NEUROMARKETING IS A TOOL FOR INCREASING THE EFFICIENCY OF EXPERIENCE ECONOMY
Authors: SADCHENKO O.V. , ZALUBINSKA L.M. , KIRILINA M.A. 
Published: February 2021

Topicality. The use of modern marketing technologies, namely neuromarketing tools, in the field of the economy of experience in the context of sustainable development is relevant. Currently, all the methods of marketing research used are inextricably linked with market research, they are based on the formulation of questions - polls, interviews and their effectiveness is high. But in order to fully use marketing tools, it is necessary to obtain information about the subjective feelings of consumers. The classical model of consumer decision-making assumes that consumers act in a certain logical and thoughtful way, but there are many problems with correctly identifying marketing moves using different emotions experienced under the influence of any stimulus. Neuromarketing allows us to understand human nature and use it in solving market problems of the economy. Self-knowledge allows us to break free, to move away from stereotypes and the typical, standard view of the world around us, which does not allow certain biological conditions formed by human nature. The most important element is to explain what neuromarketing is - the use of neurology (psychology) to understand and analyze human behavior in market conditions. Marketers have the ability to connect directly with their audience and this starts with the appearance of the marketing assets. This is because your audience's brain responds positively to aesthetically pleasing stimuli. This includes email, print ads, web pages, social media posts, digital ads and more. Impression marketing is a type of human activity that complements and increases the value of the market in a highly competitive and saturated market, where its principles are the only possible way to ensure profitability and plus additional profitability of production, growth and development of the enterprise. Market orientation determines the main directions of economic activity and evaluates its results by the amount of final income. Therefore, in the economy of experience, neuromarketing is one of the tools to improve the efficiency of the economy. Aim and tasks. The purpose of the article is to determine in modern conditions the effectiveness of innovative marketing economics of experience, taking into account the use of tools and immersive technologies in all types of economic activity, emphasizing the environmental component. Research results. There is a need to expand marketing research with much more reliable and useful knowledge that allows you to make more effective business decisions. In this situation, you should use neuromarketing, which is the relationship between medical knowledge, management technology and marketing. Neuromarketing - a set of methods for studying customer behavior, influence on it and emotional and behavioral responses to this influence, which uses developments in the fields of marketing, cognitive psychology and neurophysiology. Neuromarketing is a modern and quite effective method of promoting goods (services) on the market as a result of consumer manipulation. It involves the use of methods of neurology, which allow to determine the characteristics of consumer behavior in response to various marketing incentives. The purpose of neuromarketing research as one of the tools to increase the efficiency of the experience economy in terms of sustainable development is to obtain objective information about personal consumer preferences without resorting to subjective data obtained by traditional marketing tools. Conclusion. The neuromarketing approach is based on studies of the psychology of consumer behavior, on the basis of which it can be concluded that all cognitive activity, including thinking and human emotions are based on the subconscious. In this case, the main task of marketers is to develop effective approaches that will manipulate the human subconscious, and hence consumer behavior in the market. The use of neuromarketing tools in the economics of experience is effective in terms of increasing sales and better understanding of the consumer, his tastes, preferences, but from an economic point of view is not always justified due to the high cost of these methods. Therefore, not every company can afford to conduct neuromarketing research. Such approaches are used mainly by large successful companies that can afford it. Although in today's market competition, the use of neuromarketing methods can provide significant advantages over competing companies. Each company seeks to attract as many consumers as possible, increase their loyalty, keep them for a long time, thereby increasing their sales and, consequently, profits.