Exploring Public Perceptions of Neuromarketing: Ethical Challenges in the Kazakhstani Context

Neuromarketing, situated at the intersection of neuroscience and marketing, presents new opportunities for examining the underlying mechanisms of consumer behavior, while also generating a wide range of ethical concerns. The purpose of the article is to conduct an empirical assessment of public perceptions and ethical risks associated with the use of neuromarketing in Kazakhstan, with an emphasis on issues of privacy, manipulation, informed consent and regulatory enforcement. The work employs a quantitative cross-sectional design, based on an online survey conducted using the principle of a “snowball” sampling approach in social networks and university newsletters. The study involved 211 respondents, primarily young and middle-aged individuals, with a predominance of urban residents and those with higher levels of education. The study revealed a low level of public awareness about neuromarketing (36%), while ethical concerns were expressed very clearly (84.4%), supporting the principle of transparency (76.3%), and 81.5% supported stricter regulation. Commercial applications were supported by only 42.2%, while social practices (healthcare, education) were approved. More than half of the respondents (61.6%) expressed unwillingness to participate in neuromarketing research personally. Gender differences turned out to be statistically insignificant, while age demonstrated a significant effect: older groups were more likely to support increased regulation. The data obtained confirm the high sensitivity of society and indicate the need for the development of national regulatory standards in the field of neuromarketing. Further investigation is advisable to be conducted on more representative samples using mixed methods for a deeper understanding of the dynamics of public perception.