vestreaВестник Российского экономического университета имени Г. В. ПлехановаVestnik of the Plekhanov Russian University of Economics2413-28292587-9251Plekhanov Russian University of Economics10.21686/2413-2829-2025-3-231-243vestrea-2311Research ArticleМАРКЕТИНГ,ЛОГИСТИКА, СФЕРА УСЛУГMARKETING, LOGISTICS, SERVICE SECTORНейромаркетинг в цифровой эпохе: состояние и перспективы развитияNeuromarketing in Digital Epoch: Situation and Propsects of DevelopmentВозияноваН. Ю.VoziyanovaN. Yu.

Наталья Юрьевна Возиянова доктор экономических наук, профессор, профессор кафедры маркетинга и торгового дела

283050, ДНР, Донецк, ул. Щорса, д. 31

Natalia Yu.Voziyanova Doctor of Economics, Professor, Professor of the Department of Marketing and Trade

31 Shchorsa Str., Donetsk, DPR, 283050

nagasadoo@yandex.comКаменеваН. В.KamenevaN. V.

Наталья Владимировна Каменева кандидат экономических наук, доцент кафедры таможенного дела и экспертизы товаров

283050, ДНР, Донецк, ул. Щорса, д. 31

Natalia V. Kameneva PhD, Associate Professor of the Department of Customs Affairs and Expert Examinations of Goods

31 Shchorsa Str., Donetsk, DPR, 283050

kameneva.n@bk.ruДонецкий национальный университет экономики и торговли имени Михаила Туган-БарановскогоРоссияDonetsk National University of Economics and Trade named after Mikhail Tugan-BaranovskyRussian Federation20251505202503231243Copyright © Возиянова Н.Ю., Каменева Н.В., 20252025Возиянова Н.Ю., Каменева Н.В.Voziyanova N.Y., Kameneva N.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vest.rea.ru/jour/article/view/2311

В статье представлен анализ концепции нейромаркетинга в контексте цифровой трансформации современного общества, приведены основные методы нейромаркетинговых исследований. Выполнен критический анализ литературных источников, посвященных проблемам и практическим приложениям нейромаркетинга, в частности, проанализирована эволюция данного понятия с момента его возникновения в 2002 г. Сформулировано авторское определение нейромаркетинга как деятельности, имеющей целью непосредственное воздействие на нейрофизиологические когнитивные процессы, связанные с принятием покупательских решений. Рассмотрены вопросы взаимосвязи сознательных, подсознательных и бессознательных процессов, лежащих в основе решений о покупках, а также этические аспекты нейромаркетинговых исследований и методов формирования покупательского поведения. К числу основных проблем нейромаркетинга относятся относительно высокие трудоемкость и стоимость использования наиболее эффективных методов исследований, ограниченные размеры выборок их участников. Выявлены возможности решения указанных проблем за счет расширения информационной базы нейромаркетинговых исследований, связанных с развитием на основе цифровых технологий Интернета вещей, социальных сетей, а также индустрии онлайн-игр. Дано определение геймификации нейромаркетинга как комплекса игровых методов и элементов, используемых в ходе исследования покупательского поведения и коммуникации с покупателем с целью повышения эффективности воздействия на принимаемые покупательские решения.

The article provides analysis of neuromarketing concept in the context of digital transformation of today’s society and presents key methods of neuromarketing research. Critical analysis of literature sources was carried out, in particular, evolution of this notion since the moment of its arising in 2002 was studied. The author defined neuromarketing as activity aimed at direct impact on neuro-physiological cognitive processes connected with customer decision-making. Issues of interaction of conscientious, sub-conscientious and non-conscientious processes were studied, which underlie decisions of purchases and ethic aspects of neuromarketing research and methods of shaping customer behavior. Key problems of neuromarketing include relatively high labour-intensity and cost of using the most effective methods of research, limited samples of their participants. The author identified possibilities of mentioned problems solution at the expense of digital technologies of Internet of things, social networks and industry of online-games. Gamification of neuromarketing was defined as a complex of game methods and elements used in investigating customer behavior and communications with customer in order to raise efficient impact on decisions made by customers.

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The authors declare that there are no conflicts of interest present.