Innovations in Science and Technologies 2-том 6-сан (2025) · 33-41-беттер
NEUROMARKETING APPLICATIONS IN CONSUMER DECISIONMAKING IN FASHION MARKETS
Alimkhodjayeva, Nargiza
Аннотация
In today’s data-driven era, neuromarketing techniques have emerged as an alternative solution within the landscape of fashion consumers. This article seeks to advance neuromarketing applications toward the emerging environment of fashion retail from the contexts of marketing, psychology, and behavioral economics, while also aiming to shed light on the emerging challenges of engaging today’s consumer. In proposing such a conceptual foundation, the authors argue that AHP-regression hybrid studies are particularly well-suited for iteratively evaluating, refining, and validating results, specifically in the form of decision-support models (e.g., hierarchical priority matrices). Furthermore, this analytical foundation is used to structure comparative studies in the fashion market, where best practices related to specific neuromarketing interventions are identified. This investigation delves deeper into the practical and theoretical aspects of using neurological data, particularly focusing on measuring preferences, stimulation-response patterns, and modeling purchase intention.
NeuromarketingConsumer Decision-MakingFashion MarketsAHP-Regression FoundationPredictive AnalysisNeural Data IntegrationBehavioral Insights
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