нейромаркетинг

This study aims to explore the role of neuromarketing technologies in enhancing trust and revitalizing Ukraine’s tourism sector amidst wartime challenges. It seeks to assess the potential of neuromarketing tools to overcome security-related barriers and boost the appeal of tourist destinations through emotional and subconscious consumer responses. The research focuses on leveraging sensory and emotional strategies to foster consumer confidence and promote tourism recovery in a post-war context.

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.

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.