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Normative Concerns in Neuromarketing
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Author(s): Ajit Bansal (Chitkara Business School, Chitkara University, India), Rajni Bansal (Chitkara Business School, Chitkara University, India), Anu Bansal (SRM Global Institute of Technology, India), Manish Kumar (Graphic Era Hill University, India)and Pankaj Kumar (Amity University, Kolkata, India)
Copyright: 2023
Pages: 10
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch020
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Abstract
A relatively new emerging research field called neuromarketing bridges the conventional gaps between neuroscience, neuroeconomics, and marketing research. An emerging area called neuromarketing uses neuroscience methods in academic and commercial studies to explain customers' preferences, motivating factors, and preconceptions to better understand the consumer's mind. Additionally, those who reject neuromarketing think it is ethically wrong and shouldn't even be inferred to read consumers' minds to improve the company's products and services. The authors discuss prevalent ethical issues with neuromarketing in this research paper. They contend that considering the current capabilities for businesses to stay cautious, the most commonly raised issues are consent, secrecy, privacy, selflessness, and no maliciousness. Nevertheless, the authors point out how the company's largely unique neuromarketing practices may give rise to potentially severe ethical problems. They conclude that businesses can use neuromarketing to remain anxious and reduce the positive effects on society.
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