Investigation of the effect of creating awareness of the visuals used in advertising in terms of neuro marketing

Neuromarketing has entered into the literature as one of the marketing methods, because marketing in today's competitive environment takes place in every field, finding use area in neurology field and adapting this method to marketing. Neuromarketing is the counterpart of marketing. is the application of the techniques used in neuro science to consumers to understand the market behaviors of consumers. Neuromarketing tries to understand how the consumer purchases his or her decision in real life rather than what he / she makes. interdisciplinary studies reveal which parts of the brain or which centers are active when encountering marketing stimuli. In this study; A non-invasive experimental study was conducted with the aim of measuring the effect of creating awareness of the images used in toothpaste advertisements. Within the scope of Fırat University Marketing and Neuromarketing Research Center, 31 volunteers were formed with different groups in terms of demographic characteristics such as age, sex, profession, income level. Electroencephalography (EEG) outputs were analyzed by showing commercial images belonging to 6 Toothpaste Marks.