Neuromarketing e privacidade: O impacto da coleta não regulamentada de dados neurais na tomada de decisões de consumo

Abstract

This narrative review explores the importance of data privacy obtained through biomedical devices, which are increasingly used in marketing strategies. The integration of devices dedicated to the collection and storage of neural data into our daily lives is becoming more common, representing a significant advancement not only for neuroscience but also for the analysis and interpretation of human behavior. This has sparked the interest of various disciplines, including marketing, which use these studies to improve the accuracy of product offerings and commercialization. This knowledge about the functioning of the human brain has become fundamental for companies to better position themselves in their markets due to competition. However, as the use of these devices grows, equally relevant concerns arise regarding individuals’ privacy and the fate of the data generated by these devices in the near future. This narrative review aims to analyze how these data are collected, stored, and analyzed, as well as how privacy is maintained, highlighting their ethical implications and potential impact on the consumer decision-making process.