A NEUROETHICAL FRAMEWORK FOR SUSTAINABLE CONSUMER COMMUNICATION

Abstract

The ethical conflict between persuasive effectiveness and cognitive manipulation in contemporary digital advertising contexts is examined in this thesis. The study examines how business strategies consistently take advantage of or respect human bounded rationality by integrating evolutionary psychology, neuropsychological models, and consumer neuroscience. The ultra-fast fashion model of SHEIN, which uses dark patterns and artificial scarcity to trigger subcortical reward mechanisms and automated impulse buying, and the heritage luxury strategy of LOEWE, which places a higher priority on long-term emotional loyalty, craftsmanship, and consumer autonomy, are contrasted in this study using a comparative case study methodology. A useful ethical neuromarketing campaign called "LOEWE: The Anatomy of Value" is created based on global deontological frameworks, namely the Neuromarketing Science & Business Association (NMSBA) recommendations.In order to combat consumer moral disengagement, this approach incorporates transparent ecological indicators and fair labor data into the choice architecture through a "Radical Traceability" interface. In the end, the study shows that consumer cognitive integrity and commercial sustainability are not mutually contradictory, creating a repeatable model for ethical, goal-driven strategic communication in highly digitalized marketplaces.