An experimental study on the eye-tracking of the visual effects of carbonated beverages

In marketing sector (for both marketing firms and people) it is really significant to yield/know reasons for preferences and behaviours of consumers and to determine the marketing strategies. For this purpose researchers are extensively being benefited from neuromarketing that strongly related to psychology, neurology, sociology and medicine. In fact, neuromarketing is considered as an important step in marketing sector to open and understand the black box in human's mind. Neuromarketing is a multidisciplinary branch of neurology and benefits from psychology, neurology, sociology and medicine. The present thesis aimed to determine the effects of advertisements for fizzy drinks on behaviours of customers- especially young consumers- by using the neuromarketing methods and tools (Eye Tracking). For this purpose an experimental study was carried out on students of Fırat University by means of Eye Tracking which is a basic method and tool in neuromarketing and has been commonly used during neuromarketing studies and tried to analyse the different behaviours and perceptions of young consumer's to advertisements for carbonated beverages.