Ethical and Un-Ethical Consideration(s) in the Realm of Neuromarketing

Abstract

Although neuromarketing presents marketers with great potential to gain insight into the neurological mechanisms that influence customer choices, it also brings up important ethical questions because it paves the way for unbridled manipulation of customers by providing unparalleled access to their mind. Thus, it is critical to discuss multi-facets of neuromarketing pertaining to its potential and limitations. This chapter delves into the challenges pertaining to policy implementation, limitations, and potential benefits of neuromarketing on individuals and society.