RESEARCH OF NEURO MARKETING IN TERMS OF FAMILY LIFE CYCLE AS A NEW MARKETING APPROACH

Abstract

This study was conducted to question how an effective advertisement should be and whether the
attitudes of consumers about neuromarketing differ in terms of groups in the family life cycle. It
was carried out by applying a survey method to in Duzce 389 people between September and
December 2019. As a result of the study, it was determined that the participants showed an attitude
that the use of a famous person, babies, excitement, passion, humor, women and sexuality,
moreover, music in advertisements would make the advertisements effective. When the groups in
the family life cycle were compared, it was found that families with all children leaving home
showed the most positive participation that neuromarketing activities were unethical and against the
privacy of people; in addition, single individuals displayed an attitude between the expressions of
disagree and indecisive about the unethical nature of neuromarketing studies.