NEUROMARKETING AS A TOOL FOR ENHANCING CONSUMER LOYALTY IN THE KNOWLEDGE-INTENSIVE PRODUCT SECTOR

The article explores the use of neuromarketing as a tool for enhancing consumer loyalty in the knowledge-intensive product sector. The main neuromarketing methods, such as eye tracking, facial microexpression analysis (Face Reading), electroencephalography (EEG), and functional magnetic resonance imaging (fMRI), have been identified as key techniques that provide a deeper understanding of consumer behavior and decision-making in purchasing innovative products. The study analyzes contemporary scientific approaches to utilizing cognitive mechanisms in marketing strategies and assesses their impact on the formation of long-term consumer loyalty. The research is based on a comprehensive approach that includes an analysis of theoretical concepts of neuromarketing, empirical evaluation of marketing campaigns employing neuroscientific methods, as well as surveys and expert interviews with specialists in marketing and behavioral economics. Statistical analysis methods were applied to identify correlations between consumers’ cognitive perception of products and their level of trust in brands. The findings demonstrate that the application of neuromarketing tools improves the effectiveness of marketing communications, optimizes advertising materials, and facilitates the creation of personalized marketing strategies that account for deep cognitive and emotional consumer responses. It has been established that neuromarketing technologies allow companies to adapt their marketing strategies to the unique perceptions of innovative products, which is particularly important in the high-tech sector. The practical significance of the study lies in the potential use of the obtained results for developing effective consumer engagement strategies, increasing trust levels, and forming long-term competitive advantages for enterprises operating in the knowledge-intensive product sector. The study concludes that integrating neuromarketing approaches into marketing strategies is a promising development direction that can provide companies with significant competitive advantages and enhance the effectiveness of communication with target audiences.