APPLICATION OF NEUROMARKETING TECHNOLOGIES FOR STUDYING GENERATION Z CONSUMER BEHAVIOR IN THE DIGITAL ENVIRONMENT
Abstract
The article explores the possibilities of applying neuromarketing technologies to study the consumer behavior of Generation Z in the digital environment. The relevance of the study is determined by the transformation of traditional marketing approaches in the context of digitalization and the necessity for deeper understanding of unconscious mechanisms of consumer decision-making among Generation Z representatives. The study analyzes key neuromarketing methods, including electroencephalography (EEG), eye-tracking, facial micro-expression analysis, and biometric measurements, evaluating their effectiveness in the context of digital consumer research. The specific characteristics of Generation Z as a consumer cohort shaping a new paradigm of digital consumption are identified, with particular attention to their omnichannel behavior, preference for short-form content, and reliance on social commerce platforms. The global neuromarketing market, valued at approximately USD 1.7 billion in 2024 and projected to reach USD 3.5 billion by 2033, demonstrates growing demand for neuroscience-based consumer insights. Generation Z, comprising approximately two billion people globally with projected spending power reaching USD 12 trillion by 2030, represents a critical demographic for marketers seeking to understand subconscious decision-making processes in digital environments. The author proposes an original multimodal neuromarketing research model for analyzing Generation Z behavior in the digital space, integrating traditional neuroscience tools with AI-powered analytics. Recommendations for implementing neuromarketing technologies in marketing strategies targeting Generation Z are provided. The main barriers and prospects for the development of neuromarketing in Ukraine under conditions of digitalization are identified, along with ethical considerations regarding data privacy and informed consent in commercial neuromarketing applications. The research contributes to the theoretical foundation of digital consumer behavior analysis and offers practical implications for marketing practitioners.
References
Карпенко Л., Остапчук А. Нейромаркетингові технології управління поведінкою споживачів. Підприємництво та інновації. 2022. № 24. С. 34–37. DOI: https://doi.org/10.37320/2415-3583/24.5 (дата звернення: 09.02.2025).
Курбан С. Нейромаркетинг: історія, напрями та перспективи розвитку. Інтегровані комунікації. 2017. DOI: https://doi.org/10.28925/2524-2644.2017.3.3 (дата звернення: 10.02.2025).
Кухарська Н. О. Нейромаркетингові комунікації: принципи та інструменти впливу на поведінку споживачів. Економічний простір. 2024. № 196. С. 35–39. URL: https://economic-prostir.com.ua/wp-content/uploads/2025/01/196-35-39-kuharska.pdf (дата звернення: 10.02.2025).
Москаленко О., Зозульов О. Особливості нейромаркетингу та актуальність використання айтрекінгу при тестуванні веб-сторінок. Маркетинг в Україні. 2018. № 1 (106). С. 29–37. DOI: https://doi.org/10.20535/2307-5651.15.2018.132532 (дата звернення: 09.02.2025).
Споживацькі настрої українців у 2023–2024 роках. Inventure : вебсайт. 2024. URL: https://inventure.com.ua/uk/analytics/investments/spozhivacki-nastroyi-ukrayinciv-u-2023-2024-rokah (дата звернення: 09.02.2025).
Kantar Україна. Поведінка українців онлайн – дослідження 2024. Київ : Кантар, 2024. URL: https://ua-retail.com/2024/07/povedinka-ukrayintsiv-onlayn/ (дата звернення: 09.02.2025).
Adalarasu K., Begum K. G., Priyan M. V., Devendranath C., Sriram G. V. Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends. Journal of Retailing and Consumer Services. 2025. Vol. 84. Article 104175. DOI: https://doi.org/10.1016/j.jretconser.2024.104175 (дата звернення: 10.02.2025).
Alsharif A. H., Wang J., Isa S. M., Salleh N. Z. M., Alsharif M. H. The synergy of neuromarketing and artificial intelligence: A comprehensive literature review in the last decade. Future Business Journal. 2025. Vol. 11. Article 170. DOI: https://doi.org/10.1186/s43093-025-00591-x (дата звернення: 09.02.2025).
Bhardwaj S., Thapa S. B., Gandhi A. Advances in neuromarketing and improved understanding of consumer behaviour: analysing tool possibilities and research trends. Cogent Business & Management. 2024. Vol. 11. Article 2376773. DOI: https://doi.org/10.1080/23311975.2024.2376773 (дата звернення: 10.02.2025).
Devi R. S., Dineshbabu M. Decoding the consumer mind: Integrating neuromarketing principles into digital marketing strategies. SAGE Open. 2025. DOI: https://doi.org/10.1177/20438869251349226 (дата звернення: 09.02.2025).
Gupta R., Kapoor A. P., Verma H. V. Neuro-insights: a systematic review of neuromarketing perspectives across consumer buying stages. Frontiers in Neuroergonomics. 2025. Vol. 6. DOI: https://doi.org/10.3389/fnrgo.2025.1542847 (дата звернення: 10.02.2025).
NielsenIQ. Connecting with Gen Z: Marketing Insights for 2025. New York : NielsenIQ, 2025. URL: https://nielseniq.com/global/en/insights/analysis/2025/connecting-with-gen-z/ (дата звернення: 09.02.2025).
Salam K. N. et al. Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships. Golden Ratio of Mapping Idea and Literature Format. 2024. Vol. 4, Issue 1. DOI: https://doi.org/10.52970/grmilf.v4i1.351 (дата звернення: 09.02.2025).
Straits Research. Neuromarketing Market Size, Share & Growth Report by 2033. New York : Straits Research, 2025. URL: https://straitsresearch.com/report/neuromarketing-market (дата звернення: 10.02.2025).
Theocharis D., Tsekouropoulos G., Chatzigeorgiou C., Kokkinis G. Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk. Behavioral Sciences. 2025. Vol. 15, Issue 3. Article 371. DOI: https://doi.org/10.3390/bs15030371 (дата звернення: 10.02.2025).
Karpenko, L., & Ostapchuk, A. (2022). Neiromarketynhovi tekhnolohii upravlinnia povedinkoiu spozhyvachiv [Neuromarketing technologies for managing consumer behavior]. Pidpryiemnytstvo ta innovatsii, no. 24, pp. 34–37. DOI: https://doi.org/10.37320/2415-3583/24.5 (Accessed 9 February 2026).
Kurban, S. (2017). Neiromarketynh: istoriia, napriamy ta perspektyvy rozvytku [Neuromarketing: history, directions and prospects for development]. Intehrovani komunikatsii. DOI: https://doi.org/10.28925/2524-2644.2017.3.3 (Accessed 10 February 2026).
Kukharska, N. O. (2024). Neiromarketynhovi komunikatsii: pryntsypy ta instrumenty vplyvu na povedinku spozhyvachiv [Neuromarketing communications: principles and tools for influencing consumer behavior]. Ekonomichnyi prostir, no. 196, pp. 35–39. Available at: https://economic-prostir.com.ua/wp-content/uploads/2025/01/196-35-39-kuharska.pdf (Accessed 10 February 2026).
Moskalenko, O., & Zozulov, O. (2018). Osoblyvosti neiromarketynhu ta aktualnist vykorystannia aitrekinhu pry testuvanni veb-storinok [Peculiarities of neuromarketing and relevance of eye-tracking in website testing]. Marketynh v Ukraini, no. 1 (106), pp. 29–37. DOI: https://doi.org/10.20535/2307-5651.15.2018.132532 (Accessed 9 February 2026).
Spozhyvatski nastroi ukraintsiv u 2023–2024 rokakh [Consumer sentiment of Ukrainians in 2023–2024]. Inventure. 2024. Available at: https://inventure.com.ua/uk/analytics/investments/spozhivacki-nastroyi-ukrayinciv-u-2023-2024-rokah (Accessed 9 February 2026).
Kantar Ukraine (2024). Povedinka ukraintsiv onlain – doslidzhennia 2024 [Ukrainian online behavior – research 2024]. Kyiv: Kantar. Available at: https://ua-retail.com/2024/07/povedinka-ukrayintsiv-onlayn/ (Accessed 9 February 2026).
Adalarasu, K., Begum, K. G., Priyan, M. V., Devendranath, C., & Sriram, G. V. (2025). Neuro-signaling techniques in advertisement endorsements: Unveiling consumer responses and behavioral trends. Journal of Retailing and Consumer Services, vol. 84, article 104175. DOI: https://doi.org/10.1016/j.jretconser.2024.104175 (Accessed 10 February 2026).
Alsharif, A. H., Wang, J., Isa, S. M., Salleh, N. Z. M., & Alsharif, M. H. (2025). The synergy of neuromarketing and artificial intelligence: A comprehensive literature review in the last decade. Future Business Journal, vol. 11, article 170. DOI: https://doi.org/10.1186/s43093-025-00591-x (Accessed 9 February 2026).
Bhardwaj, S., Thapa, S. B., & Gandhi, A. (2024). Advances in neuromarketing and improved understanding of consumer behaviour: analysing tool possibilities and research trends. Cogent Business & Management, vol. 11, article 2376773. DOI: https://doi.org/10.1080/23311975.2024.2376773 (Accessed 10 February 2026).
Devi, R. S., & Dineshbabu, M. (2025). Decoding the consumer mind: Integrating neuromarketing principles into digital marketing strategies. SAGE Open. DOI: https://doi.org/10.1177/20438869251349226 (Accessed 9 February 2026).
Gupta, R., Kapoor, A. P., & Verma, H. V. (2025). Neuro-insights: a systematic review of neuromarketing perspectives across consumer buying stages. Frontiers in Neuroergonomics, vol. 6. DOI: https://doi.org/10.3389/fnrgo.2025.1542847 (Accessed 10 February 2026).
NielsenIQ (2025). Connecting with Gen Z: Marketing Insights for 2025. New York: NielsenIQ. Available at: https://nielseniq.com/global/en/insights/analysis/2025/connecting-with-gen-z/ (Accessed 9 February 2026)
Salam, K. N. et al. (2024). Gen-Z Marketing Strategies: Understanding Consumer Preferences and Building Sustainable Relationships. Golden Ratio of Mapping Idea and Literature Format, vol. 4, issue 1. DOI: https://doi.org/10.52970/grmilf.v4i1.351 (Accessed 9 February 2026).
Straits Research (2025). Neuromarketing Market Size, Share & Growth Report by 2033. New York: Straits Research. Available at: https://straitsresearch.com/report/neuromarketing-market (Accessed 10 February 2026)
Theocharis, D., Tsekouropoulos, G., Chatzigeorgiou, C., & Kokkinis, G. (2025). Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk. Behavioral Sciences, vol. 15, issue 3, article 371. DOI: https://doi.org/10.3390/bs15030371 (Accessed 10 February 2026).
Copyright (c) 2026 І.В. Олійник
This work is licensed under a Creative Commons Attribution 4.0 International License.
