Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Introduction Read chapter Read first chapter

2017 | OriginalPaper | Chapter

4. A Guideline for Ethical Aspects in Conducting Neuromarketing Studies

Authors : David Hensel, Lisa-Charlotte Wolter, Judith Znanewitz

Published in: Ethics and Neuromarketing

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The application of neuroscience in the field of marketing is attracting companies with the prospect of an extensive understanding of consumer behavior. Recent technological developments in hard- and software solutions to measure brain and body reactions have led to promising opportunities for practitioners and academics in the field of marketing. Besides the developments’ potential advantages, the commercial perspective of neuromarketing raises several ethical questions. Marketing practitioners need to be aware of the ethical aspects that the different tools, like eye tracking, EEG, and fMRI, imply when they conduct a neuromarketing study. Since recent guidelines deliver rather general instructions and are limited in their tool-specific perspective, the development of a comprehensive guideline for conducting ethically correct neuromarketing is imperative. In past years some codes have emerged, but to date no substantial ethical framework meeting academic and business standards as well as questions related to different tools has been developed. The aim of this chapter is to shed light on existing ethical guidelines with respect to tool-based distinctions in order to provide reliable answers for both academics and marketing practitioners.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Topoi in Neuromarketing Ethics
next chapter Ethical and Legal Considerations in Research Subject and Data Protection
Footnotes
1
In this experiment, a group of people drank Pepsi or Coke while their brains were scanned through functional magnetic resonance imaging (fMRI) (Olteanu 2015). The study was named “Cola Brains” (McClure et al. 2004; Pispers and Dabrowski 2011; Pop and Iorga 2012).
 
4
This product, developed by Google, has been discontinued.
 
5
Marci is Innerscope’s M.D., CEO, co-founder, and Chief Science Officer, as well as the former Director of Social Neuroscience at the Massachusetts General Hospital.
 
Literature
American Medical Association (2005) Brief of the American Medical Association, American Psychiatric Association, American Society for Adolescent Psychiatry, American Academy of Child and Adolescent Psychiatry, American Academy of Psychiatry and the Law, National Association of Social Workers, Missouri Chapter of the National Association of Social Workers, and National Mental Health Association as Amici Curiae in Support of Respondent. http://​www.​ama-assn.​org/​resources/​doc/​legal-issues/​roper-v-simmons.​pdf. Accessed 23 Dec 2015
Ariely D, Berns GS (2010) Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci 11(4):284–292CrossRef
Durston S, Hulshoff Pol HE, Casey BJ et al (2001) Anatomical MRI of the developing human brain: what have we learned? J Am Acad Child Adolesc Psychiatry 40(9):1012–1020CrossRef
Eaton ML, Illes J (2007) Commercializing cognitive neurotechnology: the ethical terrain. Nat Biotechnol 25(4):393–397CrossRef
Fisher CE, Chin L, Klitzman R (2010) Defining neuromarketing: practices and professional challenges. Harv Rev Psychiatry 18(4):230–237CrossRef
Fuchs T (2006) Ethical issues in neuroscience. Curr Opin Psychiatry 19(6):600–607CrossRef
Galvan A, Hare TA, Parra CE et al (2006) Earlier development of the accumbens relative to orbitofrontal cortex might underlie risk-taking behavior in adolescents. J Neurosci 26(25):6885–6892CrossRef
Gazzaniga MS (2006) The ethical brain. Harper Perennial, New York
Heckmann KE, Happel MD (2006) Mechanical detection of deception: a short review. In: Swenson R (ed) Educing information—interrogation: science and art. Foundations for the Future. Intelligence Science Board. Phase 1 Report. NDIC Press, Washington, DC, pp 63–93
Hubert M, Kenning P (2008) A current overview of consumer neuro-science. J Consum Behav 7(4–5):272–292CrossRef
Illes J, Bird SJ (2006) Neuroethics: a modern context for ethics in neuroscience. Trends Neurosci 29(9):511–517CrossRef
Illes J, Rosen AC, Huang L et al (2004) Ethical consideration of incidental findings on adult brain MRI in research. Neurology 62(6):888–890CrossRef
Illes J, Kirschen MP, Edwards E et al (2006) Incidental findings in brain imaging research: what should happen when a researcher sees a potential health problem in a brain scan from a research subject? Science 311(5762):783CrossRef
Javor A, Koller M, Lee N et al (2013) Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurol 13(13):1–12
Johnson SB, Giedd JN (2015) Normal brain development and child/adolescent policy. In: Clausen J, Levy N (eds) Handbook of neuroethics. Springer, New York, pp 1721–1735
Katzman GL, Dagher AP, Patronas NJ (1999) Incidental findings on brain magnetic resonance imaging from 1000 asymptomatic volunteers. J Am Med Assoc 282(1):36–39CrossRef
Kenning P, Plassmann H (2008) How neuroscience can inform consumer research. IEEE Trans Neural Syst Rehabil Eng 16(6):532–538CrossRef
Kenning P, Plassmann H, Ahlert D (2007) Applications of functional magnetic resonance imaging for market research. Qual Mark Res 10(2):135–152CrossRef
Lee N, Broderick AJ, Chamberlain L (2007) What is neuromarketing: a discussion and agenda for future research. Int J Psychophysiol 63(2):199–204CrossRef
Loiacono C (2009) Can brain science manipulate consumers? UBC Rep 55(4):1–2
Lumbreras B, Donat L, Hernández-Aguado I (2010) Incidental findings in imaging diagnostic tests: a systematic review. Br J Radiol 83(988):276–289CrossRef
Macdonald M (2011) Some ethical issues in brain imaging. Cortex 47(10):1272–1274CrossRef
Mauss IB, Robinson MD (2009) Measures of emotion: a review. Cogn Emot 23(2):209–237CrossRef
McClure SM, Li J, Tomlin D et al (2004) Neural correlates of behavioral reference for culturally familiar drinks. Neuron 44(2):379–387CrossRef
Morin C (2011) Neuromarketing: the new science of consumer behavior. Symp Consum Cult Glob Perspect 48(2):131–135
Murphy ER, Illes J, Reiner PB (2008) Neuroethics of neuromarketing. J Consum Behav 7(4-5):293–302CrossRef
Nelson CA (2008) Incidental findings in Magnetic Resonance Imaging (MRI) brain research. J Law Med Ethics 36(2):315–319CrossRef
Olteanu MDB (2015) Neuroethics and responsibility in conducting neuromarketing research. Neuroethics 8(2):191–202CrossRef
Pechmann C, Levine L, Loughlin S et al (2005) Impulsive and self-conscious: adolescents’ vulnerability to advertising and promotion. J Public Policy Mark 24(2):202–221CrossRef
Pispers R, Dabrowski J (2011) Neuromarketing im Internet. Erfolgreiche und gehirngerechte Kundensprache im E-Commerce. Haufe-Lexware, Freiburg
Plassmann H, Venkatraman V, Huettel S et al (2015) Consumer neuroscience: applications, challenges, and possible solutions. J Mark Res 52(4):427–435CrossRef
Pop NA, Iorga AM (2012) A new challenge for contemporary marketing—neuromarketing. Manage Market 7(4):631–644
Pop NA, Dabija DC, Iorga AM (2014) Ethical responsibility of neuromarketing companies in harnessing the market research: a global exploratory approach. Amfiteatru Econ 16(35):26–40
Roskies AL (2005) A case study of neuroethics: the nature of moral judgment. In: Illes J (ed) Neuroethics: defining the issues in theory, practice, and policy. Oxford University Press, Oxford, pp 17–32
Roskies AL (2015) Mind Reading, Lie Detection, and Privacy. In: Clausen J, Levy N (eds) Handbook of neuroethics. Springer, New York, pp 679–695
Sebastian V (2014) Neuromarketing and neuroethics. Procedia Soc Behav Sci 127:763–768CrossRef
Senior C, Smyth H, Cooke R et al (2008) Mapping the mind for the modern market researcher. Qual Mark Res 10(2):153–167CrossRef
Shamoo A (2010) Ethical and regulatory challenges in psychophysiology and neuroscience-based technology for determining behavior. Account Res 17(1):8–29CrossRef
Steinberg LD (2002) Adolescence. McGraw-Hill, Boston
Touhami OZ, Benlafkih L, Jiddane M et al (2011) Neuromarketing: where marketing and neuroscience meet. Afr J Bus Manag 5(5):1528–1532
Ulman YI, Cakar T, Yildiz G (2015) I consume, therefore I am! Sci Eng Ethics 21(5):1271–1284CrossRef
Väisänen O (2008) Multichannel EEG methods to improve the spatial resolution of cortical potential distribution and the signal quality of deep brain sources multichannel EEG methods to improve the spatial resolution of cortical potential distribution and the signal quality. http://​urn.​fi/​URN:​NBN:​fi:​tty-200903041030. Accessed 23 Dec 2015
Van Dillen LF, Heslenfeld DJ, Sander LK (2009) Tuning down the emotional brain: an FMRI study of the effects of cognitive load on the processing of affective images. NeuroImage 45(4):1212–1219CrossRef
Van Schaik K (2013) How neuroscience contributes to neuromarketing. 1st IBA bachelor thesis conference, pp 1–11
Zurawicki L (2010) Neuromarketing: exploring the brain of the consumer. Springer, BerlinCrossRef
Metadata
Title
A Guideline for Ethical Aspects in Conducting Neuromarketing Studies
Authors
David Hensel
Lisa-Charlotte Wolter
Judith Znanewitz
Copyright Year
2017
Book
Ethics and Neuromarketing

Print ISBN: 978-3-319-45607-2

Electronic ISBN: 978-3-319-45609-6

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-45609-6_4