Bilgisayar Mühendisliği Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1940

Browse

Browsing Bilgisayar Mühendisliği Bölümü Koleksiyonu by Publication Category "Kitap Bölümü - Uluslararası"

Filter results by typing the first few letters
Now showing 1 - 3 of 3
  • Thumbnail Image
    Book Part
    Affection for Nouvel Architecture: on Contemporary (islamic) Architecture and Affect
    (Intellect Ltd., 2022) Yücel, Şebnem
    [No abstract available]
  • Thumbnail Image
    Book Part
    Citation - Scopus: 1
    Consumer Neuroscience Perspective for Brands: How Do Brands Influence Our Brains?
    (IGI Global, 2020) Çakar, Tuna; Girişken, Yener
    Neuroscientific tools have increasingly been used by marketing practitioners and researchers to understand and explain several different questions that have been issued for a specific company or a general understanding. In this respect, the neuroscientific approach has been evaluated as a potential tool for understanding the neural mechanisms directly related to marketing with its contribution to providing novel perspectives. The chapter addresses one of the most relevant subjects, brands, for issuing the strategic role of applied neuroscience in marketing and consumer behavior. The first section of this chapter focuses on a novel definition of brand, and the next section covers the brand image, brand perception, and brand loyalty. The second section summarizes the main findings regarding the neuroscience of brands. In the final section, the findings from a related experiment have been provided for the potential roles of neuromarketing for developing marketing strategies for brands.
  • Thumbnail Image
    Book Part
    Citation - Scopus: 3
    The Use of Neurometric and Biometric Research Methods in Understanding the User Experience of First-Time Buyers in E-Commerce - Book Chapter 94
    (Elsevier, 2018) Çakar, Tuna; Öztürk, Özgürol; Rızvanoğlu, Kerem; Çelik, Deniz Zengin
    User experience (UX) research has attracted increasing attention especially in the last decade as the demand for online shopping has increased by 30.7% from 2014 to 2015 in Turkey. The traditional methods including surveys/questionnaires, think-aloud procedures, and in-depth interviews have contributed greatly for understanding the problems during the use of shopping internet sites. On the other hand, the use of neuroscientific methods, such as biometrics and neurometrics, has also grabbed attention with the exciting idea of providing an objective means of understanding cognitive and affective processes during the user experience during online shopping. Despite significant/strong limitations, many researchers are interested in exploring actively its potential use in the field.