Ethics and Neuromarketing: Implications for Market Research and Business Practice

219 Pages·2017·3.797 MB·English

by  Andrew R. Thomas, Nicolae Alexandru Pop, Ana Maria Iorga, Cristian Ducu (eds.)

Andrew R. Thomas
Nicolae Alexandru Pop
Ana Maria Iorga · Cristian Ducu Editors
Ethics and
Neuromarketing
Implications for Market Research and
Business Practice
Ethics and Neuromarketing
Andrew R. Thomas
Nicolae Alexandru Pop
Ana Maria Iorga • Cristian Ducu
Editors
Ethics and Neuromarketing
Implications for Market Research
and Business Practice
Editors
Andrew R. Thomas Nicolae Alexandru Pop
University of Akron Faculty of Marketing
Broadview Heights , OH , USA The Bucharest Academy
of Economic Studies
Ana Maria Iorga Bucharest , Romania
Bucharest Academy of Economic Studies
Bucharest , Romania Cristian Ducu
Centre for Advanced Research
in Management and Applied Ethics
Bucharest , Romania
ISBN 978-3-319-45607-2 ISBN 978-3-319-45609-6 (eBook)
DOI 10.1007/978-3-319-45609-6
Library of Congress Control Number: 2016956854
© Springer International Publishing Switzerland 2017
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Contents
1 Introduction ............................................................................................. 1
Andrew R. Thomas
2 Neuromarketing: Understanding the Application
of Neuroscientific Methods Within Marketing Research .................... 5
Terry Daugherty and Ernest Hoffman
3 Topoi in Neuromarketing Ethics ............................................................ 31
Cristian Ducu
4 A Guideline for Ethical Aspects in Conducting
Neuromarketing Studies ......................................................................... 65
David Hensel , Lisa-Charlotte Wolter , and Judith Znanewitz
5 Ethical and Legal Considerations in Research Subject
and Data Protection ................................................................................ 89
Eugenia Laureckis and Àlex Martínez Miralpeix
6 Transparency and Reliability in Neuromarketing Research .............. 101
Arianna Trettel , Patrizia Cherubino , Giulia Cartocci , Dario Rossi ,
Enrica Modica , Anton Giulio Maglione , Gianluca di Flumeri ,
and Fabio Babiloni
7 Implicit Measures of Attitudes in Market Research ............................ 113
Michał Matukin and Rafał Ohme
8 Ethical Considerations regarding Stakeholders in
Neuromarketing Research. Empirical Insights from
NMSBA Corporate Members, TAAN Advertising
Agencies and Romanian Companies ..................................................... 123
Nicolae Al. Pop , Dan-Cristian Dabija , and Ana Maria Iorga
v
vi Contents
9 Dealing with the Devils: The Responsibility
of Neuromarketing Practitioners in Conducting Research
for Ethically Questionable Client Agendas ........................................... 147
Kimberly Rose Clark
10 The Limits and the Ethics of Consumer Profiling ............................... 157
Nansi Lungu
11 Ethical Dilemmas of Future Technologies ............................................ 171
Ana Maria Iorga and Nicolae Al. Pop
12 The Ethics of Neuromarketing in Sports .............................................. 187
Gregory Dumont
Erratum to: ...................................................................................................... E1
Addenda ........................................................................................................... 197
Abbreviations
AMA American Medical Association
APA American Psychological Association
ARF American Research Foundation
CIOMS Council for International Organizations of Medical Sciences
EEG Electroencephalography
ESF European Science Foundation
ESOMAR European Society for Opinion and Market Research
ET Eye tracking
FDA US Food and Drug Administration
fMRI Functional magnetic resonance imaging
GSR Galvanic skin response
IRB Institutional Review Board
MEG Magnetic encephalography
MRI Magnetic resonance imaging
NMSBA Neuromarketing Science & Business Association
PET Positron emission tomography
TMS Transcranial magnetic stimulation
SPECT Single photon emission tomography
vii
Contributors
Fabio Babiloni H e is currently Professor of

Physiology at the Faculty of Medicine of the University
of Rome “Sapienza,” Rome, Italy. He is also full pro-
fessor of biomedical engineering and teaches
Physiology and Neuroscience, Industrial Neuroscience,
and Biomedical Engineering courses. He is the author
of 200 papers on bioengineering and neurophysiology
topics in international peer-reviewed scientifi c journals
and has more than 250 contributions to conferences and
books chapters. He wrote several books on EEG signal
processing. He is Scientifi c Director of BrainSigns.
Giulia Cartocci Since 2015, Giulia collaborates with
BrainSigns, being involved in the clinical application of
the technological protocols for the acquisition of human
biosignals (EEG) in particular aiming at measuring the
approach/withdrawal motivation towards stimuli and the
cognitive effort related task execution. She is also involved
in writing and submitting national and international
research proposals (mainly European Projects) and scien-
tifi c publications concerning BrainSigns research topics
(Clinical Trials, Neuroaesthetics, and Neuromarketing).
ix
x Contributors
Patrizia Cherubino S ince 2010, Patrizia collaborates

with BrainSigns in the Neuromarketing Research &
Innovation area. The main activity is focused around the
generation and validation of biometrics tests for the eval-
uation of TV commercial and consumer stimuli using
EEG, HR, and GSR signals. Her expertise is also focused
on the evaluation of the Neuroaesthetic, Neuroshopping,
and Neuropolitics studies. She is also coauthor of several
publications on neuromarketing in peer-reviewed scien-
tifi c journals and coauthor of a neuromarketing book.
Kimberly Rose Clark K imberley currently serves as

Senior Lecturer and Affi liated Researcher for
Dartmouth College’s Department of Psychological and
Brain Sciences in Hanover, New Hampshire, USA, and
is the Co-Founder and Chief Research Offi cer for the
research and consulting fi rm Merchant Mechanics, Inc.
Dan-Cristian Dabija Dan-Cristian is Associate

Professor at the Department of Marketing, Faculty of
Economics and Business Administration, Babeş-Bolyai
University, Romania. His teaching and research fi elds
are retailing, international marketing, consumer behav-
ior, and tourism marketing. Since December 2015 he is
a Ph.D. supervisor in Marketing. Dan-Cristian cur-
rently leads a research project on sustainable retailing.
Terry Daugherty Terry is an Associate Professor and
Chair of the Department of Marketing in the College of
Business Administration at the University of Akron. He is
an expert in interactive marketing, consumer psychology,
and behavioral research methods having authored numer-
ous publications while presenting his intellectual work at
research conferences worldwide. He has led the Consumer
Neuroscience Research Initiative at UA since 2010 and is
also Editor-in-Chief of the Journal of Interactive Advertising .
Contributors xi
Cristian Ducu Cristian holds a Ph.D. in Moral

Philosophy from the University of Bucharest, and he is
the General Manager of the Centre for Advanced
Research in Management and Applied Ethics, an inde-
pendent research and consulting NGO. In the last 13
years, he specialized in Applied Ethics (mostly,
Business Ethics, Communication Ethics, Bioethics,
and Ethics in New and Emerging Technologies) and
taught various classes in these fi elds at the University of
Bucharest and National University of Political Studies
and Public Administration.
Gregory Dumont Greg is currently the Director of
Students and Assistant Professor of Marketing at
Plymouth State University in New Hampshire. He has
earned an M.B.A, M.S. in International Business and
Ph.D. in International Business with a concentration in
Marketing. As a former collegiate athlete, he has main-
tained an interest in sports and his current research
interest remains focused on the sporting fi rm, mega
sporting events in particular. His research has increas-
ingly integrated the unique insights gleaned through
behavioral economics and neuroimaging to analyze the
marketing of sports and marketing of non-sports brands through sports.
Gianluca di Flumeri Gianluca is a Biomedical

Engineer, currently a Ph.D. Student in Morphogenesis
and Tissue Engineering, Biophysics curriculum. His
main research activity is focused on the acquisition and
analysis of human biosignals (EEG, HR, GSR, EOG),
to investigate cognitive processes and mental states, in
particular in operational environments. He has a great
expertise in GUIs and signal processing in Matlab.
David Hensel H e is a Ph.D. candidate and research

assistant at the Institute of Marketing at Helmut
Schmidt University, Germany. He is responsible for the
advertising research of the employer Bundeswehr in a
project funded by the Federal Armed Forces. He holds
a Master of Science in business administration from the
University of Hamburg with a focus on marketing. His
research interests are neuromarketing and implicit mea-
surement methods.