Neuromarketing as a Novel Form of Innovative Marketing in the Digital Era

Neuromarketing is growing rapidly in the market, influencing advertising, product design and development, and pricing, as well as enhancing communication between consumers and businesses more widely. In this research review, we examine the use of neuromarketing as an innovative method for achieving objective outcomes that indicate internal consumer behavior information. We'll cover cutting-edge neuromarketing techniques that enable businesses to examine the effects on consumer behavior, advertising, pricing, product distribution, and decision making. Neuromarketing utilizes neuroimaging technologies (fMRI, EEG, MEG, etc.) to control the activated areas of the brain and generates data that may appear to be inaccurate at first glance, raising doubts about their utility in marketing. However, upon closer examination, these data based on targeted studies demonstrate that they can unlock the consumer's hidden information and indirect correlations in order to evolve the consumer. Researchers are paying particular attention to emotions and unconscious processes using these cutting-edge imaging tools to map the brain areas engaged when exposed to marketing stimuli. At this point, we'll discuss the different ethical concerns that have arisen, including the invasion of consumer privacy and autonomy, among others. Finally, and based on the foregoing, we will conclude that we must proceed cautiously with the development of marketing via neuromarketing applications, bearing in mind not only profit and market development, but also the ethically correct application of tools to safeguard human ideals of liberty and individuality