Ethical Concerns and Neuromarketing

Ing. Lucia Majerikova, BBA

Diplomová práce

Anotace:

The aim of this thesis is to research ethical concerns in the field of neuromarketing through the comparison between two countries, the Czech Republic and the Netherlands and furthermore discuss the current challenges and discuss the future of this field. The theoretical part offers deeper explanations on what is neuroscience and neuromarketing and what is ethics from the general view. Later, the topic of ethics in neuromarketing is further explored through the researches of various scholars. The practical part offer the overview of what commercial and academic organisation there are on the Dutch and the Czech market. The interviewees from these organisations helped establishing common ethical ground of ethics in neuromarketing. The ethical concerns are furthermore explored through the existing Code of Ethics of NMSBA and later found out that ethical concerns in practice are not really applied in practice. Ultimately, according to interviewees, the future of neuromarketing will be about the more accurate development, more companies adapting neuromarketing strategies and perhaps neuromarketing becoming natural and stable part of marketing. The ethics were not mentioned in any case of the future development.

Abstract:

The aim of this thesis is to research ethical concerns in the field of neuromarketing through the comparison between two countries, the Czech Republic and the Netherlands and furthermore discuss the current challenges and discuss the future of this field. The theoretical part offers deeper explanations on what is neuroscience and neuromarketing and what is ethics from the general view. Later, the topic of ethics in neuromarketing is further explored through the researches of various scholars. The practical part offer the overview of what commercial and academic organisation there are on the Dutch and the Czech market. The interviewees from these organisations helped establishing common ethical ground of ethics in neuromarketing. The ethical concerns are furthermore explored through the existing Code of Ethics of NMSBA and later found out that ethical concerns in practice are not really applied in practice. Ultimately, according to interviewees, the future of neuromarketing will be about the more accurate development, more companies adapting neuromarketing strategies and perhaps neuromarketing becoming natural and stable part of marketing. The ethics were not mentioned in any case of the future development.

Keywords

ethics, neuromarketing, neuroscience, ethical concerns, Czech Republic, the Netherlands, market overview, commercial organisation, academic organisation, future

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 12. 5. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 23. 6. 2017
• Vedoucí: doc. Ing. Alena Klapalová, Ph.D.
• Oponent: Ing. Anida Krajina

Masarykova univerzita

Ekonomicko-správní fakulta

Magisterský studijní program / obor:
Ekonomika a management / Podniková ekonomika a management (angl.)