Нейромаркетинг у рекламі: огляд показників уваги, залучення та переконання

Advertising effectiveness depends on capturing attention, fostering engagement, and achieving persuasion. Neuromarketing uses neuroscientific tools to measure these constructs beyond traditional self-report methods affected by cognitive biases. This scoping review examines neuromarketing metrics in advertising research and their application across modalities. The review analyzed studies employing fMRI, EEG, ERPs, eye-tracking, pupillometry, facial coding, and autonomic indices. Attention was defined as selective resource allocation, engagement as cognitive-affective processing depth, and persuasion as behavioral intention change. Correlation and regression analyses were used to identify factors influencing interest in emerging marketing methods and their efficiency. Attention metrics included fixations, dwell time, scan-path entropy, and early ERP components (P200, N200, N400). Engagement indices encompassed neural engagement scores, frontal coherence, and inter-subject synchrony. Persuasion outcomes involved purchase intent, recall, attitude change, and brand-choice propensity. fMRI studies revealed reward-related activation in the nucleus accumbens and prefrontal cortex, while EEG alpha-band activity and P300 components reflected attentional and cognitive processing. Eye-tracking demonstrated visual attention patterns underlying consumer decisions. Interest in emerging marketing tools depends on prior performance dynamics, and the use of applied neuroscience methods positively influences client satisfaction with analytical services. Overall, evidence across modalities indicates parallel neural processes driving advertising effectiveness. Neuromarketing offers insights into subconscious consumer responses inaccessible through traditional measures. Future research requires methodological standardization and ethical frameworks for measuring involuntary responses.