THE USE OF NEUROMARKETING RESEARCH METHODS IN THE DIGITAL ECONOMY: A PATH FORWARD FOR EMERGING MARKETS

As the digital economy reshapes how businesses connect with consumers, traditional marketing tools are struggling to keep up with complex, datadriven environments. Neuromarketing—a blend of neuroscience, psychology, and marketing—emerges as a powerful alternative. By using tools like EEG, fMRI, and eye-tracking, marketers can access subconscious consumer responses and design more emotionally resonant, targeted campaigns. This paper explores the relevance of neuromarketing in digital ecosystems and evaluates its feasibility for countries like Uzbekistan, where marketing practices are rapidly evolving. The findings highlight not just the potential but also the challenges of introducing neuromarketing in developing markets.