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

DOWNLOAD EBOOK →

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.

Ethics and Neuromarketing

Ethics and Neuromarketing PDF

Author: Andrew R. Thomas

Publisher: Springer

Published: 2016-10-19

Total Pages: 209

ISBN-13: 3319456091

DOWNLOAD EBOOK →

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.

Applications of Neuromarketing in the Metaverse

Applications of Neuromarketing in the Metaverse PDF

Author: Gupta, Monika

Publisher: IGI Global

Published: 2023-05-22

Total Pages: 365

ISBN-13: 1668481529

DOWNLOAD EBOOK →

The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.

The Ultimate Neuromarketing Research Guide

The Ultimate Neuromarketing Research Guide PDF

Author: Christophe Morin Ph D

Publisher:

Published: 2019-05-28

Total Pages: 74

ISBN-13: 9781070732237

DOWNLOAD EBOOK →

This guide provides critical help to anyone interested in neuromarketing research. It covers basic neuroscience principles as well as a clear and simple description of the pros and cons of each research method currently used to collect neurophysiological data to assess the effectiveness of marketing stimuli. Unlike a traditional textbook, this guide is written by a foremost researcher in neuromarketing and media psychology. Not only do you get the practical information you expect but you will also learn a very successful persuasion theory recently introduced by the author in a new book published by Wiley in 2018 entitled "The Persuasion Code" and co-authored by Patrick Renvoise.

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

DOWNLOAD EBOOK →

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

Organizational Neuroethics

Organizational Neuroethics PDF

Author: Joé T. Martineau

Publisher: Springer Nature

Published: 2019-11-27

Total Pages: 254

ISBN-13: 3030271773

DOWNLOAD EBOOK →

Understanding and improving how organizations work and are managed is the object of management research and practice, and this topic is of longstanding interest in the academia and in society at large. More recently, the contribution that the study of the brain could make to, notably, our understanding of decisions, emotional reactions, and behaviors has led to the emergence of the field of “organizational neuroscience”. Within the field of management, organizational neuroscience seeks to explore linkages between neuroscience research, theories, and methods and management research. Its primary goal is to incorporate findings on the cognitive processes underlying the thoughts, behaviors and attitudes of organizational actors in order to better inform management theories, and to assist in understanding, predicting and improving these behaviors in the workplace. As a result, we have seen in the last decade a flurry of research projects and publications in organizational neuroscience, as well as novel or rejuvenated innovations around neuromarketing, neuroleadership, and cognitive enhancement in the work place, to name a few. However, research and practical applications in organizational neuroscience pose profound ethical challenges about, for example, organizational responsibility in the responsible use of scientific innovation. Drawing on recent debates in the field, and in response to upcoming ethical challenges of organization neuroscience, this book introduces “organizational neuroethics” as an emerging interdisciplinary field that addresses the ethics of organizational neuroscience research and applications, as well as the neuroscience of organizational ethics. The first part focuses on the ethics of organizational neuroscience and several chapters tackle the ethics of neuromarketing or neuroleadership and discuss the ethical issues associated with neuroenhancement practice in the workplace. The second part of the book addresses cutting-edge topics in the neuroscience of organizational ethics. Written by international experts in the fields of management, neuroscience, ethics, and social science, this book will be of prime interest to practitioners, researchers and students in the various fields concerned with improving management research and practices, as well as organizational ethics.

NEUROMARKETING

NEUROMARKETING PDF

Author: Branislav R. Tanasic

Publisher:

Published: 2019-04-26

Total Pages: 252

ISBN-13: 9781925939293

DOWNLOAD EBOOK →

Neuromarketing's science is articulated as a combination of marketing, medical knowledge, and the latest brain scanning technology which enabled the insight into bioelectric potentials of the brain. Prior to neuromarketing, the credibility of traditional research techniques was based on the degree of accuracy and honesty of respondents' answers. By developing neuromarketing, the observer is able to unambiguously detect changes by recording brain activity from the scalp of the respondents and identify the engaged brain region as a result of a particular stimulus from the environment. Changes in the nervous activity induce variations in cerebral metabolism, hemodynamic and electromagnetic signals, which can be measured by one of the following neuromarketing techniques. Emotion Response Analysis (ERA) uses electroencephalography image to identify the emotional response an individual has to a product or advertisement. Improving understanding of neural mechanisms in decision-making and insight into individual differences in behavior and personal preferences enables marketers to significantly promote more effectively. The ability to detect and measure the bioelectric potentials of the brain makes it possible to realize the old marketer's dreams to see the true reactions of the consumer and thus properly understand the behavior of the consumer. Consumer neuroscience studies the brain to predict and potentially even manipulate consumer behavior and decision making. Tools and methods used in neuromarketing analyzes are rapidly developing the ability to better visualize consumer subconscious responses to environmental concerns. In fact, neuromarketing represents the bridge between marketing and neuroscience, a research field that is developing extremely vigorously.

Neuromarketing For Dummies

Neuromarketing For Dummies PDF

Author: Stephen J. Genco

Publisher: For Dummies

Published: 2013-07-29

Total Pages: 408

ISBN-13: 9781118519004

DOWNLOAD EBOOK →

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

Lanterna Rally - Theme by Grace Themes