A Guideline for Ethical Aspects in Conducting Neuromarketing Studies
| Autor: | David Hensel, Lisa-Charlotte Wolter, Judith Znanewitz |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Code of conduct
business.industry Perspective (graphical) Neuromarketing 06 humanities and the arts Guideline 0603 philosophy ethics and religion 03 medical and health sciences 0302 clinical medicine Order (exchange) Medicine Eye tracking Engineering ethics 060301 applied ethics Consumer neuroscience business 030217 neurology & neurosurgery Consumer behaviour |
| Zdroj: | Ethics and Neuromarketing ISBN: 9783319456072 |
| DOI: | 10.1007/978-3-319-45609-6_4 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|