Ethical Implications of Using Neuromarketing in Sustainable Finance

Neuromarketing explores the use of neuroscientific techniques to study and shape consumer behaviour. Through the analysis of brain activity, eye movements, and other physiological responses, companies can uncover valuable insights into consumer preferences that conventional marketing approaches may overlook. The objective of this research paper is to analyse neuromarketing with the aim of identifying ethical concerns that give rise to criticism in this field and propose strategies to address these concerns. The present study is undertaken in the format of a critical literature review. Following an analysis of the history, nomenclature, methodology, findings, and implications of neuromarketing for consumer research, this paper concludes with an overview of the primary ethical considerations. The study's results suggest that neuromarketing has significant promise for consumer research, as it effectively acquires more precise data and novel insights on human behaviour that were previously unachievable.