Нейроэкономика принятия решения о готовности платить на рынке шоколада

Вестник Московского университета. Серия 6: Экономика. 2024. Т. 59. № 2. С. 264–290.

Semenova D.

This study examines the concept of willingness to pay in the context of a neuroeconomic approach. As an additional factor influencing the consumer’s willingness to pay for food products, in particular chocolate, the author proposes to include a cognitive neuro-response, reflecting the activity of individual areas of the brain involved in making a decision about willingness to pay. This factor expands the list of potential predictors of consumer behavior, along with the personal characteristics of the individual, sensory and non-sensory characteristics of the product. Systematization of neuroeconomic research made it possible to identify contradictions in the empirical results of previous works and methodological gaps in terms of the neurometrics used. This determined the need to conduct a series of neuroeconomic experiments using electroencephalography to validate neurometrics reflecting the cognitive neuro-response of the consumer when determining the price for chocolate that he is willing to pay. The results obtained made it possible to empirically prove that assessing willingness to pay is a complex emotional-cognitive process that is reflected in the frontal zone of the brain, which can be useful for manufacturers and marketers of chocolate products to develop effective promotion strategies. The introduction of cognitive neuro-response into the model for assessing willingness to pay for chocolate demonstrated its statistical significance and made it possible to increase its explanatory power.

Keywords: нейроэкономика, experimental economics, willingness to pay, экспериментальная экономика, EEG, neuroeconomics, готовность платить, ЭЭГ

Publication based on the results of: The role of individual factors in the willingness to pay for food products (2024)