotion, Neuroeconomics, Consumer Behavior

That's a proposal for running neuromarketing research by low budget companies and universities.

Websites are an essential communication and distribution tool for tourist businesses, and monitoring their performances and improving their layout and usability is a key activity. So far, the tools available to monitor the website performance and make decisions about it are based on web analytics and trial-error tests, while the design is based on a mashing of aesthetic choices, web analytics data, the web agency experience, and tests based on observing and surveying the users.
At the same time, the web marketing studies point out how ICT and mobile technologies are influencing the tourists’ decision making process, and the findings of neurosciences highlight the role of unconscious or semi-conscious mechanisms linked to the reptile brain in the decision making process, thus substantiating some limitations of conventional marketing tools in fully evaluating consumers’ motivations. Those findings and some of the technologies used by medicine and neuroscience have being integrated into marketing studies, creating a new field called neuromarketing, that is gaining popularity among professionals and academics, but has still rare application to the travel&tourism industry and to the design of websites, and of tourist business websites in particular.
This paper aims at illustrating how neuromarketing methodologies, and the related measurement and sensor technologies, can support, on the scientific side, our understanding of e-tourists’ decision making processes, and, on the operational side, a website design that enhances the user experience and thus the website performance (higher revenue and conversion rate, reduction of the bounce rate, etc.).
It does so focusing on the users’ reactions to the images presented in the homepage of hotel website , and particularly on the role of images portraying people versus the ones representing landscapes or the hotel interiors, by using various tools such as eye-tracker, EEG based BCI, audio commentaries and post task questionnaires. T

- by Federica Montaguti and +1
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- Marketing, Web Design, Hospitality Management, Neuromarketing
- by Chief Editor
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- Neuroscience, Decision Making, Neuromarketing, Magnitude Estimation

Colours play a vital role in marketing and the way that consumers behave towards a product, service or company. Men and women view colours from different perspectives and this raises the need to understand the psychology of customers. The objective of this study is to determine if colours play any importance when men and women purchase their products respectively. This study also focuses on the product types' and colours that men and women are most interested during purchase of products and services. The last objective of this study is to find out if men and women associate different meanings with different colours and how marketers can take such perspectives into account when devising their marketing strategies. A survey was carried out with 150 respondents aged between 18 to 25 years old by using quota sampling, whereby the same amount of men and women were involved. The results showed that both men and women are equally interested in colours in marketing and are both physically and physiologically affected by this marketing phenomenon. The results also show that men and women have common favourite colours for products and associate different colours with different meanings.

- by Kooldeep Sahye and +1
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- Consumer Behavior, Neuromarketing, Colours, Gender Marketing
- by Serhat Adem Sop
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- Neuroscience, Tourism Studies, Tourism Marketing, Tourism Management

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.

- by Atilla yücel
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- Neuromarketing

The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experienc...

- by Henry Robben
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- Neuroscience, Cognitive Science, Computer Science, Eye tracking
- by Dssssslove Namjaa
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- Marketing, Semiotics, Intellectual History, Sociology
- by Nicolas Ramirez
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- Neuromarketing

Le principali scoperte delle neuroscienze sul funzionamento cerebrale applicate ai processi decisionali e alla persuasione, permettono, oggi, di potenziare la customer experience nella ristorazione e accrescere i margini economici.
Non basta realizzare un buon prodotto o progettare un buon servizio di ristorazione, occorre saperlo “confezionare” al meglio e venderlo bene attraverso semplici ma potenti accorgimenti. Servendosi delle più recenti ricerche nel campo della neurogastrofisica, e valorizzando le più interessanti intuizioni provenienti dall’economia comportamentale, vengono approfonditi i principi base dei processi esperienziali enogastronomici e della ristorazione:
la forza della Visione
il segreto del Tatto
il potere dell’Udito e il suono del cibo
la costruzione dei sapori nel cervello
i profumi di una volta e l’emozione olfattiva
Si può migliorare la percezione dei sapori ed influenzare le esperienze dei consumatori? Come descrivere un prodotto in un menu? Quali sono gli errori da non commettere nel campo dell’enogastronomia?
Il testo risponde a queste domande muovendo da una riflessione teorica sui processi percettivi, a partire da esperienze e ricerche di neuromarketing, da una sintesi della letteratura neuroscientifica relativa ai comportamenti di consumo alimentare e neuroscienze e da esempi ripresi dagli studi nel campo del food and wine, fortemente connotati da aspetti emozionali e simbolici.

- by Vincenzo Russo
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- Food and Nutrition, Consumer Psychology, Neuromarketing, Nutrients

Нейробиология — наука точная, даже несмотря на то что обещает золотые горы. И обещания свои, между прочим, выполняет, но только перед теми, кто не побоялся грызть гранит науки.

- by Alexander Bakka
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- Decision Making, Neuromarketing
- by Steven Dick
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- Brand Management, Neuromarketing

In this paper, it is purposed that Neuromarketing could increase its discipline stability through triangulated methodologies, especially in multidisciplinary teams. Since learning and interactions are embodied and environmental, Social Sciences, and Anthropology could play a central role to avoid cultural biases and errors. Considering not only demographics differences, but in consumptions such as media, culture, and in customs, traditions and cosmovisions contribute to recruiting better samples, more homogeneous and replicable. An experimental design, which has been developed with methodologies from Communication, Neuroeconomics, Psychology, Sociology, and a projected second phase from a Brain-Computer Interface perspective, is referred to as a case. In the mentioned research, an aleatory selection of Amazon.com 1996-2014 reviews under the categories of ‘Books’, ‘Clothing and accessories’ and ‘Electronics’ was implemented to assess the accumulation of evidence to trust, and the willingness to purchase a product online. Questionnaires measuring, demographics, online behaviour, and tests on impulsivity, economic behaviour (regarding risk and trust) and interpersonal trust were conducted. The results were triangulated with the Electroencephalography, Electrooculogram, Electrocardiogram, and Electromyography data of the subjects. The contribution of this study is to expand our understanding of how triangulated methodologies contribute to design more robust Neuromarketing experiments.

- by Paula Almiron
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- Neuroeconomics, Brain Computer Interface, Neuromarketing, Triangulation

This chapter provides an in-depth analysis and explanation of psychophysiological/neuromarketing research tools such as the eye tracker, fMRI, EEG, HR, and GSR for gaining an insight into consumer behavior in the traditional food and wine market. The chapter particularly investigates the need for the new psychophysiological/neuromarketing research tools compared with traditional methods, a review of the research carried out with modern consumer science tools, and how data could be collected and analyzed in a traditional food and wine market through the use of these tools. The chapter concludes with a case example showing the application of psychophysiological/neuromarketing research tools.

- by Hakan BOZ
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- Marketing, Neuroscience, Eye tracking, Hospitality Management

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets. Which medium is the most effective in terms of information memory or reading behavior is not clear, however. In this study, advertisements from an Italian newspaper were presented in three media formats: website (through the Internet with a desktop PC), paper, and a PDF version displayed on a tablet device. Responses to the same news and advertising were measured with eye tracker, electroencephalography brain scanner, and memory test.

- by Vincenzo Russo and +2
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- Consumer Behavior, Neuromarketing, Neuromarketing, Neurotechnology, Branding

La riflessione sulle neuroscienze e il diritto è da tempo avviata. Occorre proseguire in essa e indagare le possibili nuove aggressioni e, di conseguenza, i nuovi bisogni di tutela per la persona umana da esse rivenienti e le molteplici ricadute nel diritto civile delle scoperte neuroscientifiche, destinate a rivoluzionare e travolgere anche postulati classici, istituti e categorie civilistiche tradizionali.
Basti pensare all’individuazione dei mirror neurons ed al conseguente possibile uso del neuromarketing nella contrattazione. Rispetto alle nuove minacce alla libertà di autodeterminazione da esso riveniente, l’inadeguatezza della tutela e dei rimedi (datati) del codice civile impone la ricerca di ulteriori strumenti di tutela del consenso. Il neuromarketing - preoccupante anche perché si innesta nei processi decisionali, nel nucleo delle preferenze ed abitudini di vita, dell’identità e della personalità stessa del consumatore - determina un indebito condizionamento del consumatore; l’anomalia che si determina nel processo formativo della volontà – di carattere strutturale in ragione dell’inserimento dell’atto (promozionale) di neuromarketing nel contesto dell’attività di commercializzazione - impone la rivisitazione, in una prospettiva funzionale, del principio di non interferenza tra le regole di comportamento e le regole di validità del contratto e l’abbandono dell’anacronistico parametro del consumatore medio, che non tiene conto della mass customization delle attuali strategie di marketing, sempre più mirate, personalizzate, rivolte non indistintamente ai consumatori, bensì al consumatore concreto, le cui propensioni all’acquisto sono calcolate in base a sofisticati algoritmi personalizzati. La tutela del consumatore va assicurata, oltre che con il rimedio risarcitorio, con la nullità di protezione del contratto a valle delle pratiche commerciali di neuromarketing.
Il cambiamento di prospettiva da operare, nella riflessione sulle neuroscienze alla luce dell’assiologia dell’ordinamento e della sua innovativa nozione di ordine pubblico, è radicale e impone di vagliare la meritevolezza di tutela nel sistema italo-europeo, con la preminenza in esso assegnata alla dignità umana, di alcune applicazioni neuroscientifiche (mind reading e lie detection) e metodologie di enhancement (delle facoltà cognitive) ed empowerment (delle capacità umane), valorizzando la concezione funzionale e relativa della capacità.
Indubbiamente, le neuroscienze pongono sfide, ma rappresentano anche opportunità. Il fondamentale e determinante contributo delle indagini neuroscientifiche per una più efficace protezione civilistica delle persone in condizioni di debolezza psichica e la tecnica del Brain–Computer Interface per la manifestazione di una volontà giuridicamente rilevante sono solo alcuni degli esempi che lasciano intravedere quanto preziose e determinanti potranno rivelarsi le neuroscienze ai fini della tutela, sempre più effettiva, della persona umana.

- by Laura Tafaro
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- Mirror Neurons, Brain-computer interfaces, Empowerment, Mass Customization
- by דוד בן גיתלה זילבר
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- Marketing, Semiotics, Intellectual History, Sociology

Generally, disease management is considered either treatment or healthcare operations. The Disease
Management Association of America define disease management as a multi-disciplinary, continuum-based
approach to healthcare that proactively identifies populations with,or at risk for established medical
conditions. Health plans and others concerned with disease management face significant challenges: To
control costs without harm to health they must have patient-specific information that predicts risk,identifies
healthcare needs,and quantifies the outcomes that matter most to patients. Leaders in disease management
recognize that no single metric meets the requirements. Neuromarketing,a controversial new field of marketing,
is a technique that combines science and business,aiming to reveal how people feel about things,such as
products and commercials.Neuromarketers are using functional Magnetic Resonance Imaging(fMRI) to search
for the “buy button”in consumers’ brains.

- by Giannis Sotiriou
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- Marketing, Neuromarketing

El neuromarketing es la aplicación de técnicas de neurociencia al marketing, es una ciencia que nos permite identificar si el estímulo enviado a una persona le está comunicando sus beneficios, convirtiendo la fallida publicidad y el... more

- by Camilo Acosta
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- Marketing, Neuroscience, Neuromarketing, Ventas

- by Ubaldo Cuesta
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- Psychology, Eye tracking, Packaging, Facial expression
- by Sharad Agarwal
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- Neuromarketing, Consumer Neuroscience
- by Luiz Moutinho
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- Marketing, Brand Management, Branding, FMRI

The idea idea is to present the good things and the bad things that Neuromarketing offers to those who want to use this technique to understand consumer emotions. It is not a blind science but something that helps to understand better the... more

- by Javier Cervantes Aldana
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- Neuromarketing, Behavioral Biometrics

Despite the recent study of the confluence between Marketing and Neuroscience produces comprehensive discussions on limitations and ethical factors. Little has been engaged to consolidate the theoretical structure of the area. This article has the general objective endorse the concept of Neuromarketing. Therefore, it sought as specific objective to expose the concept of Neuromarketing, its origin and its objectives, mapping the concepts, methods and most widely used research tools as well as show the ethical and limiting prospects of the field. Therefore this article makes use of an exploratory research, bringing together elements of qualified marketing literature and information and also the neuroscience literature in order to better understand the evolution of the technological area with the Marketing and Neuroscience study about the progress bond between man and the market. This research concluded that the consumer is always influenced by seasonal marketing niche campaigns, being aware or not of this process.

- by Thayana Jesus and +3
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- Marketing, Neuroscience, Consumption, Behavioral Decision Making

This study offers a unique approach to consumer/tourist behaviour called psychoneurobiochemistry and aims to explore the possible and potential influences of psychoneurobiochemical factors on tourism marketing. The study with a... more

- by Hakan BOZ
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- Marketing, Biochemistry, Neuroscience, Psychology
- by Hakan BOZ
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- Marketing, Tourism Studies, Tourism Marketing, Eye tracking

"En pocas palabras... ¿Qué trata el artículo?: Describe el neuromarketing a través de su concepto, así como del estudio del sistema nervioso y de la percepción, entendida como un proceso desarrollado a través de los sentidos. Hace... more

- by César Mora Contreras and +2
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- Marketing, Neuromarketing, Percepciones

Dentro del documento se presume la siguiente información y se abordan los temas mencionados a continuación: ¿Qué es el neuromarketing? ¿Para qué funciona el neuromarketing? Autores principales del neuromarketing ¿Cómo se aplica el... more

- by Nicole Becerra
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- Marketing, Neuroscience, Neuromarketing, Brain
- by Serhat Adem Sop
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- Marketing, Neuroscience, Tourism Studies, Tourism Marketing

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.

- by ATİLLA YÜCEL
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- Neuroscience, Neuromarketing
- by Magdalena Kacaniova
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- Marketing, Neuroscience, Advertising, EEG

Questo e-book è una condivisione di contributi che vedono il 2015 - anche in modo non convenzionale – come un laboratorio di conoscenza condivisa a cielo aperto. È suddiviso in quattro sezioni: Intro, Case History, Scenari e Immaginifico (non a caso in questa sequenza, che parte dalla realtà per arrivare
sino alla nostra mente, alle idee e all’immaginifico collettivo) e tratterà di mondi sempre più interconnessi e complementari tra loro che, in occasione dell’Esposizione Universale, saranno, per l’intero 2015, sotto i riflettori di tutto il globo.

- by Massimo Giordani
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- Marketing, Tourism Marketing, Event Management, Social Media