Ethical Considerations regarding Stakeholders in Neuromarketing Research. Empirical Insights from NMSBA Corporate Members, TAAN Advertising Agencies and Romanian Companies

Pop, Nicolae Al.; Dabija, Dan-Cristian; Iorga, Ana Maria

doi:10.1007/978-3-319-45609-6_8

Cited by 9 publications

(3 citation statements)

References 23 publications

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“…Despite these qualms, some argue that the current capabilities and implementation of neuromarketing research do not present meaningful ethical issues [33]. However, there is growing interest in the incorporation of ethical principles in neuromarketing research, as evidenced by the participation of various stakeholders in the field [34]. Ultimately, the field of neuromarketing has the potential to positively impact both society and consumers.…”

Section: Methodsmentioning

confidence: 99%

Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe

Šola,

Qureshi,

Khawaja

2024

Behavioral Sciences

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This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used for teaching at HE institutions. The study was conducted in three different HE institutions with a representative sample of 720 participants, with n = 529 used for testing the CARE college website, n = 59 for testing the HAZEF Facebook page, and n = 132 for testing the emotional response of students studying online. To assess the participants’ emotional responses, this study utilized automated facial coding through a webcam (15 Hz) and considered mood intensities. Additionally, a sentiment analysis was employed to verify the survey results and determine any discrepancies in the cognitive response. By analyzing gaze activity, movement patterns, and emotional responses, valuable insights were gained into students’ behaviors and preferences. This study recommends incorporating neuromarketing research into HE branding and online teaching to enhance students’ learning experiences. Overall, this study contributes to the understanding of human expectations and behaviors in response to online teaching and provides valuable insights for HE institutions in Europe.

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Section: Methodsmentioning

confidence: 99%

Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe

Šola,

Qureshi,

Khawaja

2024

Behavioral Sciences

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“…However, since its emergence, it has raised many controversies with respect to the ethical dimensions of market research (Pop, 2014). Wilson et al (2008) have highlighted several issues regarding consent, awareness, consumer free will and invasion of privacy surrounding this technique.…”

Section: Introductionmentioning

confidence: 99%

Ethical Perspectives of Neuromarketing – A Qualitative Analysis

2023

JMCR

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Neuromarketing has emerged as a novel research technique which analyses an individual's neurophysiological mechanism in response to various types of marketing stimuli, in order to develop insights into customer behaviour and motivation. It is touted to be better than traditional question-based market research because instead of asking consumers what they want, it studies the body's reaction to accurately gauge their preferences. However, numerous studies have criticized this technique in the light of various purported ethical malpractices that can occur or are already occurring. The following exploratory research uses Grounded Theory to deep-dive into the various ethical issues of neuromarketing. The central theme that emerges from the study is the need to develop regulatory framework to supervise neuromarketing research. The study concludes with recommendations for industry and academia on the required set of ethical principles that must be adopted while conducting neuromarketing research.

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“…Fortunato et al [21] explored the techniques and applications of neuromarketing in businesses, whereas Bakardjieva and Kimmel [22] investigated the effectiveness of marketing-based services using neuromarketing research. Meanwhile, Pop and Lorga [23] illustrated the basic process of neuromarketing, and Alsharif et al [24] analyzed the tools employed in this field. Moreover, Alsharif et al [25] explored consumers' subconscious behavior in biomedical technology while delving into how advertising works in human minds was studied by [26].…”

Section: Introductionmentioning

confidence: 99%

What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline

Singh,

Alhassan,

Khoshaim

2023

JTAER

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The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior. This comprehensive study delves into the multifaceted world of neuromarketing. Employing a systematic literature review approach and reviewing 51 articles from the Web of Science database, the study aims to provide a holistic view of the neuromarketing field, offering valuable insights and directions for future research and practical application in the business and academic world. The key results of this study are classified into six distinct research themes: 1. Evolution of Neuromarketing, 2. Neuromarketing Definitions and Neuromarketing Tools, 3. Neuromarketing in Practice, 4. Social Value of Neuromarketing, 5. Neuromarketing and Consumer Behavior, and 6. Neuromarketing for Sustainable Business Development. The results of the study are based on the 4W framework (What, Where, Why, and How) and the TCCM framework (Themes, Contexts, Characteristics, and Methodology). The study underscores the significance of neuromarketing to businesses and serves as a provocative call to action for businesses to study its potential which traditional marketing techniques may overlook. This study is notable for its investigation of theoretical evolution, definitions, tools, practices, social value, and influence on consumer behavior within the discipline. Its contribution unfolds to sustainable business development, where neuromarketing can facilitate sustainable products and practices by understanding consumer behavior. This study presents valuable insights and sets the stage for future research through theoretical advancements in neuromarketing. It further acts as a foundational resource for marketers and researchers in augmenting their theoretical and practical acumen.

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Ethical Considerations regarding Stakeholders in Neuromarketing Research. Empirical Insights from NMSBA Corporate Members, TAAN Advertising Agencies and Romanian Companies

Cited by 9 publications

References 23 publications

Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe

Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe

Ethical Perspectives of Neuromarketing – A Qualitative Analysis

What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline

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