Ekonomické rozhľady/Economic Review 2/2022

STRATEGY OF ETHICAL APPROACH IN NEUROMARKETING IN TERMS OF MARKETING RESEARCH

RÓBERT HULA[1]

 https://doi.org/10.53465/ER.2644-7185.2022.2.105-128

 

Abstract: Traditional demand-based marketing research methods fail - because they depend on respondents' willingness to describe their feelings. Neuromarketing focuses on directly examining how respondents feel and what they think about a product or advertisement. This paper discusses the evolving and potential field of neuromarketing. Respondents, participants in the research are human beings and have the right to their privacy and protection of their own identity. The ambition of the contribution is to point out the possibilities of applying the strategy with regard to ethical principles in neuromarketing in the conditions of the Slovak republic.

Keywords: strategy, ethical approach, neuroscience, neuromarketing, market research

JEL Classification: M31, M39

Fulltext: PDF

Online publication date: 20 June 2022

 

To cite this article (APA style):

Hula, R. (2022). Strategy of Ethical Approach in Neuromarketing in Terms of Marketing Research. Ekonomické rozhľady – Economic Review, 51(2), 105 – 128. 

https://doi.org/10.53465/ER.2644-7185.2022.2.105-128

 

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

 

[1] Ing. Róbert Hula, University of Economics in Bratislava, Slovak Republic, e-mail: robert.hula@euba.sk, orcid id https://orcid.org/0000-0002-3433-3140