STRATEGY OF ETHICAL APPROACH IN NEUROMARKETING

RÓBERT HULA

https://doi.org/10.53465/EDAMBA.2021.9788022549301.194-207

 

Abstract: Traditional demand-based marketing research methods fail – because they depend on respondents' willingness to describe their feelings. Neuromarketing focuses on directly examining how respondents feel and what they think about a product or advertisement. This paper discusses the evolving and potential field of neuromarketing. Respondents, participants in the research are human beings and have the right to their privacy and protection of their own identity. The ambition of the contribution is to point out the possibilities of applying the strategy with regard to ethical principles in neuromarketing in the conditions of the Slovak republic.

Keywords: strategy, ethical approach, neuroscience, neuromarketing, market research

JEL classification: M31, M39

Fulltext: PDF

Online publication date: 12 May 2022

 

To cite this article (APA style): 

Hula, R. (2022). Strategy of Ethical Approach in Neuromarketing. Proceedings from the EDAMBA 2021 conference, 194 – 207. https://doi.org/10.53465/EDAMBA.2021.9788022549301.194-207