neuromarketing

Emotional Marketing: Features and Prospects of Applicationin the Conditions of War in Ukraine

The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.

Comparison of Predictive Validity of a Focus Group and Cognitive Marketing Methods

The article examines topicality and peculiarities of using neuromarketing methods. The potential of a focus group method and latest achievements in cognitive neuromarketing are described. Food tasting has been used to make a comparative evaluation of the predictive validity of a classic neuromarketing method — focus groups and up-to-date cognitive neuromarketing methods.