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Ethical Implications of Using Neuromarketing in Sustainable Finance
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Author(s): Azmee Zaheer (Chandigarh University, Mohali, India), Pawan Pant (Chandigarh University, Mohali, India), Kaushal Kishore Mishra (Chandigarh University, Mohali, India)and Pratibha Gupta (Chandigarh University, Mohali, India)
Copyright: 2026
Pages: 54
Source title:
Cyber Risk Management and AI Governance in the Digital Era
Source Author(s)/Editor(s): Calvin Nobles (University of Maryland Global Campus, USA), Kevin Richardson (Talladega College, USA), Quatavia McLester (Columbus State University, USA)and Darrell Norman Burrell (Marymount University, USA)
DOI: 10.4018/979-8-3373-9918-8.ch004
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Abstract
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.
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