Ethical Issues in Neuromarketing: "I Consume, Therefore I am!"

2015-10-01
IŞIL ÜLMAN, FATMA YEŞİM
Cakar, Tuna
Yildiz, Gokcen
Neuromarketing is a recent interdisciplinary field which crosses traditional boundaries between neuroscience, neuroeconomics and marketing research. Since this nascent field is primarily concerned with improving marketing strategies and promoting sales, there has been an increasing public aversion and protest against it. These protests can be exemplified by the reactions observed lately in Baylor School of Medicine and Emory University in the United States. The most recent attempt to stop ongoing neuromarketing research in France is also remarkable. The pertaining ethical issues have been continuously attracting much attention, especially since the number of neuromarketing companies has exceeded 300 world-wide. This paper begins with a brief introduction to the field of neurotechnology by presenting its current capabilities and limitations. Then, it will focus on the ethical issues and debates most related with the recent applications of this technology. The French Parliament's revision of rules on bioethics in 2004 has an exemplary role in our discussion. The proposal by Murphy et al. (2008) has attracted attention to the necessity of ethical codes structuring this field. A code has recently been declared by the Neuromarketing Science and Business Association. In this paper, it is argued that these technologies should be sufficiently discussed in public spheres and its use on humans should be fully carried out according to the ethical principles and legal regulations designed in line with human rights and human dignity. There is an urgent need in the interdisciplinary scientific bodies like ethics committees monitoring the research regarding the scientific and ethical values of nonmaleficence, beneficence, autonomy, confidentiality, right to privacy and protection of vulnerable groups.
SCIENCE AND ENGINEERING ETHICS

Suggestions

Voxel-MARS: a method for early detection of Alzheimer's disease by classification of structural brain MRI
Cevik, Alper; Weber, Gerhard-Wilhelm; Eyüboğlu, Behçet Murat; Oguz, Kader Karli (2017-11-01)
Neuroscience is of emerging importance along with the contributions of Operational Research to the practices of diagnosing neurodegenerative diseases with computer-aided systems based on brain image analysis. Although multiple biomarkers derived from Magnetic Resonance Imaging (MRI) data have proven to be effective in diagnosing Alzheimer's disease (AD) and mild cognitive impairment (MCI), no specific system has yet been a part of routine clinical practice. This paper aims to introduce a fully-automated vox...
Analyzing effective connectivity of brain using fMRI data : DCM and PPI
Mojtahedi, Sina; Halıcı, Uğur; Çiçek, Metehan; Department of Biomedical Engineering (2013)
In neuroscience and biomedical engineering fields, one of the most important issues nowadays is finding a relationship between different brain regions when it is stimulated. Connectivity is an important research area in neuroscience which tries to determine the relationship between different brain region when the brain is stimulated externally or internally. Three main type of connectivity are discussed in this field: Anatomical, Functional and Effective connectivity. Importance of effective connectivity is...
Mathematical contributions to dynamics and optimization of gene-environment networks
Weber, Gerhard Wilhelm; Tezel, Aysun; TAYLAN, PAKİZE; Soyler, Alper; Cetin, Mehmet (Informa UK Limited, 2008-01-01)
This article contributes to a further introduction of continuous optimization in the field of computational biology which is one of the most challenging and emerging areas of science, in addition to foundations presented and the state-of-the-art displayed in [C.A. Floudas and P.M. Pardalos, eds., Optimization in Computational Chemistry and Molecular Biology: Local and Global Approaches, Kluwer Academic Publishers, Boston, 2000]. Based on a summary of earlier works by the coauthors and their colleagues, it r...
Neural correlates of purchasing behavior in the prefrontal cortex an optical brain imaging study
Çakır, Murat Perit; Çakar, Tuna (null; 2015-07-23)
Existing neuroimaging studies in decision making predominantly employ the fMRI method. Despite its superior spatial resolution, fMRI is an expensive and impractical neuroimaging technology for purchasing behavior studies in the field. This study aims to explore the role of prefrontal cortex during purchasing behavior by utilizing functional near-infrared (fNIR) spectroscopy; a low-cost, non-invasive and portable optical brain imaging methodology. The findings suggest that fNIRS can be effectively used for d...
Investigation of undergraduate students' mental models about the quantization of physical observables
Didiş, Nilüfer; Eryılmaz, Ali; Erkoç, Şakir; Department of Secondary Science and Mathematics Education (2012)
The purpose of this research is to investigate undergraduate students’ mental models about the quantization of physical observables. The research was guided by ethnography, case study, and content analysis integrated to each other. It focused on second-year physics and physics education students, who were taking the Modern Physics course at the Department of Physics, at Middle East Technical University. Wide range of data was collected by interview, observation, test, diary, and other documents during 2008-...
Citation Formats
F. Y. IŞIL ÜLMAN, T. Cakar, and G. Yildiz, “Ethical Issues in Neuromarketing: “I Consume, Therefore I am!”,” SCIENCE AND ENGINEERING ETHICS, pp. 1271–1284, 2015, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/66463.