Does Neuromarketing Trick Your Brain? an Introduction to the Ethics of Neuromarketing

Does Neuromarketing Trick Your Brain? an Introduction to the Ethics of Neuromarketing PDF

Author: Lisa Wegener

Publisher:

Published: 2015-02-02

Total Pages: 20

ISBN-13: 9783656884729

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Essay from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,8, University of Applied Sciences Groningen, language: English, abstract: As a consequence of the advanced preoccupation with the human brain during the last years, the long displaced subconscious has moved back into the focus of researchers' attention. In the late 1990ies, Gary Zaltman detected that "subliminal motivations" play a major role in decision-making processes like purchase decisions. Brought forth under the less threatening term of "the implicit," the subconscious, which is the preserve of approximately 95% of our thoughts and mental stirrings, became a key concept again for neuroscientists, neuroeconomists and finally neuromarketers. Neuromarketing is a conglomeration of not only so recent disciplines, among them marketing, market research, brain research, cultural studies and psychology. It can be defined as the analysis of the neuronal effects of sales-promoting measures. It is based on the assumption that there are no merely rational procedures in the human brain for what reason marketing, which rests upon the verbal presentation of sales arguments, cannot create a powerful brand association and is thereby not likely to stand out from the multitude of commercials customers are faced with. Instead, neuromarketing focuses less on rational arguments or the formalities of advertising but it aspires to create a strong response and meaning in the customers' heads. The tools by which neuromarketers try to directly address the recipients' subconscious are the four so-called "codes" or "cues" language, stories, symbols and senses. These codes operate as a bridge between the product and profound motivations like harmony, domination and stimulation. These kinds of "implicit" or "subliminal" communication strategies were firstly conveyed to a broader public already in 1957 when Vance Packard published his bestseller "The Hidden Persu

Neuromarketing For Dummies

Neuromarketing For Dummies PDF

Author: Stephen J. Genco

Publisher: John Wiley & Sons

Published: 2013-07-29

Total Pages: 423

ISBN-13: 1118518977

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Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

Ethics and Neuromarketing

Ethics and Neuromarketing PDF

Author: Andrew R. Thomas

Publisher: Springer

Published: 2016-10-19

Total Pages: 209

ISBN-13: 3319456091

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This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

The Persuasion Code

The Persuasion Code PDF

Author: Christophe Morin

Publisher: John Wiley & Sons

Published: 2018-09-19

Total Pages: 359

ISBN-13: 111944070X

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The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy. This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. Written by the founders of SalesBrain who pioneered the field of neuromarketing SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO Includes guidance for creating your own neuromarketing plan Advance your business or career by creating persuasive messages based on the working principle of the brain.

Neuromarketing

Neuromarketing PDF

Author: Leon Zurawicki

Publisher: Springer Science & Business Media

Published: 2010-09-02

Total Pages: 291

ISBN-13: 3540778292

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Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

The Neuro-Consumer

The Neuro-Consumer PDF

Author: Anne-Sophie Bayle-Tourtoulou

Publisher: Routledge

Published: 2020-04-24

Total Pages: 322

ISBN-13: 1000055485

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Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.

Handbook of Neuroethics

Handbook of Neuroethics PDF

Author: Jens Clausen

Publisher: Springer

Published: 2014-10-28

Total Pages: 1850

ISBN-13: 9789400747067

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Based on the study of neuroscientific developments and innovations, examined from different angles, this Handbook provides a comprehensive overview of the international neuroethical debate, and offers unprecedented insights into the impact of neuroscientific research, diagnosis, and therapy. Neuroethics – as a multi-disciplinary and inter-disciplinary endeavor – examines the implications of the neurosciences for human beings in general and for their self-understanding and their social interactions in particular. The range of approaches adopted in neuroethics and thus in this handbook includes but is not limited to historical, anthropological, ethical, philosophical, theological, sociological and legal approaches. The Handbook deals with a plethora of topics, divided into in three parts: the first part contains discussions of theories of neuroethics and how neuroscience impacts on our understanding of personal identity, free will, and other philosophical concepts. The second part is dedicated to issues involved in current and future clinical applications of neurosciences, such as brain stimulation, brain imaging, prosthetics, addiction, and psychiatric ethics. The final part deals with neuroethics and society and includes chapters on neurolaw, neurotheology, neuromarketing, and enhancement.

Ethics and Biopower in Neuromarketing

Ethics and Biopower in Neuromarketing PDF

Author: Joshua Penrod

Publisher: Springer Nature

Published: 2022-10-30

Total Pages: 173

ISBN-13: 3031185498

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This book explores the ethical and policy implications of the use of neuroscience in marketing. Addressing emerging areas of neuromarketing and consumer neuroscience, this book offers a fresh perspective on establishing a framework for codes of conduct for marketing practices using neuroscientific methods. The use of neuroscience, particularly in commercial and marketing contexts, has been fraught with controversy and ethical concerns. Technological advances have enhanced the ability to not only analyze but also predict (or even control) human behavior. Using the work of Foucault on biopower, the author discusses the moral dimensions of data collection and observation of consumer behavior in neuromarketing as well as policy implications. After discussing the strengths and weaknesses of various ethical frameworks, the author proposes fixes to current ethical and conduct codes for a more seamless approach for governance. This book advances the scholarship on marketing ethics and appeals to researchers of consumer psychology, business ethics, and public policy.

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