Goncalves, Marcus; Dangelo, Debra - In: Administrative Sciences : open access journal 15 (2025) 10, pp. 1-30
This study investigates how neuromarketing practices intersect with consumer privacy regulation in California, with particular attention to the 2024 Senate Bill 1223 (SB 1223), which amends the CCPA/CPRA to explicitly define "neural data." By examining corporate strategies and regulatory...