The Place and Importance of Human and Social Psychology in Advertising Industry

Expert Psychologist Esra Özdemir Kaygusuz, who was a speaker at the event titled "Advertising Psychology" organized by the Advertising Department, gave a conversation on the place and importance of human and social psychology in the advertising industry. The event, moderated by Advertising Department Research Assistant Aydan Ünlükaya, was held on Thursday, December 24, between 13:00 and 15:00 on Google Meet.

 
Kaygusuz started by providing information about the perception process within the framework of the purchasing decisions and behaviors of its consumers, who are nowadays bombarded with advertising messages. She stated that the event will generally proceed through the intersection points of the advertising and psychology disciplines within the daily life practice rather than the information that students can find in books or explain in the course.
 

Advertised; Kaygusuz, who defines it as “information delivered for a product to reach the consumer or for the consumer to take a purchasing action”, stated that when this information appeals to the senses of individuals, in other words, their perception, it will direct them to purchasing behavior.

 
Kaygusuz stated that individuals' perceptions and schemes are determinant in the decision-making process; explained the formation of "perception" and "schema" as “We make sense of all the signals we receive with our five senses. After making sense, we turn it into perception. Perception; It is the information we receive and organize with our sense organs. Our perceptions are based on our past knowledge and knowledge. Along with this information, there are also schemes we have created. From the moment we are born, we have schemas that ensure our sensitivity to our environment, determine the signals we give to our environment and determine the signals we receive from our environment. These schemes consist of information taken from the attitudes of our family, teachers, our environment, and visual or written texts. Individuals make evaluations with these schemes.”
 
Emphasizing that these schemes are found in the schemes that determine the consumption behavior of individuals, Kaygusuz evaluated the consumption habits between cultures through advertising examples. She also stated that advertisements calling out to the senses create a holistic perception and complement any sense individuals encounter in advertisements through their perceptions.
 

Stating that advertisements speak with the reality created by individuals as a result of social acceptance, Kaygusuz emphasized that nowadays, neuromarketing comes to the fore with increasing supply and decreasing demand. Kaygusuz stated, “Clinical psychologists, psychiatrists and marketers came together and began to figure out what they were affected by by measuring the brain waves of individuals and observing their reactions to events,” and summarized the changing marketing understanding with neuromarketing.
She stated that every society has values that are accepted by everyone and that the advertisers should act by taking these values into consideration, and the society, which is the target audience of the advertisement, should be well known.
 

Emphasizing that the success of advertising is measured by neuromarketing in today's conditions, Kaygusuz emphasized the importance of the relationship between psychology, sociology and anthropology with the advertising industry. Kaygusuz answered the questions of the students who attended the event at the end of the event.

 
The event was ended after Research Assistant Aydan Ünlükaya thanked Expert Psychologist Esra Özdemir Kaygusuz.