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A Guideline for ethical aspects in conducting neuromarketing studies

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The application of neuroscience in the field of marketing is attracting companies with the prospect of an extensive understanding of consumer behavior. Recent technological developments in hard- and software solutions to measure brain and body reactions have led to promising opportunities for practitioners and academics in the field of marketing. Besides the developments’ potential advantages, the commercial perspective of neuromarketing raises several ethical questions. Marketing practitioners need to be aware of the ethical aspects that the different tools, like eye tracking, EEG, and fMRI, imply when they conduct a neuromarketing study. Since recent guidelines deliver rather general instructions and are limited in their tool-specific perspective, the development of a comprehensive guideline for conducting ethically correct neuromarketing is imperative. In past years some codes have emerged, but to date no substantial ethical framework meeting academic and business standards as well as questions related to different tools has been developed. The aim of this chapter is to shed light on existing ethical guidelines with respect to tool-based distinctions in order to provide reliable answers for both academics and marketing practitioners.




Hensel, D., Wolter, L. C., & Znanewitz, J. (2016). A Guideline for ethical aspects in conducting neuromarketing studies. In Ethics and Neuromarketing: Implications for Market Research and Business Practice (pp. 65–87). Springer International Publishing.

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