文章基本信息

标题：New directions in the development of neuromarketing and behavioral economics
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作者：Andrey Plakhin ; Igor Semenets ; Ekaterina Ogorodnikova 等
期刊名称：MATEC Web of Conferences
电子版ISSN：2261-236X
出版年度：2018
卷号：184
DOI：10.1051/matecconf/201818404023
语种：English
出版社：EDP Sciences
摘要：The article substantiates the relevance of neuromarketing studies based on an understanding of the basic functional mechanisms of the consumer's nervous system. Such studies include high-precision hardware testing of unconscious human responses to audio-visual or any other stimulus. Neuromarketing is considered as a symbiosis of separate disciplines: psychology and psychophysiology, traditional marketing and economics, neurobiology, econometrics, etc. In the work comparison with traditional marketing researches on such parameters as: objectivity of an estimation of results received during researches is made; also effectiveness of application in practices was investigated; sample for the study is selected; cost of research and interpretation of results are determined. The foreign experience of using neuromarketing technologies and behavioural economics on the example of such organizations as Singapore Airlines, Nike, Starbucks, automotive companies, universities, etc. was studied. Comparison with the Russian level of development of innovative marketing is made. Recommendations are given on the introduction of neuromarketing in the Russian automotive industry using the example of AvtoVAZ. The efficiency and value of carrying out neuromarketing research in the enterprise and the possible economic effect are calculated. The main tasks of modern higher education are marked and innovations in the learning process are proposed.