DEVELOPMENT OF NEUROMARKETING RESEARCH: THE ETHICAL AND LEGAL ASPECT

Abstract

Introduction. The article provides a comprehensive analysis of the concept of neuroethics and proves the direct dependence of the development of neuromarketing research on the ethical and legal regulation of this field. The problems of ethical and legal regulation of neu- romarketing research are systematized and described, as well as possible solutions are proposed. Materials and methods. The paper uses methods of collecting and processing secondary infor- mation: bibliographic analysis, the method of traditional (classical) analysis and formalized methods – content analysis, information and target analysis. Research results. A chronological sequence of the development of neuromarketing research directions has been formed: laboratory research, field experiments, data collection with the participation of real buyers, VR experi- ments, the use of neurogajets and neural interfaces. The limitations that arise in the implementa- tion of each of the directions are formulated. The fact of organic growth in the field of ethical and legal regulation is noted with the transition of the development of neuroscience to each sub- sequent level. The main problems of neuromarketing research, which lie in the field of ethics and law, are identified. Possible solutions are proposed. The experience of foreign countries has been studied and the global low level of formation of the ethical and legal framework of neuro- science has been proved. The main directions of the development of normative, regulatory and regulatory acts in the field of the studied issues are considered. Discussion and conclusion. The theoretical significance of this work lies in the systematization of the problems of ethical and legal regulation of neuromarketing research. The practical significance is expressed in the for- mulation of recommendations for the development of ways to solve the identified problems. The generalizations made and the recommendations proposed are important for understanding and accelerating the work of representatives of the scientific and business communities on issues of ethical and legal regulation in the field of neuromarketing research.