OLENA V. SADCHENKO
Convergence of Neuromarketing Technologies in Modern Conditions of Economic Development
(original language – English)
https://doi.org/10.21272/mer.2021.93.09
During periods of socio-economic, innovative-ecological and political transformations, the social system may not perform its functions, which will lead to a disruption of the sustainable of public life. The economy of transformation is a part of the societal system that contributes to the change of the client himself and his needs and demands. These processes are manifested in ignoring generally recognized economic and environmental values, political, ideological, cultural and moral. The development of technologies in the past was usually determined over long periods by some one discovery or progress in one area, today with the development of digitalization, the universal introduction of information technologies in various spheres of life: services, production and economic activities, education, culture, etc. etc., there is a convergence of economics, management and marketing in a short time frame. This phenomenon is caused by the rapid development of information and communication technologies, microelectronics, microbiology, simulations, nanomanipulations, “strong” artificial intelligence in most countries of the world. We believe that the convergence of information technology, biotechnology, nanotechnology and cognitive science is especially significant. And in such modern convergent conditions, neuromarketing technologies are rapidly developing at a new level. The development and application of neuromarketing technologies deserve study so that there is no further ethical "shock" and coercion to buy at an unconscious level. Such technologies were used earlier in various fields of economic activity, in psychology and in solving other issues. Neuromarketing technologies are changing ideas about the environment: nature, man, mind. It is difficult to describe the results of such transformation processes, where all aspects of human life are subject to change.
Key words: neuromarketing, convergence, societal systems, information and communication technologies, biotechnology, cognition, innovation.
Placed in №3, 2021.
Affiliations: Olena V. Sadchenko, Dr. (Economics), professor, Head of Department of marketing & business administration at Odesa National Mechnikov University, Odesa; professor at University of Economics and Humanities, Poland, Bielsko-Biala
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