Prof. Nevzat Tarhan: They target women and children…

Psychiatrist Prof. Nevzat Tarhan pointed out that the consumer mind is an area waiting to be explored by marketers and stated that “The target audience in marketing is women and children. Their weaknesses are being exploited. Men are influenced by topics such as cars and watches, while women are targeted in terms of clothing… Men also show vulnerabilities when it comes to electronics.”

Emphasizing that managing and spending money wisely is one of the most challenging things, Prof. Nevzat Tarhan expressed that “You can earn money, but spending and investing it is more important than earning. People who are always money-focused and solely driven by making profits cannot find happiness. However, if they have a goal, they want to achieve it and invest what they earn in it.”

President of Üsküdar University, Psychiatrist Prof. Nevzat Tarhan, shared his insights on purchasing behavior and the brain.

High-quality work is not enough; however, it must be made visible…

Prof. Nevzat Tarhan highlighted that many studies have been conducted on what influences people's purchasing behavior and stated that “There is intense competition in marketing, and over the last decade, there has been a rapid increase in budgets allocated for advertising worldwide. A study conducted at Harvard revealed that the quality of a person's work only contributes to one-third of their success, while the remaining two-thirds is related to promotion and marketing. Half of this two-thirds is associated with a person’s network, interpersonal relationships, and social circles, while the other half is linked to advertising efforts. In other words, producing high-quality work alone is not enough; making that work visible requires a significant effort as well.”

A trustworthy image leaves a strong impact!

Recalling the late Sakıp Sabancı’s famous phrase “Image, image, image,” which remains relevant today, Prof. Nevzat Tarhan stated that “Building brand recognition and establishing a trustworthy image leaves a strong impact. Nowadays, neuromarketing techniques play a crucial role in this process. Neuromarketing aims to make the best decisions for reaching the right target audience in marketing activities, and research in this field is advancing rapidly.”

Referring to a study, Prof. Tarhan noted that a carbonated drink with high brand value sells more and that consumers form an emotional connection with the brand's perception. He also stated that Türkiye’s first neuromarketing master's program was launched to explore developments in this field.

How are purchasing behaviors analyzed?

Referring to the Neuromarketing Symposium hosted annually by Üsküdar University, Prof. Tarhan explained that scientists working in advertising, promotion, and marketing come together at the event to conduct research aimed at gaining a deeper understanding of intriguing purchasing behaviors.

Prof. Tarhan: "Eye Tracking" Device detects eye movements and focus areas

Prof. Tarhan explained that the "Eye Tracking" device detects eye movements and identifies the areas people focus on the most when examining a visual. He mentioned that with this method, it is possible to understand which product, clothing, or part of a car attracts more interest by observing the areas where eye movements are concentrated. He also noted that similar analyses can be made by monitoring brain waves, and that purchasing behaviors are studied in this way.

Recalling the book "Buyology: Truth and Lies About Why We Buy", Prof. Tarhan emphasized that the brain processes involved in decision-making during purchasing behavior should also be considered, and that research shedding light on the cause-and-effect relationships between neuroscience and consumer behavior is ongoing.

The consumer mind: an area waiting to be discovered!

Prof. Tarhan pointed out that companies are increasingly emphasizing brand image and the message they convey to consumers and stated that “A chocolate bar is released, and with an advertisement, people form a queue. Therefore, studies on the consumer mind, including likability, persuasion, brand loyalty, and the level of a person’s involvement, need to be measured.”

Prof. Tarhan stated that the consumer's mind is a field waiting to be explored by marketers. He explained that efforts are currently being made to read the consumer's mind and that the scientific study of how to build brand loyalty is also underway.

They buy for recognition, approval, and praise…

Prof. Tarhan pointed out that the feeling of being appreciated and praised leads to more shopping. He said, “A person does not need something they have bought. They already have many clothes in their wardrobe, but they still buy. Why? To receive appreciation, praise, and approval. Another emotion affecting shopping is the sense of security. When a person feels secure, they behave more balanced in their shopping. Some people make purchases to the point of addiction. They do not open the packages at home, but they keep buying. It is important to balance desires and needs when shopping. The balance between waste and savings must be established. Unfortunately, popular culture is not production-oriented, it is consumption-oriented. There is a system in the world that increases production by increasing consumption.”

Marketing targets women and children

Prof. Nevzat Tarhan discussed the target audience in marketing and stated that “The target is women and children. Their weaknesses are being exploited. Men are influenced by topics like cars and watches, while women are primarily targeted in terms of clothing. Men also show weaknesses in electronics.”

Spending money is more important than earning it!

Prof. Nevzat Tarhan emphasized that managing and spending money wisely is one of the most difficult tasks and expressed that “You can earn money, but spending and investing it is more important than earning. A person without a purpose cannot manage the economy or practice thrift. They must first determine their ego ideal in life, define their purpose, and set their abstract life goals, and then set concrete targets. People who are always focused on money and earning cannot be happy. However, if they have a goal, they want to achieve it and invest what they earn in it. These individuals tend to dress simply. If you look at famous and wealthy people in America, they only wear a few black t-shirts.”

Üsküdar News Agency (ÜNA)