FEATURES OF COGNITIVE MARKETING IN BEHAVIORAL ECONOMY

The article considers the prerequisites for the emergence of cognitive marketing on the border of economics and psychology. The main changes in approaches to entrepreneurship today are shown, for example, the production and sales cycle has become more personalized for the consumer, and this is reflected in the business processes of suppliers, manufacturers, intermediaries, customers and the behavior of direct consumers. It is shown that cognitive marketing, in contrast to traditional, does not involve only the analysis of existing needs of potential consumers, but focused on the formation of these needs through the spread of ideas of a certain lifestyle and consumption. That is, the demand for goods is a consequential effect of previously formed consumer behavior. The information on the differences in the concepts of traditional and cognitive marketing, in particular the emphasis is on the formation of value — the value of a product or service can be formed by the manufacturer or seller before the sale, not the consumer after using the product or service. The article outlines the scheme of the process of forming consumer consciousness by a company that implements elements of cognitive marketing. It consists of the following elements: providing information and knowledge to the consumer about a certain lifestyle and consumption; formation of new consumer needs; positioning the company through the prism of opportunities to meet new consumer needs. The classification of cognitive marketing tools is given. In the most general grouping of all of them can be divided into 2 groups: instrumental and socio-psychological. The peculiarities of some tools that can be used in the marketing activities of enterprises, in particular the research methodology ZMET, which belongs to the socio-psychological group, are considered. It has been proven that cognitive marketing is a relatively young, but extremely interesting and practically oriented science, the results of which can be used in the work of a large number of businesses to improve their efficiency.