Mind-reading or neuroimaging in the cutting edge technology of marketing research

Abstract

This article discusses a new direction of marketing research – neuromarketing, which is used to find out the impressions of users from advertising, which is used instead of the classic questionnaire. Particular attention is paid to the technique used, which, unlike classical marketing, focuses on the sphere of consciousness; neuromarketing studies neurophysiological reactions of a person. On their basis, advertising content is formed – advertising can be more memorable, more liked, cause positive emotions