University of Twente Student Theses


Neuromarketing & ethics : how far should we go with predicting consumer behavior?

Wiederhold, S.G.H. (2020) Neuromarketing & ethics : how far should we go with predicting consumer behavior?

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Abstract:In the past decade, neuromarketing research became increasingly more utilized by companies as a tool to understand the consumer’s buying behavior. However, the science of neuromarketing has given rise to an ethical discussion with a variety of questions regarding the fact whether this innovation in marketing research is ethically responsible in terms of the possible violation of brain privacy and human dignity. Firstly, this paper will discuss relevant theories in regard to the ethical implications that go hand in hand with neuromarketing research, which will lead to a research model that will investigate the main influencers of the consumer’s sentiment towards neuromarketing practices in general. Consecutively, this paper will include the results of a survey focused on the consumer’s attitude towards technology, ethical ideology and perception of neuromarketing hazards, linked to the overall sentiment towards neuromarketing of the consumer. The survey has been constructed to test three hypothesis concerning the relationship between the dependent variable and independent variables mentioned above. The findings demonstrate that the proposed research model is partly explaining the consumer’s perception towards neuromarketing, as only two of the three hypotheses could be accepted based on the statistical results in this paper.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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