Menu: Home :: go to Journal :: switch to Russian :: switch to English
You are here: all Journals and Issues→ Journal→ Issue→ Article

Neuromarketing: how it works?


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.


advertising; marketing; neuroscience; neuromarketing; brain

Full-text in one file







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).



Section of issue

Economic sciences

Для корректной работы сайта используйте один из современных браузеров. Например, Firefox 55, Chrome 60 или более новые.