Neuroeconomics, informed consent, and decision-making

Introduction: The research analyzes the ethical implications of informed consent in the era of neuroeconomics, where neuroscience, artificial intelligence and neuromarketing converge. These disciplines make it possible to record and model neural processes associated with decision-making, risk and reward, raising questions about cognitive freedom and personal autonomy. Method: The study was developed under a hermeneutical qualitative approach, with the participation of seventy university students from various areas of economics, psychology, law, communication and engineering, selected through intentional sampling. Through semi-structured interviews and focus groups, their perceptions of technological influence, consent, and moral responsibility were explored. Results: The findings showed a partial awareness of the impact of intelligent systems on daily and academic decisions. The automatic acceptance of terms without critical reflection predominates, while autonomy is perceived as limited by digital dependence and technological convenience. Conclusions: Informed consent has become a formal practice lacking ethical analysis, which requires strengthening university education in neuroethics, cognitive rights, and critical thinking. Higher education must guarantee a culture of conscious decision and protect mental freedom against neurotechnological manipulation.