NEUROMARKETING TECHNOLOGIES IN THE FORMATION OF A COGNITIVE MODEL OF CONSUMER BEHAVIOR

The article researched approaches to the interpretation of the concept of "neuromar-keting", analyzed the essence, content of the studied concept, methods and technol-ogies of neuromarketing. The place of neu-romarketing in the system of enterprise management strategies has been deter-mined. A cognitive model of consumer be-havior using neuromarketing has been de-veloped and methods for controlling the decision to buy have been proposed. The main stages of consumer behavior control strategy formation using neuromarketing are proposed. Methods of forming a cogni-tive map of a consumer using a positive emotional connection with the consumption of a product or contact with it were investi-gated. The principles of using neuromarket-ing to form a cognitive map of the consum-er have been developed.