Neural correlates of behavioral reactions to GSM Operator’s web sites for smart phones

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dc.contributor.authorGirişken, Yener
dc.contributor.authorGiray, Caner
dc.contributor.authorOcak, Eda
dc.date.accessioned2025-02-09T14:35:57Z
dc.date.available2025-02-09T14:35:57Z
dc.date.issued2014
dc.departmentFakülteler, İktisadi, İdari ve Sosyal Bilimler Fakültesi, İşletme Bölümü
dc.description.abstractUser 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.
dc.identifier.endpage20
dc.identifier.issn2547-9601
dc.identifier.issue14
dc.identifier.startpage1
dc.identifier.urihttps://hdl.handle.net/11501/1994
dc.identifier.urihttps://dergipark.org.tr/tr/pub/ppad/issue/61007/906081
dc.identifier.volume7
dc.institutionauthorGiray, Caner
dc.language.isoen
dc.publisherMarketing and Marketing Association
dc.relation.ispartofJournal of Marketing and Marketing Research
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_DergiPark_20250209
dc.subjectNeuromarketing
dc.subjectEEG
dc.subjectEye-Tracking
dc.subjectUser Experience
dc.subjectConsumer Behavior
dc.titleNeural correlates of behavioral reactions to GSM Operator’s web sites for smart phones
dc.typeArticle

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