Ethics and Neuromarketing: Implications for Market Research and Business Practice

Ethics and Neuromarketing: Implications for Market Research and Business Practice

Paperback(Softcover reprint of the original 1st ed. 2017)

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Product Details

ISBN-13: 9783319833293
Publisher: Springer International Publishing
Publication date: 06/20/2018
Edition description: Softcover reprint of the original 1st ed. 2017
Pages: 209
Product dimensions: 6.10(w) x 9.25(h) x (d)

About the Author

Andrew R. Thomas is Associate Professor of Marketing and International Business at the University of Akron; and, the bestselling author of 21 books. His most recent works include The Customer Trap: How to Avoid the Biggest Mistake in Business and Global Supply Chain Security. His book The Distribution Trap: Keeping Your Innovations from Becoming Commodities was awarded the Berry-American Marketing Association Prize for the Best Marketing Book of 2010. Direct Marketing in Action was a finalist for the same award in 2008. Andrew has traveled to and developed sales and distribution channels in 120 countries on all seven continents.


Nicolae Alexandru Pop currently serves as Professor for the Marketing Department of the Bucharest University of Economic Studies. He is also a specialist in relationship marketing, international marketing and neuromarketing. He is also Professor at the University of Applied Sciences Bochum, at Babeș-Bolyai University Cluj-Napoca, at Politehnica University of Bucharest, visiting professor la HEC Montreal, TU Darmstadt, ISCAE Casablanca, Goethe University Frankfurt Main and CNAM Paris. Dr. Pop is also Doctor honoris causa of the University of Oradea.


Ana Maria Iorga is a neuromarketing expert that has a passion for bringing science to marketing. She is holds a double MBA degree in Marketing and Finance from the University of Ottawa and is currently a PhD student in neuromarketing at the Bucharest Academy of Economic Studies. She has over 10 years of experience as an advertising professional and entrepreneur, leading a full-service advertising agency. In 2012, she founded Buyer Brain, a consumer neuroscience research lab.


Cristian Ducu holds a PhD 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 independent 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 fields at the University of Bucharest and National University of Political Studies and Public Administration.

Table of Contents

1. Introduction.- 2. Neuromarketing: Understanding the Application of Neuroscientific Methods within Marketing Research.- 3. Topoi in Neuromarketing Ethics.- 4. A Guideline for Ethical Aspects in Conducting Neuromarketing Studies.- 5. Ethical and Legal Considerations in Research Subject and Data Protection.- 6. Transparency and Reliability in Neuromarketing Research.- 7. Implicit Measures of Attitudes in Market Research.- 8. Ethical Considerations regarding Stakeholders in Neuromarketing Research.- 9. The Responsibility of Neuromarketing Practitioners in Conducting Research for Nefarious Messaging.- 10. The Limits and the Ethics of Consumer Profiling.- 11. Ethical Dilemmas of Future Technologies.- 12. The Ethics of Neuromarketing in Sports.

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