Using a convolutional neural network in the field of consumption psychology

Kochnev Alexander Alexandrovich

The article is devoted to the actual problem of using neural networks to predict consumer behavior and verify marketing strategies based on the psychology of consumption. The article is of a review nature. The purpose of the study is to systematize the available scientific results in the field of consumer behavior studied using convolutional neural network technology. The research methodology is based on a systematic approach and includes the methods of the general scientific group (analysis, synthesis, induction, deduction), as well as a number of special methods: content analysis of scientific literature on the research topic, the method of scientific systematization and theoretical generalization. The author of the study came to the following conclusions: traditional quantitative tools, such as logistic regression, used to model consumer behavior do not allow to take into account the maximum number of psychological strategies of consumer behavior. At the same time, connectionist models, such as continuous learning neural networks, allow for more natural modeling of consumer behavior.

Keywords:social psychology, consumer psychology, convolutional neural network, marketing, modeling.