scholarly journals Determining the ethical aspects of using neuromarketing in modern market conditions

2021 ◽  
Vol 2021 (54) ◽  
pp. 136-153
Author(s):  
Oleksandr Zhmai ◽  
◽  
Mariia Filatova ◽  
Keyword(s):  
Consumer Behavior ◽  
Brain Research ◽  
Social Issues ◽  
Code Of Ethics ◽  
Marketing Research ◽  
Research Process ◽  
Ethical Aspects ◽  
Market Conditions ◽  
Ethical Problems ◽  
Traditional Marketing

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

scholarly journals Scientific and publishing activity of Ivan Vernadsky as a realization of his civil position

2021 ◽  
Vol 2021 (54) ◽  
pp. 167-181
Author(s):  
Valentyna Feshchenko ◽  
Keyword(s):  
Consumer Behavior ◽  
Brain Research ◽  
Social Issues ◽  
Code Of Ethics ◽  
Marketing Research ◽  
Research Process ◽  
Ethical Problems ◽  
Goods And Services ◽  
Traditional Marketing ◽  
Marketing Tool

Significant opportunities, a wide choice and saturation of the market with goods and services make it difficult for consumers to make decisions about buying certain goods. Companies, experiencing high competition, actively use all possible approaches and methods of marketing. Often consumers do not rely on rational factors, but on their own subconscious motivations caused by marketing incentives. Therefore, companies pay considerable attention to research into consumer behavior and tastes to bring the end consumer closer to the product, convincing him of the need for its consumption. Most domestic companies continue to use the tools of classical marketing, despite the emergence of innovative methods of promotion. Traditional marketing research yields results that can be ineffective and deviate significantly from reality, so companies are beginning to look for alternative ways to study consumer behavior. One of the modern directions of research on consumer behavior is neuromarketing, whose methods exacerbate the problem of ethics of neuroscience. The purpose of this article is to analyze the possibilities of neuromarketing tools to study consumer behavior and determine the ethical aspects of the use of neuromarketing in today's market conditions. This goal involves the following tasks: 1) to reveal the relevance of the use of neuromarketing; 2) define the concept of neuromarketing and its types; 3) compare traditional marketing research and neuromarketing; 4) define the concept of neuroethics; 5) consider the problems of neuroethics in marketing; 6) consider the role of the code of ethics on the example of the NMSBA Code of Ethics; 7) identify solutions to ethical problems of neuromarketing. It has been found that neuromarketing is a promising marketing tool because it provides new information that cannot be obtained through traditional marketing research. It uses neurobiology to identify consumers’ subconscious decision-making processes and to understand the true stimuli for their behavior. Neuromarketologists conduct research to determine consumer actions that occur under the influence of their feelings, thoughts, and subconscious processes. Therefore, neuromarketing makes it possible to increase the value of products for consumers and society, provided that it simplifies the relationship between consumers and products. Unlike traditional marketing research, neuromarketing research allows to obtain results with smaller deviations from reality due to the ability to study consumers’ subconscious processes. Brain research for medical and commercial purposes involves the need to study ethical, legal and social issues and consequences that may arise in the research process. These questions are studied by a science called neuroethics. The most common ethical problems of neuromarketing are autonomy, informed consent, consumer confidentiality, and privacy. But if you follow the rules of the code of ethics, the use of these tools can be more effective.

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

The transition to greener ways at Parsa’s

2021 ◽  
Vol 11 (2) ◽  
pp. 1-19
Author(s):  
Mir Insha Farooq ◽  
Parul Gupta
Keyword(s):  
Consumer Behavior ◽  
Emerging Market ◽  
Marketing Research ◽  
Research Process ◽  
Jammu And Kashmir ◽  
Content Type ◽  
Academic Level ◽  
Green Practices ◽  
Entrepreneurial Decision ◽  
Quick Service

Learning outcomes The aim is to make students deliberate on the prospects and challenges of green practices and developing an understanding of the significance of the decision to be taken by marketers and how data can help even in small-sized entrepreneurial decision-making. Upon completion of this case study, the students will be in a position to achieve the following: • Identify factors that are essential for organizations to think of including planet while formulating strategies. • Understanding the significance of research in studying green consumer behavior and the research process. • Interpreting and critically evaluating the survey. • Suggesting measures how to improve the survey so conducted and recommending solutions. Case overview/synopsis Parsa’s is a case about a quick-service restaurant in an Indian emerging market, which faces the harsh realities of environmental degradation. In a very short span of time, Parsa’s has evolved as a reputed brand – steadily growing with around 16 outlets across different parts of India, most of them in Jammu and Kashmir (J&K). The Indian subcontinent’s landmass is getting buried under its own garbage with the country adding more than 15 million metric tonnes of waste every day. This unmanageable waste generation, which is piling up, adds to the pollution of land, air and water. To curb this menace, India’s Government came up with a one-time plastic ban on October 2nd, 2019. At Parsa’s, Javeed – its owner, had envisioned in 2018 to transit to greening their business activities. The organization’s greening was providing a unique selling proposition. However, they were still in early transition. Indian market being an emerging one, is yet to adopt green practices. In addition, J&K is no different from the rest of the nation. However, Parsa’s had to now think beyond the plastic ban, which was mandatory to all and this strategy will no more provide a competitive advantage. Both the partners were unsure whether the consumers were ready or they need more awareness. Javeed, a management graduate, suggested to conduct a survey in the Kashmir region as their quick-service restaurant had a good holding in most of the districts of Kashmir. Complexity academic level This case is most suitable for graduate and post-graduate level program, ideally in the following courses offered: • and in areas of marketing research, where the students can develop an understanding of how research can help marketers in studying consumer behavior • in strategic management concerning a bigger ambit of sustainability; this case can cover the issues about decisions regarding going green strategies. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing. Supplementary materials Teaching notes are available for educators only.

scholarly journals Getting our act together: a qualitative evaluation of the impact of a play on issues relating to women, sex work and substance use

2021 ◽  
Vol 6 ◽  
pp. 234
Author(s):  
Anne Campbell ◽  
Jo Egan ◽  
Paul Murphy ◽  
Carolyn Blair
Keyword(s):  
Substance Use ◽  
Sex Work ◽  
Performing Arts ◽  
Social Issues ◽  
Qualitative Evaluation ◽  
Research Process ◽  
Service Users ◽  
Policy And Practice ◽  
The Arts ◽  
The Impact

Background: The arts have always sought to explore significant social issues through literature, performing arts and visual art. However, more recently there has been an increase in the use of theatre as a means of gauging audiences’ perception and understanding of key social issues. The primary aim of the current evaluation was to seek the views of audience members, service users of addiction services and expert commentators as regards their perception of a number of key issues related to the content of a play entitled Madame Geneva. Methods: The evaluation used an exploratory qualitative design incorporating a dualistic approach to the research process: including post show discussion with panellists and members of the audience and a focus group comprising service users who had also viewed a live performance of the play. Results: The topics elucidated by the performance of the play included women and sex work, women and substance use, and impact on policy and practice. The discussion of the issues raised reiterated that women still experience high levels of oppression and discrimination in areas of substance use, sex work and welfare ‘reform’ which are often couched within male dominated political discourses and structures in contemporary society. Conclusions: The arts and specifically dramaturgical representations of substance use and related issues is an effective method of initiating important pragmatic and policy discussion of issues, which affect women

scholarly journals LA ÉTICA EN LA INVESTIGACIÓN EDUCATIVA

2018 ◽  
Vol 6 (1) ◽  
pp. 45-51
Author(s):  
Eddy Javier Paz Maldonado
Keyword(s):  
Educational Research ◽  
Research Process ◽  
Human Being ◽  
Ethical Problems ◽  
Fundamental Factor ◽  
Palabras Clave ◽  
Research In Education ◽  
Face Complex ◽  
International Instruments ◽  
Normative Foundations

La ética en la investigación educativa constituye un factor fundamental que debe ser considerado para la realización de estudios que incluyan la participación de diversos sujetos. Los investigadores deben enfrentarse a escenarios complejos y cumplir con una serie de pautas nacionales e internacionales que tienen como propósito respetar los derechos de las personas que se someten al proceso de investigación en el ámbito educativo. Por esta razón, existen los instrumentos internacionales y tienen como elementos primordiales los principios éticos que incluyen consideraciones sobre la persona, para impedir que sea un simple objeto estudiado. Sin embargo, en la actividad indagativa se presentan diferentes problemas éticos que están relacionados con los participantes, el incorrecto uso de la investigación, el investigador, el plagio y la utilización de datos falsos. En relación al acto ético en la investigación educativa, los educadores han de efectuar responsablemente sus estudios sin perjudicar a ningún ser humano. El objetivo de este trabajo de revisión bibliográfica, es describir la importancia de la ética en la investigación educativa.   Palabras clave: ética de la investigación, investigación educativa, principios éticos. ABSTRACT Ethics in educational research is a fundamental factor that should be considered for the realization ofstudies that include the participation of diverse subjects. Researchers must face complex scenarios andcomplete it with a series of national and international guidelines that are intended to respect the rightsof people who undergo the research process specifically in the field of education. For this reason, thereare international instruments and their main elements are ethical principles that include considerationsabout the person, to prevent it from being a simple object studied. However, in the inquiry activity thereare different ethical problems that are related to the participants, the incorrect use of the research, theresearcher, the plagiarism and the use of false data. In relation to the ethical act in educational research,educators must responsibly conduct their studies without harming any human being. The results affirmthat the ethics applied to the research in education provides to the investigators theoretical,methodological and normative foundations on the moral to achieve the development of the inquiringprocess in a coherent way. The objective of this work of bibliographical review is to describe theimportance of the ethics in educational research.

Ethical and Methodological Dilemmas in Education Research

2021 ◽  
Vol 42 (1&2) ◽  
pp. 206-223
Author(s):  
Pauline McLean
Keyword(s):  
Education Research ◽  
Research Methods ◽  
Mixed Methods Research ◽  
Code Of Ethics ◽  
Research Process ◽  
Theoretical Research ◽  
Learning Goals ◽  
Methods Courses ◽  
Pedagogical Strategies ◽  
Human And Social Sciences

This paper utilized a non-empirical theoretical research framework for the purpose of examining possible solutions to the ethical and methodological dilemmas facing educational researchers. Two questions guided the examination: a) How relevant is research ethics in education research? and b) Which paradigm is a good fit for education research? A study of over two decades of seminal works and conference presentations revealed that education research is subject to the same professional code of ethics and guidelines as other Human and Social Sciences Research; therefore, educational researchers should avoid questionable practices by adhering to the “relativist utilitarian ethics of consequences” in the research process. While no single paradigm was identified as a good fit for education research, the quantitative–qualitative continuum, mixed–methods research, and alternative ways of teaching research methods courses were considered as possible approaches for addressing the methodological dilemmas that educational researchers encounter. Instructors of research methods courses are therefore expected to reflect on and re-evaluate the different ways in which philosophy, pedagogical strategies, and learning goals influence the redesign of their course.

Education Research with Electronic Focus Groups

2011 ◽  
pp. 345-357
Author(s):  
Kathryn Moyle ◽  
Robert Fitzgerald
Keyword(s):  
Education Research ◽  
Focus Groups ◽  
Digital Technologies ◽  
Research Process ◽  
Research Projects ◽  
Ethical Problems ◽  
Research And Practice ◽  
Focus Group Research ◽  
Innovative Tool ◽  
Traditional Approaches

An emerging trend in education research methods is to integrate digital technologies into the research process. Electronic focus groups represent one such innovation. Drawing on four examples of research and practice undertaken using a synchronous, digital system, this chapter reflects on how an innovative tool can assist in focus group research in the fields of school and higher education. The examples presented illustrate how some of the theoretical, practical and ethical problems that have arisen with traditional approaches to focus groups research can be overcome. It is anticipated that reflecting on such experiences and building upon the findings of these research projects will enable an understandings about the potential for innovative practices in education research that are possible with digital technologies.

A Review of Antecedents of Online Repurchase Behavior in Indian E-Commerce Paradigm Shift

2021 ◽  
pp. 1578-1597
Author(s):  
Syed Habeeb ◽  
K. Francis Sudhakar
Keyword(s):  
Systematic Review ◽  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Marketing Research ◽  
Journal Articles ◽  
Exclusion Criteria ◽  
Repurchase Intentions ◽  
Online Consumer Behavior ◽  
Research Areas ◽  
Online Consumer

The purpose of this chapter is to highlight research areas of customer satisfaction and repurchase intentions and their antecedents in the Indian e-commerce industry. To retain, attract, and satisfy customers, e-retailers need to understand how and why online customers evaluate a web store. The relevant areas of consumer behavior and marketing research were derived to explain the possible gaps to study with respect to e-commerce in India. To do so, a systematic review of online consumer behavior literature is conducted. Following inclusion and exclusion criteria, a total of 109 journal articles are analyzed. The major finding of the chapter was that there is very less amount of research considering the areas of customer satisfaction, trust, loyalty along with repurchase behavior of the online customer in specific to the Indian context. Therefore, it is a need of the hour to extend the study to know the repurchase behavior of the online consumer in present time.

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