Title: Improving business innovation and research through the application of neuromarketing with ethics: a framework

Authors: Jorge Henrique Caldeira De Oliveira; Janaina de Moura Engracia Giraldi; Charbel José Chiappetta Jabbour; Cristina Ferreira Netto; Kelley Cristine Mazzetto Betti

Addresses: University of Sao Paulo, Business School at Ribeirao Preto, Av. Bandeirantes, 3900, Monte Alegre, Ribeirao Preto-SP, 14040-905, Brazil ' University of Sao Paulo, Business School at Ribeirao Preto, Av. Bandeirantes, 3900, Monte Alegre, Ribeirao Preto-SP, 14040-905, Brazil ' Sao Paulo State University at Bauru, Av. Engenheiro Edmundo Carrijo Coube, 14-01, Bauru-SP, 17033-360, Brazil ' INAGE Business School, Av. Paulista, 2200, 12° Andar – Cj. 124, Sao Paulo-SP, 01310-300, Brazil ' Department of Neuroscience and Behavioural Sciences, FMRP, University of Sao Paulo, Business School at Ribeirao Preto, Av. Bandeirantes, 3900, Monte Alegre, Ribeirao Preto-SP, 14040-905, Brazil

Abstract: The objective of this paper is to analyse and to discuss the ethical issues in the field of research known as neuromarketing, a tool used to improve innovation in companies. It uses techniques available to neuroscientists, both newer and more sophisticated ones along with traditional ones, but now for new purposes. From the beginning, this new area has evoked discussions about ethical aspects related to the results presented. Despite the unrestricted controversy surrounding the theme, few studies have discussed ethical issues involved in this line of research in a pragmatic manner. In this sense, this paper seeks to analyse and discuss ethical issues in neuromarketing research through a literature review and the proposal for a framework of ethical mapping. This framework revealed the ethical implications that would be most prominent in certain research situations: the purpose of utilising neuromarketing techniques, organisational type, and industrial sector, among others.

Keywords: neuromarketing; neuroeconomics; social neuroscience; marketing; ethical issues; business innovation; business research; ethics; literature review; ethical mapping.

DOI: 10.1504/IJBIR.2015.065953

International Journal of Business Innovation and Research, 2015 Vol.9 No.1, pp.52 - 64

Published online: 15 Apr 2015 *

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