ABSTRACT
The paper explores the place and position of consumer neuroscience in marketing management while it points out its role in understanding consumer behavior. We clarify the main difficulties and obstacles of full use of neuroscience in marketing, comparing the traditional and modern approach to consumer persuasion models both with and without using consumer neuroscience methods. Finally, the paper points to the new possibilities of market research and underlines the growing need for their implementation in the form of innovative research solutions that can be used in different economic sectors (retail and services), too. These devices allow exploring the contentment (emotions, visual attention), but also the environmental factors acting not only with the awareness of the respondent (research vest), but even without his full knowledge (smart kiosks). The interpretation of the obtained data provides businesses new opportunities how to do more effective decisions in making management.
