Article - Problems of Modern Economics

Karpova S. V.
Department of Management, Financial University under the Government of the Russian Federation (Moscow), PhD (Economics), Professor
Ustinova O. E.
Assistant Professor, Department of Management, Financial University under the Government of the Russian Federation, PhD (Economics)
Rozkov I. V.
Assistant Professor, Chair of Logistics and Marketing, Financial University under the Government of the Russian Federation (Moscow), PhD (Economics)
Viatkina N. Yu.
Junior Research Fellow, Experimental Laboratory of Neurotechnology, Administration of the Financial University under the Government of the Russian Federation, Assistant Professor, Institute of Social Sciences, I.M. Sechenov First Moscow State Medical University, Ministry of Health Care of the Russian Federation

Neuromarketing impact upon consumer behavior on the market of goods and services (Russia, Moscow)

The article focuses on neuromarketing that offers cutting-edge methods for the study of potential consumers’ behavior based on previously acquired information. This method allows a more effective forecasting consumer behavior as compared to more traditional methods of market research, This would give companies a competitive advantage for the satisfaction of emotional needs of their clients, whereby unique consumer impressions would be used to persuade consumers’ take their choices and ensure their loyalty in the future.

Key words: neuromarketing, consumer behavior, advertisement, impact of advertisement, manipulation

Pages: 75 - 78

Статья подготовлена по результатам исследований, выполненных за счет бюджетных средств по государственному заданию Финуниверситету в 2019 году.

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