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2017 | OriginalPaper | Buchkapitel

4. A Guideline for Ethical Aspects in Conducting Neuromarketing Studies

verfasst von : David Hensel, Lisa-Charlotte Wolter, Judith Znanewitz

Erschienen in: Ethics and Neuromarketing

Verlag: Springer International Publishing

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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.

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Fußnoten
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.
 
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Metadaten
Titel
A Guideline for Ethical Aspects in Conducting Neuromarketing Studies
verfasst von
David Hensel
Lisa-Charlotte Wolter
Judith Znanewitz
Copyright-Jahr
2017
DOI
https://doi.org/10.1007/978-3-319-45609-6_4