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    BIOMETRIC ANALYSIS OF STRESS LEVELS OF DIGITAL NATIVES AND DIGITAL IMMIGRANTS WITHIN ONLINE SHOPPING PROCESSES
    (Rating Academy, 2018) Küçün, Nihan Tomris; Yaman, Can; Güngör, Sezen; Eroğlu, Sertaç
    As a rapidly developing multidisciplinary research field, neuromarketingoffers great advantage to researchers in understanding the irrationalaspects of consumer behavior. Neuromarketing methods are used tocomplement the classical marketing research methods for the analysis ofsubconscious dimensions of consumers’ cognitive load which occurs inthe procurement process.In communication age that we’re in now, there are many differences inonline purchasing behavior of consumer groups whom defined as 'digitalimmigrants' and 'digital natives'. Literature shows that digital nativeswho met internet as soon as their birth are really familiar to onlineshopping technologies, but digital immigrants are still abstemious toonline transactions.In this research, digital natives who are stay continuously online anddigital immigrants who are still in the process of adaptation to onlineworld were examined through 'stress levels'. In our study, both groupswere manipulated by using "web site load speed", which is the one of themost important stress factors in online shopping and through thisstimulus the changes in their purchasing behavior were investigated.Stress levels were analyzed via Galvanic Skin Conductance Response, asone of the biometric measurement techniques, and the difference betweenthe two groups was determined by statistical methods. We assume that;the difference between two groups’ stress levels, should be considered asa clue to understand the effects of shopping sites’ technicalinfrastructures on consumer decision making processes and onlineshopping behaviour.
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    THE CONTEXTUAL EFFECT AND MEASUREMENT OF ATTENTION TO ADVERTISEMENTS VIA EYE TRACKING METHOD
    (Rating Academy, 2018) Yaman, Can; Küçün, Nihan Tomris; Güngör, Sezen; Eroğlu, Sertaç
    Eye movements are briefly defined as a result of a cognitive and perceptual relationship. For this reason, eye tracking technology is accepted as a powerful euromarketing technique that can be used for many cognitive processes such as verbal data processing, memory, attention, social cognition and decision making. Being able to analyze eye maps while consumers are looking at products and advertisements during the purchasing process, are going to make marketing communication elements more effective and as a result buying behavior can mostly be predicted. This study is designed in Eskisehir Osmangazi University Behavioral Science and Biometric Measurement Laboratory with 20 participants who follow the online news. Our study is based on the hypothesis that advertising via contextual marketing perspective can attract more attention to the given ads by the target audience. In the experiment stage, eye tracking technique was used to collect participants' fixations, scan paths, and saccades data. Our results (consistent with the related literature); attention levels to the advertisements used in the context are higher than the ones which were not used in the context.