ИСТИНА

In recent years, there is a growing interest of academics and practitioners in using neuromarketing as a system of new promising methods for identifying consumer insights, determining consumer response and formation of consumer preferences. The paper aims to unveil the prospects neuromarketing tools as a means to measure the impact of audiovisual content and thus to find ways to improve audiovisual commercials in FMCG sector. Drawing from literature on neuromarketing, this study identifies criteria of commercial performance as a catalyst for the decision making process.