Neuromarketing. Introduction. Part II

Magdaléna Samuhelová () and Lucia Šimková
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Magdaléna Samuhelová: Comenius University in Bratislava, Bratislava, Slovak Republic
Lucia Šimková: Horná Súča, Slovak Republic

Marketing Science & Inspirations, 2016, vol. 11, issue 1, 2-21

Abstract: The aim of this paper is to clarify the meaning and importance of neuromarketing, which is considered, although with a certain amount of skepticism, to be a scientific discipline that will use (or has been using) knowledge about the brain and its functioning at streamlining marketing strategies. The term neuromarketing indicates that knowledge of neuroscience and marketing are linked to each other. It was created because the traditional methods of marketing research are not as effective as it seemed. It has been found out that during their life people’s decisions are not based on rationale but on emotions and made unconsciously. The ethical code of neuromarketing indicates that neuromarketing research presents a systematic collection and interpretation of neurological and neurophysiological knowledge of individuals using different protocols and permitting researchers to examine non-verbal and physiological responses to various stimuli for the purposes of marketing research. When examining the ethical possibilities and limits of neuromarketing we face the following questions: “What is good?” and “What is right?” Neuromarketing has the potential to be exploited for the good of society and public information, but it can also be misused to promote the interests of companies or political groups.

Keywords: neuroscience; brain; neuromarketing; manipulation; ethics (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:11:y:2016:i:1:p:2-21

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