NEUROMARKETING IN THE SYSTEM OF ENTERPRISE MARKETING INNOVATION

Abstract

An important place in the innovation system is occupied by marketing innovations, as marketing allows not only to produce new products, introducing new technologies, but also provides professionals with new mechanisms for effective promotion, taking into account psychological (and even physiological) characteristics of consumers. One of the new marketing techniques associated with the study of individual purchasing behavior is neuromarketing, which provides an opportunity to significantly expand the understanding of how decisions are made by the customer. Therefore, it is important to explore its main tools through which the impact on the consumer audience.

The technologies of neuromarketing research and the results of practical use of psychology to study consumer behavior are considered. The directions and problems of neuromarketing use are determined. The expediency of using the results of consumer behavior research with the help of neuromarketing tools is substantiated.

The subject of neuromarketing is the study of unconscious sensorimotor, cognitive and emotional reactions of a person to certain external stimuli (combinations of colors, sounds, smells, etc.). For their registration special equipment is used – electroencephalographs, magnetic resonance imaging, pupil monitoring systems, etc. Marketers focus on such spontaneous reactions of the body as heart rate, respiration, pupil movement, sweating.

The main methods of neuromarketing research are instrumental and socio-psychological. Instrumental methods such as electroencephalography, magnetoencephalography and others are used to measure changes in the nervous and metabolic activity of consumers brains. The most common socio-psychological methods are the concept of ZMET, as well as the concept of kansei-engineering. Proper use of tools to influence consumers through visual, audio and aroma channels allows companies to increase sales, create and maintain customer loyalty.