Neuromarketing: ethical dilemma and consumers’ perception.

This study aims at deepening the ethical debate surrounding the concept of neuromarketing and analyzes the consumers’ perception about neuromarketing, its techniques and companies that adopt its methodologies in their business processes. The analysis of the consumer's perspective, by encouraging the understanding of the main resistances remaining in the collective imagination, helps to identify possible initiatives that can be implemented by companies to overcome the perceptual constraint and give neuromarketing the meaning it really carries.