Neuromarketing: Exploring The Brain Of The Cons...

Neuroeconomics and neuromarketing: There are more subtle ways toimpact autonomy than direct brain manipulations, and these are wellwithin our grasp: Our thoughts can be manipulated indirectly: oldworries prompted by propaganda and subliminal advertising have takenon a renewed currency with the advent of neuroeconomics andneuromarketing (Spence, 2020). By better understanding how we processreward, how we make decisions more generally, and how we can bias orinfluence that process, we open the door to more effective externalindirect manipulations. Indeed, social psychology has been showing howsubtle alterations to our external environment can affect beliefs,moods, and behaviors. The precise threats posed by understanding theneural mechanisms of decision making have yet to be fully articulated(Stanton et al., 2017). Is neuromarketing being used merely to designproducts that satisfy our desires more fully or is it being used tomanipulate us? Depending on how you see it, it could be construed as agood or an evil. Does understanding the neural substrates of choiceand reward provide advertisers more effective tools than they hadmerely by using behavioral data, or just more costly ones? Doconsumers consequently have less autonomy? How can we compensate foror counteract these measures? These questions have yet to beadequately addressed.

Neuromarketing: Exploring the Brain of the Cons...

041b061a72