Browsing by Author "Girisken, Yener"

Now showing 1 - 4 of 4

Citation - WoS: 51
Citation - Scopus: 66
An Investigation of the Neural Correlates of Purchase Behavior Through Fnirs
(2018) Cakir, Murat Perit; Yurdakul, Dicle; Girisken, Yener; Çakar, Tuna
Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements. Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes. Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor. Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets. Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities.
Detecting the Effect of Voice-Over in Tv Ads Via Optic Brain Imaging (fnirs) and In-Depth Interview Methods
(2016) Çakar, Tuna; Girisken, Yener
Voice-overs are used extensively to increase the effectiveness of the TV ads especially in the last decade. The main purpose is to provide the brand message via a clear feature that will inevitably grab the attention of the viewers. The current study contains the neuro tests of 12 TV ads in banking and finance sectors on 168 participants in 8 groups. Optic brain imaging (fNIRS) and in-depth interviews were the methodologies utilized during the test of these TV ads. The obtained results indicate that the use of voice-over during the TV ads possibly causes the decrease in attention and emotional engagement levels of the participants.
Citation - Scopus: 1
Liking Prediction Using fNIRS and Machine Learning: Comparison of Feature Extraction Methods
(IEEE, 2022) Koksal, Mehmet Yigit; Çakar, Tuna; Demircioğlu, Esin Tuna; Girisken, Yener
The fMRI method, which is generally used to detect behavioral patterns, draws attention with its expensive and impractical features. On the other hand, near infrared spectroscopy (fNIRS) method is less expensive and portable, but it is as effective as fMRI in creating a good prediction model. With this method, a model has been developed that can predict whether people like a stimulus or not, using machine learning various algorithms. A comparison was made between feature extraction methods, which was the main focus while developing the model.
Neural Decoding of Brand Perception and Preferences: Understanding Consumer Behavior Through Fnirs and Machine Learning
(Ieee, 2024) Çakar, Tuna; Girisken, Yener; Tuna, Esin; Filiz, Gozde; Drias, Yassine
This research examines the link between consumer brand perceptions and neural activity by employing Functional Near-Infrared Spectroscopy (fNIRS) and machine learning techniques. The study analyzes the neural projections of participants' reactions to brand-associated adjectives, processing data collected from 168 individuals through machine learning algorithms. The findings underscore the significance of the lateral regions of the prefrontal cortex in the decision- making process related to brand perceptions. The aim is to understand how brands are perceived when associated with various adjectives and to develop this understanding through neural patterns using machine learning models. This study demonstrates the potential of integrating neural data with machine learning methods in the field of applied neuroscience.