At what point does persuasion become mind control?
Marketing has gone to extreme lengths to exploit human emotions using neuroengineering, often in ways that blur the line between persuasion and psychological manipulation.
Brain Imaging to Predict and Control Behavior
Coca-Cola has long been one of the biggest players in neuromarketing, using brain scans to analyze consumer emotions and brand perception.
It doubled down on emotional storytelling, focusing less on the actual taste and more on branding that triggers positive emotional memories (family gatherings, holidays, friendships).
It has tested ad concepts using EEG and fMRI to identify which
Studies have found that people’s brains react to branding before consciously processing it. Marketers use this data to design ads that bypass rational thought and go straight for emotional impact.
Scientists search for the exact neural responses that indicate someone is ready to make a purchase, allowing them to design experiences that lead straight to conversion.
Psychological Manipulation & Emotional Exploitation
Social media platforms (Facebook, TikTok, Instagram) use neuroengineering to create addictive reward loops, exploiting the brain’s dopamine system.
Limited-time offers trigger the fear of missing out (FOMO), activating the brain’s loss-aversion mechanisms.
Some ads use subconscious cues (like hidden images or words) that affect decisions without the consumer’s realizing it.
Microsoft assessed the effectiveness of 30 and 60-second TV ads compared to in-game ads on the Xbox platform by measuring brain activity, finding that in-game ads reinforced memorability. scenes trigger the most emotional engagement.
PayPal discovered through neuromarketing that promoting speed and convenience in their service was more emotionally appealing to consumers than emphasizing information security.
Advanced AI & Personalized Emotional Manipulation
Companies now analyze micro-expressions to see how people truly feel about products and ads.
AI tracks your every click, watch, and scroll, anticipating your emotional state to serve ads at your most vulnerable moments.
With AI-generated faces, voices, and personalized messages, brands can create emotionally charged, hyper-realistic experiences that feel personal even though they are artificially designed.
Neuromarketing in Political & Social Influence
Cambridge Analytica used psychographic profiling (based on social media activity) to target voters with emotionally charged political ads, altering opinions at a subconscious level.
Governments and corporations use neuro-fear tactics (e.g., terror threat alerts, crisis messaging) to influence public behavior.
Neuromarketing in Fear and Threat Perception
Using psychological triggers to make a race, religion, or group seem like a danger to society. Neuromarketing can heighten group loyalty by making outsiders seem inferior or threatening.
Repetitive exposure to fear-inducing imagery or messages that associate a group with violence or societal decline.
This raises serious ethical questions: Are you still making choices, or are corporations engineering your emotions for profit?
Neurorelay. “Companies That Publicly Turned to Neuromarketing Research.” Neurorelay, 27 Dec. 2012
Act-On. (2016, October 20). Neuromarketing: Using neuroscience to supercharge results. Act-On Software.
Brand Auditors. (2025, February 22). Neuroscience and marketing: The secrets of consumer behavior. Brand Auditors.
Kirk, Valerie. “Neuromarketing — Predicting Consumer Behavior to Drive Purchasing Decisions.” Harvard Division of Continuing Education, 31 May 2024,
Forbes Agency Council. (2023, July 13). Neuromarketing: The future of marketing strategy. Forbes.
Daugherty, Terry. “When Neuromarketing Crosses the Line.” Harvard Business Review, Jan. 2019