managementscienceУправленческие науки / Management SciencesManagement Sciences2304-022X2618-9941Financial University under The Government of Russian Federation10.26794/2304-022X-2018-8-4-77-83managementscience-178Research ArticleУПРАВЛЕНИЕ МАРКЕТИНГОМMARKETING MANAGEMENTВозможности и ограничения использования методов нейромаркетингаPerspectives and Limitations of Neuromarketing Research Methodshttps://orcid.org/0000-0002-9236-4930НеделькоА. Ю.NedelkoA. Yu.

Анастасия Юрьевна Неделько — аспирант, ассистент кафедры «Стратегический маркетинг» факультета бизнеса и менеджмента

Москва

 

Anastasia Yu. Nedelko — Associate Student, Assistant of the Department “Strategic Marketing”

Moscow

anedelko@hse.comНИУ Высшая школа экономикиРоссияNRU Higher School of EconomicsRussian Federation201824012019847783Copyright © Неделько А.Ю., 20192019Неделько А.Ю.Nedelko A.Y.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://managementscience.fa.ru/jour/article/view/178

В современном мире потребители перегружены рекламными сообщениями, и конкуренция среди рекламодателей становится более жесткой. Именно поэтому возникает потребность в разработке результативных маркетинговых сообщений, которые будут воздействовать на подсознание человека, побуждая его, например, к покупке продукта или услуги. В связи с этим появляется нейромаркетинг — исследовательский инструмент для измерения подсознательных реакций человека на маркетинговые стимулы. В данной работе критически проанализированы существующие методы нейромаркетинга, определены их преимущества и недостатки. В результате выделены следующие группы методов нейромаркетинга: методы, измеряющие метаболическую активность мозга; методы, измеряющие электрическую активность мозга; методы, измеряющие производные подсознательные реакции. Данные методы дают возможность оценивать такие подсознательные реакции, как уровень внимания и эмоциональной вовлеченности, активацию памяти и другие параметры восприятия. В то же время у нейромаркетинга есть и недостатки, среди которых можно выделить высокую стоимость, сложность поиска испытуемых и специалистов, а также негативное влияние лабораторных условий при проведении экспериментов. Эти недостатки необходимо учитывать при проведении исследований, нивелируя их с помощью традиционных методов.

In the modern world consumers are overwhelmed with advertising messages and competition among advertisers is becoming harder. That is why there is a need to develop effective marketing messages that will affect people subconsciousness. In this regard, neuromarketing appears as a research tool for measuring subconscious reactions to marketing incentives. In this paper existing methods of neuromarketing are analyzed critically, their advantages and disadvantages are critically determined. As a result, the following groups of neuromarketing methods are distinguished: methods that measure the metabolic brain activity; methods that measure electrical brain activity; methods that measure derivative subconscious reactions. These methods make it possible to evaluate subconscious reactions, such as level of attention and emotional engagement, memory activation and other perceptual metrics. At the same time, neuromarketing has its limitations such as high costs, difficulty of searching for subjects and specialists and also negative influence of laboratory conditions during the experiments. These shortcomings should be taken into consideration combining neuromarketing with traditional research methods.

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