The effectiveness of the impact of neuromarketing techniques on consumer behavioral responses in the modern world

Currently, the market economy is characterized by a huge abundance of different types of products, most of which are similar, differing only in the company or organization that produces it. But, despite this, an increasing number of manufacturers are entering the market every day, providing new goods and services. As a result, all manufacturers have many questions about how exactly they can stay in this market and attract as many potential customers as possible to their products, making them buy the goods and services presented to them. Until recently, the solution of these issues was possible thanks to various marketing techniques, but in the modern world, they are less effective in comparison with neuromarketing techniques that allow influencing the behavioral reactions of consumers. The main difference between neuromarketing and marketing is its scientific validity, which is confirmed by reliable facts revealed using the following equipment: MRI, eye tracker, face reading, lie detector, electroencephalography and many other technical means. In this scientific article, a detailed analysis of neuromarketing methods of influencing consumer behavioral reactions will be made. For this purpose, a detailed study of medical devices, with the help of which the subjects are diagnosed, will be carried out, a detailed study of the channels of perception, which manufacturers of various goods are able to influence. When considering each of the given channels, vivid examples of the successful impact of neuromarketing techniques on the behavioral perception of potential consumers will be given.