Customer experience optimization based on the cognitive marketing concept
The article discusses the features and key aspects of the cognitive marketing concept as a merger of two areas of science - cognitive psychology and marketing. It reflects the relevance of applying this concept in the framework of developing consumer experience, studying and optimizing consumers' perceptions of a company's product, their needs in a certain area (related to the company's product) and the company itself as a brand, as well as identifying moments or objects that are perceived by consumers in two ways. Besides, the article mentions the tools inherent in cognitive marketing and the opportunities it provides when studying and optimizing consumer experience. It describes the results of an empirical study of the study of consumer experience and suggestions for its optimization on the example of two companies operating in different markets, and a conclusion is drawn on the applicability and universality of the concept.