Investigation of the awareness effect of posters with addictions by eye-tracking: The example of Yeşilay

Addiction continues to use the substance in a person's damaged state if the item cannot be used for a long time, constantly in search of the item that used to be the substance gradually the dose of art-climb characterized by physical, cognitive, and behavioral symptoms of a table. By its general definition, addiction is a state of continuous realization with the loss of control despite the negative consequences caused by a jun that gives pleasure and allows you to get away from inner restlessness. Neuromarketing defines a new field of research advocated by both academics and companies that use itself as a tool, giving a strong perspective on the responses of the human brain to marketing stimuli using advances in neuroscience. It aims to measure brain activities and neuro responses with neurometric measurements. It measures neural activities in the brain to understand cognitive and emotional responses. In this study, an experimental study was conducted using an eye-tracking device to measure the awareness-raising effect of Green Crescent's posters with addictive content. The research was carried out with 30 volunteer participants consisting of different groups in terms of demographic characteristics such as age, gender, profession, income level within the scope of the Marketing and Neuromarketing Research Center of Firat University. By revealing the effectiveness of addictive posters prepared by YESILAY with neuromarketing techniques, it will add richness to the marketing literature that the effectiveness of addictive posters will be evaluated using neuromarketing techniques that have just been started to be used in our country. Trying to understand people's behavior against addictive posters with this new and different method will provide an important innovation and will also benefit for more effective use of public resources. Keywords: Neuromarketing, Addiction, Yeşilay, Eye Tracking