From marketing to neuromarketing: Ethical considerations
Abstract
This paper discusses the emerging field of neuroethics – broadly speaking, the ethical and social issues raised by advances in neuroscience – in the context of neuromarketing. The paper explains how the field is strongly influenced by current events and cultural consciousness. The authors build on the opinions proposed by some scholars, highlighting key considerations, starting with respect for privacy, transparency and, most urgently, the need to place the consumer at the centre of any business strategy and any project development.
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Author's Biography
Caterina Garofalo is President of the Italian Association of Neuromarketing (Ainem), and Director of the Ainem Neuromarketing Academy and Ainem International Neuromarketing Seasonal School. She coordinates the master’s in neuromarketing programme at Suor Orsola Benincasa University of Naples, and is a regular speaker at conferences and seminars on neuromarketing both nationally and internationally. She has authored a number of books and her work has also appeared in management magazines such as the Harvard Business Review.
Francesco Gallucci is Vice President and Scientific Director of the Italian Association of Neuromarketing (Ainem), Scientific Director of the Gtechnology Lab Neuroscience and Professor of Emotion Marketing at the Polytechnic University of Milan. He is a visiting professor at a number of universities, both nationally and internationally, and Scientific Director of the master’s in neuromarketing programme at Suor Orsola Benincasa University of Naples. He has also written various books on neuromarketing.
Citation
Garofalo, Caterina and Gallucci, Francesco (2021, June 1). From marketing to neuromarketing: Ethical considerations. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 1. https://doi.org/10.69554/IIJA1927.
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