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
Description:
SAVCIUC, Oxana. Neuromarketing and ethical aspects in conducting market research = Neuromarketingul și aspecte etice în realizarea cercetărilor de piață. In: 30 years of economic reforms in the Republic of Moldova: economic progress via innovation and competitiveness [online]: The International Scientific Conference dedicated to the 30th Anniversary of the establishment of the Academy of Economic Studies of Moldova, September 24th-25th, 2021, Chisinau. Chișinău: ASEM, 2022, vol. 1, pp. 128-137. ISBN 978-9975-155-61-8.
