Bilgisayar Mühendisliği Bölümü Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1940
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Conference Object Evaluating Electrophysiological Responses Due To Identity Judgments(Ieee, 2024-05-15) Çakar, Tuna; Hohenberger, AnnetteThis study was conducted to explore how the brain processes decisions about identity, employing event-related potentials (ERPs) as a measure. The aim was to ascertain if the EEG/ERP technique could be used to monitor the cognitive processing of identity judgments as they happen. The investigation focused on comparing two groups of statements: those that used the concept of 'same' and those that used 'different'. The researchers hypothesized that there would be notable differences in the ERPs, particularly around the 400-millisecond mark, correlating with the reaction time disparities observed behaviorally. The ERP data revealed that the 'different' statements generated a unique N400 response when contrasted with the 'same' statements, implying that the participants' cognitive responses to these two types of judgments were not the same.Book Part Citation - Scopus: 1Consumer Neuroscience Perspective for Brands: How Do Brands Influence Our Brains?(IGI Global, 2020) Çakar, Tuna; Girişken, YenerNeuroscientific 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.