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Neuromarketing: how it works?

Annotation

Has been studied one of the varieties of the marketing category – neuromarketing. The history of formation of this science, works and discoveries of famous scientists, the principles of neuromarketing techniques are given. Neuro-technologies, which are used by many major producers of goods and services, at the same time generate curiosity and scare. The objectives of this study are to find out exactly how advertisers stimulate sales and affect consumer emotions. The result of the research is the formulation of ethical arguments for the use of neuromarketing techniques in the modern advertising industry.

Keywords

advertising; marketing; neuroscience; neuromarketing; brain

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UDC

339.138+659.1+659.1.013

Pages

43-51

References

1. Dooley R. Neyromarketing. Kak vliyat' na podsoznanie potrebitelya [Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing]. Moscow, Popurri Publ., 2017, 336 p. (In Russian). 2. Packard V. Taynye manipulyatory [The Hidden Persuaders]. Moscow, Smysl Publ., 2004, 318 p. (In Russian). 3. Traindl A. Neyromarketing. Vizualizatsiya emotsiy [Neuromarketing. Visualization of Emotions]. Moscow, Alpina Publ., 2017, 112 p. (In Russian). 4. Lewis D. Neyromarketing v deystvii. Kak proniknut' v mozg pokupatelya [The Brain Sell. When Science Meets Shopping]. Moscow, Mann, Ivanov and Ferber Publ., 2015, 304 p. (In Russian). 5. Akulich M. Emotsional'nyy brending i neyromarketing [Emotional Branding and Neuromarketing]. Moscow, Izdatel'skie resheniya Publ., 2017, 130 p. (In Russian).

Received

2018.01.09

Section of issue

Economic sciences

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