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Ethics In Neuromarketing: A Literature Review

Author

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  • Laszlo Alexandru GYORI

    (“George Emil Palade†University of Medicine, Pharmacy, Science and Technology, Targu Mures, Romania)

  • Manuela Rozalia GABOR

    (“George Emil Palade†University of Medicine, Pharmacy, Science and Technology, Targu Mures, Romania)

Abstract

Neuromarketing (the intersection of neuroscience and marketing) is a concept gaining increasing attention from both companies and researchers, due to its potential to provide insights into the decision-making process during purchases by analyzing brain responses. In this context, the study aims to analyze the concept of ethics in neuromarketing, identifying the key factors that shape this concept and exploring relevant solutions. This research is based on a semi-systematic literature review, following a stepwise methodological approach that included database selection, keyword-based search, inclusion and exclusion criteria, and thematic synthesis of results. This research reviews the existing literature on neuromarketing and ethics, identifying core themes to deepen in the search for solutions. Four ethical dilemmas are highlighted: consumer privacy, consumer consent, manipulation, and corporate integrity and transparency. Through this analysis, the study identifies the main actions researchers and marketers must undertake to ensure their work aligns with ethical principles. This paper contributes to the relatively limited research on ethics in neuromarketing and may serve as a reference for researchers interested in conducting studies with neuromarketing-specific techniques.

Suggested Citation

  • Laszlo Alexandru GYORI & Manuela Rozalia GABOR, 2025. "Ethics In Neuromarketing: A Literature Review," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(4), pages 40-51, December.
    • Handle: RePEc:rom:bemann:v:15:y:2025:i:4:p:40-51
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    References listed on IDEAS

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    1. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September.
    2. Yahia Mouammine & Hassan Azdimousa, 2023. "An overview of ethical issues in neuromarketing: Discussion and possible solutions," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 18(4), pages 29-47.
    3. Meyerding, Stephan G.H. & Mehlhose, Clara M., 2020. "Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)," Journal of Business Research, Elsevier, vol. 107(C), pages 172-185.
    4. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
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