Generate a full detail guide on the basics of 'Neuromarketing' for small businesses. The guide should simplify complex psychological concepts. It must include detailed sections on: 1. The Psychology of Scarcity and Urgency. 2. The Power of Social Proof and Testimonials. 3. A guide to using 'Price Anchoring' and the 'Decoy Effect' in your pricing strategy. 4. How color psychology impacts branding and call-to-action buttons. 5. A crucial section on the ethical considerations of using these techniques. Please include a supportive disclaimer.