Volum 16 | Număr 35 | Publicat la 01/02/2014 | Pagini: 26 - 40 | ISSN 1582-9146 | eISSN -
Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach.
Rezumat
A key challenge in the 21st century is identifying how to satisfy
consumers’ needs in the best manner possible, whilst ensuring companies’
financial profitability. Scientists play a major role in achieving this
goal, as research methods, techniques and tools have continuously
evolved. In the last two decades, the development of these instruments
has seen an important boost, as neuromarketing methods and techniques
added depth and accuracy to traditional studies. The main aim of this
paper is to highlight the role and importance of neuromarketing research
techniques in the evolution of neurosciences and to explain how these
techniques are used in market research. One of the most important
challenges for companies who offer neuromarketing services is to stick
to ethical principles when performing the investigations. This is an
obligation they have both towards the beneficiaries – the companies
providing products or services – and towards their consumers as well.
This challenge has always been a subject of dispute between the
advocates and critics of neuromarketing.
Thus, this paper deals with this and other controversial topics. It
starts with analysing a traditional persuasion model that has inherently
been influenced by the neuromarketing research features. Then, it
addresses the positive and negative aspects that subjects might have to
face throughout neuromarketing studies, always bearing in mind the
current Ethical Code of Conduct issued by the Neuromarketing Science and
Business Association (NMSBA). An exploratory online research helped the
authors test several hypotheses on ethical issues that neuromarketing
companies have to handle. The research was performed on 67
neuromarketing companies from around the world that are members of the
NMSBA. The findings are relevant both to researchers and neuromarketing
companies, even the Romanian ones, who can use them used as insights
Cuvinte cheie:
neuromarketing, neuroscience, market research, ethical responsibility, experimental research
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