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Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach

Author

Listed:
  • Nicolae Al. Pop

    (Academia de Studii Economice din Bucuresti)

  • Dan-Cristian Dabija
  • Ana Maria Iorga

    (Academia de Studii Economice din Bucuresti)

Abstract

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.

Suggested Citation

  • Nicolae Al. Pop & Dan-Cristian Dabija & Ana Maria Iorga, 2014. "Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-26, February.
    • Handle: RePEc:aes:amfeco:v:1:y:2014:i:35:p:26
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    References listed on IDEAS

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    Cited by:

    1. Corina Pelau & Puiu Nistoreanu & Laura Lazar & Ruxandra Badescu, 2022. "Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    2. Niël Almero Krüger & Natanya Meyer, 2021. "The Development of a Small and Medium-Sized Business Risk Management Intervention Tool," JRFM, MDPI, vol. 14(7), pages 1-14, July.
    3. Ancuta Nicoleta REMETE & Laura BACALI & Ioan Claudiu REMETE & Ioana Diana BAIDOC, 2021. "Election Marketing and Neuromarketing from a Politician's Perspective: A Thematic Analysis of the Content of Interviews Conducted in the Pre-Campaign During the SARS-Cov-2 Pandemic in Romania," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 144-156, August.
    4. Mihaela Constantinescu & Andreea Orindaru & Andreea Pachitanu & Laura Rosca & Stefan-Claudiu Caescu & Mihai Cristian Orzan, 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth," Sustainability, MDPI, vol. 11(24), pages 1-21, December.
    5. Ahmed H. Alsharif & Nor Zafir Md Salleh & Alharthi Rami Hashem E & Ahmad Khraiwish & Lennora Putit & Lily Suriani Mohd Arif, 2023. "Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers," Sustainability, MDPI, vol. 15(5), pages 1-27, March.
    6. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    7. Silviu Gabriel Szentesi, 2017. "Book review ? “Ethics and Neuromarketing: Implications for Market Research and Business Practice”," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(46), pages 918-918, August.
    8. Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E & Aida Azlina Mansor & Javed Ali & Alhamzah F. Abbas, 2021. "Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes," Sustainability, MDPI, vol. 13(11), pages 1-25, June.

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    More about this item

    Keywords

    neuromarketing; neuroscience; market research; ethical responsibility; experimental research.;
    All these keywords.

    JEL classification:

    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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