The "The Way to a Consumer's Heart is Through Their Brain" event, organized by the Tourism Faculty's Tourism Management Department via Google Meet on May 24, 2023, at 2:30 PM, was attended by Seda Genç, a Harvard Business Review Turkey columnist, neuromarketing consultant, and strategist who is one of Turkey's leading neuromarketing experts. At the event, attended by Tourism Faculty students and faculty, Genç provided information on topics such as: What is neuromarketing? How does neuromarketing help brands develop marketing strategies? How do we explain consumer behavior with neuromarketing?
He also emphasized that neuromarketing as a concept emerged in 2003, emphasizing that marketing research had previously employed neuroscientific methods. He explained that the emergence of the term "neuromarketing" stemmed from a Pepsi-Coca-Cola study conducted by Read Montogue and his team. Genç stated that neuromarketing has gained true prominence in the last 5-6 years, and that neuromarketing, a new marketing research method that combines marketing and neuroscience, is now a concept used in digital marketing, marketing research, advertising, and brand management.
The event concluded with the audience answering questions posed to the participants.
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