Open AccessProspective Trends in Neuromarketing Tools of the Food Industry in View of Ukrainian Society Digitalization
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.c1010.1183c19
Subject(s) - neuromarketing , novelty , ukrainian , marketing , psychology , consumer neuroscience , advertising , business , public relations , political science , social psychology , neuroscience , linguistics , philosophy , cognition , working memory
The objective of this study was to explore theoretical and methodological provisions for implementation of neuromarketing tools within food companies to define the main needs and wishes of young people. The respondents were interviewed to analyze their emotional, rational and behavioral responses, which occur when they buy foodstuffs. The authors have developed the motivational model of effect of neuromarketing stimuli on the food industry and society. It was defined that as a result of society digitalization, the Ukrainian youth have emotional, rational and behavioral responses, which are different from those of the older consumer audience. Scientific novelty of the study results laid in development of a motivational model of applying neuromarketing stimuli for food companies’ effect on a society.