PubMed İndeksli Yayınlar Koleksiyonu / PubMed Indexed Publications Collection
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1928
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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.Article Citation - WoS: 4Citation - Scopus: 8Unraveling Neural Pathways of Political Engagement: Bridging Neuromarketing and Political Science for Understanding Voter Behavior and Political Leader Perception(Frontiers Media SA, 2023-12-21) Çakar, Tuna; Filiz, GözdePolitical neuromarketing is an interdisciplinary field that combines marketing, neuroscience, and psychology to understand voter behavior and political leader perception. This interdisciplinary field offers novel techniques to understand complex phenomena such as voter engagement, political leadership, and party branding. This study aims to understand the neural activation patterns of voters when they are exposed to political leaders using functional near-infrared spectroscopy (fNIRS) and machine learning methods. We recruited participants and recorded their brain activity using fNIRS when they were exposed to images of different political leaders. This neuroimaging method (fNIRS) reveals brain regions central to brand perception, including the dorsolateral prefrontal cortex (dlPFC), the dorsomedial prefrontal cortex (dmPFC), and the ventromedial prefrontal cortex (vmPFC). Machine learning methods were used to predict the participants' perceptions of leaders based on their brain activity. The study has identified the brain regions that are involved in processing political stimuli and making judgments about political leaders. Within this study, the best-performing machine learning model, LightGBM, achieved a highest accuracy score of 0.78, underscoring its efficacy in predicting voters' perceptions of political leaders based on the brain activity of the former. The findings from this study provide new insights into the neural basis of political decision-making and the development of effective political marketing campaigns while bridging neuromarketing, political science and machine learning, in turn enabling predictive insights into voter preferences and behavior