NEUROTECHNOLOGYIN THE ADVERTISING INDUSTRY: HISTORICAL AND APPLIED ASPECTS
Journal Title: Молодий вчений - Year 2018, Vol 3, Issue 55
Abstract
In the article the features of use of neuromarketing technologies in advertising are investigated. There is a focusing on studying the genesis of the concepts of "neurology", "neurotechnology". The theoretical and applied aspects of the formation and development of neuroscience in the world are described. The main types of neurotechnology are analyzed: marketing researches with the definition of brain reactions, aroma marketing, color psychology. The issues of ethics of using neuromarketing with brands and retail chains in the scientific reception are considered. A number of scientific approaches to understand the essence and structure of neurotechnologies in advertising are systematized.
Authors and Affiliations
N. D. Sanakoyeva, S. H. Kushch
Keywords
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