Neuromarketing 2.0 was discussed at the 2nd International Neuromarketing Congress

Prof. Tarhan: "Neuromarketing should be in the hands of competent people"

In the congress themed 'Neuromarketing 2.0: New Era Continuous Technologies and Artificial Intelligence in Consumer Neuroscience' hosted by Üsküdar University, the impact of artificial intelligence in neuromarketing was discussed in all aspects.

At the congress, which was attended by important names from the international arena, President of Üsküdar University Prof. Nevzat Tarhan pointed out that neuromarketing should be in the hands of competent people and that there may be abuse of the field. He added that it is possible to mislead people by adding a 'neuro' in front of everything and presenting it with a scientific cover.

'Neuromarketing 2.0: New Era in Consumer Neuroscience: Continuous Technologies and Artificial Intelligence' themed 2. International Neuromarketing Congress was held on December 12-13.

The opening speeches of the congress, which was also broadcast live on ÜÜTV and YouTube, were made by Üsküdar University Head of Neuromarketing Department Asst. Prof. Selami Varol Ülker, Üsküdar University Faculty of Economics and Administrative Sciences Dean Prof. Deniz Ülke Kaynak, Üsküdar University Rector Prof. Nazife Güngör and President of Üsküdar University Prof. Nevzat Tarhan.

Prof. Tarhan: "It is necessary to be able to be us by remaining me"

In his speech, Prof. Nevzat Tarhan reminded that Üsküdar University, which organized the neuromarketing congress where new information was discussed and studies were reviewed, is the first and only university with a neuromarketing department in Türkiye.

Stating that the two disciplines should be brought together to establish and maintain the neuromarketing program, Prof. Nevzat Tarhan said that "We had the infrastructure for this issue. The fact that the advertising department had theoretical experience in marketing and was able to provide academic support filled the gaps. One of the skills of the 21st century is teamwork. We need to be able to be us by staying me. In teamwork, a person becomes a part of a team, a goal, while preserving his own values and characteristics. In this case, an academic structure that works like an orchestra has emerged and neuromarketing has reached a good stage."

Tarhan: "Thinking of artificial intelligence as a threat will make it easier for malicious people..."

Stating that artificial intelligence will make a transformation just as the printing press has made a transformation in the history of humanity, Prof. Nevzat Tarhan said that "Thinking that artificial intelligence will cause ethical problems, eliminate professions, and be a threat makes it easier for those who use artificial intelligence for malicious purposes. If we use artificial intelligence for good, the bad will decrease by itself. The better we can use artificial intelligence with our professional goals and social goals, the more it will work."

Stating that carrying out studies and producing projects related to this will expand the infrastructure, Prof. Nevzat Tarhan continued his words as follows:

"This is how the system grows and develops in developed countries. And I always suggest that if there is a need for something, I should chase that need. If you chase the need, you will identify the needs of the future and aim for it, and you will be one of the first to start, and you will grow and be sustainable as the interest in that need increases."

Prof. Tarhan: "Computational neuroscience paved the way for artificial intelligence"

Mentioning that the issue of how to synthesize neuromarketing and neuroscience is a difficult area, Prof. Nevzat Tarhan said that "Prof. Tayfun Uzbay has made a lot of efforts in this regard, I would like to thank all those who contributed."

Stating that neuromarketing will be a more accurate definition when computational neuroscience is included in marketing, Tarhan said, "This is something that can be achieved with artificial intelligence. Artificial intelligence is based on fuzzy logic, also known as fuzzy logic. It uses calculations of modality logic and probability logic. This logic was discovered by an Azerbaijani scientist in the 1967s, and then his calculations were carried out. Making these calculations paved the way for artificial intelligence."

Prof. Tarhan: "Neuromarketing is a field that should be in the hands of competent people"

Reminding the physicists and cognitive psychiatrists who received the Nobel Prize in Physics for their studies on 'fundamental discoveries and inventions that make machine learning possible with artificial neural networks', Prof. Nevzat Tarhan said, "Physicists objected to this, but the skills of artificial intelligence have improved in the way they have opened. OpenAI has developed intelligence agents with the programmers of artificial intelligence. These agents are taking many of the world's smart jobs and gathering information for artificial intelligence software. For this reason, the subject of artificial neural networks is a topic that will be of interest to marketers. I recommend that we consider this in our projects."

Pointing out that there are many books on neuromarketing, but there is no academic program, Prof. Nevzat Tarhan concluded his words as follows:

"We only have an academic program. Some teachers in Eskişehir are also working on this issue. Neuromarketing is a field that should be in the hands of competent people. People who don't know the job and read a few books and write something can abuse the subject. Therefore, neuromarketing is a risky area. It is possible to add a 'neuro' in front of everything and present it with a scientific cover and mislead people. Therefore, it is useful to be careful."

Prof. Güngör: "The opening of such a program by our university has made a great contribution to the marketing sector in Türkiye"

Üsküdar University Rector Prof. Nazife Güngör, who made the opening speech, talked about the establishment of the neuromarketing program within Üsküdar University in her speech:

"The story of neuromarketing at this university is quite interesting. Years ago, in 2014, Prof. Nevzat Tarhan suggested opening a neuromarketing program. With this idea, files were sent to the Council of Higher Education, and we waited for months. Other universities were also consulted, but the Council of Higher Education was a bit surprised about this because there was no precedent for this program in Türkiye. There was uncertainty about what kind of program it would be, and which professors would teach. In these uncertainties, our program was opened and our neuromarketing story began."

Expressing that the interest in the field of neuromarketing has increased in Türkiye over time, Prof. Nazife Güngör said that "Marketing companies have also started to open up to this field and have started to train experts. The fact that our university opened such a program has made a great contribution to the marketing sector in Türkiye. Our journey, which started with amateurism but excitement, with mutual interaction, support from the sector and support for the sector, has reached a certain point."

Prof. Güngör: "New advertising and propaganda techniques are supported by neuroscientific and psychological methods"

Reminding that Üsküdar University currently has the first and only neuromarketing program in Türkiye academically, Prof. Nazife Güngör said that "Although courses are given in other universities, we are the only ones who continue as an academic program. We also aim to open a doctoral program in this field because now it is due for this field to prove itself academically."

Prof. Nazife Güngör concluded her speech as follows:

"The neuroscience paradigm and digitalization are becoming increasingly important in world academia and science. Marketers were not satisfied with classical methods and started to use the possibilities of neuroscience. New advertising and propaganda techniques are supported by neuroscientific and psychological methods. By continuing to work in this area, we believe that we have set an important example.

If it were not for Nevzat Tarhan's bold ideas, we would not have been able to take this step. I thank him. I would also like to thank Mr. Uzbay for his support in the execution of this program. We struggled at times, but we found the real owners of the program. Our teacher Selami Varol Ülker and our neuromarketing students work enthusiastically in this field.

Our Graduate School of Social Sciences has also made great efforts in this field. I would also like to thank our professors from the sector for their support. This symposium has opened up an important space not only as a master's program, but also as a platform for academic discussion."

Prof. Kaynak: "We have started to play a leading role in Türkiye in combining marketing with neuro"

In her speech, Prof. Deniz Ülke Kaynak said, "Today is an ordinary day for our university because we are a university that is always accustomed to innovations. We are at the opening of our neuromarketing program. This program is one of the brand values of our university and is carried out very well with our teacher Selami Varol. Our university is already a leading university in brain research. Our professor Nevzat Tarhan is also an academician who participates in international meetings, receives important awards and plays a locomotive role in this regard."

Reminding that there is no Faculty of Business Administration within Üsküdar University, Prof. Deniz Ülke Kaynak said that "We do not have a marketing unit at the undergraduate level. However, as the Faculty of Humanities and Social Sciences, we give serious support to our social sciences. In the future, perhaps this faculty can be opened. However, we are now very good on the neuroscience side, and we have started to take a leading role in Türkiye in combining marketing with neuro."

Prof. Kaynak: "Developments show that new marketing techniques that read the human mind will come to the fore in the coming period"

Stating that the fund transferred to neuromarketing worldwide is around 1.5 billion dollars today, Kaynak said that "This is expected to exceed 3 billion dollars in 2030. This shows that new marketing techniques that read the human brain and mind will come to the fore in the coming period."

Emphasizing that Üsküdar University is also a leading institution in the field of political psychology, Prof. Deniz Ülke Kaynak made the following remarks:

"One of the reasons why we are interested in neuromarketing is that some policies and ideologies are delivered to people through marketing techniques. These techniques are very important when producing a Turkish brand and developing approaches that can read the human mind in a global sense. I read an article titled 'The billboard reads you'. This billboard could predict where people were looking and who they might vote for in the elections. Now, devices have become very important tools for neuromarketing."

Underlining that neuromarketing has become a very prominent field in terms of marketing not only market products, but also all brands, country brands and ideologies, Prof. Deniz Ülke Kaynak said that for this reason, they attach great importance to this field.

Asst. Prof. Ülker: "With Neuromarketing 2.0, we can follow the changes in laboratory studies both academically and as a sector"

Speaking on behalf of the organizing committee of the 2nd International Neuromarketing Congress, Asst. Prof. Selami Varol Ülker thanked the participants and international speakers, academicians and industry professionals who supported the congress.

Asst. Prof. Ülker said that "Our symposium, which we held last year on this very day, was held with the aim of bringing together scientists and industry experts who focus on changes in the world, technological transformations and consumer behavior as of its first year."

"With the intense interest and participation from both academia and the sector, and the opportunity provided to us by our president, we are continuing our International Neuromarketing Congress this year under the title of 'Consumer neuroscience, sustainable technologies and artificial intelligence'. With Neuromarketing 2.0, we can follow the changes in laboratory studies both academically and as a sector."

Stating that cumulative studies can be carried out without the need for laboratory infrastructure or participants thanks to artificial intelligence-supported algorithms, Asst. Prof. Selami Varol Ülker provided the following information:

"Thanks to similar algorithms, participants can participate in studies uploaded to online platforms from the comfort of their homes and the studies can be terminated. During these 2 days, we will discuss together what awaits us in the near future of neuromarketing with both our industry experts and academicians. I would like to express my gratitude to my professor Nevzat Tarhan, our general secretariat, and our corporate communications department."

Dr. Morin: "To study neuromarketing, we first need to talk about attention"

Dr. Christophe Morin, who participated in the congress via online connection and worked on Artificial Intelligence and Marketing, Artificial Intelligence and Neuroscience at John Hopkins University, talked about neuromarketing 2.0 in his presentation. Stating that people can do many things in their homes using technology, Dr. Christophe Morin gave examples about neuromarketing by interacting with the participants in the hall simultaneously through an application.

Stating that he has been conducting research and training on neuromarketing for 20 years, Dr. Christophe Morin made the following remarks:

"In addition to these studies, I also take part as a practitioner. This is extremely important to me. Neuromarketing is not just a field of research. At the same time, it needs to be implemented. I did my first neuromarketing studies with very large companies. These companies have surprisingly lagged behind in this area. They started their neuromarketing studies very late. You know how long this journey takes. Many neuromarketing problems are still relevant today because we get a huge amount of information, and this information is in our minds. We are constantly bombarded with messages. It is impossible for me to describe the damage caused by so many messages. It will never be perceived and processed by the brain. Therefore, what needs to be done to persuade these messages? What can we do to be fairer, more ethical, to not lead people into decisions that are not right for them? To study neuromarketing, we first need to talk about attention. Attention is the amount of energy we need, and that energy is generated by processing information in our brains."

'Is advertising perception measured by brain imaging?'

Making a presentation within the scope of the congress, ThinkNeuro CEO and Istanbul University Instructor Yener Girişken said that "I think this conference will be very beneficial. I hope that at the end of the day, you will be inspired and have the chance to publish more, read and write more about neuromarketing."

Talking about his work, Girişken said that "When we established our company in 2011, neuromarketing was not even used in a sentence in Türkiye. When we try to offer neuromarketing services to companies, we ask, 'Is advertising perception measured by brain imaging method? Slogans, brand positioning?' It has changed so rapidly since then that we have carried out more than 3,000 advertisements, over 2,500 packaging and over 100 brand positioning studies by performing brain imaging of 80,000 people."

Yener Girişken also gave examples of his work.

Prof. Briesemeister: "Neuroscience comes into play to bring the luxury experience online"

Prof. Benny Briesemeister, who teaches in the field of Applied Sciences in Psychology at Berlin International University, discussed the topic of 'Use Case: Unlocking Luxury Consumption Using Neuromarketing Tools' in his presentation.

Stating that it is necessary to know the customers to offer luxury products to the market and to reach the customers who can buy them, Prof. Benny Briesemeister said the following in his speech:

"Luxury stores are usually physical stores, not online. Their main income is by selling their products in physical stores. But now consumers are used to online shopping. Therefore, it has become more important to sell online to retail. However, there is no known formula for how luxury can be sold online. A lot of companies have tried this. Some succeeded, some failed. Personal interaction is not possible in the online store. They wanted to bring the luxury experience online here. That is where what neuroscience can do comes into play."

Prof. Uzbay: "Attention is important in neuromarketing, attention is an event that takes place in the brain"

Making a presentation titled 'Brain Reward System and Neuromarketing', Üsküdar University Advisor to the Rector Prof. Tayfun Uzbay stated that for a product to be sold, it must first attract attention.

Stating that "Attention is an event that takes place in the brain," Uzbay said that pointing out that this event takes place in four levels. Stating that there should be an innovation or an award in the product that attracts attention in the process of determining the award and the new, Prof. Uzbay continued his speech as follows:

"The formations in the brain work in an organized way. This is the neurophysiological side of the work. If attention is of primary importance in what we call neuromarketing because you need to pay attention to something you are going to buy, or it needs to attract your attention. It is also a brain activity. It is also the activity of a region of the brain that we call the reward system."

Prof. Tayfun Uzbay signed his new book...

Within the scope of the program, Uzbay signed his book "Learned Helplessness from Human to Society", which has just been published by Destek Publications, for the participants.

Within the scope of the congress, Prof. Uğur Cevdet Panayırcı, Cihan Sarı, Ezra Çetin, Tuba Çetin, Melis Eryiğit Samir, Caner Ertekin, Assoc. Prof. Dicle Yurdakul, Prof. Caner Giray, Mevlüde Nur Erdem, Kılınç Orhan Erdemir, Önder Bakkal, Eser Erkan, Murat Dağlı, Mehmet Türkel, Mehmet Emin Ağaç also made their presentations.

In addition, simultaneous papers were presented within the scope of the congress...

Üsküdar News Agency (ÜNA)