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    AN EXPLORATORY RESEARCH ON ATTITUDES AND BEHAVIOR OF WOMEN AND MEN DURING SHOPPING EXPERIENCE
    (Istanbul Univ, 2015) Girisken, Yener
    There is a fierce competition among supermarkets and every single supermarket brand is working on positioning strategies to differentiate their brands. Understanding shopping experiences in the supermarkets help the brands to shape their marketing strategies. Even though shopping experience measurements are critical, they are quite difficult because there are number of factors that are known to influence the buying decision process, pricing, and packaging are traditional factors that are effecting the buying decision. This expletory research aims to enlighten the factors that are influencing the shopping experience of women and men. In depth interviews have been conducted to observe the similarities and differences of men and women shoppers behaviors.
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    How does mothers' mood matter on their choice of organic food? Controlled eye-tracking study
    (Elsevier Science Inc, 2022) Giray, Caner; Yon, Belma; Alniacik, Umit; Girisken, Yener
    Organic foods have been argued to be highly beneficial for human health and environmental sustainability. Interest in organic food consumption has been steadily growing. In practice, music and sounds of nature have widely been utilized in the food retailing industry to evoke customers and influence their sustainable product purchases. The present research explored the effects of subjective and objective knowledge, mood states, connectedness to nature (CtN), and visual attention to the organic logo on organic purchase by a controlled eyetracking study. Sixty women, all with children participated in the study. Findings revealed that objective knowledge, subjective knowledge, and visual attention on organic labels posed significant effects on organic purchases. However, no such effects of mood states and connectedness to nature have been observed. Theoretical and managerial implications of the findings are discussed.
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    Neural Correlates of Purchasing Decisions in an Ecologically Plausible Shopping Scenario with Mobile fNIR Technology
    (Springer-Verlag Berlin, 2016) Cakir, Murat Perit; Cakar, Tuna; Girisken, Yener; Demircioglu, Ari K.
    In this paper we present our preliminary findings for the neural correlates of purchasing decisions made in a computerized setting as well as in an ecologically plausible supermarket environment. Participants who were randomly recruited from a database of typical customers maintained by a marketing consultancy company were given a specific budget and asked to make purchasing decisions for basic grocery items in two separate conditions. In the first condition, participants made their decisions in a computerized scenario, where in each trial a single product and its price were displayed for a fixed duration of time, and then the participants clicked on buttons to specify which products they wish to purchase. In the second experiment, participants made similar purchasing decisions while wandering around a custom-made grocery aisle with shelves including physical products. In both conditions participants' brain activities in their prefrontal cortices as well as their eye movements were recorded with a wireless fNIR device and a glass eye tracker respectively. In both conditions we observed higher mean oxygenation levels for the purchase decisions at the left dorso-medial prefrontal cortex. Despite the limited sample size, the oxygenation trends were similar in both purchasing situations. Our preliminary findings suggest that fNIR can effectively be employed to investigate neural correlates of purchasing behavior in ecological settings.
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    The Perception of Warning Signs at Different Cultures
    (Springer International Publishing Ag, 2017) Girisken, Yener; Telci, E. Eser; Arikan, Esra; Kefallonitis, Efstathios
    An identical warning sign may lead to different effects on the individuals from different cultures. This study aims to reveal the differences between the effects of warning signs on the cigaratte packages on UK and Turkish consumers. If the warning signs can be optimized in accordance with the perceptions of different consumers in different cultures, they may become more influential and more discouraging. In order to understand the participants' perceptions, not only their replies on the surveys but also their reaction time to each variable were analyzed.
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    Vodafone's Brand Personality: A Research Related to Perception Differences between Besiktas Fans, Rival Teams' Fans and Nonsupporters
    (Ege Univ, Fac Economics & Admin Sciences, 2016) Girisken, Yener; Giray, Caner
    Sponsorship is one of the main income sources for sports teams, sports organizations and sportspeople as individuals. On the other hand, companies expect to improve their brand image to create brand awareness and to influence consumer preferences by sponsorship. Sport sponsorship is one of the common ways to enhance the bond between club fans and companies. At this point, brand personality perception is one of the keys to explain the potential bond. The main purpose of this study is to assess the differences between Besiktas fans; the fans of other teams and people who support no sports teams, in perceiving Vodafone's brand personality. In this research 902 participants were interviewed face to face to assess Vodafone's brand perception. After statistical comparisons, it is observed that the brand personality perception of Besiktas fans is more positive than other groups'.