Today’s market for products in any category is highly competitive and rapidly evolving, requiring companies to adopt new, more effective ways to advertise their products. Deep engagement with the consumer has become more critical with the growth of the consumption model (Kottursamy, 2021). As a result of this development, many companies have begun to turn to neuromarketing as a way to promote their products. This field studies the response of consumers’ brains to marketing moves to improve advertising strategies (Dooley, 2022). However, there are disputes about whether neuromarketing is a necessary measure or whether this technology is too unethical.
On the one hand, neuromarketing is helping many organizations shape the modern advertising landscape through a more detailed study of people’s behavior and reactions. By analyzing brain activity, eye movements, and other physiological responses, neuromarketers can determine which advertising elements are most attractive to consumers (Varma, 2022). Accordingly, they can adjust their messages so that they have a better impact on people’s subconscious. In this way, companies can create more memorable advertising that more effectively affects people and pushes them into a decision to buy a product.
On the other hand, many believe neuromarketing is unethical because it invades people’s privacy. Thus, different organizations can manipulate the desires of consumers and force them to buy unnecessary things (Isa et al., 2019). Companies should not be given access to information about the thoughts and feelings of potential customers without their explicit full consent. In addition, the use of this kind of information may be unethical due to the creation of the fact that people cannot remain alone with themselves even in thought (Luna-Nevarez, 2021). Neuromarketing is also not a sufficiently accurate method of measuring customers’ desires since a person’s thought processes can vary significantly, complicating interpretation and not leading to a result. Using this method has certain advantages, but companies must also consider the privacy component in which people demand privacy.
In conclusion, it is essential to say that the use of neuromarketing can provide valuable information about consumer behavior and improve advertising strategies. However, the use of such technologies should be restricted by law. Due to the substantial intrusion into people’s privacy, neuromarketing should be tightly regulated and not done without the full consent of consumers. In this way, it will be possible to achieve a positive impact of technology on the market for goods.
References
Kottursamy, K. (2021). A review on finding efficient approach to detect customer emotion analysis using deep learning analysis. Journal of Trends in Computer Science and Smart Technology, 3(2), 95-113. Web.
Isa, S. M., Mansor, A. A., & Razali, K. (2019). Ethics in neuromarketing and its implications on business to stay vigilant. KnE Social Sciences, 687-711. Web.
Luna-Nevarez, C. (2021). Neuromarketing, ethics, and regulation: An exploratory analysis of consumer opinions and sentiment on blogs and social media. Journal of Consumer Policy, 44(4), 559-583. Web.
Varma, D. (2022). Why neuromarketing is essential for creating impactful ads. Kantar. Web.
Dooley, R. (2022). Is neuromarketing ethical? Forbes. Web.