University of Twente Student Theses


Ethical Issues in Neuromarketing

Dierichsweiler, K.L.A. (2014) Ethical Issues in Neuromarketing.

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Abstract:Purpose – The purpose of this paper is to examine neuromarketing in order to define ethical issues that raise criticism in this area and identify approaches how to address such issues. Methodology approach – This research is conducted in the form of a critical literature review. Having examined the background of neuromarketing, its terminology and techniques, findings and implications for consumer research, an outline of the main ethical implications follows, after which the review ends in a discussion of counter measures. The finalization of the literature review will be done by concluding whether the research questions have been answered, if further investigation is needed and whether new questions have arisen. Findings – The findings of the study indicate that neuromarketing offers substantial potential for consumer research; efficiently obtaining more accurate data and new insights on human behavior than has been previously possible. The regulations and standards in the area of neuromarketing are weak and fragile. It is that in this context that ethical issues have arisen. The two main concerns are the violation of consumer’s autonomy and privacy. Autonomy claims should be re-considered and privacy concerns can be substantially reduced if clear global standards are implemented. Practical implications – The research proposition holds a practical relevance as well as a theoretical introduction regarding the research topic. It sharpens the awareness of the implications in consumer protection and privacy rights. Thus, this research is relevant in providing a better understanding of the requirements for organizations, public and marketers when using neuroscientific methods. It also provides an overview of the ethical challenges they might face. Originality/value – This paper adds value to the existing literature as it provides a distinct overview of neuromarketing, its ethical issues and discusses potential pre-emptive measures.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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