The Social Impact of Clinical Tools for Neuromarketing Research: Possible Applications for the Wine Sector

Giuseppe Festa (), Elenica Pjero (Beqiraj) () and Simone Feoli ()
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Giuseppe Festa: University of Salerno
Elenica Pjero (Beqiraj): University ‘Ismail Qemali’
Simone Feoli: National Organization of Wine Tasters

Chapter 6 in Business Advancement through Technology Volume I, 2022, pp 117-136 from Palgrave Macmillan

Abstract: Abstract Recent years have been characterized by an enormous technological progress, also with reference to specific sectors like healthcare. In this respect, a peculiar interest has recently concerned new instruments adopted in neuroscientific activities, leading the scientific community to improve the field of neurosciences, with substantial developments specifically in neurological research, starting a new season of studies concerning particularly the emotional component of the consumer behaviour, arriving at neuromarketing. However, despite the increasing interest that this new field of study has recently assumed, there still remain several issues of ethical nature. This study, after a brief introduction to neuromarketing research, is focused on the theme of its ethical sustainability, proposing some possible solutions, with specific examples in the field of wine marketing.

Date: 2022
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DOI: 10.1007/978-3-031-07769-2_6

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