Neuromarketing and its impact on Russian business

Abstract

In the early stages of the development of psychology, scientists put forward the hypothesis that thinking does not depend only on the rational but predominantly occurs unconsciously. Thus, it was confirmed that people of the 21st century have a very individual attitude toward what they see: content, advertising, goods and services. In addition, each potential customer has a unique impression of the product and the brand. This opinion can be managed by improving the quality of products and services, influencing both conscious and unconscious, which ultimately contrib-utes to customer loyalty, mood and desire to buy goods more often. There is neuromarketing, a science at the intersection of two teachings, neurophysiology and marketing. With the help of neuromarketing research, businesses study a consumer's subconscious percep-tion of a product and adjust it if necessary, thereby improving customer response and increase sales and loyalty levels. The author is interested in studying the device of neuromarketing meth-ods, analyzing their examples, and predicting the adaptation of this innovative technology in the Russian Federation. The author focused on literature sources and interviews and studied the device of neuromarket-ing research and the instruments used to conduct experiments. The author also studied the resources required for adapting such technologies, touched upon the issue of labour and salaries, legal and ethical factors, the specifics of the Russian market of goods and services and the gradual adaptation of neuromarketing technologies by large Russian com-panies. The result of the study indicates a favourable factor for the development of neuromarketing technologies in Russia, its successful adaptation and considerable influential potential.