Ethics in Neuromarketing: Where Innovation Meets Responsibility

ABSTRACT: Neuromarketing, the intersection of neuroscience and marketing, offers transformative insights into consumer behavior by accessing subconscious responses to marketing stimuli. While this emerging field presents significant opportunities for businesses to enhance marketing strategies, it also introduces complex ethical challenges. This conceptual paper critically examines the ethical issues surrounding neuromarketing, including concerns about informed consent, data privacy, manipulation, transparency, and social equity. The paper aims to guide practitioners, researchers, and policymakers in promoting responsible innovation in neuromarketing. Ultimately, the study emphasizes the importance of aligning neuromarketing practices with core human rights and ethical standards to ensure its sustainable and equitable development.