USE OF NEUROMARKETING TOOLS DURING THE PANDEMIC

Abstract

This work determines the current state of research and its results in the field of neuromarketing and artificial intelligence, the attitude and awareness of society to the concepts, results, advantages and disadvantages. It also proposes to form a system of principles for the security of society and opportunities to anticipate and prevent various catastrophic situations. The subject of research is the theoretical, methodological, and practical features of the use of neuromarketing tools during a pandemic. Methodology. Methods such as observation (to collect primary data), questionnaires (to determine the impact of various neuromarketing tools during a pandemic), analysis and synthesis (to substantiate practical recommendations), and graphics (for visual display) were used to solve the tasks set in the paper. Results. The article describes the basic concepts that formed the basis of neuromarketing research. In the paper the main stages of neuromarketing time-tracking are highlighted and described. The article is about the issues related to the special neuromarketing tools that marketers use to obtain relevant results in the course of research. Also, the main reasons for the use of specialized tools were revealed and the indicators, which the researchers will analyze in the formation of conclusions and recommendations for the customers, were determined. An example of the practical application of neuromarketing for the business is proposed. It is established that a well-developed brand, which is effectively used in the activities of a enterprise, can become its special intangible asset. Moreover, it can be the basis for expanding a loyal target audience and a tool to help the company survive the crisis. People want to experience emotions together with the company, to feel unity with its idea. Practical implications. Neuromarketing technologies in the pandemic are gaining popularity and are increasingly being used as a powerful tool to influence the behavior of the target audience. The result neuromarketing reflects the highest stage of development of research and development, the right choice, which makes invisible and gives a sense of interrelation of all parts of the investigated system. Value/originality. It has been proved that neuromarketing is an effective tool for carrying out activities during the pandemic. Practical aspects of the introduction of neuromarketing techniques into the work of enterprises during the pandemic have been proposed.