UDC 339 (045)
DOI: 10.36871/ek.up.p.r.2023.05.01.018
Authors
Irina M. Rvacheva,
Donetsk National University of Economics
and Trade named after Mikhail Tugan-Baranovsky, Donetsk
Abstract
Neuromarketing is one of the new and modern types of marketing, which has a multifaceted
specificity, a wide scope of application, has found its target audience and has gained its popularity as an effective
technology for managing consumer behavior.
It is believed that neuromarketing is the area of formation and action of physiological and neural signals that
affect the motives, tastes and preferences of the target audience.
The potential of neuromarketing includes a set of special procedures and methods that, with the help of
specific operations, fix the necessary information in the minds of consumers and emotionally involve them in the
process of promoting goods and services. In this way, the brain's reaction to advertising and other messages about
a product or service is recorded, and on the basis of neuroexamination, consumer behavior and his reaction to a
new product are evaluated and tracked.
The features of neuromarketing and its potential are studied, the prospects of application are determined. The
conclusion is made: the symbiosis of complementary branches of science with the effective implementation of the
set goals will continue to play an important role in the system of promotion of goods and services.
Keywords
marketing, neuromarketing, psychology, neurobiology, system, product and service promotion, behavior, consumer, emotion, engagement, digital technology
