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Health, Food & Biotechnology

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Преимущества применения нейротехнологий в пищевой промышленности

https://doi.org/10.36107/hfb.2020.i1.s266

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Аннотация

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.

Об авторах

Н. С. Букреев
ООО «СЕНСОРИЛАБ»
Россия

Букреев Никита Сергеевич

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



Г. В. Парамонов
ООО «СЕНСОРИЛАБ»; ФГБОУ ВО «Московский государственный университет пищевых производств»
Россия

Парамонов Григорий Викторович 



В. А. Сумерин
ФГБОУ ВО «Московский государственный университет пищевых производств»
Россия

Сумерин Вячеслав Андреевич 



М. А. Шанк
Университет МГУ-ППИ в Шэньчжэне
Россия

Шанк Михаил Андреевич



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