NEUROTECHNOLOGIES: EVALUATION OF DEVELOPMENT PROSPECTS IN CHINA

The article analyzes the current state and development trends of neurotechnologies in China's marketing. In particular, the following issues are raised: the role of emotions in the decision-making process on the purchase by the Chinese people, the degree of rationality of these decisions, the public awareness of China about neurotechnologies, its attitude to the use of neurotechnologies in marketing by Chinese firms for commercial purposes, etc. The results of the study showed that the role of emotions in the decision-making process on the purchase by Chinese consumers is underestimated. The functioning mechanism of the developed marketing stimuli is not well received by Chinese consumers, which limits the effectiveness of the applied neurotechnologies while improving marketing stimuli. Awareness of neurotechnologies and neuromarketing among Chinese residents is still low, but their attitude to the use of these technologies for commercial purposes is quite positive. Statistical analysis shows that a positive attitude may be related to the degree of awareness of neurotechnologies. The author developed recommendations to overcome the problems that impede the development of neurotechnologies in China's marketing.