NEUROMARKETING TOOLS: ETHICAL SIDE OF INFLUENCE ON CONSUMER BEHAVIORAL REACTIONS

Abstract

Despite the growing popularity of neuromarketing, its use faces certain problems. First of all, consumers and society have concerns about the ethical component of neuromarketing and the possibility of its use to manipulate consumer behavior. In addition, both businesses and consumers do not always have complete information about the features of neuromarketing and the technologies it uses. Addressing these issues is essential to expanding the use of neuromarketing as a tool for improving business performance. Purpose of the study: analysis of the ethical aspects of neuromarketing and review of the main neuromarketing technologies from the point of view of assessing their advantages compared to traditional marketing tools. Method or methodology for carrying out work. During the research, systemic and situational types of analysis, data from expert assessments, and information from complex studies provided by neurolaboratories were used. The information base of the study was formed on the basis of publications on the topic of neuromarketing, presented in the RSCI and Scopus databases, as well as monographs relevant to the research topic. Results. We have proposed our own definition that reveals the essence of neuromarketing. The author's point of view has been formed on determining the degree of ethics of using neuromarketing tools when conducting comprehensive studies of consumer preferences. Information on key neurobiological methods used in neuromarketing research is systematized and their effectiveness in comparison with traditional marketing tools is clarified. Scope of application of the results: results obtained can be used when conducting research in the field of neuromarketing.

Keywords

• neuromarketing ethics
• consumer preferences
• neuromarketing research
• neuromarketing laboratories
• neurobiology in trade
• consumer behavioral reactions