Ethical issues in neuromarketing

Sammanfattning: ABSTRACT Title: Ethical issues in neuromarketing Seminar date: 29th of May, 2013 Course: BUSN29, Degree project in Global marketing Authors: Egle Arlauskaite and Alexandra Sferle Supervisor: Annette Cerne Keywords: Neuromarketing, neuroscience, neuromarketing research, ethical issues, marketing ethics, ethical theories, ethical codes, textual analysis. Thesis purpose: The purpose of this study is to define ethical issues that raise criticism towards neuromarketing and explore how companies are currently addressing these issues. Methodology: Due to the sensitivity of the subject authors decided to use the least biased researched method – document analysis. 17 ethical codes or codes of conduct (used by the companies that conducting neuromarketing research) were analyzed. Theoretical perspective: The thesis is based on traditional marketing ethics and marketing research ethics theories. After reviewing existing ethical theories Crane & Matten (2007) model of solving ethical dilemmas was chosen as a basis for the data analysis. Empirical data: Ethical guidelines provided in companies’ ethical codes were used as empirical data for the research. Some ethical codes were found on internet, on companies’ websites. However, the majority of ethical codes were acquired after contacting the companies personally by email. Conclusion: Neuromarketing is a field that offers considerable potential for market research; efficiently helping the match of consumer needs and provided goods and services. Manipulation or violation of autonomy and privacy cannot be reached through the tools that today’s neuroscience disposes of; therefore companies involved in this kind of research should direct efforts towards the aim of making the large public aware of this. This includes measures regarding updating their ethical codes with more specific and explicit sections related to neuromarketing but, more importantly, efficiently informing the stakeholders about the existence of such ethical codes and the commitment towards respecting them.