The ethical dilemma of using neuromarketing to access the consumer brain: an interdisciplinary analysis

Abstract

Determining the subtle psychological drivers for being drawn to one brand rather than another becomes critical when consumer attention is a very limited commodity. This study will investigate the role of neuromarketing and eye-tracking technology in excavating unconscious consumer behavior. Through eliciting visual attention patterns of participants toward two restaurant brands- Dakshinayan and Kovallam- this study aimed to understand how design dimensions influence perception through age demographics. The treatment involved participants exposing them to both restaurants' logos. The parameters include dwell time, the amount of time the participants looked at the logo, and the first fixation time, which is how fast they noticed the logo. Younger participants engaged more with Kovallam due to its modern yet minimalist style. In comparison, older participants were more involved in Dakshinayan due to its traditional, more-designed perspectives. On a more statistically derived approach by paired t-tests, significant differences in first fixation times revealed that younger people were relatively more attracted toward Kovallam within this younger age group. On the other hand, it further gives insight into brand strategy and visual communication in the restaurant sector while also netting potential for neuromarketing in formulating age-appropriateness in branding. This study, however, also speaks of the ethics of neuromarketing, focusing on the issues of informed consent, manipulation, and transparency of data collection. The reality of eye-tracking does put one into the absolute truth of consumer preferences and, hence, should be executed with care and respect toward individual freedom. This study eventually leaves the reading of neuromarketing, when properly executed, as a bridge between what consumers say and what they subconsciously feel, leading marketers to design better and more inclusive strategies.