جدلية البعد الأخلاقي في التسويق العصبي : مقاربة استطلاعية-تحليلية

Abstract EN

This research attempts to clarify whether or not neuromarketing overrides ethical rules.

It is based on an exploratory study conducted on a set of foreign academic research that dealt with this topic, examining opinions and trends, then analyzing them qualitatively to come up with an approach that enriches previous research in light of the complete absence of Arab studies in this domain.

The research concluded that neuromarketing enables the companies to improve products as individuals desire, adding to its power of influencing their attitudes more than traditional marketing does, except that there is no –so called buy button in the brain, meaning that neuromarketing does not inevitably affect consumer decisions.

Besides, it doesn’t pose any moral threat since it is used within the legal framework that guarantees the rights of all concerned parties.

This is by enacting strict laws that control the limits of its application.