Neuromarketing technologies as a factor of human modification: from consumer behaviour to cultural code

Neurotechnologies are considered as one of the likely areas where scientific progress can lead to modification of human beings and society. In this paper a brief overview of modern neuromarketing technologies is made, which gives a general idea of the existing vector of commercial use of neuroscience achievements. As a continuation of the trend, it is suggested to consider the findings of neurophysiologists in the field of studying cross-cultural differences at the level of brain activity patterns. Such works are still rare, and the authors are not aware of any examples of their commercial use. Nevertheless, it is now possible to speculate on the range of possible changes in society that may follow if the neurophysiology of cultural codes and culturally conditioned behaviour enters commercial use, similar to the current use of neurophysiological tools to analyse consumer behaviour.

Keywords: neuromarketing; neurotechnology; technological prediction; consumer behaviour; cross-cultural differences.