Психологические науки
NEUROMARKETING AS DRIVER OF CONSUMER BEHAVIOR
Shatalov M. A. 1, Mychka S. Yu. 2
1. Voronezh Economics and Law Institute (Voronezh, Russia) 2. Voronezh Economics and Law Institute (Voronezh, Russia).
Abstract:
This article is considered a marketing innovation as the direction of neuromarketing. The authors studied the main aspects of the introduction of touch marketing and draw conclusions on the feasibility of neuromarketing to improve the satisfaction of consumer needs.
Keywords: neuromarketing, sensory branding, innovative marketing, consumer demand, consumer behavior
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