Browsing by Author "Filiz, Gözde"

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Analyzing Consumer Behavior: the Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagement
(IEEE, 2023) Girişken, Yener; Soyaltın, Tuğçe Ezgi; Filiz, Gözde; Çakar, Tuna; Türkyılmaz, Ceyda Aysuna
This study presents research utilizing binary classification models to analyze consumer behaviors such as chocolate consumption and retro music ad viewing. Retro music, with its potential to evoke nostalgic feelings in consumers, is used in advertisements, which can have a significant impact on brand perception and consumer engagement. Firstly, a model focusing on chocolate consumption was developed and tested. The model yields significant outcomes. Secondly, a model based on retro music ad viewing status was developed and tested. Significant potential findings were obtained. This study emphasizes the applicability of effective classification models that can be used to understand and predict consumer behaviors, yielding significant outcomes.
Citation - WoS: 3
Citation - Scopus: 5
Unraveling Neural Pathways of Political Engagement: Bridging Neuromarketing and Political Science for Understanding Voter Behavior and Political Leader Perception
(2023) Çakar, Tuna; Filiz, Gözde
Political neuromarketing is an interdisciplinary field that combines marketing, neuroscience, and psychology to understand voter behavior and political leader perception. This interdisciplinary field offers novel techniques to understand complex phenomena such as voter engagement, political leadership, and party branding. This study aims to understand the neural activation patterns of voters when they are exposed to political leaders using functional near-infrared spectroscopy (fNIRS) and machine learning methods. We recruited participants and recorded their brain activity using fNIRS when they were exposed to images of different political leaders. This neuroimaging method (fNIRS) reveals brain regions central to brand perception, including the dorsolateral prefrontal cortex (dlPFC), the dorsomedial prefrontal cortex (dmPFC), and the ventromedial prefrontal cortex (vmPFC). Machine learning methods were used to predict the participants' perceptions of leaders based on their brain activity. The study has identified the brain regions that are involved in processing political stimuli and making judgments about political leaders. Within this study, the best-performing machine learning model, LightGBM, achieved a highest accuracy score of 0.78, underscoring its efficacy in predicting voters' perceptions of political leaders based on the brain activity of the former. The findings from this study provide new insights into the neural basis of political decision-making and the development of effective political marketing campaigns while bridging neuromarketing, political science and machine learning, in turn enabling predictive insights into voter preferences and behavior
Citation - WoS: 2
Citation - Scopus: 4
Unlocking the Neural Mechanisms of Consumer Loan Evaluations: an Fnirs and Mlbased Consumer Neuroscience Study
(2024) Girişken, Yener; Son, Semen; Demircioğlu, Esin Tuna; Filiz, Gözde; Çakar, Tuna; Ertuğrul, Seyit; Sayar, Alperen
This study conducted a comprehensive exploration of the neurocognitive processes underlying consumer credit decision-making using cutting-edge techniques from neuroscience and artificial intelligence (AI). Employing functional Near-Infrared Spectroscopy (fNIRS), the research examines the hemodynamic responses of participants while evaluating diverse credit offers. The study integrates fNIRS data with advanced AI algorithms, specifically Extreme Gradient Boosting, CatBoost, and Light Gradient Boosted Machine, to predict participants' credit decisions based on prefrontal cortex (PFC) activation patterns. Findings reveal distinctive PFC regions correlating with credit behaviors, including the dorsolateral prefrontal cortex (dlPFC) associated with strategic decision-making, the orbitofrontal cortex (OFC) linked to emotional valuations, and the ventromedial prefrontal cortex (vmPFC) reflecting brand integration and reward processing. Notably, the right dorsomedial prefrontal cortex (dmPFC) and the right vmPFC contribute to positive credit preferences. This interdisciplinary approach bridges neuroscience and finance, offering unprecedented insights into the neural mechanisms guiding financial choices. The study's predictive model holds promise for refining financial services and illuminating human financial behavior within the burgeoning field of neurofinance. The work exemplifies the potential of interdisciplinary research to enhance our understanding of human financial decision-making.
Citation - WoS: 2
Citation - Scopus: 2
Classification of Altruistic Punishment Decisions by Optical Neuroimaging and Machine Learning Methods
(IEEE, 2023) Erözden, Ozan; Şahin, Türkay; Akyürek, Güçlü; Filiz, Gözde; Çakar, Tuna
Altruistic punishment (third-party punishment) is important in terms of maintaining social norms and promoting prosocial behavior. This study examined data obtained using the near infrared spectroscopy (fNIRS) method to predict altruistic punishment decisions. It was found that specific neural activity patterns were significantly related to decisions regarding the punishment of the perpetrator. This research contributes to the development of social decision-making models and helps advance our understanding of the cognitive and neural processes involved in third-party punishments.
Citation - Scopus: 2
Alternative Data Sources and Psychometric Scales Supported Credit Scoring Models
(IEEE, 2023) Şahin, Türkay; Filiz, Gözde; Çakar, Tuna; Özvural, Özden Gebizlioğlu; Nicat, Şahin
This study aims to evaluate individuals with limited access to banking services and enhance credit scoring models with alternative data sources. A psychometric-based credit scoring model was developed and tested. Despite limited data, significant potential findings were obtained. However, clarification of the distinction between credit payment intention and ability and validation of the results with more data are necessary.