NEUROMARKETING TECHNOLOGIES IN THE FORMATION OF COMPETITIVE ADVANTAGES IN THE JEWELLERY MARKET

Abstract

This article explores the role and significance of neuromarketing technologies in creating competitive advantages in the jewellery market, as well as their impact on consumer behaviour in the luxury segment. It has been established that purchasing decisions in this market are significantly influenced by subconscious, emotional, and cognitive processes that determine the perception of value, trust, and brand appeal. The study is based on the application of dual-process theory and the triune brain concept, which explain the interaction between intuitive and rational thinking in the decision-making process. The main tools of neuromarketing research are analysed, in particular electroencephalography, eye tracking, functional magnetic resonance imaging, and facial expression analysis. These methods make it possible to detect consumers’ hidden reactions, measure attention and emotional engagement, and assess the effectiveness of marketing stimuli. It has been established that their application contributes to improving advertising communication, product presentation, and customer experience in the jewellery industry. Particular attention is paid to the analysis of neuromarketing markers of trust in the luxury segment, such as visual identity, colour schemes, sensory elements, storytelling, and brand authenticity. The practical experience of leading international and Ukrainian jewellery brands has been examined, demonstrating the effectiveness of neuromarketing strategies in creating emotional connections and strengthening customer loyalty. It has been established that psychological triggers and cognitive biases, in particular emotional attachment and reward-based mechanisms, significantly influence consumer choice. The integration of cutting-edge technologies within the framework of Marketing 6.0, such as artificial intelligence, augmented reality, and big data, is also analysed. These technologies enable the creation of personalised interactions and increased consumer engagement. The research findings confirm that neuromarketing technologies allow companies to shift the focus from rational evaluation to emotional perception, thereby contributing to the formation of sustainable competitive advantages and long-term relationships with consumers in the jewellery market.