NEUROMARKETING AS AN INNOVATIVE INSTRUMENT IN MARKETING

The article presents the study of the essence of such an innovative type of marketing as neuromarketing, which creates new opportunities for the promotion of goods and services, taking into account the psychological and physiological characteristics of consumers. The research is based on practical examples of application of mechanisms of neuromarketing by leading companies, in particular in the direction of overcoming consumer resistance to innovative products. The main methods of neuromarketing studies that are considered in the article are instrumental and socio-psychological, where instrumental methods such as: EEG (electroencephalography), MEG (magnetocencephalography), EMG (electroneuromyography), and TMS (magnetic stimulation) are used to measure changes in the nervous and metabolic activity of the brain of consumers. The most common socio-psychological methods are the concept of ZMET (the study of unconscious emotional reactions to a set of images that later becomes the basis for the creation of advertising), as well as the concept of engineering cannibal (transformation of emotions and human experiences in the product design and its properties). The article states that the correct use of instruments of influence on the consumer through visual, auditory, and aromatic channels can increase sales, create and maintain customer loyalty, a positive image of the company and its product, which will increase profits. To overcome consumer resistance, the following marketing strategies are proposed in the article: functional (improvement of product positioning, provision of appropriate level of service, introduction of certificates and quality certificates, etc.) and psychological: increase of brand recognition, effective use of the policy of a trademark. Thus, even considering the high cost of neyromarketing researches, companies are ready to study the organs of human senses, scan the brain, do physiological and psychological research, increasingly competing for the quality of the product and its presentation to the consumer.