Neurophysiological Model of Consumer Behavior
The model of consumer behavior, presented by the author on the basis of human neurophysiology, is the latest development in the field of neuromarketing, offering marketers a mathematical apparatus for modeling the behavior of customers when choosing a product, their movement to purchase it, responding to barriers and incentives on the way to buying a product. It is based on the mathematical formalization of neurochemical processes that act in the human body when performing directed actions, such as buying a product. The model accurately describes such hitherto complex concepts as customer satisfaction, product attractiveness, using the concepts of neurophysiology and providing practicing marketers with the tools to measure them. The model has a wide application use. Using marketing methods of measurements created on the basis of the proposed model, marketers can directly measure the force of attraction of any product, brand, and lead its comparison with analogs, to test the impact on a purchaser of promotional materials, advertising campaigns, locations on the trading floor and design of POS-materials. Especially useful is the model for mapping consumer experience and purchase trajectories, which is paramount in the marketing of services. The closest analogue of the model is the development of Israeli-American psychologist Daniel Kahneman, one of the founders of behavioral Economics. However, the model proposed by the authors makes a qualitative transition from descriptive psychology of human behavior to computational psychology. The main conclusion of the article is that consumer behavior is completely modeled by neurophysiological dependencies. The proposed mathematical model of consumer behavior will be useful for marketers-analysts, specialists in sales, advertising and work with key customers.