Neuroethics in pharmaceutical neuromarketing: Applications and limitations

Neuromarketing integrates neuroscience, psychology, and marketing to investigate the neural and emotional mechanisms underlying consumer decision-making and behavior. In the pharmaceutical industry, decision-making among patients and healthcare professionals is complex and emotionally influenced. Herein, neuromarketing provides a data-driven approach to assess communication and perception toward a brand. In this context, a semi-systematic review of the literature was conducted by compiling selected studies published between January 2005 and January 2026 in major scientific databases (PubMed, Scopus, Web of Science, Google Scholar). This review highlights the scope, applications, and ethical implications of neuromarketing within the pharmaceutical domain. Findings indicate that neuromarketing helps clarify the cognitive and emotional drivers that influence preferences for pharmaceutical products and brand loyalty. Among the various neuromarketing tools, functional magnetic resonance imaging and electroencephalography provide neural insights into emotional responses and attention to marketing cues. Meanwhile, eye-tracking and galvanic skin response quantify visual focus and physiological arousal. These data facilitate evidence-based optimization of marketing strategies. However, various ethical challenges persist, including data privacy, small sample sizes, methodological variability, informed consent, and the risks of psychological manipulation. Thus, integrating neuroscientific data into marketing requires standardized methodologies and robust regulatory frameworks to ensure transparency and consumer protection.