Neuromarketing: new possibilities in research of consumer behavior

In the article scientific schools and directions dealing with neuromarketing are grouped. The basic views are systematized in the nine directions prevailing in science. The breadth of the scope of the research subject of neuromarketing is shown. Its main features and key theses are singled out. The categorical apparatus and tools of neuromarketing research as a new branch of knowledge that emerged at the intersection of biology, medicine, economics, sociology and psychology were studied.