ETHICS IN NEUROMARKETING: A LITERATURE REVIEW

Neuromarketing (the intersection of neuroscience and marketing) is a concept gaining increasing attention from both companies and researchers, due to its potential to provide insights into the decision-making process during purchases by analyzing brain responses. In this context, the study aims to analyze the concept of ethics in neuromarketing, identifying the key factors that shape this concept and exploring relevant solutions. This research is based on a semi-systematic literature review, following a stepwise methodological approach that included database selection, keyword-based search, inclusion and exclusion criteria, and thematic synthesis of results. This research reviews the existing literature on neuromarketing and ethics, identifying core themes to deepen in the search for solutions. Four ethical dilemmas are highlighted: consumer privacy, consumer consent, manipulation, and corporate integrity and transparency. Through this analysis, the study identifies the main actions researchers and marketers must undertake to ensure their work aligns with ethical principles. This paper contributes to the relatively limited research on ethics in neuromarketing and may serve as a reference for researchers interested in conducting studies with neuromarketing-specific techniques.