{"id":28671,"date":"2026-04-07T11:23:28","date_gmt":"2026-04-07T08:23:28","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=28671"},"modified":"2026-04-07T11:23:29","modified_gmt":"2026-04-07T08:23:29","slug":"norapazarlama-duygularin-zihin-haritasi-atolyesi-gerceklesti","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2026\/04\/07\/norapazarlama-duygularin-zihin-haritasi-atolyesi-gerceklesti\/","title":{"rendered":"N\u00f6rapazarlama: Duygular\u0131n Zihin Haritas\u0131 At\u00f6lyesi Ger\u00e7ekle\u015fti\u00a0"},"content":{"rendered":"\n

Haber: Ganime \u0130layda K\u0131l\u0131\u00e7<\/strong><\/p>\n\n\n\n

Foto\u011fraf: Muhammed Akt\u0131<\/strong><\/p>\n\n\n\n

Edit\u00f6r: Nazl\u0131 Aygen<\/strong><\/p>\n\n\n\n

\u0130stanbul \u00dcniversitesi, (\u0130\u00dc, Haber Merkezi) – \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi\u2019 nde Ajans \u0130stanbul \u0130leti\u015fim ev sahipli\u011fiyle Think Neuro Orta\u011f\u0131 ve Partner<\/strong> & Strateji Direkt\u00f6r\u00fc Eda Ocak\u2019\u0131n kat\u0131l\u0131m\u0131yla \u2018N\u00f6ropazarlama: Duygular\u0131n Zihin<\/strong> Haritas\u0131\u2019 at\u00f6lyesi ger\u00e7ekle\u015ftirildi.<\/strong><\/p>\n\n\n\n

\u0130stanbul \u00dcniversitesi (\u0130\u00dc) \u0130leti\u015fim Fak\u00fcltesi\u2019nde Ajans \u0130stanbul \u0130leti\u015fim ev sahipli\u011finde Think Neuro Orta\u011f\u0131 ve Partner & Strateji Direkt\u00f6r\u00fc Eda Ocak\u2019\u0131n kat\u0131l\u0131m\u0131yla ger\u00e7ekle\u015fen “N\u00f6ropazarlama: Duygular\u0131n Zihin Haritas\u0131” at\u00f6lyesinde ileti\u015fim stratejilerinde duygular\u0131n belirleyici rol oynad\u0131\u011f\u0131n\u0131 belirten Ocak, \u201cRasyonel canl\u0131lar de\u011filiz, rasyonelle\u015ftiren canl\u0131lar\u0131z\u201d s\u00f6zleriyle alt\u0131n\u0131 \u00e7izdi. At\u00f6lyede geleneksel ara\u015ft\u0131rmalar\u0131n\u0131n neden yetersiz kald\u0131\u011f\u0131 ve insan beyninin sat\u0131n alma kararlar\u0131n\u0131 nas\u0131l verdi\u011fi \u00e7arp\u0131c\u0131 \u00f6rneklerle incelendi.<\/p>\n\n\n\n

\u201cNeden n\u00f6ropazarlama ara\u015ft\u0131rmalar\u0131na ihtiya\u00e7 vard\u0131r?\u201d<\/strong><\/p>\n\n\n\n

Pazarlaman\u0131n temel amac\u0131n\u0131n hedef kitleyi anlamak oldu\u011funu belirten Ocak, geleneksel soru-cevap y\u00f6ntemlerinin genellikle eksik veya hatal\u0131 sonu\u00e7lar verdi\u011fini ifade etti. \u0130nsanlar\u0131n evrimsel s\u00fcre\u00e7ten bu yana \u201csosyal canl\u0131lar\u201d oldu\u011funa ve toplumsal kabullere g\u00f6re hareket etmeye meyilli olduklar\u0131na dikkat \u00e7eken Ocak, \u201cSokak r\u00f6portajlar\u0131nda insanlara ne izlediklerini sordu\u011fumuzda belgesel derler ancak reytinglere bak\u0131ld\u0131\u011f\u0131nda ba\u015fka programlar birinci \u00e7\u0131kar. Ki\u015fi toplumun do\u011fru kabul etti\u011fi neyse onu s\u00f6ylemeye y\u00f6nelir. Duygular\u0131 beyanla ifade etmeye \u00e7al\u0131\u015fmak imkans\u0131zd\u0131r. \u0130\u015fte insan\u0131n kararlar\u0131n\u0131n ard\u0131ndaki ger\u00e7ek kayna\u011f\u0131, yani s\u00fcz\u00fclmemi\u015f duygular\u0131 \u00f6l\u00e7\u00fcmleyebilmek i\u00e7in n\u00f6ropazarlama ara\u015ft\u0131rmalar\u0131na ihtiya\u00e7 duyar\u0131z.\u201d s\u00f6zleriyle vurgulad\u0131.<\/p>\n\n\n\n

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\u201cRasyonel canl\u0131lar de\u011filiz, rasyonelle\u015ftiren canl\u0131lar\u0131z.\u201d<\/strong><\/p>\n\n\n\n

T\u00fcketici zihnindeki karar alma mekanizmas\u0131n\u0131n san\u0131lan\u0131n aksine mant\u0131ksal i\u015flemedi\u011fini belirten Ocak, kararlar\u0131n beyinde nas\u0131l \u015fekillendi\u011fine dair n\u00f6rolojik veriler payla\u015ft\u0131. Karar alma silsilesinde \u00f6nce alg\u0131lar\u0131n ve hislerin oldu\u011funu, d\u00fc\u015f\u00fcncenin ise en son a\u015famada devreye girerek al\u0131nan karar mant\u0131kl\u0131 bir k\u0131l\u0131f uydurdu\u011funu s\u00f6yleyen Ocak, s\u00f6zlerine \u015f\u00f6yle devam etti: \u201cHepimiz \u00e7ok rasyonel oldu\u011fumuzu d\u00fc\u015f\u00fcnerek b\u00fcy\u00fct\u00fcld\u00fck. Ancak hayatta verdi\u011fimiz en \u00f6nemli kararlara bak\u0131n; i\u015fin i\u00e7inde hep bir duygu tetikleyicisi vard\u0131r. Beynin temel g\u00f6revi bizi hayatta tutmakt\u0131r. Can\u0131m\u0131z s\u0131k\u0131ld\u0131\u011f\u0131nda, dopamin ve serotonin d\u00fc\u015ft\u00fc\u011f\u00fcnde beynimiz o hormonlar\u0131 yerine koymak i\u00e7in \u00e7abuk \u00e7\u00f6z\u00fcmler ara ve bizi aniden al\u0131\u015fveri\u015fe y\u00f6nlendirir. Karar\u0131 duygular\u0131m\u0131zla veririz, ard\u0131ndan mant\u0131\u011f\u0131m\u0131z devreye girer ve \u2018Zaten ihtiyac\u0131m vard\u0131\u2019 diyerek o karar\u0131 post-rasyonalize ederiz.\u201d Ba\u015far\u0131l\u0131 bir ileti\u015fimin ve ak\u0131lda kal\u0131c\u0131l\u0131\u011f\u0131n s\u0131rr\u0131n\u0131n do\u011frudan duygulara hitap etmekten ge\u00e7ti\u011finin alt\u0131n\u0131 \u00e7izen Ocak, teknoloji devlerinin bile \u00fcr\u00fcn \u00f6zelliklerini saymak yerine, \u201cgeride kalma korkusu\u201d gibi hisleri tetikledi\u011fini \u00f6rneklerle anlatt\u0131. <\/p>\n\n\n\n

Kat\u0131l\u0131mc\u0131lara ileti\u015fimin alt\u0131n kural\u0131n\u0131 veren Ocak, sunumunu \u015fu s\u00f6zlerle tamamlad\u0131: \u201cBir bilgiyi duygu vagonlar\u0131na koymadan bir yerden di\u011fer bir yere aktaramazs\u0131n\u0131z. Kar\u015f\u0131n\u0131zdaki insandaheyecan, tutku veya co\u015fku yaratarak beyin kimyas\u0131n\u0131 de\u011fi\u015ftirmezseniz, ne anlat\u0131rsan\u0131z anlat\u0131n o bilgi unutulup gider. E\u011fer insanlar\u0131n rasyonel de\u011fil, irrasyonel varl\u0131klar oldu\u011funu kabul ederseniz, ileti\u015fimde kar\u015f\u0131n\u0131zdakini etkileyebilme ve onu harekete ge\u00e7irebilme g\u00fcc\u00fcn\u00fcz de o derece artacakt\u0131r.\u201d<\/p>\n\n\n\n

At\u00f6lye te\u015fekk\u00fcr belgesinin takdimi ve toplu foto\u011fraf \u00e7ekimiyle noktaland\u0131.<\/p>\n\n\n\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

Haber: Ganime \u0130layda K\u0131l\u0131\u00e7 Foto\u011fraf: Muhammed Akt\u0131 Edit\u00f6r: Nazl\u0131 Aygen \u0130stanbul \u00dcniversitesi, (\u0130\u00dc, Haber Merkezi) – \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi\u2019 nde Ajans \u0130stanbul \u0130leti\u015fim ev sahipli\u011fiyle Think Neuro Orta\u011f\u0131 ve Partner & Strateji Direkt\u00f6r\u00fc Eda Ocak\u2019\u0131n kat\u0131l\u0131m\u0131yla \u2018N\u00f6ropazarlama: Duygular\u0131n Zihin Haritas\u0131\u2019 at\u00f6lyesi ger\u00e7ekle\u015ftirildi. \u0130stanbul \u00dcniversitesi (\u0130\u00dc) \u0130leti\u015fim Fak\u00fcltesi\u2019nde Ajans \u0130stanbul \u0130leti\u015fim ev sahipli\u011finde Think Neuro […]<\/p>\n","protected":false},"author":14,"featured_media":28672,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[25,27,1,159,28,34,178,29,30,2085,2348,31,35],"tags":[2092,4062,4063,927,4064,300,40,410,43,148,52,3864,3292,4061],"class_list":["post-28671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-egitim","category-foto-galeri","category-genel","category-sag-manset","category-istanbul","category-universite","category-fakultemizden","category-iuwebtv","category-kultur-sanat","category-manset-haber","category-manset-yani","category-teknoloji","category-yasam","tag-ajans-istanbul","tag-beyin","tag-dusunme","tag-eda-ocak","tag-ganime-ilayda-kilic-2","tag-iletim","tag-iletisim-fakultesi","tag-istanbul","tag-istanbul-universitesi","tag-istanbul-universitesi-iletisim-fakultesi","tag-iu-iletisim-fakultesi","tag-muhammed-akti","tag-nazli-aygen","tag-norapazarlama"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28671","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=28671"}],"version-history":[{"count":2,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28671\/revisions"}],"predecessor-version":[{"id":28677,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/28671\/revisions\/28677"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/28672"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=28671"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=28671"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=28671"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}