Нейроэкономика принятия решения о готовности платить на рынке шоколада

В данном исследовании рассматривается концепция готовности платить в контексте нейроэкономического подхода. В качестве дополнительного фактора, влияющего на готовность потребителя платить за пищевые продукты (в частности, шоколад), автор предлагает включить когнитивный нейро-отклик. Для этого автор сначала теоретически обосновывает необходимость включения дополнительного фактора в перечень потенциальных предикторов готовности платить и систематизирует нейроэкономические исследования с точки зрения применяемых нейрометрик и отдельных зон головного мозга, задействованных при принятии решения о готовности платить. Далее автор проводит серию нейроэкономических экспериментов с использованием электроэнцефалографии и эмпирически анализирует нейрометрики, которые играют значимую роль в принятии решений о готовности платить. Данные экспериментов далее используются автором для регрессионного и факторного анализов, чтобы оценить готовность потребителей платить за шоколад. Полученные результаты демонстрируют значимость когнитивного нейро-отклика и активности фронтальной зоны головного мозга в процессе принятия решения о готовности платить. Таким образом, основной вклад данного исследования заключается в улучшении понимания того, как мозговая активность может быть дополнительным фактором готовности платить, а также в демонстрации способа увеличения объясняющей способности модели оценки готовности платить за шоколад. Результаты данной работы могут быть полезны исследователям, практикам, производителям и маркетологам шоколадных продуктов, а также потребителям шоколада для разработки эффективных стратегий маркетинга и принятия осознанных решений о готовности платить.

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