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NEUROMARKETING METHODS IN AGRICULTURAL RESEARCH *Ibizhanova A., Rustenova E., Bogdashkina I.
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Abstract

The objectives of the article are to provide an aggregated basic knowledge in the field of neuroeconomics, taking into account the applied methods as well as a literary overview of previous research in the context of agricultural economics. The article addresses all those interested in getting an overview of what neuroeconomics entails and how it is already being applied in agricultural research without any prior neuroscience background. The monographic method of research was used in this work. Research into consumer behavior is confronted with a multitude of challenges and special features. These become apparent in economic decision-making situations in which actual behavior deviates massively from rational explanatory models, such as the model of homo economicus, or when discrepancies are observed between statements made by individuals and their actions. With the help of this potentially expandable knowledge, it is possible to subtly influence individual purchasing decisions at the neural level and to predict consumer behavior at the market level. In agricultural economics, for example in the field of food marketing, neuroeconomics could contribute to more reflective purchasing decisions and thus counteract global health challenges such as obesity. To date, no research has been conducted into the extent to which neuroeconomics has already been applied in agricultural scientific research.

Keywords

neuromarketing research, neuromarketing, neuroeconomics, branding, food behavior, consumer behavior

Issue: 4-2022

About the Authors

*Ibizhanova Aizhan

Candidate of Economic Sciences, West Kazakhstan Agrarian and Technical University named after Zhangir Khan, Uralsk, Republic of Kazakhstan


E-mail: iaizhan@mail.ru

Rustenova Elvira

Candidate of Economic Sciences, Associate Professor, West Kazakhstan Agrarian and Technical University named after Zhangir Khan, Uralsk, Republic of Kazakhstan


E-mail: elvira02@mail.ru

Bogdashkina Irina

Candidate of Pedagogical Sciences, West Kazakhstan Agrarian-Technical University named after Zhangir Khan, Uralsk, Republic of Kazakhstan


E-mail: bogiv1@yandex.ru