Abstract
With the development of technology, neuroscience tools have facilitated the processes of understanding and predicting human behavior in different sectors within the scope of marketing strategies. The aim of this study is to explicate the neurofashion concept examining the current studies conducted in fashion design with neuroscience tools. Thus, it aims to evaluate the methods and results of applied studies effectuated in fashion industry and to offer novel perspectives. Accordingly, the study data was obtained in two stages. In the first, the publications in the Scopus (Elsevier) database were analyzed with the R-based Biblioshiny package program considering year, country, keyword, author and citations using the bibliometric analysis method. In the second
stage, the systematic literature review method was used with the Google Scholar scientific search engine. Of the searches made with keywords on the search engine, those related to the subject were selected and examined. The study is one of the first in the field to examine the relationship between fashion design and neuroscience and is therefore important. According to the information obtained from the research; use of neuroscience tools in fashion design allows fashion design and production processes to be carried out in-depth and with a more scientific perspective, contributing to sectoral sustainability and efficiency. It reveals that the predictions made using neuroscience tools have a much higher accuracy rate than those based on personal reports.
These results indicate that use of neuroscience tools will directly reduce declines in product renewal and product marketing in the fashion design step.
Keywords
Neuromarketing Neuroscience Fashion Design Bibliometric Analysis Systematic Literature Review
References
- Andrade, N. A., Raqinatto, G. C., & Cohen, E. D. (2022). Neuromarketing and Eye Tracking in Women’s Fashion Buying Decision Making. Consumer Behavior Review, 6(1), 1-13. doi:https://doi. org/10.51359/2526-7884.2022.251844.
- Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for Comprehensive Science Mapping Analysis. Journal of Informetrics, 11(4), 959-975. doi:https://doi.org/10.1016/j.joi.2017.08.007.
- Bağçı, E. (2022). Türkiye Temalı Tanıtım Filmlerinin Tüketici Zİhninde Yarattığı Etkilerin Nörobilim Araçları İle Analizi: (EEG ve Göz İzleme). Aydın: Adnan Menderes Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciiliği Anabilim Dalı, Doktora Tezi.
Details
| Primary Language | English |
|---|---|
| Subjects | Textile and Fashion Design |
| Journal Section | 2025 5/1 (April) |
| Authors | |
| Publication Date | April 22, 2025 |
| Submission Date | December 4, 2024 |
| Acceptance Date | March 11, 2025 |
| Published in Issue | Year 2025 Volume: 5 Issue: 1 |
