THE IMPACTS OF NEUROMARKETING ON THE CONSUMER’S VULNERABILITY

• Autor(a) principal: Zoratto, Mariele
• Data de Publicação: 2020
• Outros Autores: Efing, Antônio Carlos
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista da Faculdade Mineira de Direito (Online)
• Texto Completo: http://periodicos.pucminas.br/index.php/Direito/article/view/23552
• topic: Consumer Law; Neuromarketing; Vulnerability; Direito do Consumidor; Neuromarketing; Vulnerabilidade

The application of neuroscience to marketing research originated neuromarketing, which focus on understanding how the brain reacts to advertising. The objective of the paper is to clarify what neuromarketing is and to analyze its potentialities and limitations, in order to understand how it impacts on the consumer's vulnerability. Therefore, the deductive method and qualitative and exploratory research are adopted. The research results show that much of the critics are based on speculations that disregard the limitations of the technique. The results obtained by neuromarketing only indicate probabilities of behavior, as well as there is no scientific support to say that it allows any type of consumer control, be it their wishes or actions. However, it aggravates the informational imbalance of the consumption relationship, has a high potential for manipulation and encourages consumerism, which makes it an instrument to aggravate the vulnerability, which must be controlled and regulated in the scientific, ethical and legal contexts.