Self-Determination and Implications of Mining the Brain
The final chapter seeks to round off the book by attending more closely to the social and ethical questions that emerged in previous chapters. It situates neuromarketing discourse as a form of public knowledge dissemination and creation fundamental to a surveillance society. The chapter begins with an account of how neuromarketing seeks to produce biovalue from consumer data, all of which are predicated on the act of instrumentalisation comprising implicit practices of dehumanisation. These acts, which are underpinned by algorithmic processes, have consequences for consumers in general but with especially problematic effects on vulnerable populations. The chapter concludes with a consideration of possible ways forward with regard to how the deployment of pervasive neurotechnologies into market research settings ought to be managed.