{"id":4809,"date":"2019-09-16T11:02:54","date_gmt":"2019-09-16T08:02:54","guid":{"rendered":"https:\/\/www.paytr.com\/blog\/?p=246"},"modified":"2023-11-30T18:05:03","modified_gmt":"2023-11-30T15:05:03","slug":"noropazarlama-nedir-nasil-uygulanir","status":"publish","type":"post","link":"https:\/\/www.paytr.com\/en\/blog\/noropazarlama-nedir-nasil-uygulanir","title":{"rendered":"M\u00fc\u015fterilerin Akl\u0131n\u0131 Okuyan Uygulama: N\u00f6ropazarlama"},"content":{"rendered":"<p><strong>N\u00f6ropazarlama<\/strong>, bilim ve teknolojiden faydalanarak t\u00fcketicilerin dile getiremedikleri, bilin\u00e7altlar\u0131nda istekleri d\u0131\u015f\u0131nda ger\u00e7ekle\u015fen tepkimeleri ortaya koyabilmesi a\u00e7\u0131s\u0131ndan di\u011fer yakla\u015f\u0131mlardan farkl\u0131la\u015fmaktad\u0131r. Bu sayede, n\u00f6ropazarlama uygulamalar\u0131nda elde edilen veriler genellikle t\u00fcketicinin beyan\u0131n\u0131 esas alan anket ve benzeri ara\u015ft\u0131rma y\u00f6ntemlerinden daha de\u011ferli bilgileri g\u00fcn y\u00fcz\u00fcne \u00e7\u0131karma potansiyeline sahiptir.<\/p>\n<p>N\u00f6ropazarlama ara\u015ft\u0131rmalar\u0131, sinirbilim \u00e7al\u0131\u015fmalar\u0131nda kullan\u0131lan fMRI (fonksiyonel manyetik rezonans g\u00f6r\u00fcnt\u00fcleme) gibi y\u00f6ntemler sayesinde, deneklerin beyninde olu\u015fan tepkimelere sebep olan spesifik uyar\u0131c\u0131lar\u0131 saptayabiliyor. Bu sayede, \u00f6rne\u011fin hedef kitleye yeni bir \u015fey deneme iste\u011fini ortaya \u00e7\u0131karan ve destekleyen sinirsel uyar\u0131c\u0131lar\u0131n nas\u0131l harekete ge\u00e7irilece\u011fine dair bilimsel veriler elde edilebiliyor. T\u00fcketicilerin beyninde \u00f6nceden saptanm\u0131\u015f uyar\u0131c\u0131lar\u0131 harekete ge\u00e7irmeyi hedefleyen pazarlama \u00e7al\u0131\u015fmalar\u0131n\u0131n, do\u011frudan insan deneklere fiziksel testler uygulamam\u0131\u015f olsa bile n\u00f6ropazarlama yakla\u015f\u0131m\u0131ndan faydaland\u0131\u011f\u0131 kabul edilir.<\/p>\n<h2 id=\"pazarlama-pozitif-bilimle-bulustu\"><strong>Pazarlama Pozitif Bilimle Bulu\u015ftu<\/strong><\/h2>\n<p><strong><img decoding=\"async\" class=\"alignnone wp-image-249 lazyload\" data-src=\"https:\/\/paytr.com\/wp-content\/uploads\/noropazarlama-300x171.jpg\" alt=\"Pazarlama pozitif bilimle bulu\u015ftu\" width=\"567\" height=\"323\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 567px; --smush-placeholder-aspect-ratio: 567\/323;\" \/><\/strong><\/p>\n<p>N\u00f6ropazarlama bir terim olarak g\u00f6rece yeni olsa da, asl\u0131nda uzun y\u0131llard\u0131r neredeyse t\u00fcm insanlar taraf\u0131ndan deneyimlenmi\u015f ve t\u00fcketici davran\u0131\u015flar\u0131n\u0131 s\u00fcrekli olarak etkilemektedir. <strong>Pazarlama \u00e7al\u0131\u015fmalar\u0131<\/strong>, t\u00fcketici beyninde bir tepkime ba\u015flatmay\u0131 ya da peki\u015ftirmeyi hedefledi\u011finden, t\u00fcm ba\u015far\u0131l\u0131 pazarlama kampanyalar\u0131n\u0131n n\u00f6ropazarlama yakla\u015f\u0131m\u0131 i\u00e7erisinde ele al\u0131nmas\u0131 yanl\u0131\u015f olmayacakt\u0131r. Ancak bu \u00e7\u0131kar\u0131m, n\u00f6ropazarlamay\u0131 ele almak i\u00e7in pek de verimli de\u011fil zira bu hayata dair her \u015feyi molek\u00fcllere dayand\u0131rarak \u201cher \u015fey kimya\u201d demeye benzer.<\/p>\n<h2 id=\"pepsi-mi-coca-cola-mi\"><strong>Pepsi mi Coca Cola m\u0131?<\/strong><\/h2>\n<p>N\u00f6ropazarlaman\u0131n ortaya \u00e7\u0131k\u0131\u015f\u0131, sinirbilimci Read Montague taraf\u0131ndan ger\u00e7ekle\u015ftirilen \u00fcnl\u00fc Pepsi Lezzet Testi ile \u00f6zde\u015fle\u015fmi\u015ftir. Birbirlerinden farks\u0131z bardaklarda sunulan Pepsi ve Coca-Cola \u00fcr\u00fcnleri denetilen deneklere, hangi kolan\u0131n lezzetini be\u011fendikleri soruldu\u011funda, Pepsi kazanm\u0131\u015ft\u0131. Ancak Pepsi ger\u00e7ekten Coca-Cola\u2019dan daha lezzetliyse ve insanlar onu tercih ediyorsa, pazar\u0131n lideri neden Coca-Cola\u2019yd\u0131?<\/p>\n<p>Bu sorunun yan\u0131t\u0131 vermek isteyen Montague, kendi Pepsi Lezzet Testi\u2019ni ger\u00e7ekle\u015ftirdi ve bu sefer bir MRI makinesi kullanarak deneklerin beyin aktivitelerini g\u00f6zlemledi. \u0130lk etapta kat\u0131l\u0131mc\u0131lar\u0131n yar\u0131s\u0131 lezzet a\u00e7\u0131s\u0131ndan Pepsi\u2019yi tercih ederken, Montague onlara hangi barda\u011f\u0131n Coca-Cola oldu\u011funu s\u00f6yledikten sonra, tercihlerin \u00fc\u00e7te bir oran\u0131nda Coca-Cola lehine de\u011fi\u015fti. Bu esnada Montague deneklerin derin d\u00fc\u015f\u00fcnceyi kontrol eden prefrontal korteksleri ve haf\u0131zayla ili\u015fkili hipokamp\u00fcslerinde ger\u00e7ekle\u015fen tepkimeleri inceledi.<\/p>\n<p>Montague, Pepsi ve Coca-Cola marka isimlerini duyan deneklerin beyinlerinin reklamlarda g\u00f6rd\u00fckleri g\u00f6r\u00fcnt\u00fcleri ve fikirleri hat\u0131rlad\u0131klar\u0131n\u0131, markan\u0131n onlara verdi\u011fi hissin, \u00fcr\u00fcn\u00fcn ger\u00e7ek kalitesinin \u00f6n\u00fcne ge\u00e7erek nihai karar\u0131 etkiledi\u011fini fark etti. 2004 y\u0131l\u0131nda yay\u0131nlanan bu durum, <strong>n\u00f6ropazarlama ara\u015ft\u0131rmalar\u0131n\u0131n<\/strong> kamuoyuyla bulu\u015ftu\u011fu d\u00f6n\u00fcm noktas\u0131 olarak kabul edilmektedir ve sonras\u0131nda bir\u00e7ok <strong>n\u00f6ropazarlama \u015firketi<\/strong> kurulmu\u015ftur.<\/p>\n<p style=\"text-align: center;\"><strong>2 Saatte PayTR&#8217;l\u0131 Olun!<\/strong><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.paytr.com\/uye-isyeri-olun\">PayTR Sanal Pos&#8217;a Hemen Ba\u015fvurun<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>N\u00f6ropazarlama, bilim ve teknolojiden faydalanarak t\u00fcketicilerin dile getiremedikleri, bilin\u00e7altlar\u0131nda istekleri d\u0131\u015f\u0131nda ger\u00e7ekle\u015fen tepkimeleri ortaya koyabilmesi a\u00e7\u0131s\u0131ndan di\u011fer yakla\u015f\u0131mlardan farkl\u0131la\u015fmaktad\u0131r. Bu sayede, n\u00f6ropazarlama uygulamalar\u0131nda elde edilen veriler genellikle t\u00fcketicinin beyan\u0131n\u0131 esas alan anket ve benzeri ara\u015ft\u0131rma y\u00f6ntemlerinden daha de\u011ferli bilgileri g\u00fcn y\u00fcz\u00fcne \u00e7\u0131karma potansiyeline sahiptir. N\u00f6ropazarlama ara\u015ft\u0131rmalar\u0131, sinirbilim \u00e7al\u0131\u015fmalar\u0131nda kullan\u0131lan fMRI (fonksiyonel manyetik rezonans g\u00f6r\u00fcnt\u00fcleme) gibi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4767,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46],"tags":[],"class_list":["post-4809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pazarlama"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>M\u00fc\u015fterilerin Akl\u0131n\u0131 Okuyan Uygulama: N\u00f6ropazarlama | PayTR<\/title>\n<meta name=\"description\" content=\"Pazarlaman\u0131n bilimle bulu\u015fmu\u015f hali N\u00f6ropazarlama ile bilim ve teknolojiden faydalanarak t\u00fcketicilerin dile getiremediklerini ortaya 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