Subject. This article discusses the marketing communication tools based on the application of neuromarketing technology that help brands create products that meet the needs of customers as much as possible. Objectives. The article aims to define consumers' perception of dynamic advertising information content in the food category. Methods. For the study, we used a comparative analysis, synthesis, dialectical methods, as well as a systems approach to data assessment, and marketing questionnaires. Results. The article describes the basic methods and technologies used in neuromarketing, which help evaluate such unconscious reactions as a level of attention and emotional investment, activation of memory. The article also presents the results of an empirical study of respondents' perception of nowaday commercials. Conclusions. The use of traditional marketing methods does not always yield the expected results. The use of neuromarketing tools has certain prospects in measuring the conscious and unconscious response of consumers during the product development and promotion phases.
Pepperell R.Consciousness as a Physical Process Caused by the Organization of Energy in the Brain. Frontiers in Psychology, 2018, vol. 9. URL: Link
Nedel'ko A.Yu. [Perspectives and limitations of neuromarketing research methods]. Upravlencheskie nauki = Management Sciences in Russia, 2018, vol. 8, no. 4, pp. 77–83. URL: Link (In Russ.)
Dershen' V. [Neuromarketing tools: Problems and prospects]. Nauka i innovatsii = The Science and Innovations, 2018, no. 6, pp. 18–22. URL: Link (In Russ.)
Skvortsova A.N., Khmel'kova N.V. [Neuromarketing and consumer behavior: findings]. Vestnik gumanitarnogo universiteta = Review of Liberal Arts University, 2016, no. 1, pp. 30–36. URL: Link (In Russ.)
Meckl-Sloan C. Neuroeconomics and Neuromarketing. International Journal of Business Management and Economic Research (IJBMER), 2015, vol. 6, iss. 2, pp. 133–136. URL: Link
Khushaba R.N., Wise C., Kodagoda S. et al. Consumer Neuroscience: Assessing the Brain Response to Marketing Stimuli Using Electroencephalogram (EEG) and Eye Tracking. Expert Systems with Applications, 2013, vol. 40, iss. 9, pp. 3803–3812. URL: Link
Shatalov M.A., Mychka S.Yu. [Neuromarketing as driver of management of consumer behavior]. Nauka. Mysl', 2016, no. 8-1, pp. 110–114. (In Russ.) URL: Link
Anisimov V.N., Kolkova K.M., Koroleva M.V., Galkina N.V. [Psychophysiological methods in marketing: potentialities and limitations]. Mezhdunarodnyi nauchno-issledovatel'skii zhurnal = International Research Journal, 2016, no. 5, part 1, pp. 16–24. (In Russ.) URL: Link
Zaltman G. How Customers Think: Essential Insights into the Mind of the Market. Boston, Harvard Business School Press, 2003, 352 p.
Stipp H.The Evolution of Neuromarketing Research: From Novelty to Mainstream: How Neuro Research Tools Improve Our Knowledge about Advertising. Journal of Advertising Research, 2015, vol. 55, iss. 2, pp. 120–122. URL: Link
Plassmann H., Ambler T., Braeutigam S., Kenning P. What Can Advertisers Learn from Neuroscience? International Journal of Advertising. The Review of Marketing Communications, 2007, vol. 26, iss. 2, pp. 151–175. URL: Link
Krasil'nikov A.B. [Developing of neuro-marketing conception]. Problemy sovremennoi ekonomiki = Problems of Modern Economics, 2015, no. 1, pp. 179–181. URL: Link (In Russ.)
Varan D., Lang A., Barwise P. et al. How Reliable Are Neuromarketers' Measures of Advertising Effectiveness? Journal of Advertising Research, 2015, vol. 55, iss. 2, pp. 176–191. URL: Link
Ambler T., Braeutigam S., Stins J. et al. Salience and Choice: Neural Correlates of Shopping Decisions. Psychology & Marketing, 2004, vol. 21, iss. 4, pp. 247–261. URL: Link
