hfbHealth, Food & BiotechnologyHealth, Food & Biotechnology2712-7648РОСБИОТЕХ10.36107/hfb.2020.i1.s266hfb-59Research ArticleПИТАНИЕFOODПреимущества применения нейротехнологий в пищевой промышленностиAdvantages of Using Neurotechnologies in the Food IndustryБукреевН. С.BukreevN. S.

Букреев Никита Сергеевич

121205, город Москва, тер. Сколково инновационного центра,  Большой бульвар, дом 42, стр. 1, пом № 1474, рм № 6

Nikita S. Bukreev

ap. № 1474, bld. 1, 42, Bolshoy Blv,Ter. Skolkovo Innovation Center, Moscow, 121205

fox@sensorylab.ruПарамоновГ. В.Paramonov G. V.

Парамонов Григорий Викторович 

Grigory V. Paramonov

СумеринВ. А.SoumerinV. A.

Сумерин Вячеслав Андреевич 

Viatcheslav A. Soumerin

ШанкМ. А.ShankM. A.

Шанк Михаил Андреевич

Mikhail A. Shank

ООО «СЕНСОРИЛАБ»РоссияSensoriLab JSCRussian FederationООО «СЕНСОРИЛАБ»; ФГБОУ ВО «Московский государственный университет пищевых производств»РоссияSensoriLab JSC; Moscow State University of Food ProductionRussian FederationФГБОУ ВО «Московский государственный университет пищевых производств»РоссияMoscow State University of Food ProductionRussian FederationУниверситет МГУ-ППИ в ШэньчжэнеРоссияShenzhen MSU-BIT UniversityRussian Federation202008052021213448Copyright © Букреев Н.С., Парамонов Г.В., Сумерин В.А., Шанк М.А., 20212021Букреев Н.С., Парамонов Г.В., Сумерин В.А., Шанк М.А.Bukreev N.S., Paramonov  G.V., Soumerin V.A., Shank M.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.hfb-journal.ru/jour/article/view/59

Дается краткий перечень определений нейромаркетинга и прослеживаются ключевые изменения в определении. Проведен детальный разбор показателей роста интереса к нейромаркетинговым технологиям, как индикаторам потенциальных преимуществ в разрезе роста публикационной активности, роста интереса в использовании нейромаркетинговых технологий в бизнесе, а также увеличивающейся популярности направления. Приведен обзор работ, посвященных библиографическому анализу, мета-анализу работ в области нейромаркетинга как ключевого показателя роста востребованности направления. Рассматриваются основные «хайлайты» публикационной активности, а также динамическое увеличение роста публикаций по данным Google Scholar. Показаны в динамике осведомленность и отношение обывателей и бизнеса к нейротехнологиям и нейромаркетингу, а также их готовность к применению данных технологий. Освещается процесс роста интереса к нейромаркетингу со стороны бизнессообществ. Раскрыта основная сила консолидации нейромаркетинговых преимуществ. Показана аргументация исследовательского сообщества в пользу применения нейромаркетинговых техник. Перечислены основные стратегии работы компаний по выводу успешного «нового» продукта на рынок со статистическими данными. Перечислены основные преимущества технологий, потенциально увеличивающие шансы на успех нового продукта. Говорится о нейротехнологиях как об инструменте получения ценной маркетинговой информации в пищевой отрасли: от этапа разработки до этапа внедрения продукта. Перечислены основные области применения нейромаркетинговых технологий в бизнесе. Показаны особенности применения нейротехнологий в пищевой отрасли. Обозначены некоторые исследования в области сенсорного маркетинга, которые свидетельствуют о наличии косвенного влияния сенсорных стимулов на восприятие продукта. Обозначены основные ключевые преимущества нейромаркетинговых технологий, согласующиеся с последними достижениями нейромаркетинга, а также те преимущества, которые носят дискуссионный характер. Выделенные преимущества относятся как к технологии сбора данных, так и к процессу ее обработки, которая в том числе включает и потенциал технологии в массовом применении.

The article discusses the global growth in interest in neuromarketing from the first official neuromarketing study to the present day. A brief list of neuromarketing definitions in chronological sequence is given and key changes in the definition are traced. A detailed analysis of indicators of growing interest in neuromarketing technologies as indicators of potential advantages in terms of increasing publication activity, growing interest in using neuromarketing technologies in business, as well as increasing popularity of the direction is made. The review of works devoted to bibliographic analysis, meta-analysis of works in the field of neuromarketing as a key indicator of growth in demand for the direction is given. The main “highlights” of publishing activity are considered, as well as dynamic growth of publications according to Google Scholar data. Awareness and attitude of the general public and business to neurotechnologies and neuromarketing as well as their readiness to use these technologies are shown in dynamics. The process of growing interest in neuromarketing from business communities is highlighted. The main force of consolidation of neuromarketing advantages is revealed. The reasoning of the research community in favor of using neuromarketing techniques is shown. The main strategies of companies’ work to bring successful “new” product to the market with statistical data are listed. The main advantages of technologies potentially increasing the chances of success of a new product are listed. We speak about neurotechnologies as a tool for obtaining valuable marketing information in the food industry: from the stage of development to the stage of product implementation. The main areas of application of neuromarketing technologies in business are listed. The features of application of neurotechnologies in the food industry are shown. Some researches in the field of sensory marketing which testify to presence of indirect influence of sensory stimuli on perception of a product are designated. The main key advantages of neuromarketing technologies, which are consistent with the latest achievements in neuromarketing, as well as those advantages which are of discussion nature, are marked out. The advantages identified relate to both the data collection technology and its processing, which includes the potential of the technology in mass application.

нейротехнологиижизненный цикл продукции (ЖЦП)сенсорный анализсенсорный нейромаркетингпищевая промышленностьneurotechnologiesproduct life cycle (PLC)sensory analysissensory neuromarketingfood industryReferencesAmbler, T., Ioannides, A. & Rose, S. (2000). Brands on the brain: neuro-images of advertising. Business Strategy Review, 11(3), 17–30. https://doi.org/10.1111/1467-8616.00144Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the brain: neuro-images of advertising. Business Strategy Review, 11(3), 17–30. https://doi.org/10.1111/1467-8616.00144Ariely, D., & Berns, G. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/nrn2795Ariely, D., & Berns, G. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/nrn2795Ariely, D., & Berns, G.S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11, 284–292. https://doi.org/10.1038/nrn2795Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11, 284–292. https://doi.org/10.1038/nrn2795Berns, G. S., & Moore, S. E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22(1), 154–160. https://doi.org/10.1016/j.jcps.2011.05.001Berns, G. S. & Moore, S. E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22(1), 154–160. https://doi.org/10.1016/j.jcps.2011.05.001Boksem, M. A. S., & Smidts, A. (2015). Brain responses to movie trailers predict individual preferences for movies and their population-wide commercial success. Journal of Marketing Research, 52(4), 482–492. https://doi.org/10.1509/jmr.13.0572Boksem, M. A. S., & Smidts, A. (2015). Brain responses to movie trailers predict individual preferences for movies and their population-wide commercial success. Journal of Marketing Research, 52(4), 482–492. https://doi.org/10.1509/jmr.13.0572Burgos-Campero, A. A., & Vargas-Hernandez J.G. (2013). Analytical approach to neuromarketing as a business strategy. Procedia – Social and Behavioral Sciences, 99, 517–525. https://doi.org/10.1016/j.sbspro.2013.10.521Burgos-Campero, A. A. & Vargas-Hernandez J. G. (2013). Analytical approach to neuromarketing as a business strategy. Procedia – Social and Behavioral Sciences, 99, 517–525. https://doi.org/10.1016/j.sbspro.2013.10.521Camerer, C., Loewenstein, G. & Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of economic Literature, 43(1), 9–64. https://doi.org/10.1257/0022051053737843Camerer, C., Loewenstein, G. & Prelec, D. (2005). Neuroeconomics: How neuroscience can inform economics. Journal of economic Literature, 43(1), 9–64. https://doi.org/10.1257/0022051053737843Cheng, T. C. E., Lai, L. C. F., & Yeung, A. C. L. (2008). The driving forces of customer loyalty: A study of internet service providers in Hong Kong. International Journal of E-Business Research, 4(4), 26–42. https://doi.org/10.4018/jebr.2008100103Cheng, T. C. E., Lai, L. C. F., & Yeung, A .C. L. (2008). The driving forces of customer loyalty: a study of internet service providers in Hong Kong. International Journal of E-Business Research, 4(4), 26–42. https://doi.org/10.4018/jebr.2008100103Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Flumeri, G. Di, Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer behaviour through the eyes of Neurophysiological measures: State-of-the-art and future trends. Computational Intelligence and Neuroscience, Special Issue, 2019. https://doi.org/10.1155/2019/1976847Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Flumeri, G. Di, Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer behaviour through the eyes of Neurophysiological measures: State-of-the-art and future trends. Computational Intelligence and Neuroscience, Special Issue, 2019. https://doi.org/10.1155/2019/1976847Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S.-C., & Orzan, M. C. (2019). Attitude evaluation on using the neuromarketing approach in social media: Matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su11247094Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S.-C., & Orzan, M. C. (2019). Attitude evaluation on using the neuromarketing approach in social media: Matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su11247094de Oliveira, J. H. C., & de Giraldi, J. M. E. (2017). What is Neuromarketing? A proposal for a broader and more accurate definition. Global Business & Management Research, 9(2), 19-29.de Oliveira, J. H. C., & de Giraldi, J. M. E. (2017). What is Neuromarketing? A proposal for a broader and more accurate definition. Global Business & Management Research, 9(2), 19-29.Egermann, H. (2019). Creating a brand image through music: Understanding the Psychological mechanisms behind audio branding. In M. Grimshaw, M. Walther-Hansen, & M. Knakkergaard (Eds.), The Oxford Handbook of Sound and Imagination (vol. 2). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780190460242.013.29Egermann, H. (2019). Creating a brand image through music: Understanding the Psychological mechanisms behind audio branding. In M. Grimshaw, M. Walther-Hansen, & M. Knakkergaard (Eds.), The Oxford Handbook of Sound and Imagination (vol. 2). Oxford University Press. https://doi.org/10.1093/oxfordhb/9780190460242.013.29Falk, E., O’Donnell, M., Tompson, S., Gonzalez, R., Dal, Cin, S., & Strecher, V. (2016). Functional brain imaging predicts public health. Social Cognitive and Affective Neuroscience, 11(2), 204–214, https://doi.org/10.1093/scan/nsv108Falk, E., O’Donnell, M., Tompson, S., Gonzalez, R., Dal, Cin, S., & Strecher, V. (2016). Functional brain imaging predicts public health. Social Cognitive and Affective Neuroscience, 11(2), 204–214, https://doi.org/10.1093/scan/nsv108Gaillet, M., Sulmont-Rossé, C., Issanchou, S., Chabanet S., & Chambaron, S. (2013). Priming effects of an olfactory food cue on subsequent food-related behaviour.Food Quality and Preference, 30(2), 274–281. https://doi.org/10.1016/j.foodqual.2013.06.008Gaillet, M., Sulmont-Rossé, C., Issanchou, S., Chabanet S., & Chambaron, S. (2013). Priming effects of an olfactory food cue on subsequent food-related behaviour.Food Quality and Preference, 30(2), 274–281. https://doi.org/10.1016/j.foodqual.2013.06.008Gaillet-Torrent, M., Sulmont-Rossé, C., Issanchou, S., Chabanet, C., & Chambaron, S. (2014). Impact of a non-attentively perceived odour on subsequent food choices. Appetite, 76, 17–22. https://doi.org/10.1016/j.appet.2014.01.009Gaillet-Torrent, M., Sulmont-Rossé, C., Issanchou, S., Chabanet, C., & Chambaron, S. (2014). Impact of a non-attentively perceived odour on subsequent food choices. Appetite, 76, 17–22. https://doi.org/10.1016/j.appet.2014.01.009Gang, D.J., Lin, W., Qi, Z., & Yan, L.L. (2012). Neuromarketing: Marketing through Science. In Service Sciences, International Joint Conference on on Neural Networks (vol. 1, pp. 285–289). https://doi.org/10.1109/IJCSS.2012.65Gang, D.J., Lin, W., Qi, Z., & Yan, L.L. (2012). Neuromarketing: Marketing through Science. In Service Sciences, International Joint Conference on Neural Networks (vol. 1, pp. 285–289). https://doi.org/10.1109/IJCSS.2012.65Gkaintatzis, A., Lubbe, R., Karantinou, K., & Constantinides, E. (2019). Consumers’ cognitive, emotional and behavioral responses towards background music: An EEG study. In 15th International Conference on Web Information Systems and Technologies (pp. 314–318). SCITEPRESS. https://doi.org/10.5220/0008346603140318.Gkaintatzis, A., Lubbe, R., Karantinou, K., & Constantinides, E. (2019). Consumers’ cognitive, emotional and behavioral responses towards background music: An EEG study. In 15th International Conference on Web Information Systems and Technologies (pp. 314–318). SCITEPRESS. https://doi.org/10.5220/0008346603140318.Harzing, A.-W., & Alakangas, S. (2016). Google Scholar, Scopus and the Web of Science: A longitudinal and cross-disciplinary comparison. Scientometrics, 106, 787–804. https://doi.org/10.1007/s11192-015-1798-9Harzing, A.-W., & Alakangas, S. (2016). Google Scholar, Scopus and the Web of Science: A longitudinal and cross-disciplinary comparison. Scientometrics, 106, 787–804. https://doi.org/10.1007/s11192-015-1798-9Hedgcock, W., & Rao A.R. (2009). Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study. Journal of Marketing Research, 46(1), 1–13. https://doi.org/10.1509/jmkr.46.1.1Hedgcock, W., & Rao A.R. (2009). Trade-off aversion as an explanation for the attraction effect: A functional magnetic resonance imaging study. Journal of Marketing Research, 46(1), 1–13. https://doi.org/10.1509/jmkr.46.1.1Horska, E., Bercik, J., Krasnodebski, A., MatysikPejas, R., & Bakayova, H. (2016). Innovative approaches to examining consumer preferences when choosing wines. Agricultural Economics (Zemědělská Ekonomika), 62(3), 124–133. https://doi.org/10.17221/²90/2015-AGRICECONHorska, E., Bercik, J., Krasnodebski, A., MatysikPejas, R., & Bakayova, H. (2016). Innovative approaches to examining consumer preferences when choosing wines. Agricultural Economics (Zemědělská Ekonomika), 62(3), 124–133. https://doi.org/10.17221/²90/2015-AGRICECONHuang, J., & Wan, X. (2019). The color–flavor incongruency effect in product evaluation and brand perception. Journal of Consumer Behaviour, 18(6), 484–495. https://doi.org/10.1002/cb.1787Huang, J., & Wan, X. (2019). The color–flavor incongruency effect in product evaluation and brand perception. Journal of Consumer Behaviour, 18(6), 484–495. https://doi.org/10.1002/cb.1787Hubert, M., & Hubert, M. (2020). Consumer Neuroscience: Recent theoretical and methodological developments for research and practice using a cube model. Organizational Neuroethics (pp. 67–86). Springer. https://doi.org/10.1007/978-3-030-27177-0_6Hubert, M., & Hubert, M. (2020). Consumer Neuroscience: Recent theoretical and methodological developments for research and practice using a cube model. Organizational Neuroethics (pp. 67–86). Springer. https://doi.org/10.1007/978-3-030-27177-0_6Hubert, M., & Kenning, P. (2008) A Current overview of consumer Neuroscience. Journal of Consumer Behaviour, 7, 272–292. http://dx.doi.org/10.1002/cb.251Hubert, M., & Kenning, P. (2008) A Current overview of consumer Neuroscience. Journal of Consumer Behaviour, 7, 272–292. http://dx.doi.org/10.1002/cb.251Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Neuromarketing, 7(4-5). https://doi.org/10.1002/cb.251Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Neuromarketing, 7(4-5). https://doi.org/10.1002/cb.251Hubert, M. (2010). Does neuroeconomics give new impetus to economic and consumer research? Journal of Economic Psychology, 31(5), 812–817. https://doi.org/10.1016/j.joep.2010.03.009Hubert, M. (2010). Does neuroeconomics give new impetus to economic and consumer research? Journal of Economic Psychology, 31(5), 812–817. https://doi.org/10.1016/j.joep.2010.03.009Itti, L., & Koch, C. (2001). Computational modelling of visual attention. Nature reviews neuroscience, 2(3), 194–203. https://doi.org/10.1038/35058500Itti, L., & Koch, C. (2001). Computational modelling of visual attention. Nature reviews neuroscience, 2(3), 194–203. https://doi.org/10.1038/35058500Kemp, E. A., Williams, K., Min, D. J. , & Chen, H. (2019). Happy feelings: Examining music in the service environment. International Hospitality Review, 33(1), 5-15. https://doi.org/10.1108/IHR-10-2018-0019Kemp, E. A., Williams, K., Min, D. J. , & Chen, H. (2019). Happy feelings: Examining music in the service environment. International Hospitality Review, 33(1), 5-15. https://doi.org/10.1108/IHR-10-2018-0019Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience: An overview of an emerging discipline with implications for consumer policy. Journal Für Verbraucherschutz Und Lebensmittelsicherheit, 6(1), 111–125. https://doi.org/10.1007/s00003-010-0652-5Kenning, P., & Linzmajer, M. (2011). Consumer neuroscience: An overview of an emerging discipline with implications for consumer policy. Journal Für Verbraucherschutz Und Lebensmittelsicherheit, 6(1), 111–125. https://doi.org/10.1007/s00003-010-0652-5Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40(9), 3803-3812. https://doi.org/10.1016/j.eswa.2012.12.095Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40(9), 3803-3812. https://doi.org/10.1016/j.eswa.2012.12.095Knutson, B., Rick S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147–156. https://doi.org/10.1016/j.neuron.2006.11.010Knutson, B., Rick S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147–156. https://doi.org/10.1016/j.neuron.2006.11.010Kroeber-Riel, W. (1979). Activation research: Psychobiological approaches in consumer research. Journal of Consumer Research, 5(4), 240–250. https://doi.org/10.1086/208736Kroeber-Riel, W. (1979). Activation research: Psychobiological approaches in consumer research. Journal of Consumer Research, 5(4), 240–250. https://doi.org/10.1086/208736Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple “buy buttons” in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122–128. http://dx.doi.org/10.1016/j.neuroimage.2016.05.021Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple “buy buttons” in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122–128. http://dx.doi.org/10.1016/j.neuroimage.2016.05.021Kumar, H., & Singh, P. (2015). Neuromarketing: An Emerging tool of market research. International Journal of Engineering and Management Research, 5(6), 530–535.Kumar, H., & Singh, P. (2015). Neuromarketing: An Emerging tool of market research. International Journal of Engineering and Management Research, 5(6), 530–535.Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204. https://doi.org/10.1016/j.ijpsycho.2006.03.007Leenders, M. A. A. M., Smidts, A., & El Haji, A. (2019). Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer Services, 48, 270–280. https://doi.org/10.1016/j.jretconser.2016.05.007Leenders, M. A. A. M., Smidts, A., & El Haji, A. (2019). Ambient scent as a mood inducer in supermarkets: The role of scent intensity and time-pressure of shoppers. Journal of Retailing and Consumer Services, 48, 270–280. https://doi.org/10.1016/j.jretconser.2016.05.007Lieberman, M. D. (2007). Social cognitive neuroscience: a review of core processes. Annual Review of Psychology, 58, 259–289.Lieberman, M. D. (2007). Social cognitive neuroscience: a review of core processes. Annual Review of Psychology, 58, 259–289.Mannan, S. K., Kennard, C., & Husain, M. (2009). The role of visual salience in directing eye movements in visual object agnosia. Current biology, 19(6), R247–R248. https://doi.org/10.1016/j.cub.2009.02.020Mannan, S. K., Kennard, C., & Husain, M. (2009). The role of visual salience in directing eye movements in visual object agnosia. Current biology, 19(6), R247–R248. https://doi.org/10.1016/j.cub.2009.02.020McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44(2), 379–387. https://doi.org/10.1016/j.neuron.2004.09.019McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44(2), 379–387. https://doi.org/10.1016/j.neuron.2004.09.019Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (2012). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22(1), 67–74. https://doi.org/10.1016/j.jcps.2011.10.002Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (2012). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22(1), 67–74. https://doi.org/10.1016/j.jcps.2011.10.002Molchanov, N. N., Muravieva, O. S ., & Galai, N. I. (2019). Neurotechnologies: Assessment of development prospects in Russia. Vestnik Udmurtskogo universiteta. Seriya “Ekonomika i parvo” [Bulletin of the Udmurt University. Economics and Law Series], 2(29), 142–151.Molchanov, N. N., Muravieva, O. S ., & Galai, N. I. (2019). Neurotechnologies: Assessment of development prospects in Russia. Vestnik Udmurtskogo universiteta. Seriya “Ekonomika i parvo” [Bulletin of the Udmurt University. Economics and Law Series], 2(29), 142–151.Nilashi, M., Samad S., Ahmadi, N., Ahani, A., Abumalloh, R.A., Asadi, S., Abdullah, R., Othman, I., & Yadegaridehkordi, E. (2020). Neuromarketing: A review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23–31.Nilashi, M., Samad S., Ahmadi, N., Ahani, A., Abumalloh, R.A., Asadi, S., Abdullah, R., Othman, I., & Yadegaridehkordi, E. (2020). Neuromarketing: A review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23–31.Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4), 33–44. https://doi.org/10.2307/1252099Oliver, R. L. (1999). Whence consumer loyalty? Journal of marketing, 63(4), 33–44. https://doi.org/10.2307/1252099Ozkul, E., Boz, H., Bilgili, B., & Koc, E. (2019). What colour and light do in service atmospherics: A neuro-marketing perspective. In M. Volgger & D. Pfister (Eds.), Atmospheric turn in culture and tourism: Place, design and process impacts on customer behaviour, marketing and branding (vol. 16, pp. 223-244). Emerald Publishing Limited. https://doi.org/10.1108/S1871-317320190000016022Ozkul, E., Boz, H., Bilgili, B., & Koc, E. (2019). What colour and light do in service atmospherics: A neuro-marketing perspective. In M. Volgger & D. Pfister (Eds.), Atmospheric turn in culture and tourism: Place, design and process impacts on customer behaviour, marketing and branding (vol. 16, pp. 223-244). Emerald Publishing Limited. https://doi.org/10.1108/S1871-317320190000016022Plassmann, H., Kenning, P., Deppe, M., Kugel, H., & Schwindt, W. (2008). How choice ambiguity modulates activity in brain areas representing brand preference: Evidence from consumer neuroscience. Journal of Consumer Behaviour, 7(4–5), 360–367. https://doi.org/10.1002/cb.257Plassmann, H., Kenning, P., Deppe, M., Kugel, H., & Schwindt, W. (2008). How choice ambiguity modulates activity in brain areas representing brand preference: Evidence from consumer neuroscience. Journal of Consumer Behaviour, 7(4–5), 360–367. https://doi.org/10.1002/cb.257Plassmann, H., O’Doherty, J., Shiv, B., & Rangel A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. PNAS, 105(3), 1050–1054. https://doi.org/10.1073/pnas.0706929105Plassmann, H., O’Doherty, J., Shiv, B., & Rangel A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. PNAS, 105(3), 1050–1054. https://doi.org/10.1073/pnas.0706929105Plassmann, H., Ramsøy, T. Z. & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of consumer psychology, 22(1), 18–36. https://doi.org/10.1016/j.jcps.2011.11.010Plassmann, H., Ramsøy, T. Z. & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of consumer psychology, 22(1), 18–36. https://doi.org/10.1016/j.jcps.2011.11.010Plassmann, H., Venkatraman, V., Huettel, S. & Yoon, C. (2015). Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427–435. https://doi.org/10.1509/jmr.14.0048Plassmann, H., Venkatraman, V., Huettel, S. & Yoon, C. (2015). Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427–435. https://doi.org/10.1509/jmr.14.0048Proserpio, C., Invitti, C., Boesveldt, S., Pasqualinotto, L., Laureati, M., Cattaneo, C., & Pagliarini, E. (2019). Ambient odor exposure affects food intake and sensory specific appetite in obese women. Frontiers in Psychology, 10, 7. https://doi.org/10.3389/fpsyg.2019.00007Proserpio, C., Invitti, C., Boesveldt, S., Pasqualinotto, L., Laureati, M., Cattaneo, C., & Pagliarini, E. (2019). Ambient odor exposure affects food intake and sensory specific appetite in obese women. Frontiers in Psychology, 10, 7. https://doi.org/10.3389/fpsyg.2019.00007Riedl, R., Banker, R. D., Benbasat, I., Davis, F. D., Dennis, A. R., Dimoka, A., Gefen, D., Gupta, A., Ischebeck, A., Kenning, P., Müller-Putz, G., Pavlou, P. A., Straub, D. W., vom Brocke, J., & Weber, B. (2010). On the foundations of NeuroIS: Reflections on the Gmunden Retreat 2009. Communications of the Association for Information Systems, 27, 243–264. https://doi.org/10.17705/1CAIS.02715Riedl, R., Banker, R. D., Benbasat, I., Davis, F. D., Dennis, A. R., Dimoka, A., Gefen, D., Gupta, A., Ischebeck, A., Kenning, P., Müller-Putz, G., Pavlou, P. A., Straub, D. W., vom Brocke, J., & Weber, B. (2010). On the foundations of NeuroIS: Reflections on the Gmunden Retreat 2009. Communications of the Association for Information Systems, 27, 243–264. https://doi.org/10.17705/1CAIS.02715Salnikova, E., Baglione, S. L., & Stanton, J. L. (2019). To launch or not to launch: An empirical estimate of new food product success rate. Journal of Food Products Marketing, 25(7), 771–784.Salnikova, E., Baglione, S. L., & Stanton, J. L. (2019). To launch or not to launch: An empirical estimate of new food product success rate. Journal of Food Products Marketing, 25(7), 771–784.Schneider, T., & Woolgar, S. (2012). Technologies of ironic revelation: Enacting consumers in neuromarkets. Consumption Markets & Culture, 15(2), 169–189. https://doi.org/10.1080/10253866.2012.6Schneider, T., & Woolgar, S. (2012). Technologies of ironic revelation: Enacting consumers in neuromarkets. Consumption Markets & Culture, 15(2), 169–189. https://doi.org/10.1080/10253866.2012.6Shahriari, M., Feiz, D., Zarei, A., & Kashi, E. (2019). The meta-analysis of neuromarketing studies: Past, present and future. Neuroethics, 2019. https://doi.org/10.1007/s12152-019-09400-zShahriari, M., Feiz, D., Zarei, A., & Kashi, E. (2019). The meta-analysis of neuromarketing studies: Past, present and future. Neuroethics, 2019. https://doi.org/10.1007/s12152-019-09400-zShiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of consumer Research, 26(3), 278–292. https://doi.org/10.1086/209563Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision making. Journal of consumer Research, 26(3), 278–292. https://doi.org/10.1086/209563Shiv, B., Loewenstein, G., Bechara, A., Damasio, H., & Damasio, A.R. (2005). Investment behavior and the negative side of emotion. Psychological science, 16(6), 435–439. https://doi.org/10.1111/j.0956-7976.2005.01553.xShiv, B., Loewenstein, G., Bechara, A., Damasio, H., & Damasio, A.R. (2005). Investment behavior and the negative side of emotion. Psychological science, 16(6), 435–439. https://doi.org/10.1111/j.0956-7976.2005.01553.xSinger E. (2004). They know what you want – if neuromarketers can find the key to our consumer desires, will they be able to manipulate what we buy. New scientist, 183(2458), 36–37.Singer E. (2004). They know what you want – if neuromarketers can find the key to our consumer desires, will they be able to manipulate what we buy. New scientist, 183(2458), 36–37.Spence, C. (2020). On the ethics of neuromarketing and sensory marketing. In J. Martineau, E. Racine (Eds.), Organizational Neuroethics. Advances in Neuroethics (pp. 9-29). Springer.Spence, C. (2020). On the ethics of neuromarketing and sensory marketing. In J. Martineau, E. Racine (Eds.), Organizational Neuroethics. Advances in Neuroethics (pp. 9-29). Springer.Stasi, A., Songa, G., Mauri, M., Ciceri, A., Diotallevi, F., Nardone, G., & Russo, V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Research International, 108, 650–664. http://dx.doi.org/10.1016/j.foodres.2017.11.049Stasi, A., Songa, G., Mauri, M., Ciceri, A., Diotallevi, F., Nardone, G., & Russo, V. (2018). Neuromarketing empirical approaches and food choice: A systematic review. Food Research International, 108, 650–664. http://dx.doi.org/10.1016/j.foodres.2017.11.049Telpaz, A., Webb, R., & Levy, D.J. (2015). Using EEG to predict consumers’ future choices. Journal of Marketing Research, 52(4), 511–529. https://doi.org/10.1509/jmr.13.0564Telpaz, A., Webb, R., & Levy, D.J. (2015). Using EEG to predict consumers’ future choices. Journal of Marketing Research, 52(4), 511–529. https://doi.org/10.1509/jmr.13.0564Tiwari, S. (2020). Neuromarketing and Information Technology. CYBERNOMICS, 2(1), 21–24. https://www.cybernomics.in/index.php/cnm/article/view/188Tiwari, S. (2020). Neuromarketing and Information Technology. CYBERNOMICS, 2(1), 21–24. https://www.cybernomics.in/index.php/cnm/article/view/188Van Doorn, G., & Miloyan, B. (2018). The Pepsi paradox: A review. Food Quality and Preference, 65, 194–197. http://dx.doi.org/10.1016/j.foodqual.2017.11.007Van Doorn, G., & Miloyan, B. (2018). The Pepsi paradox: A review. Food Quality and Preference, 65, 194–197. http://dx.doi.org/10.1016/j.foodqual.2017.11.007Venkatraman, V., Dimoka, A., Pavlou, P.A., Vo, K., Hampton, W., Bollinger, B., Hershfield, H.E., Ishihara, M., & Winer, R.S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436–452. https://doi.org/10.1509/jmr.13.0593Venkatraman, V., Dimoka, A., Pavlou, P.A., Vo, K., Hampton, W., Bollinger, B., Hershfield, H.E., Ishihara, M., & Winer, R.S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436–452. https://doi.org/10.1509/jmr.13.0593Vlăsceanu, S. (2014). Neuromarketing and Neuroethics Procedia. Social and Behavioral Sciences, 127, 763–768. https://doi.org/10.1016/j.sbspro.2014.03.351Vlăsceanu, S. (2014). Neuromarketing and Neuroethics Procedia. Social and Behavioral Sciences, 127, 763–768. https://doi.org/10.1016/j.sbspro.2014.03.351Yağcı, M., İ., Kuhzady, S., Balık, Z., & Öztürk, L. (2018). In Search of consumer’s black box: A bibliometric analysis of Neuromarketing research. Tüketici ve Tüketim Araştırmaları Dergisi, 2018(1), 101–134.Yağcı, M., İ., Kuhzady, S., Balık, Z., & Öztürk, L. (2018). In Search of consumer’s black box: A bibliometric analysis of Neuromarketing research. Tüketici ve Tüketim Araştırmaları Dergisi, 2018(1), 101–134.Yang, Z. & Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799–822.Yang, Z. & Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799–822.

The authors declare that there are no conflicts of interest present.