Nöropazarlama Araştırmalarında Ekolojik Geçerlilik Sorunu: Laboratuvardan Gerçek Tüketici Davranışına Sistematik Bir Derleme

Bilici F.

ULUSLARARASI YÖNETİM BİLİŞİM SİSTEMLERİ KONGRESİ, Antalya, Türkiye, 15 - 17 Ekim 2026, ss.1-15, (Tam Metin Bildiri)

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Antalya
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.1-15
  • Bursa Uludağ Üniversitesi Adresli: Evet

Özet

Consumer neuroscience and neuromarketing apply neuroscientific methods to the study of consumer behavior. Neuromarketing research generates inferences about market behavior from neurophysiological responses measured under tightly controlled conditions. This systematic review examines the extent to which ecologically valid research designs support these inferences. In line with PRISMA 2020, an evidence search was conducted in OpenAlex on August 29, 2026, with 14 query families covering consumer neuroscience, neuromarketing tools, naturalistic environments, choice, purchase, and market outcomes. Search strings for Scopus and Web of Science were prepared for possible protocol replication but were not executed. The OpenAlex queries yielded 2,642 hits representing 1,700 unique publications after deduplication. 43 reports were advanced to the full-text stage from 273 records retained after automated prioritization, and 25 articles representing 24 independent datasets were reviewed. The articles were coded for context, stimulus realism, task, distinction between real or consequential and hypothetical choices, intention or actual behavior, tool, multimodality, behavioral and self-report measures, external market connection, sample, duration, and design constraints. The median analysis sample size was 30 (interquartile range 25–43). 32% of the studies used multimodal measurement, 64% used behavioral measurement, 76% used self-report, 28% involved real or consequential choice, and 24% linked to external sales or market outcomes. The findings indicate that authentic market stimuli are more prevalent than real context and economic outcomes. Virtual reality enhances contextual richness but does not, by itself, establish real economic outcomes. Neuroprediction, however, can provide strong realism of external market outcomes despite laboratory measurements. Based on this synthesis, the Neuromarketing Ecological Validity Framework (NEVF) has been proposed as a five-dimensional profile comprising stimulus, context, behavior, outcome realism, and measurement naturalness. NEVF is not a psychometrically validated scale, but rather a transparent design and reporting framework. Furthermore, dimension-based reporting has been suggested.