Understanding Consumer Preferences and Behaviors through Neuromarketing: An Empirical Study

Abstract

This study aims to introduce neuromarketing, a new application in marketing activities, by determining consumer preferences and behaviors. The research intends to assess the relationship between consumers' personality traits, decision-making styles, and neuromarketing. The study sample consists of 409 randomly selected participants between the ages of 18-65. The questionnaire is composed of three parts. The first part includes questions about shopping preferences and consumption behaviors. The second part is about the character traits of the participants. In the last part, the demographic characteristics of the participants and questions about examining which brain region is dominant are asked. The study findings which were analyzed by statistical methods showed significant effects at various levels between male and female participants and between right-brain and left-brain dominant participants in the sub-dimensions of personality traits and consumption behaviors. In addition, the research also shows that personality traits are related to consumer behavior dimensions in various ways.

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