Associate Professor Şükrü Umarbeyli continues research in finance and neuromarketing in Northern Cyprus

Associate Professor Şükrü Umarbeyli continues his work in the fields of finance and neuromarketing in Northern Cyprus, Kıbrıs Postası reported on January 17, 2026.

Umarbeyli conducts studies measuring the neurological responses of consumers and sellers. According to him, the goal is to correlate the neurological mechanisms of consumer behavior and human reactions with sales figures and marketing processes.

The scholar notes that the research aims to identify links between brain responses and the effectiveness of marketing strategies. He also mentioned conducting experiments in neurobiology to deepen the understanding of decision-making during purchases.

Umarbeyli anticipates that in the future, digital marketing processes combining artificial intelligence and neuromarketing will integrate with the financial sector. According to him, this will create new approaches in industry operations.

The associate professor teaches finance and marketing courses and is among the few academics in Northern Cyprus working in neuromarketing. He stated his intention to publish more specific and generalized data based on the research results and to continue training specialists in this field.