Neuromarketing in Digital Epoch: Situation and Propsects of Development

Abstract

The article provides analysis of neuromarketing concept in the context of digital transformation of today’s society and presents key methods of neuromarketing research. Critical analysis of literature sources was carried out, in particular, evolution of this notion since the moment of its arising in 2002 was studied. The author defined neuromarketing as activity aimed at direct impact on neuro-physiological cognitive processes connected with customer decision-making. Issues of interaction of conscientious, sub-conscientious and non-conscientious processes were studied, which underlie decisions of purchases and ethic aspects of neuromarketing research and methods of shaping customer behavior. Key problems of neuromarketing include relatively high labour-intensity and cost of using the most effective methods of research, limited samples of their participants. The author identified possibilities of mentioned problems solution at the expense of digital technologies of Internet of things, social networks and industry of online-games. Gamification of neuromarketing was defined as a complex of game methods and elements used in investigating customer behavior and communications with customer in order to raise efficient impact on decisions made by customers.

Keywords

• cognitive response
• marketing
• marketing incentives
• neuro-physiological research
• sub-consciousness
• customer behavior
• digitalization