"As we have seen, the kinds of neuroprosthetic devices that are utilized by a growing segment of the population for the treatment of medical conditions or for purposes of human enhancement constitute powerful new tools that can conceivably be used for the two key neuromarketing tasks of gathering data about the ways in which potential consumers' cognitive processes react to particular stimuli and delivering stimuli that can influence consumers' behavior in a desired fashion. While general questions have already been posed by ethicists and others regarding the use of neuroprosthetic devices to gather information about the cognitive activity of their human hosts - either surreptitiously or with the hosts' consent - and to influence the hosts' behavior" - Matthew E. Gladden, 9th Annual Conference of the EuroMed Academy of Business , Institute of Computer Science, Policy Academy of Sciences (IPI PAN), Warsaw, Poland
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