Ethics And Neuromarketing

Author : Andrew R. Thomas,Nicolae Alexandru Pop,Ana Maria Iorga,Cristian Ducu
Publisher : Springer
Page : 209 pages
File Size : 41,8 Mb
Release : 2016-10-19
Category : Business & Economics
ISBN : 9783319456096

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Ethics and Neuromarketing by Andrew R. Thomas,Nicolae Alexandru Pop,Ana Maria Iorga,Cristian Ducu Pdf

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 52,6 Mb
Release : 2017
Category : Electronic book
ISBN : OCLC:1066427904

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Ethics and Neuromarketing by Anonim Pdf

Author : Chkoniya, Valentina
Publisher : IGI Global
Page : 653 pages
File Size : 41,7 Mb
Release : 2021-06-25
Category : Computers
ISBN : 9781799869863

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Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry by Chkoniya, Valentina Pdf

The contemporary world lives on the data produced at an unprecedented speed through social networks and the internet of things (IoT). Data has been called the new global currency, and its rise is transforming entire industries, providing a wealth of opportunities. Applied data science research is necessary to derive useful information from big data for the effective and efficient utilization to solve real-world problems. A broad analytical set allied with strong business logic is fundamental in today’s corporations. Organizations work to obtain competitive advantage by analyzing the data produced within and outside their organizational limits to support their decision-making processes. This book aims to provide an overview of the concepts, tools, and techniques behind the fields of data science and artificial intelligence (AI) applied to business and industries. The Handbook of Research on Applied Data Science and Artificial Intelligence in Business and Industry discusses all stages of data science to AI and their application to real problems across industries—from science and engineering to academia and commerce. This book brings together practice and science to build successful data solutions, showing how to uncover hidden patterns and leverage them to improve all aspects of business performance by making sense of data from both web and offline environments. Covering topics including applied AI, consumer behavior analytics, and machine learning, this text is essential for data scientists, IT specialists, managers, executives, software and computer engineers, researchers, practitioners, academicians, and students.

Author : Joshua Penrod
Publisher : Springer Nature
Page : 173 pages
File Size : 47,6 Mb
Release : 2022-10-30
Category : Business & Economics
ISBN : 9783031185496

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Ethics and Biopower in Neuromarketing by Joshua Penrod Pdf

This book explores the ethical and policy implications of the use of neuroscience in marketing. Addressing emerging areas of neuromarketing and consumer neuroscience, this book offers a fresh perspective on establishing a framework for codes of conduct for marketing practices using neuroscientific methods. The use of neuroscience, particularly in commercial and marketing contexts, has been fraught with controversy and ethical concerns. Technological advances have enhanced the ability to not only analyze but also predict (or even control) human behavior. Using the work of Foucault on biopower, the author discusses the moral dimensions of data collection and observation of consumer behavior in neuromarketing as well as policy implications. After discussing the strengths and weaknesses of various ethical frameworks, the author proposes fixes to current ethical and conduct codes for a more seamless approach for governance. This book advances the scholarship on marketing ethics and appeals to researchers of consumer psychology, business ethics, and public policy.

Author : Leon Zurawicki
Publisher : Springer Science & Business Media
Page : 273 pages
File Size : 49,8 Mb
Release : 2010-09-02
Category : Business & Economics
ISBN : 9783540778295

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Neuromarketing by Leon Zurawicki Pdf

Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Author : Matt Johnson,Prince Ghuman
Publisher : BenBella Books
Page : 243 pages
File Size : 51,7 Mb
Release : 2020-05-19
Category : Business & Economics
ISBN : 9781950665235

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Blindsight by Matt Johnson,Prince Ghuman Pdf

Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.

Author : Lisa Wegener
Publisher : Unknown
Page : 20 pages
File Size : 47,9 Mb
Release : 2015-02-02
Category : Electronic
ISBN : 3656884722

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Does Neuromarketing Trick Your Brain? an Introduction to the Ethics of Neuromarketing by Lisa Wegener Pdf

Essay from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,8, University of Applied Sciences Groningen, language: English, abstract: As a consequence of the advanced preoccupation with the human brain during the last years, the long displaced subconscious has moved back into the focus of researchers' attention. In the late 1990ies, Gary Zaltman detected that "subliminal motivations" play a major role in decision-making processes like purchase decisions. Brought forth under the less threatening term of "the implicit," the subconscious, which is the preserve of approximately 95% of our thoughts and mental stirrings, became a key concept again for neuroscientists, neuroeconomists and finally neuromarketers. Neuromarketing is a conglomeration of not only so recent disciplines, among them marketing, market research, brain research, cultural studies and psychology. It can be defined as the analysis of the neuronal effects of sales-promoting measures. It is based on the assumption that there are no merely rational procedures in the human brain for what reason marketing, which rests upon the verbal presentation of sales arguments, cannot create a powerful brand association and is thereby not likely to stand out from the multitude of commercials customers are faced with. Instead, neuromarketing focuses less on rational arguments or the formalities of advertising but it aspires to create a strong response and meaning in the customers' heads. The tools by which neuromarketers try to directly address the recipients' subconscious are the four so-called "codes" or "cues" language, stories, symbols and senses. These codes operate as a bridge between the product and profound motivations like harmony, domination and stimulation. These kinds of "implicit" or "subliminal" communication strategies were firstly conveyed to a broader public already in 1957 when Vance Packard published his bestseller "The Hidden Persu

Author : Stephen J. Genco,Andrew P. Pohlmann,Peter Steidl
Publisher : John Wiley & Sons
Page : 423 pages
File Size : 42,9 Mb
Release : 2013-07-29
Category : Business & Economics
ISBN : 9781118518977

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Neuromarketing For Dummies by Stephen J. Genco,Andrew P. Pohlmann,Peter Steidl Pdf

Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.

Author : Atli, Dincer
Publisher : IGI Global
Page : 304 pages
File Size : 55,9 Mb
Release : 2020-06-19
Category : Business & Economics
ISBN : 9781799831280

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Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience by Atli, Dincer Pdf

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.

Author : de Sousa, Joana Coutinho
Publisher : IGI Global
Page : 200 pages
File Size : 40,8 Mb
Release : 2017-12-30
Category : Business & Economics
ISBN : 9781522548355

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Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities by de Sousa, Joana Coutinho Pdf

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.

Author : Christophe Morin,Patrick Renvoise
Publisher : John Wiley & Sons
Page : 352 pages
File Size : 50,6 Mb
Release : 2018-09-11
Category : Business & Economics
ISBN : 9781119440758

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The Persuasion Code by Christophe Morin,Patrick Renvoise Pdf

The Persuasion Code Capture, convince, and close—scientifically Most of your attempts to persuade are doomed to fail because the brains of your audience automatically reject messages that disrupt their attention. This book makes the complex science of persuasion simple. Learn to develop better marketing and sales messages based on a scientific model; NeuroMap™. Regardless of your level of expertise in marketing, neuromarketing, neuroscience or psychology: The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime will make your personal and business lives more successful by unveiling a credible and practical approach towards creating a breakthrough persuasion strategy. This book will satisfy your interest in neuromarketing, scientific persuasion, sales, advertising effectiveness, website conversion, marketing strategy and sales presentations. It’ll teach you the value of the award-winning persuasion model NeuroMapTM : the only model based on the science of how your customers use their brain to make any decision including a buying decision. You will appreciate why this scientific approach has helped hundreds of companies and thousands of executives achieve remarkable results. Written by the founders of SalesBrain who pioneered the field of neuromarketing SalesBrain has trained more than 100,000 executives worldwide including over 15,000 CEO Includes guidance for creating your own neuromarketing plan Advance your business or career by creating persuasive messages based on the working principle of the brain.

Author : Joseph Dumit
Publisher : Princeton University Press
Page : 266 pages
File Size : 46,7 Mb
Release : 2021-09-14
Category : Medical
ISBN : 9780691236629

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Picturing Personhood by Joseph Dumit Pdf

By showing us the human brain at work, PET (positron emission tomography) scans are subtly--and sometimes not so subtly--transforming how we think about our minds. Picturing Personhood follows this remarkable and expensive technology from the laboratory into the world and back. It examines how PET scans are created and how they are being called on to answer myriad questions with far-reaching implications: Is depression an observable brain disease? Are criminals insane? Do men and women think differently? Is rationality a function of the brain? Based on interviews, media analysis, and participant observation at research labs and conferences, Joseph Dumit analyzes how assumptions designed into and read out of the experimental process reinforce specific notions about human nature. Such assumptions can enter the process at any turn, from selecting subjects and mathematical models to deciding which images to publish and how to color them. Once they leave the laboratory, PET scans shape social debates, influence courtroom outcomes, and have positive and negative consequences for people suffering mental illness. Dumit follows this complex story, demonstrating how brain scans, as scientific objects, contribute to our increasing social dependence on scientific authority. The first book to examine the cultural ramifications of brain-imaging technology, Picturing Personhood is an unprecedented study that will influence both cultural studies and the growing field of science and technology studies.

Author : Roger Dooley
Publisher : John Wiley & Sons
Page : 308 pages
File Size : 48,6 Mb
Release : 2011-10-21
Category : Business & Economics
ISBN : 9781118175941

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Brainfluence by Roger Dooley Pdf

Practical techniques for applying neuroscience and behavior research to attract new customers Brainfluence explains how to practically apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions. With quick and easy takeaways offered in 60 short chapters, this book contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums. This scientific approach to marketing has helped many well-known brands and companies determine how to best market their products to different demographics and consumer groups. Brainfluence offers short, easy-to-digest ideas that can be accessed in any order. Discover ways for brands and products to form emotional bonds with customers Includes ideas for small businesses and non-profits Roger Dooley is the creator and publisher of Neuromarketing, the most popular blog on using brain and behavior research in marketing, advertising, and sales Brainfluence delivers the latest insights and research, giving you an edge in your marketing, advertising, and sales efforts.

Author : Patrick Renvoise,Christophe Morin
Publisher : HarperCollins Leadership
Page : 257 pages
File Size : 40,6 Mb
Release : 2007-09-30
Category : Business & Economics
ISBN : 9781418570309

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Neuromarketing by Patrick Renvoise,Christophe Morin Pdf

The latest brain research is changing the way we think about sales. How can this help you increase your business? With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness. Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers. In Neuromarketing, Renvoisé and Morin will help you learn: The six stimuli that always trigger a response The four steps to align content and delivery of your message The six message building blocks to address the "old brain" The seven powerful impact boosters to set your delivery apart from the rest Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.

Author : Moran Cerf,Manuel Garcia-Garcia
Publisher : MIT Press
Page : 362 pages
File Size : 51,9 Mb
Release : 2017-11-16
Category : Business & Economics
ISBN : 9780262036597

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Consumer Neuroscience by Moran Cerf,Manuel Garcia-Garcia Pdf

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker