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: 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 behaviorArticle Citation - WoS: 1Citation - Scopus: 1Understanding Covid-19 Mobility Through Human Capital: a Unified Causal Framework(Springer, 2023-02-21) Bilgel, Fırat; Karahasan, Burhan CanThis paper seeks to identify the causal impact of educational human capital on social distancing behavior at workplace in Turkey using district-level data for the period of April 2020 - February 2021. We adopt a unified causal framework, predicated on domain knowledge, theory-justified constraints anda data-driven causal structure discovery using causal graphs. We answer our causal query by employing machine learning prediction algorithms; instrumental variables in the presence of latent confounding and Heckman's model in the presence of selection bias. Results show that educated regions are able to distance-work and educational human capital is a key factor in reducing workplace mobility, possibly through its impact on employment. This pattern leads to higher workplace mobility for less educated regions and translates into higher Covid-19 infection rates. The future of the pandemic lies in less educated segments of developing countries and calls for public health action to decrease its unequal and pervasive impact.