PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
Tytuł artykułu

Benefits and threats of neuromarketing: theoretical background and practical use

Autorzy
Treść / Zawartość
Identyfikatory
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Purpose: the present paper aims to explore the origins of neuromarketing, its current position, technologies and major limitations, as well as to discuss its possible future development. Design/methodology/approach: this is a theoretical article. For its purposes an in-depth literature review has been conducted. Additionally, in order to shed light on challenges faced by researchers using neuromarketing tools, the currently available knowledge has been synthesized. Findings: the study has shown that neuromarketing technologies provide invaluable information on the subconscious mental processes influencing the customer’s behaviour. However, despite their considerable scientific potential, they pose potential threats regarding their unauthorised use. Hence, the research emphasises the need to maintain particularly high standards and to protect people against inappropriate and unethical use of neuromarketing strategies . Originality/value: the paper can be used by theoreticians and practitioners of neuroeconomics who want to deepen their knowledge of research and tools used in neuromarketing. It presents the most frequently used technologies as well as the opportunities and threats related to their use in an in-depth and innovative way.
Rocznik
Tom
Strony
9--25
Opis fizyczny
Bibliogr. 85 poz.
Twórcy
  • Poznań University of Economics and Business. Department of Commerce and Marketing
Bibliografia
  • 1. Ahlert, D., Kenning, P., & Plassmann, H. (2006). A window to the consumer’s mind: application of functional brain imaging techniques to advertising research. International Advertising and Communication, pp. 163-178.
  • 2. Ait Hammou, K., Galib, M.H., & Melloul, J. (2013). The Contributions of Neuromarketing in Marketing Research. Journal of Management Research, 5(4), 20-32.
  • 3. Andreassi, J.L. (2007). Psychophysiology. Human behavior & physiological response (5th ed.). London: Lawrence Erlbaum Associates.
  • 4. Ariely, D., & Berns, G.S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284-292.
  • 5. Ashby, F.G. (2011). Statistical analysis of fMRI data (2nd ed.). Cambridge, Massachusetts: MIT Press.
  • 6. Banich, M., & Compton, R. (2010). Cognitive Neuroscience (3, Ed.). Retrieved from https://scholarship.haverford.edu/psychology_facpubs/36.
  • 7. Barker, A.T., Jalinous, R., & Freeston, I.L. (1985). Non-invasive magnetic stimulation of human motor cortex. The Lancet, 325(8437), 1106-1107.
  • 8. Boas, D.A., Elwell, C.E., Ferrari, M., & Taga, G. (2014). Twenty years of functional near-infrared spectroscopy: Introduction for the special issue. NeuroImage, 85, 15.
  • 9. Boire, R.G. (1999). On Cognitive Liberty. Journal of Cognitive Liberties, 1(1), 1-26.
  • 10. Bolls, A., Lang, R.F., & Potter, P.D. (1995). The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements. Communication Research, 28(5), 627-651.
  • 11. Boto, E., Holmes, N., Leggett, J., Roberts, G., Shah, V., Meyer, S.S., Brookes, M.J. (2018). Moving magnetoencephalography towards real-world applications with a wearable system. Nature, 555(7698), 657-661.
  • 12. Boucsein, W. (2012). Electrodermal Activity. US: Springer.
  • 13. Bradley, M.M., Miccoli, L., Escrig, M.A., & Lang, P.J. (2008). The pupil as a measure of emotional arousal and autonomic activation. Psychophysiology, 45(4), 602-607.
  • 14. Bridger, D. (2015). Decoding the irrational consumer: how to commission, run and generate insights from neuromarketing research. London: Kogan Page.
  • 15. Britannica (2019). Personal identity | Britannica. Retrieved December 14, 2019, from www.britannica.com website: https://www.britannica.com/topic/personal-identity#ref1111919.
  • 16. Brunoni, A.R., Moffa, A.H., Fregni, F., Palm, U., Padberg, F., Blumberger, D.M., Loo, C.K. (2016). Transcranial direct current stimulation for acute major depressive episodes: meta-analysis of individual patient data. The British Journal of Psychiatry British Journal of Psychiatry, 208(6), 522-531.
  • 17. Camerer, C.F., Loewenstein, G., & Prelec, D. (2004). Neuroeconomics: Why Economics Needs Brains. The Scandinavian Journal of Economics, 106(3), 555-579.
  • 18. Carlson, N.R. (2012). Physiology of Behavior (11th ed.). Boston, Massachusetts: Pearson.
  • 19. Ciorcari, J. (2012). Bioelectrical signals: The electroencephalogram. In: A. Wood (Ed.), Physiology, biophysics and biomedical engineering. CRC Press.
  • 20. Coenen, A., Fine, E., & Zayachkivska, O. (2014). Adolf Beck: A Forgotten Pioneer in Electroencephalography. Journal of the History of the Neurosciences, 23(3), 276-286.
  • 21. Cohen, D. (1968). Magnetoencephalography: Evidence of magnetic fields produced by alpha-rhythm currents. Science, 161(3843), 784-786.
  • 22. Decker, M., & Fleischer, T. (2008). Contacting the brain - Aspects of a technology assessment of neural implants. Biotechnology Journal, 3(12), 1502-1510.
  • 23. Dedoncker, J., Brunoni, A.R., Baeken, C., & Vanderhasselt, M.A. (2016). A Systematic Review and Meta-Analysis of the Effects of Transcranial Direct Current Stimulation (tDCS) Over the Dorsolateral Prefrontal Cortex in Healthy and Neuropsychiatric Samples: Influence of Stimulation Parameters. Brain Stimulation, 9(4), 501-517.
  • 24. Dictionary, C.E. (2019). Neuromarketing definition and meaning | Collins English Dictionary. Retrieved December 14, 2019, from www.collins.com website: https://www.collinsdictionary.com/dictionary/english/neuromarketing.
  • 25. Ekman, P., & Friesen, W.V. (1971). Constants Across Cultures in the Face and Emotion. Journal Of Personality and Social Psychology, 71(2), 124-129.
  • 26. Enserink, M., & Chin, G. (2015). The end of privacy. Nature, 347(6221), 490-514.
  • 27. Fetz, E.E. (1969). Operant conditioning of cortical unit activity. Science, 163(3870), 955-958.
  • 28. Frank, M.J., Samanta, J., Moustafa, A.A., & Sherman, S.J. (2007). Hold your horses: impulsivity, deep brain stimulation, and medication in Parkinsonism. Science, 318(5854), 1309-1312.
  • 29. Fugate, D.L. (2007). Neuromarketing: A layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385-394.
  • 30. Genco, S.J., Pohlmann, A.P., & Steidl, P. (2013). Neuromarketing for dummies. Hoboken, New York: John Wiley & Sons.
  • 31. Gloor, P. (1969). Hans Berger and the discovery of the electroencephalogram. Electroencephalography and Clinical Neurophysiology, 28, 1-36.
  • 32. Harris, J.M., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17(3), 239-252.
  • 33. Hill, A.T., Fitzgerald, P.B., & Hoy, K.E. (2016). Effects of Anodal Transcranial Direct Current Stimulation on Working Memory: A Systematic Review and Meta-Analysis of Findings from Healthy and Neuropsychiatric Populations. Brain Stimulation, 9(2), 197-208.
  • 34. Horvath, J.C., Perez, J.M., Forrow, L., Fregni, F., & Pascual-Leone, A. (2011). Transcranial magnetic stimulation: a historical evaluation and future prognosis of therapeutically relevant ethical concerns. Journal of Medical Ethics, 37(3), 137-143.
  • 35. Houeto, J.L., Mesnage, V., Mallet, L., Pillon, B., Gargiulo, M., Tezenas du Moncel, S., Agid, Y. (2002). Behavioural disorders, Parkinson’s disease and subthalamic stimulation. Journal of Neurology Neurosurgery and Psychiatry, 72(6), 701-707.
  • 36. Hubert, M., & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), 272-292.
  • 37. Huettel, S.A., Song, A.W., & McCarthy, G. (2008). Functional Magnetic Resonance Imaging (2nd ed.). Sunderland, Massachusetts: Sinauer Associates.
  • 38. Ienca, M., & Andorno, R. (2017). Towards new human rights in the age of neuroscience and neurotechnology. Life Sciences, Society and Policy, 13(1), 1–27.
  • 39. Illes, J. (2003). Neuroethics in a new era of neuroimaging. AJNR. American Journal of Neuroradiology, 24(9), 1739–1741.
  • 40. Isabella, G., Mazzon, J.A., & Dimoka, A. (2015). Culture Differences, Difficulties, and Challenges of the Neurophysiological Methods in Marketing Research. Journal of International Consumer Marketing, 27(5), 346–363.
  • 41. Katsoulaki, M., Kastrinis, A., & Tsekoura, M. (2017). The effects of anodal transcranial direct current stimulation on working memory. Advances in Experimental Medicine and Biology, 987, 283–289.
  • 42. Kenning, P.H., & Plassmann, H. (2005). NeuroEconomics: An overview from an economic perspective. Brain Research Bulletin, 67(5), 343–354.
  • 43. Khushaba, R.N., Kodagoda, S., Takruri, M., & Dissanayake, G. (2012). Toward improved control of prosthetic fingers using surface electromyogram (EMG) signals. Expert Systems with Applications, 39(12), 10731–10738.
  • 44. Kim, J. (Jamie), & Fesenmaier, D.R. (2015). Measuring Emotions in Real Time. Journal of Travel Research, 54(4), 419–429.
  • 45. Krucoff, M.O., Rahimpour, S., Slutzky, M.W., Edgerton, V.R., & Turner, D.A. (2016). Enhancing nervous system recovery through neurobiologics, neural interface training, and neurorehabilitation. Frontiers in Neuroscience, 10(584), 39–52.
  • 46. Lajante, M., & Ladhari, R. (2019). The promise and perils of the peripheral psychophysiology of emotion in retailing and consumer services. Journal of Retailing and Consumer Services, 50, 305–313.
  • 47. Lavazza, A. (2018). Freedom of Thought and Mental Integrity: The Moral Requirements for Any Neural Prosthesis. Frontiers in Neuroscience, 12(82), 1–10.
  • 48. Lee, N., Broderick, A.J., & Chamberlain, L. (2007). What is “neuromarketing”? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199–204.
  • 49. Levy, D.J., & Glimcher, P.W. (2012). The root of all value: A neural common currency for choice. Current Opinion in Neurobiology, 22(6), 1027–1038.
  • 50. Li, S., Scott, N., & Walters, G. (2014). Current and potential methods for measuring emotion in tourism experiences: a review. Current Issues in Tourism, 18(9), 805–827.
  • 51. Logothetis, N.K., Pauls, J., Augath, M., Trinath, T., & Oeltermann, A. (2001). Neurophysiological Investigation of the Basis of the fMRI Signal. Nature, 412(6843), 150–157.
  • 52. Lone, F. (2009). How the Brain Reveals Why We Buy. Retrieved December 14, 2019, from Scientific American website: https://www.scientificamerican.com/article/neuromarketing-brain/.
  • 53. Macdonald, M. (2011). Some ethical issues in brain imaging. CORTEX, 47, 1272–1274.
  • 54. Mackenzie, R. (2011). Who Should Hold the Remote for the New Me? Cognitive, Affective, and Behavioral Side Effects of DBS and Authentic Choices Over Future Personalities. AJOB Neuroscience, 2(1), 18–20.
  • 55. Mattson, J., & Simon, M. (1996). The pioneers of NMR and magnetic resonance in medicine: the story of MRI. Jericho, New York: Dean Books.
  • 56. Moore, A.D. (2010). Privacy rights: moral and legal foundations. University Park, Pennsylvania: The Pennsylvania State University Press.
  • 57. Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135.
  • 58. Mucha, T. (2005). This is your brain on advertising. Retrieved December 9, 2019, from Business 2.0 website: https://archive.fortune.com/magazines/business2/business2_archive/ 2005/08/01/8269671/index.htm.
  • 59. Mutz, J., Vipulananthan, V., Carter, B., Hurlemann, R., Fu, C.H.Y., & Young, A.H. (2019). Comparative efficacy and acceptability of non-surgical brain stimulation for the acute treatment of major depressive episodes in adults: systematic review and network meta-analysis. BMJ Clinical Research, 364(1079), 1–13.
  • 60. Ogawa, S., Lee, T.M., Kay, A.R., & Tank, D. W. (1990). Brain magnetic resonance imaging with contrast dependent on blood oxygenation. Proceedings of the National Academy of Sciences, 87(24), 9868–9872.
  • 61. Oğuz Tanzer, I. (2006). Numerical Modeling in Electro- and Magnetoencephalography, Doctoral Dissertation. Helsinki: Helsinki University of Technology.
  • 62. Ouazzani Touhami, Z., Benlafkih, L., Jiddane, M., Cherrah, Y., El Malki, H.O., & Benomar, A. (2011). Neuromarketing: Where marketing and neuroscience meet. African Journal of Business Management, 5(5), 1528–1532.
  • 63. Parent, A. (2004). Giovanni Aldini: From Animal Electricity to Human Brain Stimulation. The Canadian Journal of Neurological Sciences, 31(4), 576–584.
  • 64. Perrachione, T.K., & Perrachione, J.R. (2008). Brains and brands: developing mutually informative research in neuroscience and marketing. Journal of Consumer Behaviour, 7(4-5), 303–318.
  • 65. Plakhin, A., Semenets, I., Ogorodnikova, E., & Khudanina, M. (2018). New directions in the development of neuromarketing and behavioral economics. MATEC Web of Conferences, 184, 1–6. EDP Sciences.
  • 66. Plassmann, H., Ambler, T., Braeutigam, S., & Kenning, P. (2007). What can advertisers learn from neuroscience? International Journal of Advertising, 26(2), 151–175.
  • 67. Pop, N.A., Dabija, D.-C., & Iorga, A. (2014). Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research - a Global Exploratory Approach. Amfiteatru Economic, 16(35), 26–40.
  • 68. Pradeep, A.K. (2010). The Buying Brain: Secrets for Selling to the Subconscious Mind. Hoboken, New Jersey: John Wiley & Sons, Inc.
  • 69. Reynolds, J. (2006). Measurement and Analysis for Marketing. Journal of Targeting, 14(3), 189–190.
  • 70. Sanei, S., & Chambers, J. (2007). EEG signal processing. Chichester, West Sussex: John Wiley and Sons Ltd.
  • 71. Schacter, D.L. (1987). Implicit Memory: History and Current Status. Journal of Experimental Psycholog, 13(3), 501–518.
  • 72. Schiffman, L.G., Kanuk, L.L., & Wisenblit, J. (2010). Consumer Behavior (10th ed.). Upper Saddle River, New Jersey: Pearson Prentice Hall.
  • 73. Sententia, W. (2006). Neuroethical Considerations: Cognitive Liberty and Converging Technologies for Improving Human Cognition. Annals of the New York Academy of Sciences, 1013(1), 221–228.
  • 74. Shiv, B., Alba, J.W., Bettman, J.R., Mellers, B., & Mcgraw, A.P. (2005). Decision Neuroscience. Marketing Letters, 16(4), 375–386.
  • 75. Šola, M.H. (2013). Neuromarketing - Science and Practice. Financije i Pravo, 1(1), 25–34.
  • 76. Spence, C., & Piqueras-Fiszman, B. (2014). The perfect meal: the multisensory science of food and dining. Chichester, West Sussex: John Wiley and Sons Ltd.
  • 77. Świerczyńska-Kaczor, U. (2015). Neuroscience in Consumer Marketing Research: an Analysis Drawn from the Examples of Food Products. Acta Scientiarum Polonorum. Oeconomia, 14(nr 2), 163–172.
  • 78. Ter-Pogossian, M.M., Phelps, M.E., Hoffman, E.J., & Mullani, N.A. (1975). A Positron-Emission Transaxial Tomograph for Nuclear imaging (PETT). Radiology, 114(1), 89–98.
  • 79. Thoits, P.A. (1989). The Sociology of Emotions. Annual Review of Sociology, 15(1), 317–342.
  • 80. Ullman, M.T. (2004). Contributions of memory circuits to language: The declarative/ procedural model. Cognition, 92(1–2), 231–270.
  • 81. Van Doorn, G., & Miloyan, B. (2018). The Pepsi Paradox: A review. Food Quality and Preference, 65, 194–197.
  • 82. Wang, Y.J., & Minor, M.S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology and Marketing, 25(2), 197–232.
  • 83. Wilson, T.D., & Dunn, E.W. (2004). Self-Knowledge: Its Limits, Value, and Potential for Improvement. Annu. Rev. Psychol, 55(1), 17.1-17.26.
  • 84. Winkielman, P., Knutson, B., Paulus, M., & Trujillo, J.L. (2007). Affective Influence on Judgments and Decisions: Moving Towards Core Mechanisms. Review of General Psychology, 11, 179–192.
  • 85. Zurawicki, L. (2010). Neuromarketing Exploring the Brain of the Consumer. In: Neuromarketing: Exploring the Brain of the Consumer. Apringer, Heilderberg, Dordrecht, London, New York: Springer.
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-4ae6e800-440b-4082-80a3-aeb850177e41
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.