THM Graduate Introduces Students to the New Field of Neuromarketing

11 March 2019 Comments Off on THM Graduate Introduces Students to the New Field of Neuromarketing

On February 28, Department of Tourism and Hotel Management alumna Selin Buket Dereli returned to her alma mater to give a seminar on neuromarketing to students in the THM420 Seminars on the Tourism Industry course. Ms. Dereli, who graduated from Bilkent in 2009, holds a certificate in international management and marketing from the University of Roehampton in London as well as an MBA in consumer behavior from the London School of Commerce. She is currently working toward a PhD at Atılım University.

In her talk, Ms. Dereli provided an overview of neuromarketing, a new field that applies neuroscience to marketing in order to arrive at a better understanding of consumers. She described its use of medical technologies such as functional magnetic resonance imaging to study the responses of consumers’ brains to marketing stimuli such as advertisements. As consumers’ answers to direct questions may not always be truthful, Ms. Dereli noted, marketing specialists have started to focus on the brain’s responses to design more effective marketing campaigns. She concluded her talk by referring to the ethical issues that may challenge neuromarketing analysts in the near future.