O novo paradigma tecnológico e a utilização do neuromarketing como mecanismo estrutural da oferta dentro do comércio eletrônico e a consequente fragilização da tutela consumerista

Abstract

The article aims to address the main aspects of today's consumer society and the use of advertising offers based on targeted strategies and, consequently, harmful to the consumer's vulnerability. It analyzes, specifically, the changes that have occurred in society as a result of the expansion of consumer needs. In this sense, we seek to enter the study of platform capitalism and the subsequent evolution to a surveillance capitalism, which is characterized as a pernicious logic to the entire social body. Furthermore, it investigates how neuromarketing, as an expression of marketing, becomes a mechanism with potential damage to consumer protection. It is concluded that the use of neuromarketing in an undue manner ends up causing harmful consequences to the consumer: advertising and its manipulation capacity, increasing the informational imbalance and strengthening the artificial needs. Given this scenario, it is essential to regulate and impose limits on the use of neuromarketing in advertising strategies. The deductive and qualitative method was used, based on bibliographic and documentary research on the subject.