|
Books > Business & Economics > Business & management > Business ethics
|
Buy Now
Ethics and Neuromarketing - Implications for Market Research and Business Practice (Paperback, Softcover reprint of the original 1st ed. 2017)
Loot Price: R3,106
Discovery Miles 31 060
|
|
|
Ethics and Neuromarketing - Implications for Market Research and Business Practice (Paperback, Softcover reprint of the original 1st ed. 2017)
Expected to ship within 18 - 22 working days
|
This book addresses the emerging field of neuromarketing, which, at
its core, aims to better understand the impact of marketing stimuli
by observing and interpreting human emotions. It includes
contributions from leading researchers and practitioners, venturing
beyond the tactics and strategies of neuromarketing to consider the
ethical implications of applying powerful tools for data
collection. The rationale behind neuromarketing is that human
decision-making is not primarily a conscious process. Instead,
there is increasing evidence that the willingness to buy products
and services is an emotional process where the brain uses short
cuts to accelerate the decision-making process. At the intersection
of economics, neuroscience, consumer behavior, and cognitive
psychology, neuromarketing focuses on which emotions are relevant
in human decision-making, and uses this knowledge to make marketing
more effective. The knowledge is applied in product design;
enhancing promotions and advertising, pricing, professional
services, and store design; and improving the consumer experience
as a whole. The foundation for all of this activity is data
gathering and analysis. Like many new processes and innovations,
much of neuromarketing is operating far ahead of current
governmental compliance and regulation and thus current practices
are raising ethical issues. For example, facial recognition
software, used to monitor and detect a wide range of
micro-expressions, has been tested at several airports-under the
guise of security and counterterrorism. To what extent is it
acceptable to screen the entire population using these powerful and
intrusive techniques without getting passengers' consent? Citing
numerous examples from the public and private sectors, the editors
and contributing authors argue that while the United States has
catalyzed technological advancements, European companies and
governments are more progressive when it comes to defining ethical
parameters and developing policies. This book details many of those
efforts, and offers rational, constructive approaches to laying an
ethical foundation for neuromarketing efforts.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
(3)
(2)
(2)
