Prof. Dr. Tarhan: “Neuromarketing should be in the hands of competent people”
At the congress hosted by Üsküdar Üniversitesi with the theme ‘Neuromarketing 2.0: New Era Immersive Technologies and Artificial Intelligence in Consumer Neuroscience’, the impact of artificial intelligence in neuromarketing was discussed in all its aspects.
At the congress, which saw the participation of important figures from the international arena, Üsküdar Üniversitesi Founding Rector Prof. Dr. Nevzat Tarhan emphasized that neuromarketing should be in the hands of competent people, warning that the field could be misused. He added that it is possible to mislead people by adding a ‘neuro’ prefix to everything and presenting it with a scientific guise.
The 2nd International Neuromarketing Congress, themed ‘Neuromarketing 2.0: New Era Immersive Technologies and Artificial Intelligence in Consumer Neuroscience’, was held at Üsküdar Üniversitesi Main Campus Nermin Tarhan Conference Hall on December 12-13.
The opening speeches of the congress, which was also broadcast live on ÜÜTV and YouTube, were delivered by Dr. Selami Varol Ülker, Head of Üsküdar Üniversitesi Neuromarketing Department; Prof. Dr. Deniz Ülke Kaynak, Dean of Üsküdar Üniversitesi Faculty of Humanities and Social Sciences; Prof. Dr. Nazife Güngör, Rector of Üsküdar Üniversitesi; and Prof. Dr. Nevzat Tarhan, Founding Rector and Chairman of the Board of Trustees of Üsküdar Üniversitesi.
Prof. Dr. Tarhan: “It is necessary to succeed in being 'us' while remaining 'me'”
In his speech, Prof. Dr. Nevzat Tarhan reminded that Üsküdar Üniversitesi, which organized the neuromarketing congress where new information was discussed and studies were reviewed, is the first and only university in Turkey with a neuromarketing department.
Stating that two disciplines need to be brought together to establish and continue the neuromarketing program, Prof. Dr. Nevzat Tarhan said, “We had the infrastructure for this subject. The advertising department's theoretical experience in marketing and its ability to provide academic support filled the gaps. One of the skills of the 21st century is teamwork. It is necessary to succeed in being 'us' while remaining 'me'. In teamwork, individuals become part of a team, a goal, while preserving their own values and characteristics. In this case, an academic structure emerged that functions like an orchestra, and neuromarketing has reached a good stage.”
Tarhan: “Considering artificial intelligence as a threat will make the job easier for malicious actors…”
Prof. Dr. Nevzat Tarhan stated that just as the printing press brought about a transformation in human history, artificial intelligence would also bring transformation. He said, “Thinking that artificial intelligence will cause ethical problems, eliminate professions, and pose a threat will make the work of those who use it for malicious purposes easier. If we use artificial intelligence for good purposes, evil will naturally diminish. Artificial intelligence will be useful to the extent we can use it well for our professional and societal goals.”
Prof. Dr. Nevzat Tarhan stated that conducting studies and producing projects in this regard would expand the infrastructure, continuing his words as follows:
“In developed countries, the system grows and develops this way. And I always suggest pursuing a need if there is one. If you pursue a need, identify the needs of the future and make it your goal, you will be among the first to start, and as interest in that need grows, you will expand and become sustainable.”
Prof. Dr. Tarhan: “Computational neuroscience paved the way for artificial intelligence”
Prof. Dr. Nevzat Tarhan, touching upon the difficulty in synthesizing neuromarketing and neuroscience, said, “Prof. Dr. Tayfun Uzbay has made significant efforts in this area, and I thank everyone who contributed.”
Tarhan stated that neuromarketing would be a more accurate definition when computational neuroscience is integrated into marketing. He explained, “This is something that can be achieved with artificial intelligence. Artificial intelligence is based on fuzzy logic, also known as fuzzy set theory. It uses the calculations of modal logic and probability logic. This logic was discovered by an Azerbaijani scientist in the 1960s, and its calculations were later performed. The development of these calculations paved the way for artificial intelligence.”
Prof. Dr. Tarhan: “Neuromarketing is a field that should be in the hands of competent people”
Prof. Dr. Nevzat Tarhan, recalling the physicists and cognitive psychologists who received the Nobel Prize in Physics for their work on ‘fundamental discoveries and inventions that enabled machine learning with artificial neural networks,’ said, “Physicists objected to this, but the path they opened led to the development of artificial intelligence's capabilities. OpenAI developed 'mind agents' with AI programmers. These agents take on many intelligent tasks globally and gather information for AI software. Therefore, the topic of artificial neural networks will be of interest to marketers. I recommend considering this in our projects.”
Prof. Dr. Nevzat Tarhan, pointing out that there are many books on neuromarketing but no academic programs, concluded his remarks as follows:
“Only we have an academic program. Some academics in Eskişehir are also working on this subject. Neuromarketing is a field that should be in the hands of competent people. Individuals who do not know the subject and write things after reading a few books can misuse it. Therefore, neuromarketing is a risky field. It is possible to add a ‘neuro’ prefix to everything, present it with a scientific guise, and mislead people. Therefore, it is beneficial to be careful.”
Prof. Dr. Güngör: “Our university opening such a program has made a significant contribution to the marketing sector in Turkey”
Delivering the opening speech, Üsküdar Üniversitesi Rector Prof. Dr. Nazife Güngör spoke about the establishment of the neuromarketing program within Üsküdar Üniversitesi:
“The story of neuromarketing at this university is quite interesting. Years ago, in 2014, our esteemed Prof. Nevzat suggested opening a neuromarketing program. Files were sent to YÖK (Council of Higher Education) with this idea, and we waited for months. Other universities were also consulted, but YÖK was somewhat surprised because there was no precedent for such a program in Turkey. There were uncertainties about what kind of program it would be and which instructors would teach. Amidst these uncertainties, our program was opened, and our neuromarketing story began.”
Prof. Dr. Nazife Güngör, stating that interest in neuromarketing has grown in Turkey over time, explained, “Marketing companies also began to enter this field and started training experts. Our university opening such a program has made a significant contribution to the marketing sector in Turkey. Through mutual interaction, receiving support from the sector and providing support to it, our journey, which began amateurishly but with enthusiasm, has reached a certain point.”
Prof. Dr. Güngör: “New advertising and propaganda techniques are supported by neuroscientific and psychological methods”
Prof. Dr. Nazife Güngör reminded that Üsküdar Üniversitesi currently holds the first and only academic neuromarketing program in Turkey. She said, “Although courses are offered at other universities, we are the only ones continuing as an academic program. We also aim to open a doctoral program in this field, because it is now time for this field to prove itself academically.”
Prof. Dr. Nazife Güngör concluded her speech as follows:
“The neuroscience paradigm and digitalization are gaining increasing importance in global academia and science. Marketers, not content with classic methods, have begun to utilize the possibilities of neuroscience. New advertising and propaganda techniques are supported by neuroscientific and psychological methods. By continuing to work in this field, we believe we are setting an important example.”
“Without the courageous ideas of our esteemed Prof. Nevzat Tarhan, we would not have been able to take this step. I thank him. I also extend my sincere thanks to our esteemed Prof. Tayfun Uzbay for his support in the execution of this program. We faced challenges at times, but we found the true owners of the program. Our esteemed Selami Varol Ülker and our neuromarketing students are working enthusiastically in this field.”
“Our Institute of Social Sciences also made great efforts in this area. I also thank our instructors who supported us from the sector. This symposium has opened up an important space not only as a master's program but also as a platform for academic discussion.”
Prof. Dr. Kaynak: “We have started to play a pioneering role in Turkey in combining marketing with neuro”
In her speech, Prof. Dr. Deniz Ülke Kaynak said, “Today is another ordinary day for our university; because we are a university always accustomed to innovations. We are at the opening of our neuromarketing program. This program is one of our university's brand values and is being run very successfully with our esteemed Selami Varol. Our university is already a leading university in brain research. Our esteemed Prof. Nevzat is also an academician who participates in international meetings, receives important awards, and plays a locomotive role in this field.”
Reminding that there is no Faculty of Business Administration within Üsküdar Üniversitesi, Prof. Dr. Deniz Ülke Kaynak stated, “We do not have an undergraduate marketing unit. However, as the Faculty of Humanities and Social Sciences, we provide significant support to our social sciences. Perhaps this faculty may be opened in the future. But currently, we are very good on the neuro side and have started to play a pioneering role in Turkey in combining marketing with neuro.”
Prof. Dr. Kaynak: “Developments show that new marketing techniques reading the human mind will come to the fore in the coming period”
Kaynak stated that the global funding allocated to neuromarketing is approximately 1.5 billion dollars today, adding, “This is expected to exceed 3 billion dollars by 2030. This indicates that new marketing techniques that read the human brain and mind will come to the fore in the coming period.”
Emphasizing that Üsküdar Üniversitesi is also a leading institution in the field of political psychology, Prof. Dr. Deniz Ülke Kaynak said the following:
“One reason for our interest in neuromarketing is the delivery of certain policies and ideologies to people through marketing techniques. These techniques are very important when creating the 'Turkey brand' and developing approaches that can read the human mind globally. I had read an article titled ‘The billboard reads you’. This billboard could predict where people were looking and who they might vote for in elections. Devices have now become very important tools for neuromarketing.”
Prof. Dr. Deniz Ülke Kaynak also underlined that neuromarketing has become a prominent field not only in the marketing of market products but also in the marketing of all brands, national brands, and ideologies, and therefore, they attach great importance to this area.
Dr. Faculty Member Ülker: “With Neuromarketing 2.0, we can follow changes in laboratory studies both academically and as an industry”
Speaking on behalf of the organizing committee of the 2nd International Neuromarketing Congress, Dr. Selami Varol Ülker thanked the participants, international speakers, academicians, and industry professionals who supported the congress.
“Our symposium, which we held exactly around this time last year, was organized with the goal of bringing together scientists and industry experts focusing on global changes, technological transformations, and consumer behaviors from its first year,” said Dr. Ülker,
“Thanks to the intense interest and participation from both academia and the industry, and the opportunities provided by our founding rector, this year we are continuing our International Neuromarketing Congress under the theme ‘Consumer Neuroscience, Sustainable Technologies, and Artificial Intelligence’. With Neuromarketing 2.0, we are able to track changes in laboratory studies both academically and as an industry.”
Dr. Selami Varol Ülker stated that cumulative studies can be carried out without the need for laboratory infrastructure or participants, thanks to AI-supported algorithms, and provided the following information:
“Again, thanks to similar algorithms, participants can take part in studies uploaded to online platforms from the comfort of their homes, and studies can be concluded. Over these two days, we will discuss what awaits us in the near future of neuromarketing with both our industry experts and academicians. I extend my thanks to Prof. Dr. Nevzat Tarhan, our General Secretariat, and our Corporate Communications Department for their contributions to the realization of this congress.”
Dr. Morin: “To study neuromarketing, we must first talk about attention”
Dr. Christophe Morin, who participated in the congress via online connection and conducts research on Artificial Intelligence and Marketing, and Artificial Intelligence and Neuroscience at John Hopkins University, spoke about neuromarketing 2.0 in his presentation. Stating that people can do many things at home using technology, Dr. Christophe Morin interacted with the participants in the hall simultaneously through an application, giving examples about neuromarketing.
Dr. Christophe Morin, who stated that he has been conducting research and providing training in neuromarketing for 20 years, said the following:
“In addition to these studies, I also serve as a practitioner. This is extremely important to me. Neuromarketing is not just a research area. It also needs to be applied. I conducted the first neuromarketing studies with very large companies. These companies surprisingly lagged behind in this field. They started neuromarketing studies very late. You know how long this journey has been. Many neuromarketing problems are still valid today. Because we obtain a very large amount of information, and this information resides in our minds. We are constantly bombarded with messages. It is impossible for me to describe the damage caused by so many messages. They will never be perceived and processed by the brain. So, what needs to be done for these messages to be persuasive? What can we do to be fairer, more ethical, and not guide people to decisions that are not right for them? To study neuromarketing, we must first talk about attention. Attention is the amount of energy we need, and this energy arises from the processing of information in our brain.”
‘Is advertising perception measured by brain imaging?’
Delivering a presentation within the scope of the congress, Yener Girişken, CEO of ThinkNeuro and Lecturer at Istanbul University, said, “I believe this conference will be very beneficial. I hope by the end of the day, you will be inspired and have the chance to publish more, read more, and write more on neuromarketing.”
Speaking about his work, Girişken said, “When we founded our company in 2011, neuromarketing was not even used in a sentence in Turkey. When we tried to offer neuromarketing services to companies, they would ask, ‘Is advertising perception measured by brain imaging? Are slogans and brand positioning done this way?’ It has changed so rapidly since then that, to date, we have performed brain imaging on over 80,000 people, conducted over 3,000 advertising studies, over 2,500 packaging studies, and over 100 brand positioning studies.”
Lecturer Yener Girişken also gave examples of their work in his speech.
Prof. Dr. Briesemeister: “Neuroscience comes into play to transfer the luxury experience to the online environment”
Prof. Dr. Benny Briesemeister, who teaches in the field of Psychology Applied Sciences at Berlin International University, addressed ‘Use Case: Unlocking Luxury Consumption Using Neuromarketing Tools’ in his presentation.
Stating that it is necessary to know customers to launch luxury products and reach customers who can afford them, Prof. Dr. Benny Briesemeister said the following in his speech:
“Stores selling luxury products are generally physical stores, not online. Their main income is derived from selling their products in physical stores. But consumers are now accustomed to online shopping. Therefore, online retail has become more important. However, there is no known formula for how luxury can be sold online. Many companies have tried it. Some succeeded, some failed. Personal interaction is not possible in an online store. They wanted to transfer the luxury experience from here to the online environment. At this point, what neuroscience can do comes into play.”
Prof. Dr. Uzbay: “Attention is important in neuromarketing, and attention is an event that occurs in the brain”
Prof. Dr. Tayfun Uzbay, Advisor to the Rector of Üsküdar Üniversitesi, who delivered a presentation titled ‘Brain Reward System and Neuromarketing’, stated that for a product to be sold, it must first attract attention.
Uzbay, stating “Attention is an event that occurs in the brain,” pointed out that this event takes place in four stages. Prof. Dr. Uzbay, conveying that the attention-grabbing product should contain an innovation or a reward at the stage of detecting reward and novelty, continued his speech as follows:
“The formations in the brain work in an organized manner. This constitutes the neurophysiological side of the matter. 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. This is also a brain activity. And in the brain, it is the activity of a region we call the reward system.”
Prof. Dr. Tayfun Uzbay signed his new book…
Within the scope of the program, Uzbay signed his newly published book from Destek Publications, “Learned Helplessness from Individual to Society,” for the participants.
Within the scope of the congress,
Prof. Dr. Uğur Cevdet Panayırcı, Cihan Sarı, Ezra Çetin, Tuba Çetin, Melis Eryiğit Samir, Caner Ertekin, Assoc. Prof. Dr. Dicle Yurdakul, Prof. Dr. Caner Giray, Mevlüde Nur Erdem, Kılınç Orhan Erdemir, Önder Bakkal, Eser Erkan, Murat Dağlı, Mehmet Türkel, and Mehmet Emin Ağaç also made their presentations.
Additionally, simultaneous papers were presented within the scope of the congress…