Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14365/5179
Title: Neuromarketing Concepts in Food Studies
Authors: Turhan, Kamile Nazan
Gürkaynak, Nilgün
Sadikzade, R.
Keywords: food marketing
neuro imaging
sensory marketing
Commerce
Consumer behavior
Eye tracking
Food products
Physiological models
Product design
Application fields
Emotional response
Eye-tracking
Food marketing
Marketing IS
Neuro-imaging
Neuromarketing
Physiological response
Sensory marketing
Sub fields
Brain
Publisher: Institute of Electrical and Electronics Engineers Inc.
Abstract: Food marketing is an application field with extensive repercussions. Consumer neuroscience is an emerging sub-field that is gaining popularity, providing better insights about the consumer's brain and behavior. To have a better understanding about consumer's physiological and emotional response to food products, methods such as EEG, fMRI, eye tracking and GSR help to measure the customers' brain activities against food product design and food service. The EEG technique records brainwave patterns during stimulation which could be pictures, odour, sound and taste. The aim of this study is to review the principles and application of EEG in food research and identify future research areas to optimize food marketing strategies. © 2023 IEEE.
Description: 2023 Medical Technologies Congress, TIPTEKNO 2023 -- 10 November 2023 through 12 November 2023 -- 195703
URI: https://doi.org/10.1109/TIPTEKNO59875.2023.10359186
https://hdl.handle.net/20.500.14365/5179
ISBN: 9798350328967
Appears in Collections:Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection

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