be used, or haven't even given consent in the first place. Some are even afraid that neuromarketers will have the ability to read a consumer's mind and put them at "risk of discrimination, stigmatization, and coercion." However, many industry associations across the world have taken measures to address the issue around privacy. For example, The Neuromarketing Science & Business Association has established general principles and ethical guidelines surrounding best practices for researchers to adhere to such as: Do not bring any kind of prejudice in research methodology, results and participants Do not take advantage of participants lack of awareness in the field Communicate what participants should expect during research (methodologies) Be honest with results Participant data should remain confidential Reveal data collection techniques to participants Do not coerce participants to join a research and allow them to leave when they want The above is not a full list of what researchers should abide by, but it mitigates the risk of researchers breaching a participant's privacy if they want their research to be academically recognized. Manipulation Jeff Chester, the executive director of the Center for Digital Democracy, claims that neuromarketing is "having an effect on individuals that individuals are not informed about." Further, he claims that though there has not historically been regulation on adult advertising due to adults having defense mechanisms to discern what is true and untrue, regulations should now be placed: "if the advertising is now purposely designed to bypass those rational defenses ... protecting advertising speech in the marketplace has to be questioned." Consumers' expectations and familiarity with repetitive behaviors will make the brain relax its vigilance, and subconsciously will run in products faster and more conveniently to speed up on finishing the process of shopping. This behavior will more easily bypass consumers' rationality. Similarly, subconscious marketing techniques will produce high emotions for fun-oriented luxury shopping, including excitement and self-confidence, self-aggressive awareness of consumption prevention, and naturally amplify the benefits of consumption. Advocates nonetheless argue that society benefits from neuromarketing innovations. German neurobiologist Kai-Markus Mueller promotes a neuromarketing variant, "neuropricing", that uses data from brain scans to help companies identify the highest prices consumers will pay. Müller says "everyone wins with this method", because brain-tested prices enable firms to increase profits, thus increasing prospects for survival during economic recession. Limitations Neuromarketing is not a replacement for traditional marketing methods but, rather, a field to be used alongside