Topical issues of the use of psychological incentives in product sales

The article examines triggers, that are used in marketing to increase sales, as an effective tool influencing consumer behavior. The author analyzes an innovative section of marketing – trigger-marketing, which uses knowledge of human psychology and the ways of influencing emotions when offering goods and services. The article discusses the origins of the usage of triggers in marketing, the goals and the main rules of their usage, the relevance and the mechanism of action. The highlighted types of triggers were systematized according to the frequency of their usage. The results of the survey conducted by the author on the research topic were analyzed and presented. On the basis of the studied theoretical materials and sociological survey data, recommendations were given for improving trigger-marketing in order to increase the effectiveness of this modern strategy.