Abstract:

The marketing area is constantly changing and new approaches are emerging to influence consumers. Understanding the consumer, getting a place in their minds and making it permanent is increasingly difficult due to its conscious consumer structure. Therefore, one of the most impressive developments in the world of marketing in recent periods occurs in the field of neuromarketing, which is considered the point of intersection between science and marketing. The ethical topic has been one of the topics that has been constantly discussed in different disciplines for years, not only in the field of marketing. However, the use of science to understand consumer behavior, the discovery of consumer’s decision-making mechanisms provides significant advantages from the company’s point of view, but it also brings some problems on the basis of privacy. This study, from the point of view of the marketing academics, contributes to the discussions that we think they have yet but are missing points, and because it is a very new topic, we present the ideas on the ethical issues that neuroscience will create in the framework of our current knowledge with a theoretical assessment. Despite the study and especially the critical behavior of neurologists on this subject, the academics in this field have been taken to evaluate the views of neuromarketing. With regard to the studies done so far, research has been done on how neuropathing is applied in advertising and marketing and what tools are used and their results have been shared. In the study "How Ethical is Neuromarketing?"Is it correct to use the techniques used in science for marketing purposes?"How reliable and consistent is the information obtained as a result of neuromarketing studies?", "What are the advantages that neuromarketing techniques will provide in the field of marketing?" They tried to find answers to their questions.

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