Ethics One of the potential opportunities offered by neuromarketing is the capability to look at patterns in brain activity and identify

(a) how the presence of different product attributes and variations of those attributes can help to predict what choices a consumer considers prior to their actually making those choices and

(b) how those attributes can be manipulated to influence other choices without the consumer realizing the impact that those changes are having on their choices. Do you believe that marketers should be able to use this type of knowledge to their advantage?

Would you have any personal qualms with doing so?