UDC 339.138
Authors
Sugina Yu. E.
Abstract
The article pays attention to a new type of marketing research - neuromarketing. It is considered as an applied science about the impact on the buyer, which, using the achievements of neurology, allows you to identify features of consumer behavior through their subconscious reactions to marketing incentives, and is presented in conjunction with the development of the latest developments in the field of promoting goods and services, cognitive psychology and neurophysiology as a new way to identify consumer needs. The method of extracting Saltman metaphors is investigated and modern methodological foundations of neuromarketing are determined. The specifics of the application of neuromarketing methods by companies in the world market is considered. The advantages and disadvantages of using international neuromarketing methods in the promotion of goods and services were identified.
Keywords
neuromarketing, marketing, international marketing, marketing research, modern methods of neuromarketing, consumers, competitiveness, world market.
