Abstract
The article deals with perspectives and limitations of neuromarketing, which employs neuroscientific tools to understand consumer behavior. The concept of neuromarketing is strongly related to brain activities, understanding the consumers' subconscious mind, explaining consumers' preferences, motivations, and expectations, and predicting consumers' behavior. The purpose of neuromarketing is to provide unique information that cannot be obtained because of traditional marketing research. It is shown that despite the obvious practical usefulness of neuromarketing, there are serious limitations: complexity and ambiguity of interpretation of the results of using neuroscience tools for analysis of the consumer’s brain, that requires its complementary use with traditional marketing research. And ethical concerns that need to answer, first how to protect the privacy of consumers and provide them from manipulations.
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