Neuromarketing and Consumer Behavior: A Deep Understanding of Decision-Making Mechanisms
Keywords:
neuromarketing, consumer behavior, fMRI, EEG, eye-tracking, emotional triggersAbstract
This article explores the impact of neuromarketing on consumer behavior. It analyzes key neuromarketing tools such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), eye-tracking, and galvanic skin response (GSR) measurement. Special attention is given to how these technologies help uncover hidden motivations and emotional responses of consumers, as well as predict their behavior. Neuromarketing is an emerging field that integrates psychology, neuroscience, and marketing to study how people make purchasing decisions. In the era of information technology and growing competition, companies have embraced this powerful tool to gain a deeper understanding of consumer behavior, enabling them to develop more effective strategies for attracting and retaining customers.
References
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan — Marketing 5.0: Technology for Humanity. timeweb.com
Roger Dooley — Neuromarketing: Understanding the Buy Buttons in Your Customer’s Brain.
Martin Lindstrom — Buyology: Truth and Lies About Why We Buy.
Douglas Van Praet — Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing.
David Lewis — The Brain Sell: When Science Meets Shopping.
Arndt Traindl — Neuromarketing: Visualizing Emotions.
Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl — Neuromarketing For Dummies.
Nir Eyal — Hooked: How to Build Habit-Forming Products.
Anton Petrochenkov — Marketing for Non-Marketers: A Guide to Creating Successful Marketing Strategies and Increasing Profits. timeweb.com
Ingo Hamm — The Buyer's Instinct: The Psychology Behind Consumer Behavior. timeweb.com
Damir Khalilov — Social Media Marketing.
Phil Barden — Decoded: The Science Behind Why We Buy. esfirum.com
W. Chan Kim, Renée Mauborgne — Blue Ocean Strategy. esfirum.com
Seth Godin — Purple Cow: Transform Your Business by Being Remarkable. esfirum.com
Dmitry Anatolyevich Shevchenko — Fundamentals of Modern Marketing and Integrated Communications. akarussia.ru, ru.wikipedia.org
Georgiy Leonidovich Bagiev — Marketing: Market Research, International Marketing Organization, Benchmarking and Relationship Marketing. ru.wikipedia.org
Vladimir Dmitrievich Shkardun — Marketing Foundations of Strategic Planning.
Sh.Dj. Ergashkhodjaeva, M.S. Kosimova, M.A. Yusupov — Marketing (Textbook).
Sh.Dj. Ergashkhodjaeva, A.N. Samadov, L.T. Abdukhalilova, U. Mukhitdinova, M. Yuldasheva — Strategic Marketing (Textbook on modern marketing strategies). zenodo.org, finance.tsue.uz, cyberleninka.ru
Sh.Dj. Ergashkhodjaeva — Innovative Marketing. tadqiqot.uz
Sh.Dj. Ergashkhodjaeva, A.N. Samadov, N.E. Alimkhodjaeva, I.B. Sharipov — Marketing Communications (Textbook).
