Neuromarketing is an emerging field that will eventually take over how advertising works. However, is this a good thing for society or will companies be able to control our free will and force us to buy things? People today think they freely choose products without any external influence, but in reality they are unconsciously influenced by advertising and the environment around them. Companies want your money and will do anything to get it, including appealing to your deepest emotions to make you love that product. The question is, is it ethical for a company to do so. Neuromarketing is a science of advertising that uses different types of scans to see what appeals to the consumer's emotions and how they feel about a certain product. There are companies all over the world now trying to incorporate people's feelings about products into how they will sell them. The simplest example of how Apple sells its products. They focus on how their product makes you feel and how it can make you feel better instead of saying this is what the product does. This is the main emphasis on how neuromarketing works and appeals to the senses. When a company uses neuromarketing tools, such as brain scans, it is able to observe consumers' brains and see what kind of emotions they experience when they see a certain product or advertisement. They can then use it to market the product to the masses by appealing to their emotions and senses, but can this be harmful to consumers? First, the advertisement will make you feel positive emotions and things about their product. It basically tricks you into purchasing a product that you may not necessarily need. You can't force someone to buy something but... middle of paper... relatives. When in reality collagen is a very large molecule that could never be absorbed into the skin and simply remains on the skin until the collagen is washed away. The company realized that collagen had a positive emotional response in consumers, so they put it in their products to manipulate the consumer. If the consumer were simply educated, this product would fail because consumers know that there is no difference whether there is collagen or not. Neuromarketing is a new and emerging advertising field and can be helpful in moderation. Society cannot allow it to get to the point where advertisers force us to buy a product they don't necessarily need. People need to be educated about how companies advertise and what their products actually do in order to take over big business instead of big business taking over consumers.