9. Dealing with the Devils: The Responsibility of Neuromarketing Practitioners in Conducting Research for Ethically Questionable Client Agendas

The acceptance of neuromarketing in the modern brander’s research toolbox has proliferated in the past 10 years. With a growing understanding of the predictive utility afforded by neuromarketing’s nonverbal brain and body derived measures, a more diverse set of clients have come to the table with unprecedented interest. While the majority of research in the field thus far has been for the purpose of manifesting optimal user experiences, other’s questions if answered through the lense of neuromarketing may have the potential to jeopardize consumer’s well-being. The question then must be put forth to its field’s practitioners: When it comes to working for potentially dubious initiatives or questionable client agendas, when and how will the ethical lines be drawn? The primary aim of this chapter is to delve into this question by considering it through a number of different perspectives. First, the historical underpinnings of ethics in branding and advertising will be discussed in order to parse out the fundamental factors that have been cause for concern in the the consumer insights industry. It is with these historic factors in mind that subsequent suggestions for neuromarketer’s best practices related to research initiatives are next considered. Lastly, for those who integrate the tools of neuroscience in broader consumer research toolboxes, considerations are made for participation in research on the behalf of typically controversial causes, such as alcohol, tobacco, or in the realm of politics or socially-oriented political agendas which may have questionable benefit to the public. A relevant case study from the Neuromarketing Science and Business Association is highlighted.