The analysis of Turkey themed promotional films effects on consumer minds using neuroscience tools: (EEG and eye tracking)

The transformation of today's world into a 'Global Village' has not only caused the differentiation of economic activities but also made it difficult to achieve competitive power. Brands that want to maintain and increase their competitiveness with the continuity of economic activities have to find the way to the mind of the consumer. Since the consumer mind is constantly exposed to different stimuli, brands have to make more efforts to deliver their messages to their target audiences. The first stage of this effort begins with the brand's recognition of its consumer. In this sense, it is important for the consumer to understand the underlying causes of their behavior and to be able to predict their behavior. Traditional marketing research uses data from itself to understand consumer behavior. These data provide limited information about the consumer because the consumer can hide the real reason for behavior with individual or environmental factors. In new marketing researches, neurometric, biometric and psychometric measurement methods and physiological data of the consumer are used. These data provide more realistic information about the consumer. These measurement methods are called neuromarketing approach and draw attention in terms of bringing the data obtained closer to rationality. The biological structure of humans is complex and people act with their emotions as well as their minds. Emotion drives individuals away from rationality. Neuromarketing focuses on the problem of capturing rationality by understanding emotions. With this focus, the related study was prepared as the PhD Thesis of Aydın Adnan Menderes University, Institute of Social Sciences, Department of Tourism Management. In the study, it is aimed to reveal the symbols and music that will enable the creation of the "Turkey" brand in the field of tourism and to reveal the effect of these symbols and music on tourists. For this purpose, "This is Maximum Istanbul!" and "Turkey's Turquoise Coast from the Air" films were analyzed. The films included in the analysis were determined according to the number of views received on 03.04.2020, 09.09.2020 and 02.07.2021. In this context, in the first part of the study, the concept of brand and branding is explained and how it is positioned in the mind of the consumer. In the second part of the thesis, the concept of neuromarketing, which is formed by the interaction of neuroscience and marketing sciences, is emphasized. Neuroscience and neuromarketing deal with data from the human brain, so it is important to know brain theories in order to explain brain structure, functioning and effects. For this reason, neuromarketing and brain structure are explained in the second part. Studies carried out with neuroscience techniques in the literature are categorized as master's theses, doctoral theses, papers and articles, tabulated and given in the third part of the thesis. In the fourth chapter, the attractiveness levels of the promotional videos in Turkey's branding process were analyzed with an experimental study (EEG and eye tracking method) and the data obtained were analyzed.