engleski

Neuromarketing

Marketing is a powerful tool that permeates all spheres of life, shaping the interests and values of humans. The beginning of the millennium gives marketing powerful new allies, which enable it to gain insight into consumer behavior and decision-making in a completely new way. It is mediated through achievements in neuroscience and technology, particularly in brain imaging techniques (fMRIs, PETs). This creates a new area of NEUROMARKETING, whose growth is as fast as it is controversial. Neuroscience and Neurotechnology enable the possibility of predicting, influencing and controlling human behavior. Although researching consumer behavior/decision-making is not a new concept, it becomes ethically questionable when that research is conducted in such a way that jeopardizes the autonomy and privacy of the subject. This power of prediction, influence, and control with the purpose of initiating and encouraging purchases for the benefit of a company or corporation and often against genuine customer needs, calls for a discussion on whether, when and how society should intervene and regulate the use of neuroscience for marketing purposes.

Marketing, neuromarketing, cognitive neuroscience, behavioural economics, neurotechnology

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