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Ethical issues in neuromarketing

Sferle, Alexandra LU and Arlauskaite, Egle (2013) BUSN39 20131
Department of Business Administration
Abstract
ABSTRACT

Title: Ethical issues in neuromarketing
Seminar date: 29th of May, 2013
Course: BUSN29, Degree project in Global marketing
Authors: Egle Arlauskaite and Alexandra Sferle
Supervisor: Annette Cerne
Keywords: Neuromarketing, neuroscience, neuromarketing research, ethical issues, marketing ethics, ethical theories, ethical codes, textual analysis.
Thesis purpose: The purpose of this study is to define ethical issues that raise criticism towards neuromarketing and explore how companies are currently addressing these issues.
Methodology: Due to the sensitivity of the subject authors decided to use the least biased researched method – document analysis. 17 ethical codes or codes of conduct (used by the companies that... (More)
ABSTRACT

Title: Ethical issues in neuromarketing
Seminar date: 29th of May, 2013
Course: BUSN29, Degree project in Global marketing
Authors: Egle Arlauskaite and Alexandra Sferle
Supervisor: Annette Cerne
Keywords: Neuromarketing, neuroscience, neuromarketing research, ethical issues, marketing ethics, ethical theories, ethical codes, textual analysis.
Thesis purpose: The purpose of this study is to define ethical issues that raise criticism towards neuromarketing and explore how companies are currently addressing these issues.
Methodology: Due to the sensitivity of the subject authors decided to use the least biased researched method – document analysis. 17 ethical codes or codes of conduct (used by the companies that conducting neuromarketing research) were analyzed.
Theoretical perspective: The thesis is based on traditional marketing ethics and marketing research ethics theories. After reviewing existing ethical theories Crane & Matten (2007) model of solving ethical dilemmas was chosen as a basis for the data analysis.
Empirical data: Ethical guidelines provided in companies’ ethical codes were used as empirical data for the research. Some ethical codes were found on internet, on companies’ websites. However, the majority of ethical codes were acquired after contacting the companies personally by email.
Conclusion: Neuromarketing is a field that offers considerable potential for market research; efficiently helping the match of consumer needs and provided goods and services. Manipulation or violation of autonomy and privacy cannot be reached through the tools that today’s neuroscience disposes of; therefore companies involved in this kind of research should direct efforts towards the aim of making the large public aware of this. This includes measures regarding updating their ethical codes with more specific and explicit sections related to neuromarketing but, more importantly, efficiently informing the stakeholders about the existence of such ethical codes and the commitment towards respecting them. (Less)
Please use this url to cite or link to this publication:
author
Sferle, Alexandra LU and Arlauskaite, Egle
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Neuromarketing, neuroscience, neuromarketing research, ethical issues, marketing ethics, ethical theories, ethical codes, textual analysis.
language
English
id
3803908
date added to LUP
2013-06-26 09:42:21
date last changed
2013-06-26 09:42:21
@misc{3803908,
  abstract     = {ABSTRACT

Title: Ethical issues in neuromarketing
Seminar date: 29th of May, 2013
Course: BUSN29, Degree project in Global marketing
Authors: Egle Arlauskaite and Alexandra Sferle 
Supervisor: Annette Cerne 
Keywords: Neuromarketing, neuroscience, neuromarketing research, ethical issues, marketing ethics, ethical theories, ethical codes, textual analysis.
Thesis purpose: The purpose of this study is to define ethical issues that raise criticism towards neuromarketing and explore how companies are currently addressing these issues.
Methodology: Due to the sensitivity of the subject authors decided to use the least biased researched method – document analysis. 17 ethical codes or codes of conduct (used by the companies that conducting neuromarketing research) were analyzed.
Theoretical perspective: The thesis is based on traditional marketing ethics and marketing research ethics theories. After reviewing existing ethical theories Crane & Matten (2007) model of solving ethical dilemmas was chosen as a basis for the data analysis.
Empirical data: Ethical guidelines provided in companies’ ethical codes were used as empirical data for the research. Some ethical codes were found on internet, on companies’ websites. However, the majority of ethical codes were acquired after contacting the companies personally by email.
Conclusion: Neuromarketing is a field that offers considerable potential for market research; efficiently helping the match of consumer needs and provided goods and services. Manipulation or violation of autonomy and privacy cannot be reached through the tools that today’s neuroscience disposes of; therefore companies involved in this kind of research should direct efforts towards the aim of making the large public aware of this. This includes measures regarding updating their ethical codes with more specific and explicit sections related to neuromarketing but, more importantly, efficiently informing the stakeholders about the existence of such ethical codes and the commitment towards respecting them.},
  author       = {Sferle, Alexandra and Arlauskaite, Egle},
  keyword      = {Neuromarketing,neuroscience,neuromarketing research,ethical issues,marketing ethics,ethical theories,ethical codes,textual analysis.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Ethical issues in neuromarketing},
  year         = {2013},
}