NEUROMARKETING: PSYCHOLOGICAL METHODS OF INFLUENCING THE BUYER.

The article explores the theoretical foundations and practical aspects of neuromarketing as an interdisciplinary field combining marketing, cognitive psychology, and neuroscience. Special attention is paid to unconscious mechanisms of perception, emotional formation, and consumer decision-making. The purpose of the study is to identify psychological methods of influencing consumers and assess their effectiveness in the modern market environment. The research methodology includes analysis of scientific sources, theoretical generalization, and interpretation of empirical findings. The results demonstrate that neuromarketing tools increase communication efficiency and strengthen brand positioning. Ethical aspects of neuromarketing application are also discussed.