Neuromarketing and ethical aspects in conducting market research

Abstract

Designing marketing research tools capable of generating as much accurate and real information as possible, helps to substantiate marketing decisions. Starting from this practical need for research in marketing, in the contemporary information society new directions of action and development appear, springing both from the evolution and from development of marketing and from the development of information technology, the evolution of imaging and scanning techniques of the human brain. The ethical nature of the neuromarketing approach is one of the biggest and most sensitive challenges of its application in the field of market research. Since its inception, neuromarketing has been a controversial field, raising many ethical issues for researchers. This reaction is due to the research methodology, which is considered, by some authors, to have a high potential for intrusion into the subject's mind. DOI: https://doi.org/10.53486/9789975155618.18; CZU: 339.138:174.4; JEL: M31