Neuromarketing – The Physiology of Advertising

The book offers a new perspective on consumer behavior from the perspective of satisfying the primary biological needs of a person. The author explains how advertising, prepared taking into account the peculiarities of information perception by sensory systems and containing signals that activate these needs, can influence a person's purchasing preferences. The theoretical and empirical foundations of neuromarketing are revealed. The misconception about the "reptilian brain" making decisions is debunked.

The book is based on the results of scientific research by domestic and foreign specialists in the field of psychology, neurophysiology and marketing, as well as the developments of the employees of the neuromarketing laboratory of the Belgorod State National Research University, which is among the TOP-20 Russian universities.

The publication is intended for marketers and entrepreneurs interested in increasing the effectiveness of advertising activities. And also for students of economic fields of study and a wide range of readers interested in the problems of human behavior and the creation of advertising creatives.

Заведующий кафедрой менеджмента и маркетинга, руководитель международного центра симуляционного обучения и научных исследований в области нейромаркетинговых технологий Белгородского государственного национального исследовательского университета.
• Доктор экономических наук, кандидат социологических наук.
• Лектор Российского общества «Знание».
• Практическая специализация в маркетинге: стратегическое маркетинговое планирование, маркетинговые исследования, маркетинговые коммуникации.