Abstract

This paper explores the integrative application of neuromarketing techniques to promote healthier consumer choices by examining various neuroscientific methods, their efficacy, and the ethical challenges they pose. It highlights how advancements in neuroimaging and AI-driven tools enhance understanding of subconscious decision-making processes, enabling more effective and targeted interventions. The study also critically assesses ethical considerations, emphasizing the need for responsible practices that respect consumer autonomy and societal well-being. Ultimately, it advocates for ethically grounded neuromarketing strategies to foster sustainable, health-oriented consumer behavior in the evolving marketplace.