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The article analyzes the features of the development of marginalism and the emergence of a modern methodology for the analysis of economic processes in Ukrainian economic thought, starting with the development of the Kyiv scientific school headed by M. Bunge and ending with the works of prominent Ukrainian scientists E. Slutsky and M. Tugan-Baranovsky. These problems, considering their relevance for the present, are the subjects of modern scholars' researches, such as T. Hayday, I. Golovata, V. Kudlak, O. Kurbet, V. Nebrat, N. Suprun, Y. Ushchapovsky, V. Feshchenko and others.
The purpose of the article is to highlight the scientific contribution of Ukrainian economists of the last third of the 19th – beginning of the 20th centuries to the development of marginalism and Western European liberalism, to reveal the emergence of a new methodology of economic analysis based on the combination of ideas of classical political economy and marginal analysis, the historical school' principles with the European socio-reformism, and the use of functional analysis with economic and mathematical research tools.
Significant progress of the Ukrainian economic science in this period are the theoretical achievements of representatives of the Kyiv School of Political Economy. In the works of M. Bunge, D. Pikhno, R. Orzhentsky, and O. Bilimovych, the attention was focused on the development of the theory of value with the use of marginal analysis, the psychological foundations of the theory of value were supported, and the emphasis was placed on the social orientation of research. E. Slutsky's works «The Theory of Marginal Utility», and «On the Theory of Consumer Budget» reflected new approaches to understanding utility as an economic category, determined the value of market goods in terms of their usefulness and rarity, and initiated the study of market behavior and mechanisms of formation and stability of the consumer budget. In the context of the formation of the new methodology for economic analysis, the author reveals the priority and significance of the creation of the synthetic theory of value by M. Tugan-Baranovsky.
The article highlights the significant influence of Ukrainian scientists of the studied period on the development of world economic science and substantiates the necessity of further study of their scientific work.

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers' subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers' subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.