On the question of the content of neuromarketing in modern research

The development of interdisciplinary research and the development of the concept of behavioral economics contributed to the emergence and development of neuromarketing. The purpose of the study is to analyze the essence of neuromarketing and its mechanism. The article presents various approaches to the analysis of neuromarketing, focusing on the fact that neuromarketing is a system for analyzing and forming a model of consumer behavior, allowing one to study the cognitive and emotional side of economic decision-making. Neuromarketing is a promising area of research within the framework of marketing and behavioral economics, neuroeconomics and neurobiology. One of the significant areas of research is the ethical problems of using neuromarketing research and the problem of manipulating consumer consciousness.