Neurocognitive approach to generation Z research

The article is supposed to systemize the multitude of concepts of the generation Z as an object of neurocognitive researches. The author reviews of experimentally obtained data on the specificity of neural activity and cognitive processes of a human in the digital culture, formulates the fundamental principles of neurocognitive approach to the problem of generation Z, defines the basic concepts of the approach. Also the article differentiates meanings of such concepts as “Generation Z”, “Google Generation” and “iGeneration”.