Nuostolių baimės efekto problematika

The conceptions and the main theoretical ideas of loss aversion are analyzed in this article. The aim of this paper is to analyze the theoretical aspects and present the main theoretical findings which are related to the problematics of loss aversion in modern society. It is important to note that the theoretical findings in the context of loss aversion, neuroethics and generally in neuroscience complement the field of scientific researches. The researches’ topics of neuroethics and loss aversion are very important in Lithuania because in this country the lack of these topics is identified. It was found out that there are six main ethical problems in the context of loss aversion: the decline of privacy; the manipulation problems which are based on psychological aspects of individual; the lack of competence of researches who analyze the field of neuroscience; the problems of volunteering participation in not diagnostical researches by using fMRI; the validity of these researches; the lack of regulations (especially in neuromarketing) and the perception of society formation and management. Based on theoretical analysis of loss aversion it is recommended to liquidate / control of the consumers and producers not only today but also in the future because all these decisions are important for future generations. Keywords: neuroeconomics, loss aversion, neuroscience, neuromarketing, neuroethics, behaviour, fMRI.