Neuromarketing via the web: Commercial performance in the face of ethical requirements

Abstract

In recent years, the world has seen a strong use of social networks in different fields such as politics, economy, sports, etc. This use has extended to marketing, the purpose of which is to make products visible. For his part, the consumer participates in the construction of the commercial image of the company on the basis of his experience with the products consumed. There are many marketing tools. Each company adopts its digital strategy according to its means. The objective of this contribution is to clarify some dimensions as well as the consequences of neuromarketing on consumer behavior based on research conducted by marketing and neuroscience experts while presenting suggestions to deal with opportunistic behaviors of companies. In principle, the integration of neuroscience in marketing has been the subject of fierce debate among marketing theorists. In previous work, researchers try to mobilize neurological tools to understand and influence consumer behavior. Neuromarketing as a discipline has been criticized by public opinion because of its ability to use psychological and nervous mechanisms to manipulate consumption habits, hence the need to think about framing neuromarketing practices and filling the legal void while taking into account the human dimension in the product marketing process.