Abstract
In the age of the knowledge and information society, marketing is becoming more complex. Market research is facing new challenges with the introduction of new forms of approach to consumer behavior. The new field that emerged as neuromarketing might become a linchpin in leading innovation in this field. The pure rational consumer is being questioned and emotions are playing a central role in any marketing strategy. Traditional market research methods have demonstrated some inconvenience to gather reliable data and neuromarketing is opening new possibilities to marketing professionals using new methods to delve into personal emotions, stronger than the classical ones. In this sense and although some of the neuroimaging techniques are used in other disciplines, the application to market research is growing rapidly and providing a new perspective and contributing to better understand and predict consumer behavior. Nowadays, consumers have more information than ever before. Consumer’s mind is uncontrollable. From marketing perspective, neuromarketing is becoming mainstream but can’t be done at the expense of privacy, neither consumer’s free will. Over the last decade, neuroethics arose as a way to draw the attention concerning the use of techniques involving brain research. Academia and companies need to comply ethical procedures and legal protocols while conducting neuromarketing research. This chapter wants to shed some light on important topics such as ethical issues involving participants in neuromarketing research, consumers that experience the outcomes of such studies, and also researchers that conduct them. Neuromarketing, as a new discipline, is expected to face exciting challenges in the near future. Improving neuroethics, privacy, and confidentiality inherent to research subjects while conducting research are no doubt some of them.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Commercial Alert retrieved from http://www.commercialalert.org/issues/culture/neuromarketing.
- 2.
- 3.
The AFR Neurostandards can be accessed at http://mobdev.thearf.com/neurostandards-collaboration.
References
Ariely D, Berns GS (2010) Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci 11(4):284–292
Barwise P, Chabris CF, Lang A, Lang PJ, Stipp H, Weber R (2011) NeuroStandards collaboration. AFR Neurostandards. Available via DIALOG. http://mobdev.thearf.com/neurostandards-collaboration. Accessed 5 May 2016
Columbia University (2015) The Columbia University Register. http://ccnmtl.columbia.edu/projects/cire/pac/foundation/#1. Accessed 7 May 2016
Damasio A (2008) Descartes’ error: emotion, reason and the human brain. Random House, New York
European Commission (2009) Data protection and privacy ethical guidelines. European Commission Register. http://ec.europa.eu/research/participants/data/ref/fp7/89827/privacy_en.pdf. Accessed 7 May 2016
Fisher CE, Chin L, Klitzman R (2010) Defining neuromarketing: practices and professional challenges. Harv Rev Psychiatry 18(4):230–237
Hubert M, Kenning P (2008) A current overview of consumer neuroscience. J Consum Behav 7(4–5):272–292
Hubert M, Marco H, Büttner OB (2011) Compulsive buying-also a male problem? NA-Adv Consum Res 38
Illes J, Bird SJ (2006) Neuroethics: a modern context for ethics in neuroscience. Trends Neurosci 29(9):511–517
Kahneman D (2011) Thinking, fast and slow. Macmillan, New York
Kenning P, Linzmajer M (2011) Consumer neuroscience: an overview of an emerging discipline with implications for consumer policy. J Verbr Lebensm 6(1):111–125
Kenning P, Plassmann H, Ahlert D (2007) Applications of functional magnetic resonance imaging for market research. Qual Mark Res 10:135–152
Madan CR (2010) Neuromarketing: the next step in market research. Eureka 1(1):34–42
Morin C (2011a) Neuromarketing and ethics. Challenges raised by the possibility of influencing buy buttons in consumers’ brain. https://www.academia.edu/969187/Neuromarketing. Accessed 15 Jan 2016
Morin C (2011b) Neuromarketing: the new science of consumer behavior. Society 48(2):131–135
Murphy ER, Illes J, Reiner PB (2008) Neuroethics of neuromarketing. J Consum Behav 7(4–5):293–302
Nello A (2000) La cuadratura circumscrita de l’ètica professional. Ars brevis 6:289–309
Neuromarketing Science and Business Association (2016) The code of ethics. http://www.nmsba.com/ethics/spanish. Accessed 7 May 2016
Nogués RM (2014) Cervell, espiritualitats i neuroètica. Bioètica & debat 20(72):3–7
Olteanu MD (2014) Neuroethics and responsibility in conducting neuromarketing research. Neuroethics 8(2):191–202
Pinch TJ, Bijker WE (1984) The social construction of facts and artefacts: or how the sociology of science and the sociology of technology might benefit each other. Soc Stud Sci 14(3):399–441
Pop NA, Iorga AM (2012) A new challenge for contemporary marketing-neuromarketing. Manag Mark 7(4):631
Public Citizen’s Commercial Alert (2015) The PCCA Register. http://www.commercialalert.org/issues/culture/neuromarketing. Accessed 7 May 2016
Samanez-Larkin G et al (2007) Anticipation of monetary gain but not loss in healthy older adults. Nat Neurosci 10:787–791
Vashishta DS, Balaji B (2012) Social cognitive neuroscience, marketing persuasion and customer relations. Procedia Soc Behav Sci 65:1033–1039
Voorhees Th, Spiegel DL, Cooper D (2011) Neuromarketing: legal and policy issues. A Covington white paper. https://www.cov.com/files/upload/White_Paper_Neuromarketing_Legal_and_Policy_Issues.pdf Accessed 15 Jan 2016
Wilson R, Gaines J, Hill RP (2008) Neuromarketing and consumer free will. J Consum Aff 42(3):389–410
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Laureckis, E., Miralpeix, À.M. (2017). Ethical and Legal Considerations in Research Subject and Data Protection. In: Thomas, A., Pop, N., Iorga, A., Ducu, C. (eds) Ethics and Neuromarketing. Springer, Cham. https://doi.org/10.1007/978-3-319-45609-6_5
Download citation
DOI: https://doi.org/10.1007/978-3-319-45609-6_5
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-45607-2
Online ISBN: 978-3-319-45609-6
eBook Packages: Business and ManagementBusiness and Management (R0)