UK: В статті розглянуто нейромаркетинг як відносне нове інноваційне направлення в сучасному маркетингу.
Вивчено головні принципи наукових досліджень в нейромаркетингу, які допомагають більш глибоко розуміти, як споживачі обирають те чи інше рішення стосовно своєї покупки, сприяють покращенню бізнесу компанії та підвищенню результативності маркетингових стратегій, розширюють сфери застосування нейромаркетингу
у споживацької поведінки. Представлено зміст інструментальних методів оцінки нейромаркетингу, таки як магнітно-резонансна томографія, функціональна магнітно-резонансна томографія, електроенцефалографія, детектор брехні, face-reading, eye-tracker, які дозволяють вимірювати нейрологічні реакції, що є корисним для оптимізації стратегій маркетингу. Розкрито шляхи вирішення проблем та недоліків нейромаркетингу, які виникли на даний час. Запропоновано кроки щодо подальшого результативного розвитку нейромаркетингу.
EN: Neuromarketing is a relatively new innovative trend in the modern world, the essence of which is that it goes beyond
the boundaries of classical marketing and studies more in depth the internal mechanisms of consumer decision-making
regarding their purchases. The purpose of the article is to study the main principles of neuromarketing research, analyse
the impact of certain neuromarketing tools on consumer behaviour and the possibilities of solving the use of neuromarketing problems. The examples of successful application of neuromarketing in the modern world are given, which clearly
proves the use of such main channels of interaction as sight, hearing, touch and smell in neuromarketing communications.
The article presents the basic principles of neuromarketing, which are based on the use of neuroscientific methods to
understand consumer behaviour and allow for a deeper understanding of consumers at the subconscious level. These
principles are defined in four blocks. Firstly, they help businesses to understand better the perception of their products
and advertising campaigns; secondly, they contribute the development of more accurate and balanced marketing, where
decisions are based on objective consumer data; thirdly, they help to increase the effectiveness of marketing strategies
by making them more adapted to the peculiarities of the consumer's brain reaction; fourth, they expand the scope of
neuromarketing, providing opportunities for a deeper understanding and effective use of the psychological aspects of
consumer behaviour in different contexts. The use of instrumental methods for assessing neuromarketing, such as magnetic resonance imaging, functional magnetic resonance imaging, electroencephalography, lie detector, face-reading,
eye-tracker, allows measuring neurological reactions, which is useful for optimising marketing strategies. Prospects for
the development of neuromarketing include the following key areas: technology improvement; integration of artificial
intelligence; expansion of the scope of research; development of open platforms for faster exchange of research results;
search for new measurement methods; use of human emotional intelligence; expansion of links with psychology, medicine,
education and entertainment; personalisation of marketing strategies based on individual consumer characteristics;
greater attention to individual consumer reactions and protection of their privacy.
