Due to the development of new technologies and new neuroscience findings, the desire to understand the brain of the consumer is increasing. Methods of neuromarketing can be used to identify the needs and wishes of consumers. The acquired information can then be applied to marketing, which helps to persuade, inform or influence current and also potential customers. The main aim of this article is to describe the consumer's decision-making process, present neuromarketing as a current trend in the field of marketing communications, and then discuss possible negative ethical aspects of neuromarketing.

Internal Grant Agency of FaME TBU [IGA/FaME/2016/009]