Subliminal Advertising Applications in Sport: Neuromarketing

With the acceleration of technology, companies have to constantly renew also their marketing strategies in order to get closer to consumers, to encourage them to buy their products and to outperform their competitors. One of these marketing strategies is neuromarketing. Neuromarketing is a marketing activity that tries to find consumers' buying behavior towards a product in a subconscious way with rational data. This marketing method makes measurements on brain waves with devices such as Positron Emission Tomography (PET), functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Steady State Probe Topography (SSPT), Galvanic Skin Response (GRS), Magnetoencepholography (MEG), Eye Tracking. It is thought that neuromarketing will directly affect research and its applications in sports marketing in the near future. Therefore, in this study, a comprehensive literature review has been performed and the concept of neuromarketing has been examined thoroughly with document analysis and its effects on sports marketing has been evaluated.