|29th IBIMA Conference
3 - 4 May 2017
Neuromarketing as an Innovative Approach to Market Research of Consumer Behavior
Nikolay Molchanov, Korableva Olga, Muraveva Oksana and Galay Natalia,
article presents neuromarketing as an innovative approach to the study
of consumer behavior based on its physical and cognitive
characteristics. The development of this idea are caused due to
technological progress and the development of high-tech equipment that
allow to look at the process of marketing research from new
Neuromarketing is currently a popular concept because of its radical methods; the frequent use of the term has made its borders vague, and the meaning is broader. More often neuromarketing is associated with techniques and methods at all stages of product promotion that have a subconscious effect on a consumer. In this paper, neuromarketing is considered as an innovative form of market research. While it is impossible to judge unambiguously about the benefits of this trend, as its implementation in practice has been controversial and the impact on the human psyche is not sufficiently studied.
The task objective of the authors is to study the dynamics of the development of the use of Neurotechnology in marketing, as well as evidence of the need for further research before broad application in practice.