Inequity aversion refers to the fact that people tend to perceive inequality as unfair and work to ensure that everyone is treated fairly and equally. In neuromarketing, this is an important factor that must be taken into account in order to develop effective marketing strategies.

Inequity aversion can lead to customers feeling disadvantaged if they feel that they are not being treated fairly. For example, it can lead to a negative reaction if customers feel that they are paying too much for a product or service while other customers are getting a better price.

To minimise the impact of inequity aversion in neuromarketing, it is important to ensure that all customers are treated fairly and equally. Companies should offer transparent and standardised prices and ensure that all customers have access to the same offers and benefits.

It is also important to understand the needs and expectations of customers and develop targeted marketing strategies that are aligned with these needs and expectations. By providing personalised offers and benefits, companies can ensure that customers feel they are being treated fairly and are offered a pleasant shopping experience.