UDC 351.1
DOI: 10.36871/u.i.k.2025.06.01.007
Authors
Irina M. Rvacheva,
Donetsk National University of Economics and Trade named after Mikhail
Tugan-Baranovsky, DPR, Donetsk, Russia
Abstract
The use of new generation technologies in marketing is extremely
important. In the modern world of innovative technologies, neuromarketing
goes beyond technical capabilities and the theoretical aspects of neuromarketing
development at the junction of scientific categories such as marketing and neuroscience
are of scientific interest. The symbiosis of economic categories in the
field of neuromarketing allows all users and clients to enter new markets and
open up new opportunities for the development and improvement of the market
of goods and services and improving the quality of life of the population.
When defining the role of neuromarketing in the implementation of the national
program “Data Economics”, it was indicated that neuromarketing allows
interacting with a large database in the process of marketing research and evaluating
consumer behavior and their emotional involvement at the stage of digital
innovation. Enterprises in the market of goods and services that use neuromarketing
technologies in their marketing activities and study the degree of brain
activity, emotional state, and consumer behavior have important competitive
advantages and increase their innovation potential based on deep analytics of
consumer behavior and studying the factors of changing consumer preferences.
Keywords
neuromarketing, marketing, consumer behavior, digital innovations, national project “Data Economics”, Marketing 5.0 concept
