Received 11.11.2024, Revised 19.02.2025, Accepted 27.03.2025

Reserves for enhancing the effectiveness of neuromarketing research into consumer behaviour in brand development by enterprises

Oleksandr Shafalyuk, Anna Tashchenko, Oleksandr Shafalyuk

Improving the effectiveness of innovations in consumer behaviour research, including the scientific exploration of new phenomena influencing buyer choices through marketing stimuli based on objective data from neurobiological experiments, is gaining considerable importance – particularly in digital environments and with the use of artificial intelligence technologies. This article aimed to provide a critical analysis of the methodological foundations and potential applications of neurobiological tools in the practical marketing activities of food industry enterprises. Based on this analysis, the article offered proposals for improving neuromarketing research projects and enhancing their effectiveness. The study presented the results of integrated marketing research combining physiological process measurements with consumers’ self-assessed decision-making data during product selection tasks. These tasks were designed to assess consumer perception and the commercial potential of alternative packaging design concepts for a specific tea brand. An eye-tracking system was employed, with objectively recorded patterns compared against the results of a participant survey evaluating the packaging design concepts. The generalised findings indicated that categorical differences enabling effective differentiation of the unique value propositions of a brand – or, in their absence, price – were more influential in purchasing decisions than packaging design or informational content. The study identified opportunities for cost reduction and added value in the outcomes of neurobiological experiments by anticipating traditional pre-testing of hypotheses and draft materials, thereby improving research design and marketing decisions aimed at consumers. Promising directions for future research were identified and proposed, aimed at refining the methodology and design of neurobiological experiments in marketing. It is hoped that the study’s results will support both researchers and practitioners in identifying and realising reserves for enhancing marketing effectiveness, brand development, and business growth 

marketing; consumers; purchasing goods; brands; packaging; experiments
8-17
Shafalyuk, O., Tashchenko, A., & Shafalyuk, O. (2025). Reserves for enhancing the effectiveness of neuromarketing research into consumer behaviour in brand development by enterprises. Innovation and Sustainability, 5(1), 8-17. https://doi.org/10.63341/vis/1.2025.08

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