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<article article-type="research-article" dtd-version="1.3" xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xml:lang="en"><front><journal-meta><journal-id journal-id-type="publisher-id">ejebs</journal-id><journal-title-group><journal-title xml:lang="en">Eurasian Journal of Economic and Business Studies</journal-title><trans-title-group xml:lang="ru"><trans-title>Название журнала на русском</trans-title></trans-title-group></journal-title-group><issn pub-type="ppub">2789-8253</issn><issn pub-type="epub">2789-8261</issn><publisher><publisher-name>University of International Business named after K. Sagadiyev LLP</publisher-name></publisher></journal-meta><article-meta><article-id pub-id-type="doi">10.47703/ejebs.v69i3.560</article-id><article-id custom-type="elpub" pub-id-type="custom">ejebs-8</article-id><article-categories><subj-group subj-group-type="heading"><subject>Research Article</subject></subj-group><subj-group subj-group-type="section-heading" xml:lang="ru"><subject>Статьи</subject></subj-group></article-categories><title-group><article-title>Exploring Public Perceptions of Neuromarketing: Ethical Challenges in the Kazakhstani Context</article-title><trans-title-group xml:lang="ru"><trans-title></trans-title></trans-title-group></title-group><contrib-group><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0009-0009-8127-7821</contrib-id><name-alternatives><name name-style="western" xml:lang="en"><surname>Abdaryeva</surname><given-names>Laura</given-names></name></name-alternatives><bio xml:lang="en"/><email xlink:type="simple">laura_088@mail.ru</email><xref ref-type="aff" rid="aff-1"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0001-5459-8800</contrib-id><name-alternatives><name name-style="western" xml:lang="en"><surname>Spanova</surname><given-names>Yerkezhan</given-names></name></name-alternatives><bio xml:lang="en"/><email xlink:type="simple">yerkezhan.spanova@gmail.com</email><xref ref-type="aff" rid="aff-2"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0002-2119-4831</contrib-id><name-alternatives><name name-style="western" xml:lang="en"><surname>Kazhmuratova</surname><given-names>Aigerim</given-names></name></name-alternatives><bio xml:lang="en"/><email xlink:type="simple">aigerim_k71@mail.ru</email><xref ref-type="aff" rid="aff-1"/></contrib><contrib contrib-type="author" corresp="yes"><contrib-id contrib-id-type="orcid">https://orcid.org/0000-0002-7705-9874</contrib-id><name-alternatives><name name-style="western" xml:lang="en"><surname>Tymbaeva</surname><given-names>Zhazira</given-names></name></name-alternatives><bio xml:lang="en"/><email xlink:type="simple">z.tymbayeva@satbayev.university</email><xref ref-type="aff" rid="aff-3"/></contrib></contrib-group><aff-alternatives id="aff-1"><aff xml:lang="en">Al-Farabi Kazakh National University, Almaty, Kazakhstan.<country>Kazakhstan</country></aff></aff-alternatives><aff-alternatives id="aff-2"><aff xml:lang="en">Yanshan University, Hebei, China<country>China</country></aff></aff-alternatives><aff-alternatives id="aff-3"><aff xml:lang="en">Kazakh National Technical University named after K. Satbaev, Almaty, Kazakhstan.<country>Kazakhstan</country></aff></aff-alternatives><pub-date pub-type="collection"><year>2025</year></pub-date><pub-date pub-type="epub"><day>30</day><month>09</month><year>2025</year></pub-date><volume>69</volume><issue>3</issue><issue-title>Eurasian Journal of Economic and Business Studies</issue-title><elocation-id>81–94</elocation-id><permissions><copyright-statement>Copyright &amp;#x00A9; Abdaryeva L., Spanova Y., Kazhmuratova A., Tymbaeva Z., 2025</copyright-statement><copyright-year>2025</copyright-year><copyright-holder xml:lang="ru">Abdaryeva L., Spanova Y., Kazhmuratova A., Tymbaeva Z.</copyright-holder><copyright-holder xml:lang="en">Abdaryeva L., Spanova Y., Kazhmuratova A., Tymbaeva Z.</copyright-holder><license xml:lang="ru" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>Данная работа распространяется под лицензией Creative Commons Attribution 4.0.</license-p></license><license xml:lang="en" license-type="creative-commons-attribution" xlink:href="https://creativecommons.org/licenses/by/4.0/" xlink:type="simple"><license-p>This work is licensed under a Creative Commons Attribution 4.0 License.</license-p></license></permissions><self-uri xlink:href="https://ejebs.uib.kz/jour/article/view/8">https://ejebs.uib.kz/jour/article/view/8</self-uri><abstract><p> </p></abstract><kwd-group xml:lang="en"><kwd>Digitalization</kwd><kwd>Digital Economy</kwd><kwd>Business</kwd><kwd>Consumer Behavior</kwd><kwd>Marketing</kwd><kwd>Neuromarketing</kwd><kwd>Neurotechnology</kwd></kwd-group></article-meta></front><back><ref-list><title>References</title><ref id="cit1"><label>1</label><citation-alternatives><mixed-citation xml:lang="ru">Almaty Management University. 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