O princípio da vulnerabilidade e as técnicas de neuromarketing: aprofundando o consumo como vontade irrefletida

Gilson Martins Mendonça; Sérgio Reis Coelho; Katya Kozicki

doi:10.5433/2178-8189.2014v18n1p135

The principle of vulnerability and neuromarketing techniques: deeper as consumption will unthinking

Authors

Gilson Martins Mendonça Professor da Universidade Estadual do Maranhão
Sérgio Reis Coelho Promotor de Justiça no Estado do Piauí
Katya Kozicki PUC/PR

DOI:

https://doi.org/10.5433/2178-8189.2014v18n1p135

Keywords:

Consumer Law – Vulnerability - Neuromarketing.

Abstract

This article is a reflection about neuromarketing and the impact of their techniques to deepen the vulnerability of the consumer. We depart from the principle that the Brazilian legislation is not yet equipped with devices able to protect the consumer when it will be on techniques that use knowledge of neuromarketing. It is argued that, similarly to what occurs in the field of advertising, are introduced in the Code of Consumer Protection legislation or devices apart on the matter, failing that the indiscriminate use of these techniques reflected negatively on their own vulnerability and intimacy consumer.

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Author Biographies

Gilson Martins Mendonça, Professor da Universidade Estadual do Maranhão

Doutor em Administração pela Escola Brasileira de Administração Pública e de Empresas da Fundação Getulio Vargas. Professor da Universidade Estadual do Maranhão

Sérgio Reis Coelho, Promotor de Justiça no Estado do Piauí

Doutorando em Direito Econômico e Social pela Pontifícia Universidade Católica do Paraná. Promotor de Justiça no Estado do Piauí

Katya Kozicki, PUC/PR

Doutora em Direito pela Universidade Federal de Santa Catarina. Professora do Programa de Pós-Graduação em Direito da PUC/PR

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Published

2014-07-31

How to Cite

Mendonça, G. M., Coelho, S. R., & Kozicki, K. (2014). The principle of vulnerability and neuromarketing techniques: deeper as consumption will unthinking. Scientia Iuris, 18(1), 135–152. https://doi.org/10.5433/2178-8189.2014v18n1p135

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Issue

Vol. 18 No. 1 (2014)

Section

Artigos

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