Bilgisayar Mühendisliği Bölümü Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1940
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Article Citation - WoS: 2Citation - Scopus: 4Unlocking the Neural Mechanisms of Consumer Loan Evaluations: an Fnirs and Mlbased Consumer Neuroscience Study(Frontiers Media SA, 2024-02-05) Girişken, Yener; Son, Semen; Demircioğlu, Esin Tuna; Filiz, Gözde; Çakar, Tuna; Ertuğrul, Seyit; Sayar, Alperen; Tuna, Esin; Son-Turan, SemenThis 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.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.Conference Object Curvature Effect on Aesthetic Perception(Cognitive Science Society, 2022) Demircioğlu, Tuna Esin; Çakar, Tuna; Girişken, YenerAesthetic perception is an inseparable part of the decision-making process in daily life. It also is an important partof the beauty and therefore tastes. The determination of preferences is directly related to the subregions of the PFC.The contour is the essential visual attribute for accurately perceiving the form of an object. It has been known thatsharp angles cause an implicit perception of threat, and perceived security is related to aesthetic pleasure. The aim ofthe study is to investigate the effect of contour type on decision making and aesthetic perception in PFC. The studyusing the fNIRS method has shown that there is a marginal significant relation between liking, contour type, and PFCareas (F(3.81)=2.225, p>.092, η2=.076). Current findings suggest that left mPFC, FPC, and right dlPFC have a significantcontribution to the liking of curved objects.