Neuromarketing e ética: até que ponto influenciar o consumidor é aceitável?

Abstract

This study analyzes the relationship between neuromarketing and ethics, investigating to what extent the influence exerted by companies on consumers can be considered acceptable. Neuromarketing integrates neuroscience and marketing to understand unconscious processes in purchasing decisions, raising ethical dilemmas related to privacy, manipulation, and consumer autonomy. The research addresses the main neuromarketing tools and emotional triggers that influence consumer behavior, as well as risks of exploiting vulnerable audiences and the absence of specific regulation. Methodologically, this is a quantitative and descriptive study, using descriptive statistics to analyze data collected through a structured questionnaire applied to consumers in Manaus, investigating how they perceive the ethical boundaries of neuromarketing strategies used by companies.