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@article{173859,
        author = {Dr Meenu Kumar and No Co Author and No and No},
        title = {Neuromarketing: A Comprehensive Analysis of Neurotechnological Tools, Consumer Decision-Making and its Ethical Implications},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {10},
        pages = {1775-1780},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=173859},
        abstract = {Neuromarketing is the blend of neuroscience and cognitive science to analyze the consumers brain activity and behavior in marketing that is beyond the traditional surveys. It utilizes advanced techniques such as fMRI, EEG, eye tracking, and biometrics in order to understand subconscious responses of consumers to marketing stimuli given by businesses organisation thus helping them to refine advertising, branding. Several studies have revealed that consumers neural activity is influenced by brand perception and product pricing significantly, impacting consumer decision-making. Neuromarketing tools are categorized into brain activity measurement, physiological response tracking, and behavioral analysis. Although the tools and techniques of neuromarketing enhance consumer engagement, the ethical concerns regarding manipulation, privacy, and informed consent are still a question. Regulatory bodies are working on guidelines to balance business advantages with consumer protection. As leading brands are adopting neuromarketing, its role in shaping marketing strategies continues to grow. The field presents opportunities for deeper consumer insights but necessitates responsible and ethical application to ensure transparency and trust.},
        keywords = {Neuro marketing, Tools, consumers, Ethics},
        month = {March},
        }