An overview of ethical issues in neuromarketing: Discussion and possible solutions

Yahia Mouammine () and Hassan Azdimousa ()
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Yahia Mouammine: Ibn Tofail University, Kenitra, Morocco
Hassan Azdimousa: Ibn Tofail University, Kenitra, Morocco

Marketing Science & Inspirations, 2023, vol. 18, issue 4, 29-47

Abstract: The emergence of new areas of investigation frequently elicits a division of opinion among the scientific community, particularly when human participants are involved. Consumer neuroscience, commonly referred to as neuromarketing in popular discourse, has given rise to a plethora of ethical predicaments and moral uncertainties in academic circles. In the absence of intervention, these obstacles possess the capacity to impede the advancement of this nascent discipline. Although certain ethical concerns may appear exaggerated, it is imperative for both researchers and neuromarketing firms to maintain rigorous data protection protocols and honor the confidentiality of study participants. The concept of neuromarketing, as commonly portrayed in scholarly works, denotes the intersection of the fields of neuroscience and marketing. The present definition served as a catalyst for our investigation into ethical considerations as expressed in neuromarketing literature, situated within the theoretical constructs of neuroethics and marketing research ethics. This paper examines the ethical dilemma from two perspectives, namely marketing research and neuroethics. The following discourse delves into the ethical concerns derived from the existing neuromarketing literature, providing viable solutions and guidelines to effectively navigate this unexplored ethical landscape.

Keywords: neuromarketing; ethics; neuroethics (search for similar items in EconPapers)
JEL-codes: D87 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:18:y:2023:i:4:p:29-47

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