Bilgisayar Mühendisliği Bölümü Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1940
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Conference Object Neural Decoding of Brand Perception and Preferences: Understanding Consumer Behavior Through Fnirs and Machine Learning(Ieee, 2024-05-15) Çakar, Tuna; Girisken, Yener; Tuna, Esin; Filiz, Gozde; Drias, YassineThis 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.Conference Object Analyzing Consumer Behavior: the Impact of Retro Music in Advertisements on a Chocolate Brand and Consumer Engagement(IEEE, 2023-10-11) Girişken, Yener; Soyaltın, Tuğçe Ezgi; Filiz, Gözde; Çakar, Tuna; Türkyılmaz, Ceyda AysunaThis 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.Article Citation - WoS: 52Citation - Scopus: 66An Investigation of the Neural Correlates of Purchase Behavior Through Fnirs(Emerald Group Publishing Ltd, 2018-02-12) Cakir, Murat Perit; Yurdakul, Dicle; Girisken, Yener; Çakar, TunaPurpose 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.