REQUIREMENTS FOR THE EMERGENCE AND DEVELOPMENT OF THE NEUROMARKETING CONCEPT

Abstract

The article is devoted to the study of the prerequisites for the emergence and development of the concept of neuromarketing, which determine the scientific and practical needs of a new field of research and practical activity. The factors, the combination of which caused the emergence of a new field of marketing science and a new direction of professional marketing activity, are presented, in particular, the scientific and theoretical reasons for the emergence of neuromarketing, methodological reasons for the emergence of neuromarketing and instrumental prerequisites for the emergence of neuromarketing are investigated. The work presents the model of consumer behavior according to Kotler F. and Assel G., as well as the main neuroscientific methods that are potentially applicable in marketing research and are based on methods that measure neural activity inside the brain, methods that measure neural activity outside the brain, and methods of manipulation nervous activity. In addition, more precise definitions of gaps in methodological capabilities are presented, which, in theory, allow neuromarketing research to be filled. It is concluded that the appeal to neuroscientific methods can be considered as an attempt not so much to replace behavioral data or subjective methods as to supplement and expand them. They allow the researcher to rely on objective data about the factors and mechanisms of human behavior, and also, in some cases, to check and clarify the results obtained by behavioral or subjective methods. The combination of the demand for new theoretical models and research methods, on the one hand, and the offer of brain study technologies, on the other, became the prerequisites for the development of neuromarketing as an independent field of research and the possibility of forming a neuromarketing concept.