NEURAL CORRELATES OF BEHAVIORAL REACTIONS TO GSM  OPERATOR’S WEB SITES FOR SMART PHONES

Yener GİRİŞKEN; Caner GİRAY; Eda OCAK

Makale detayları

NEURAL CORRELATES OF BEHAVIORAL REACTIONS TO GSM OPERATOR’S WEB SITES FOR SMART PHONES

Yazarlar:

Yener GİRİŞKEN | Caner GİRAY | Eda OCAK

Yayıncı:

Pazarlama ve Pazarlama Araştırmaları Derneği

Dergi:

Pazarlama ve Pazarlama Araştırmaları Dergisi 2014 Vol.7 Issue 14, pp.1-20

Belge Tipi:

Makale

Yayın Tarihi:

11/2014

Belge Dili:

İngilizce

Document ID (Org No.):

2000584139

Sıklık:

Üç Yıllık

eISSN:

2547-9601

Özet:

 

User experience is of critical importance for companies because of the significance of brand perception, image formation. Positive perceptions make consumers further inclined to approach the brand and vice-versa. Therefore, an ability to measure user experience will enable companies to enhance the user-friendliness of websites, shops, products and packaging. In this exploratory study, the user experiences of 20 participants  10 men and 10 women  whilst browsing websites of GSM operators selling smartphones are analyzed using several neuromarketing methods including electroencephalography  EEG  and eyetracking devices. By synchronizing EEG and eye tracking, it is possible to analyze where on websites users tend to be drawn to. More importantly, it is possible to measure how participants feel instantaneously whilst browsing. The findings of this neuromarketing study are qualitative and therefore cannot be generalized. However, the insights reached are important for GSM operators who have the potential to enhance their users’ experiences by implementing small changes to their websites, informed by some of this paper’s findings.

Makale detayları

NEURAL CORRELATES OF BEHAVIORAL REACTIONS TO GSM OPERATOR’S WEB SITES FOR SMART PHONES

Yazarlar: Yener GİRİŞKEN | Caner GİRAY | Eda OCAK

Yayıncı: Pazarlama ve Pazarlama Araştırmaları Derneği

Dergi: Pazarlama ve Pazarlama Araştırmaları Dergisi 2014 Vol.7 Issue 14, pp.1-20

Belge Tipi: Makale

Yayın Tarihi: 11/2014

Belge Dili: İngilizce

Document ID (Org No.): 2000584139

Sıklık: Üç Yıllık

eISSN: 2547-9601

Sayı

Yazarlar:

Yener GİRİŞKEN | Caner GİRAY | Eda OCAK

Yayıncı:

Pazarlama ve Pazarlama Araştırmaları Derneği

Dergi:

Pazarlama ve Pazarlama Araştırmaları Dergisi 2014 Vol.7 Issue 14, pp.1-20

Belge Tipi:

Makale

Yayın Tarihi:

11/2014

Belge Dili:

İngilizce

Document ID (Org No.):

2000584139

Sıklık:

Üç Yıllık

eISSN:

2547-9601