Neuromarketing as a new direction of consumer behavior research

• Published in: Problems of Theory and Methodology of Accounting, Control and Analysis no. 1(60); pp. 79 - 85
• Main Authors: Zavalii, T.O., Lehenchuk, S.F., Ostapchuk, T.P.
• Format: Journal Article
• Language: English
• Published: 30.04.2025
• ISSN: 1994-1749
• DOI: 10.26642/pbo-2025-1(60)-79-85

The impact of Industry 4.0 and its tools on the development of marketing have been analyzed. The features of neuromarketing as an element of the digital marketing paradigm have been grounded. The historical aspects of the emergence and formation of the concept of neuromarketing and its formulation into a separate direction of consumer behavior research have been analyzed. The procedure for implementing neuromarketing practices in modern conditions have been highlighted and analyzed. The purpose of implementing neuromarketing practices is substantiated and the structural elements of neuromarketing technologies are described. The procedure for applying neurotechnologies in the process of analyzing the behavior model of the target consumer, which is influenced by the action of marketing stimuli, have been considered. The main types of neuroscientific methods used in neuromarketing have been analyzed. The ethical problems of implementing neuromarketing practices have been considered and possible ways to solve them have been disclosed. The role of the concept of neuromarketing in the development of marketing science has been analyzed and ways of its development have been highlighted based on the analysis of its shortcomings.