Prospective Trends in Neuromarketing Tools of the Food Industry in View of Ukrainian Society Digitalization
The objective of this study was to explore theoretical and methodological provisions for implementation of neuromarketing tools within food companies to define the main needs and wishes of young people. The respondents were interviewed to analyze their emotional, rational and behavioral responses, which occur when they buy foodstuffs. The authors have developed the motivational model of effect of neuromarketing stimuli on the food industry and society. It was defined that as a result of society digitalization, the Ukrainian youth have emotional, rational and behavioral responses, which are different from those of the older consumer audience. Scientific novelty of the study results laid in development of a motivational model of applying neuromarketing stimuli for food companies’ effect on a society.
neuromarketing tools, society digitalization, motivational model, foodstuffs, neuromarketing stimuli, emotional, rational and behavioral responses, article
Zubko T. Prospective Trends in Neuromarketing Tools of the Food Industry in View of Ukrainian Society Digitalization / Tatiana Zubko, Iryna Kovshova, Oksana Sydorenko // International Journal of Recent Technology and Engineering. - 2019. - Vol. 8, Issue 3C. - P. 58-63.