Neuromarketing und lauterkeitsrechtlicher Verbraucherschutz

The presence of digital devices is becoming ubiquitous in the daily life of a growing part of society, thus opening up unprecedented possibilities in targeting consumers through advertising. The effect mechanisms of advertising on consumer decision-making are thereby drawn into the focus of attention beyond the advertising sector itself. In particular, there is a need for research in the field of Unfair Competition Law meant to set the boundaries for the licit approaching of consumers. The erosion of the classical advertising vehicles at the basis of the current standards calls for a further definition of the protected legal assets, as well as a critical confrontation of the current standards with findings from the field of consumer neuroscience, in order to identify a basis for the handling of technological progress. This fundamental and empirical legal research is subject of present book.