NEUROMARKETING TECHNIQUES AND ETHICAL CHALLENGES: A NEUROECONOMIC PERSPECTIVE
NEUROMARKETING TECHNIQUES AND ETHICAL CHALLENGES: A NEUROECONOMIC PERSPECTIVE

Summary/Abstract: This research paper explores the evolution and application of neuromarketing as an interdisciplinary field that merges neuroscience with marketing to decode consumer behavior through direct observation of neurological processes. By employing advanced techniques such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking, neuromarketing enables a deeper and more objective understanding of how consumers react to advertising, product design, and branding at a subconscious level. The findings reveal how neural responses correlate with emotional and cognitive factors influencing purchasing decisions, offering actionable insights for marketers to design more effective, personalized campaigns. In doing so, neuromarketing significantly advances marketing efficacy and consumer engagement. However, its increasing influence also raises critical ethical questions concerning consumer privacy, informed consent, and potential psychological manipulation. This paper provides a comprehensive overview of neuromarketing's foundational principles, technological methodologies, and real-world applications while critically addressing the ethical challenges inherent in neuroscience-driven marketing practices

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