Conclusion: Neuromarketing is a field that offers considerable potential for market research;
efficiently helping the match of consumer needs and provided goods and services.
Manipulation or violation of autonomy and privacy cannot be reached through the tools that
today’s neuroscience disposes of; therefore companies involved in this kind of research should
direct efforts towards the aim of making the large public aware of this. This includes measures
regarding updating their ethical codes with more specific and explicit sections related to
neuromarketing but, more importantly, efficiently informing the stakeholders about the
existence of such ethical codes and the commitment towards respecting them.