{"id":12719,"date":"2022-06-13T08:57:50","date_gmt":"2022-06-13T05:57:50","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=12719"},"modified":"2022-07-12T14:41:01","modified_gmt":"2022-07-12T11:41:01","slug":"nejromarketyngovi-tehnologiyi-u-formuvanni-strategiyi-brendu-gnoseologichni-zasady","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=12719","title":{"rendered":"\u041d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0457 \u0443 \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u0456 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0431\u0440\u0435\u043d\u0434\u0443: \u0433\u043d\u043e\u0441\u0435\u043e\u043b\u043e\u0433\u0456\u0447\u043d\u0456 \u0437\u0430\u0441\u0430\u0434\u0438"},"content":{"rendered":"

<\/p>\n

\u041d\u0415\u0419\u0420\u041e\u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0406 \u0422\u0415\u0425\u041d\u041e\u041b\u041e\u0413\u0406\u0407 \u0423 \u0424\u041e\u0420\u041c\u0423\u0412\u0410\u041d\u041d\u0406 \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0406\u0407 \u0411\u0420\u0415\u041d\u0414\u0423: \u0413\u041d\u041e\u0421\u0415\u041e\u041b\u041e\u0413\u0406\u0427\u041d\u0406 \u0417\u0410\u0421\u0410\u0414\u0418<\/p>\n

NEUROMARKETING TECHNOLOGIES IN BRAND STRATEGY FORMATION: EPISEOOLOGICAL FUNDAMENTALS<\/p>\n

\"\"<\/a> https:\/\/doi.org\/10.31891\/2307-5740-2022-306-3-30<\/a><\/p>\n

\u0410\u043d\u043d\u0430 \u0414\u0410\u041d\u0418\u041b\u042e\u041a
\n\u0417\u0430\u0445\u0456\u0434\u043d\u043e\u0443\u043a\u0440\u0430\u0457\u043d\u0441\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\nhttps:\/\/orcid.org\/0000-0002-3839-6886<\/a>
\nanya.danylyuk.97@gmail.com<\/a><\/p>\n

Anna DANYLYUK
\nWestern Ukrainian National University<\/p>\n

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\u0422\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0457 \u043d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443 \u0432\u0438\u0432\u043e\u0434\u044f\u0442\u044c \u0444\u043e\u0440\u043c\u0443\u0432\u0430\u043d\u043d\u044f \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0431\u0440\u0435\u043d\u0434\u0443 \u043d\u0430 \u043d\u043e\u0432\u0438\u0439 \u0440\u0456\u0432\u0435\u043d\u044c, \u043e\u0441\u043a\u0456\u043b\u044c\u043a\u0438 \u0434\u043e\u0437\u0432\u043e\u043b\u044f\u044e\u0442\u044c \u0441\u0442\u0432\u043e\u0440\u044e\u0432\u0430\u0442\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043c\u0430\u0442\u0435\u0440\u0456\u0430\u043b\u0438, \u044f\u043a\u0456 \u0437\u043d\u0430\u0445\u043e\u0434\u044f\u0442\u044c \u0432\u0456\u0434\u0433\u0443\u043a \u0443 \u0430\u0443\u0434\u0438\u0442\u043e\u0440\u0456\u0457. \u0422\u0430\u043a, \u044f\u043a \u0431\u0456\u043b\u044c\u0448\u0456\u0441\u0442\u044c \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432 \u0430\u0441\u043e\u0446\u0456\u044e\u044e\u0442\u044c \u0437 \u0431\u0440\u0435\u043d\u0434\u0430\u043c\u0438 \u043f\u0435\u0432\u043d\u0456 \u0435\u043c\u043e\u0446\u0456\u0439 \u0442\u0430 \u043c\u0435\u043d\u0442\u0430\u043b\u044c\u043d\u0456 \u043e\u0431\u0440\u0430\u0437\u0438, \u0442\u043e \u0432\u043e\u043d\u0438, \u043c\u043e\u0436\u0443\u0442\u044c \u0441\u0442\u0432\u043e\u0440\u0438\u0442\u0438 \u0430\u0431\u043e \u0437\u0456\u043f\u0441\u0443\u0432\u0430\u0442\u0438 \u0432\u0440\u0430\u0436\u0435\u043d\u043d\u044f \u043f\u0440\u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0442 \u0447\u0438 \u043a\u0430\u043c\u043f\u0430\u043d\u0456\u044e. \u041f\u0456\u0434 \u0447\u0430\u0441 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u044c, \u0431\u0443\u043b\u043e \u0432\u0441\u0442\u0430\u043d\u043e\u0432\u043b\u0435\u043d\u043e, \u0449\u043e \u0443\u0441\u043f\u0456\u0445 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u0437\u0430\u043b\u0435\u0436\u0438\u0442\u044c \u0432\u0456\u0434 \u043f\u0440\u043e\u0433\u043d\u043e\u0437\u0443\u0432\u0430\u043d\u043d\u044f \u043f\u043e\u043f\u0438\u0442\u0443 \u0442\u0430 \u043f\u0435\u0440\u0435\u0432\u0430\u0433 \u043f\u043e\u043a\u0443\u043f\u0446\u0456\u0432. \u0422\u043e\u043c\u0443 \u0431\u0456\u043b\u044c\u0448\u0456\u0441\u0442\u044c \u043a\u043e\u043c\u043f\u0430\u043d\u0456\u0439 \u0432\u0438\u043a\u043e\u0440\u0438\u0441\u0442\u043e\u0432\u0443\u044e\u0442\u044c \u043d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u0434\u043b\u044f \u0432\u0438\u0437\u043d\u0430\u0447\u0435\u043d\u043d\u044f \u0448\u043b\u044f\u0445\u0456\u0432 \u043f\u0440\u0438\u0439\u043d\u044f\u0442\u0442\u044f \u0440\u0456\u0448\u0435\u043d\u043d\u044f \u043b\u044e\u0434\u0438\u043d\u043e\u044e.<\/p>\n

\u041f\u043e\u0437\u0438\u0442\u0438\u0432\u043d\u0438\u0439 \u0456\u043c\u0456\u0434\u0436 \u0431\u0440\u0435\u043d\u0434\u0443 \u0430\u043a\u0442\u0438\u0432\u0443\u0454 \u0435\u043c\u043e\u0446\u0456\u0439\u043d\u0438\u0439 \u043c\u043e\u0437\u043e\u043a, \u044f\u043a\u0438\u0439 \u043f\u0435\u0440\u0435\u0434\u0430\u0454 \u0456\u043d\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u044e \u0440\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u043c\u0443 \u043c\u043e\u0437\u043a\u0443, \u0437\u043c\u0456\u043d\u044e\u044e\u0447\u0438 \u0441\u043f\u0440\u0438\u0439\u043d\u044f\u0442\u0442\u044f \u0434\u043e \u043d\u044c\u043e\u0433\u043e. \u041c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u0438 \u043f\u043e\u0432\u0438\u043d\u043d\u0456 \u0441\u0442\u0432\u043e\u0440\u0438\u0442\u0438 \u0441\u0438\u043b\u044c\u043d\u0438\u0439 \u0442\u0430 \u043d\u0430\u0434\u0456\u0439\u043d\u0438\u0439 \u0456\u043c\u0456\u0434\u0436 \u0443 \u0441\u0432\u0456\u0434\u043e\u043c\u043e\u0441\u0442\u0456 \u0446\u0456\u043b\u044c\u043e\u0432\u0438\u0445 \u043a\u043b\u0456\u0454\u043d\u0442\u0456\u0432 \u0437\u0430 \u0434\u043e\u043f\u043e\u043c\u043e\u0433\u043e\u044e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457. \u0422\u043e\u043c\u0443, \u044f\u043a\u0449\u043e \u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u0438 \u0431\u0443\u0434\u0443\u0442\u044c \u0437\u0430\u0441\u0442\u043e\u0441\u043e\u0432\u0443\u0432\u0430\u0442\u0438 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0456\u0457 \u043d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u0442\u043e \u0432\u043e\u043d\u0438 \u043d\u0430\u0434\u0430\u0434\u0443\u0442\u044c \u043c\u0430\u043a\u0441\u0438\u043c\u0430\u043b\u044c\u043d\u0443 \u043a\u043e\u0440\u0438\u0441\u0442\u044c \u0456 \u0441\u0442\u0432\u043e\u0440\u044f\u0442\u044c \u0431\u0435\u0437\u043f\u0440\u043e\u0433\u0440\u0430\u0448\u043d\u0443 \u0441\u0438\u0442\u0443\u0430\u0446\u0456\u044e \u0434\u043b\u044f \u043e\u0431\u043e\u0445 \u0441\u0442\u043e\u0440\u0456\u043d.<\/p>\n

\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u043d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433; \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433; \u0431\u0440\u0435\u043d\u0434; \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f; \u0435\u043b\u0435\u043a\u0442\u0440\u043e\u0435\u043d\u0446\u0435\u0444\u0430\u043b\u043e\u0433\u0440\u0430\u0444\u0456\u044f; \u043c\u0430\u0433\u043d\u0456\u0442\u043d\u043e-\u0440\u0435\u0437\u043e\u043d\u0430\u043d\u0441\u043d\u0430 \u0441\u043f\u0435\u043a\u0442\u043e\u0433\u0440\u0430\u0444\u0456\u044f; \u0444\u0443\u043d\u043a\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0430 \u043c\u0430\u0433\u043d\u0456\u0442\u043d\u043e-\u0440\u0435\u0437\u043e\u043d\u0430\u043d\u0441\u043d\u0430 \u0442\u043e\u043c\u043e\u0433\u0440\u0430\u0444\u0456\u044f; \u043c\u0430\u0433\u043d\u0456\u0442\u043e\u0435\u043d\u0446\u0435\u0444\u0430\u043b\u043e\u0433\u0440\u0430\u0444\u0456\u044f; \u0430\u0439\u0442\u0440\u0435\u043a\u0456\u043d\u0433; \u0430\u043d\u0430\u043b\u0456\u0437 \u0432\u0438\u0441\u043e\u0442\u0438 \u0433\u043e\u043b\u043e\u0441\u0443.<\/p>\n

\u00a0<\/em>\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The purpose of this work is to analyze neuromarketing technologies and their application in the formation of brand strategy. Today, neuromarketing is a new area of marketing research based on neurobiology, psychology and marketing. This combination helps marketers to investigate how physiologically the human brain is affected by advertising, marketing strategy.<\/p>\n

Neuromarketing uses a variety of tools such as: electroencephalography, magnetic resonance imaging, functional magnetic resonance imaging, magnetic encephalography, iTracking, voice pitch analysis, facial recognition, skin galvanic response, positron emission tomography, positron emission tomography and other. These tools are used effectively in creating a brand strategy and advertising campaign, as they can learn about the intentions of customers, and as a result, the marketer can create a strong, favorable and positive brand image in the minds of buyers to activate emotions, which in turn lead before the purchase decision.<\/p>\n

Neuromarketing technologies take the formation of brand strategy to a new level, as they allow you to create marketing materials that find a response in the audience. Just as most consumers associate certain emotions and mental images with brands, they can create or spoil the impression of a product or campaign. During research, it was found that the success of a marketing strategy depends on forecasting demand and customer preferences. Therefore, most companies use neuromarketing to determine how people make decisions.<\/p>\n

A positive brand image activates the emotional brain, which transmits information to the rational brain, changing perceptions of it. Marketers need to create a strong and reliable image in the minds of target customers through marketing strategy. Therefore, if marketers use neuromarketing technologies, they will maximize the benefits and create a win-win situation for both parties.<\/p>\n

Keywords:<\/strong> neuromarketing; marketing; brand; strategy; electroencephalography; magnetic resonance spectrography; functional magnetic resonance imaging; magnetoencephalography; iTracking; pitch analysis.<\/p>\n

\u041b\u0456\u0442\u0435\u0440\u0430\u0442\u0443\u0440\u0430<\/strong><\/p>\n

    \n
  1. Van Langendonck. N. Is neuromarketing the future of advertising? 2015 [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: http:\/\/www.hifluence.eu\/hi-people\/is-neuromarketing-the- future-of-advertising\/<\/li>\n
  2. Martin Fett. Neuromarketing in Sports- How Emotions strengthen the Consumers Perception of Brand”, Master’s Thesis of Martin Fett \/ Fett Martin. – Facualty of Communication Sciences. – 2011. \u0420. 1-29.<\/li>\n
  3. \u041f\u0440\u0430\u043a\u0442\u0438\u0447\u0435\u0441\u043a\u043e\u0435 \u043f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u0435 \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0438\u0439 \u043d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430 [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: https:\/\/www.sostav.ru\/blogs\/61013\/7512<\/sub>\/<\/li>\n
  4. Boksem M. A., & Smidts A. Brain responses to movie trailers predict individual preferences for movies and their population-wide commercial success. \/ M. A. Boksem, A. Smidts \/\/ Journal of Marketing Research. – 2015.- \u2116 52(4). \u0420. 482-492.<\/li>\n
  5. \u0428\u0430\u0442\u0430\u043b\u043e\u0432 \u041c.\u0410., \u041c\u044b\u0447\u043a\u0430 \u0421.\u042e. \u041d\u0435\u0438\u0306\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u043a\u0430\u043a \u0434\u0440\u0430\u0438\u0306\u0432\u0435\u0440 \u0443\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u044f \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u044c\u0441\u043a\u0438\u043c \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0435\u043c \/\u041c.\u0410. \u0428\u0430\u0442\u0430\u043b\u043e\u0432, \u0421.\u042e.\u041c\u044b\u0447\u043a\u0430 \/\/ \u041d\u0430\u0443\u043a\u0430. \u041c\u044b\u0441\u043b\u044c. \u2014 2016. \u2014 \u2116 8. \u2014 \u0421. 165 -167.<\/li>\n
  6. \u041b\u044c\u044e\u0438\u0441 \u0414. \u041d\u0435\u0439\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433 \u0432 \u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0438. \u041a\u0430\u043a \u043f\u0440\u043e\u043d\u0438\u043a\u043d\u0443\u0442\u044c \u0432 \u043c\u043e\u0437\u0433 \u043f\u043e\u043a\u0443\u043f\u0430\u0442\u0435\u043b\u044f. \/ \u0414. \u041b\u044c\u044e\u0438\u0441. \u2014 \u041c: \u041c\u0430\u043d\u043d, \u0418\u0432\u0430\u043d\u043e\u0432 \u0438 \u0424\u0435\u0440\u0431\u0435\u0440, 2015. \u2013 235 \u0441.<\/li>\n
  7. Dinu G., Tanase, A. C., Dinu, L., & Tanase, F. The new techniques for handling consumer behaviour. \/ G. Dinu, A. C. Tanase, L. Dinu, & F. Tanase. \/\/ Proceedings of the International DAAAM Symposium. – 2010.- \u211621(1). \u2013 \u0420. 1115-1116.<\/li>\n
  8. Morin C. Neuromarketing: the new science of consumer behavior. \/ C. Morin. \u2013 Society. \u2013 2011. – \u211648(2). \u0420. 131-135.<\/li>\n
  9. Kotler P. and Keller K.L. Marketing Management.14th Global Edition. \/ P. Kotler, K.L. Keller. \/\/ Pearson Boston, Columbus, Indianapolis etc., Edinburg. – 2012. \u2013 \u0440. 67 – 86.<\/li>\n
  10. Madan C. R. Neuromarketing: the next step in market research? \/ C. R. Madan. \u2013 Eureka. – 2010. \u21161(1). \u0420. 34-42.<\/li>\n
  11. Postma Anatomie van de Verleiding. Neuromarketing succesvol toegepast. \/ Postma. – Neuromarketing \u20132012. \u2013 87-98 p.<\/li>\n
  12. Dooley R. What is Neuromarketing? 2010 [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: http:\/\/www.neurosciencemarketing.com\/blog\/ articles\/what-is-neuromarketing.htm<\/li>\n
  13. Kenning, P., & Linzmajer, M. Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy. \/ P. Kenning, & M. Linzmajer \/\/ Journal fu\u0308rVerbraucherschutz und Lebensmittelsicherheit. – 2011. – \u2116 6(1). \u2013 P. 111-125.<\/li>\n
  14. \u041c\u0435\u0442\u043e\u0434\u044b \u043d\u0435\u0438\u0306\u0440\u043e\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0430 \u0438 \u0438\u0445 \u0440\u043e\u043b\u044c \u0432 \u0440\u0435\u043a\u043b\u0430\u043c\u043d\u044b\u0445 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u044f\u0445 [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: https:\/\/creativecallproject.ru\/metody-nejromarketinga\/<\/li>\n
  15. Malhotra N.K. and Dash S. Marketing Research: An Applied Orientation. 6th Edition, Pearson. \/ N.K.Malhotra, and S. Dash \/\/ Delhi. – 2011.- 29-32 \u0440.<\/li>\n
  16. Harmon-Jones, E., & Beer, J. Methods in Social Neuroscience. \/ E. Harmon-Jones & J. Beer \/\/ NewYork: The Guilford Press, 2009. \u2013 174 \u0440.<\/li>\n
  17. Banks, S. J., Bellerose, J., Douglas, D., & Jones-Gotman, M. Bilateral skin conductance responses to emotional faces. \/ S. J. Banks, J. Bellerose, D. Douglas & Jones- M. Gotman \/\/ Applied Psychophysiology and Biofeedback. – 2012.- \u2116 37(3). \u2013 \u0420. 145-152. http:\/\/dx.doi.org\/10.1007\/s10484-011-9177-7<\/li>\n
  18. Fortunato V. C. R., Giraldi J. M. E., de Oliveira J. H. C. A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations \/ V. C. R. Fortunato, J. M. E. Giraldi, J. H. C. de Oliveira \/\/ Journal of Management. \u2014 2014. \u2014 \u2116 2. \u2013 \u0420. 23-24.<\/li>\n
  19. Hammou K. A., Galib M. H., & Melloul J. The contributions of neuromarketing in marketing research. \/ K. A. Hammou, M. H. Galib & J. Melloul \/\/ Journal of Management Research. – 2013. – \u2116 5(4). – P. 20-33.<\/li>\n
  20. Greenfield Howard. Neuro marketing: Unlocking the decision making process. \/ Howard Greenfield\u044e. -Neuro marketing an introduction, 2006. \u2013 90 p.<\/li>\n
  21. Neuromarketing Strategies for Highest Content Impact [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: https:\/\/www.inc.com\/adam-heitzman\/4-neuromarketing-strategies-for-highest-content-impact.html<\/li>\n<\/ol>\n

    References<\/strong><\/p>\n

      \n
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    2. Martin Fett. Neuromarketing in Sports- How Emotions strengthen the Consumers Perception of Brand”, Master’s Thesis of Martin Fett \/ Fett Martin. – Facualty of Communication Sciences. – 2011. \u0420. 1-29.<\/li>\n
    3. Prakticheskoe primenenie koncepcij nejromarketinga [Elektronnyj resurs]. \u2013 Rezhim dostupa: https:\/\/www.sostav.ru\/blogs\/61013\/7512\/<\/li>\n
    4. Boksem M. A., & Smidts A. Brain responses to movie trailers predict individual preferences for movies and their population-wide commercial success. \/ M. A. Boksem, A. Smidts \/\/ Journal of Marketing Research. – 2015.- \u2116 52(4). \u0420. 482-492.<\/li>\n
    5. Shatalov M.A., Mychka S.Yu. Nejromarketing kak drajver upravleniya potrebitelskim povedeniem \/M.A. Shatalov, S.Yu.Mychka \/\/ Nauka. Mysl. \u2014 2016. \u2014 \u2116 8. \u2014 S. 165 -167.<\/li>\n
    6. Lyuis D. Nejromarketing v dejstvii. Kak proniknut v mozg pokupatelya. \/ D. Lyuis. \u2014 M: Mann, Ivanov i Ferber, 2015. \u2013 235 s.<\/li>\n
    7. Dinu G., Tanase, A. C., Dinu, L., & Tanase, F. The new techniques for handling consumer behaviour. \/ G. Dinu, A. C. Tanase, L.Dinu, & F. Tanase. \/\/ Proceedings of the International DAAAM Symposium. – 2010.- \u2116 21(1). \u2013 \u0420. 1115-1116.<\/li>\n
    8. Morin C. Neuromarketing: the new science of consumer behavior. \/ C. Morin. \u2013 Society. \u2013 2011. – \u2116 48(2). \u0420. 131-135.<\/li>\n
    9. Kotler P. and Keller K.L. Marketing Management.14th Global Edition. \/ P. Kotler, K.L. Keller. \/\/ Pearson Boston, Columbus, Indianapolis etc., Edinburg. – 2012. \u2013 \u0440. 67 – 86.<\/li>\n
    10. Madan C. R. Neuromarketing: the next step in market research? \/ C. R. Madan. \u2013 Eureka. – 2010. \u2116 1(1). \u0420. 34-42.<\/li>\n
    11. Postma Anatomie van de Verleiding. Neuromarketing succesvol toegepast. \/ Postma. – Neuromarketing \u20132012. \u2013 87-98 p.<\/li>\n
    12. Dooley R. What is Neuromarketing? 2010 [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: http:\/\/www.neurosciencemarketing.com\/blog\/ articles\/what-is-neuromarketing.htm<\/li>\n
    13. Kenning, P., & Linzmajer, M. Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy. \/ P. Kenning, & M. Linzmajer \/\/ Journal fu\u0308rVerbraucherschutz und Lebensmittelsicherheit. – 2011. – \u2116 6(1). \u2013 P. 111-125.<\/li>\n
    14. Metody nejromarketinga i ih rol v reklamnyh kommunikaciyah [Elektronnyj resurs]. \u2013 Rezhim dostupa: https:\/\/creativecallproject.ru\/metody-nejromarketinga\/<\/li>\n
    15. Malhotra N.K. and Dash S. Marketing Research: An Applied Orientation. 6th Edition, Pearson. \/ N.K. Malhotra, and S. Dash \/\/ Delhi. – 2011.- 29-32 \u0440.<\/li>\n
    16. Harmon-Jones, E., & Beer, J. Methods in Social Neuroscience. \/ E. Harmon-Jones & J. Beer \/\/ NewYork: The Guilford Press, 2009. \u2013 174 \u0440.<\/li>\n
    17. Banks, S. J., Bellerose, J., Douglas, D., & Jones-Gotman, M. Bilateral skin conductance responses to emotional faces. \/ S.J.\u00a0Banks, J. Bellerose, D. Douglas & Jones- M. Gotman \/\/ Applied Psychophysiology and Biofeedback. – 2012.- \u2116 37(3). \u2013 \u0420. 145-152. http:\/\/dx.doi.org\/10.1007\/s10484-011-9177-7<\/li>\n
    18. Fortunato V. C. R., Giraldi J. M. E., de Oliveira J. H. C. A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations \/ V. C. R. Fortunato, J. M. E. Giraldi, J. H. C. de Oliveira \/\/ Journal of Management. \u2014 2014. \u2014 \u2116 2. \u2013 \u0420. 23-24.<\/li>\n
    19. Hammou K. A., Galib M. H., & Melloul J. The contributions of neuromarketing in marketing research. \/ K. A. Hammou, M.H.\u00a0Galib & J. Melloul \/\/ Journal of Management Research. – 2013. – \u2116 5(4). – P. 20-33.<\/li>\n
    20. Greenfield Howard. Neuro marketing: Unlocking the decision making process. \/ Howard Greenfield\u044e. -Neuro marketing an introduction, 2006. \u2013 90 p.<\/li>\n
    21. Neuromarketing Strategies for Highest Content Impact [\u042d\u043b\u0435\u043a\u0442\u0440\u043e\u043d\u043d\u044b\u0439 \u0440\u0435\u0441\u0443\u0440\u0441]. \u2013 \u0420\u0435\u0436\u0438\u043c \u0434\u043e\u0441\u0442\u0443\u043f\u0430: https:\/\/www.inc.com\/adam-heitzman\/4-neuromarketing-strategies-for-highest-content-impact.html<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[64],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/12719"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12719"}],"version-history":[{"count":4,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/12719\/revisions"}],"predecessor-version":[{"id":13115,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/12719\/revisions\/13115"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12719"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12719"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12719"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}