The Creation of Customer Decision-Making Interface by Using Neuromarketing Technologies

Student: Kapustina Varvara

Supervisor: Oxana Yuldasheva

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2018

Recent achievements in modern neuroscience in relation to economics and psychology allow to study: 1) how different brain functions can control consumer behavior; and 2) what determine decision-making processes.  The Master's dissertation is concerned with the use of neuromarketing technologies in consumer decision-making interfaces and decision-making mechanisms. The object of the dissertation is neuromarketing technologies of influence on consumer behavior. The subject of the work is creation of customer decision-making interface by using neuromarketing technologies. The purpose of the work is to analyze the possibility of using neuromarketing technologies in creation of customer decision-making interface.  Obtained data allowed to identify the opportunities of neuromarketing technologies for creation effective interfaces influenced on consumer decision-making. Besides, the algorithm for modernization of site was created in accordance with neuromarketing technologies. The results of the study can be applied in upgrading sites for businesses. Key words: neuromarketing, neuromarketing technologies, marketing, interface, decision making, consumer studies, consumer interfaces, сonsumer decision-making

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