An approach to neuromarketing: Utility and ethical debate

Abstract

Neuromarketing has direct application in the field of marketing, particularly in theareas of market and communication research. This discipline is a tool of big potential forunderstanding the individual's behavior and decisions. Combined with traditional techniques,neuromarketing helps to obtain precise and more comprehensive results and if properly used,it helps the firms to give a better response to consumers' needs and wants. In this work, weapproach the concept of neuromarketing, its aims, techniques, and its applications. In addition,we review the ethical concerns about the use of methods from neuroscience in business.We complete the theoretical review with a survey to 50 consumers, a tasting test and an indepthinterview to an expert in this field.