How far neuromarketing can go ethically Literature review

How far neuromarketing can go ethically - lit review ExampleThe key source to win such intensive battle i.e. capturing target interviews attention was the use of highly targeted communication based on effective and thorough enquiry along with the integration of science (4imprint, 2010). Traditionally, marketers and advertisers utilised focus groups and interviews to gain insights regarding the needs and wants of the consumers. With such techniques/tools, the marketers were able to sympathize the mind of the consumers by gauging the responses which provided them with superiority in the marketplace. But with the changes in consumer-driven marketplace, organisations have started seeking out unsanded methods and ways to gather consumer opinions and reactions regarding a particular brand in the marketplace (4imprint, 2010). With the improvements in technology, and with increasing look into of the marketers, the result has been presented in the form of neuromarketing. Neuromarketing has been highly used and it has been estimated that the usage of neuromarketing will be increasing with the passage of time. It may sound futuristic, but with the advancement of technology in this new era, marketers have been provided with an opportunity to beleaguer into the minds of the consumers. Not only this, these new technologies allow the marketers to scientifically understand the needs and desires of the consumers. With the integration of thorough look into and science i.e. (technology), marketers and advertisers have gradually advanced their ability to exactly pinpoint the reasons and causes due to which people execute to purchase a product. In addition, such technologies have uncovered the response of brain to various advertisement and marketing tactics (4imprint, 2010). Technology that organisations once fantasised is now a reality which has constantly helped the giant organisations manage Campbells Soup and Pepsi to enhance their brand image along with the marketing of their products (4imprint, 2010). The concept of Neuromarketing came into existence almost a decade ago by an Atlanta Advertisement firm i.e. Bright house in June 2002, with a specific aim. The main aim of Neuromarketing was marketing research (Fisher et al., 2009). With the help of neuromarketing, the organisation was able to enhance its knowledge regarding the needs and desire of the customers along with the buying behavior of the consumers in the market. As Neuromarketing is a junto of neuroscience and marketing practices, it provides the organisation with perfect opportunity to understand, divine and eventually control human behavior. As indicated by Fisher et al. (2009) that the problem is based on the fact that such integration of sciences and research is quite undecipherable that is it only an academic field of research or business practices despite the advantages and benefits associated with neuromarketing through which organisations were able to predict human behavio r and eventually consumer behavior. Similarly, Murphy et al. (2008) that several neuromarketing companies claim that with the help of neuromarketing, the organisations would be able to in full understand the buying behavior of consumers but on the other hand, very little academics and scientific approaches substantiate such claims. The question that has risen is whether such neuromarketing is another trick of marketers and advertisers to manipulate the demands of the products or it is just a practice to