This book explores the ethical and policy implications of the use of neuroscience in marketing. Addressing emerging areas of neuromarketing and consumer neuroscience, this book offers a fresh perspective on establishing a framework for codes of conduct for marketing practices using neuroscientific methods. The use of neuroscience, particularly in commercial and marketing contexts, has been fraught with controversy and ethical concerns. Technological advances have enhanced the ability to not only analyze but also predict (or even control) human behavior.
Using the work of Foucault on biopower, the author discusses the moral dimensions of data collection and observation of consumer behavior in neuromarketing as well as policy implications. After discussing the strengths and weaknesses of various ethical frameworks, the author proposes fixes to current ethical and conduct codes for a more seamless approach for governance. This book advances the scholarship on marketing ethics and appeals to researchers of consumer psychology, business ethics, and public policy.
Author(s): Joshua Penrod
Publisher: Palgrave Pivot
Year: 2022
Language: English
Pages: 172
City: Cham
Acknowledgments
Contents
List of Tables
1 Consumer Neuroscience, Neuromarketing, and Foucault
CNNM and Public Perceptions
CNNM Techniques: A Precis of the Technologies
Brain Imaging Techniques
Bodily Response Measurement Technologies
References
2 An Actor-Network Theory (ANT) Map of the CNNM Field
Introduction
Theory and Action in ANT
The Discourses
Methods
ANT and Consumer Neuroscience
The Parameters of the Network
Problematization and Indispensability
Marketing Engagement
Field Credibility: Interpreted Attributes, Signals of Belief, and Silence on Belief
Interessement: Locking Up Allies or Claiming Technology?
Enrollment: Defining and Coordinating Roles
Mobilization
Conclusions
References
3 Foucault, Technology, and the Body
Biopower
Uncovering an Organic Proclivity
The Epineuromic Eruption
The Tree Falls but No One Hears: Pure Knowledge in the Commercial Discipline
Specific Technologies, More Specific Problems
CNNM Technologies, Applications, and Foucault
Viscerality: Eye Tracking, Bodily Responses
Non-Viscerality and the Machine Gaze: EEG and fMRI
References
4 Power and Knowledge Without Knowledge or Power
Gullibility by All, For All
References
5 A New Look at Ethics: Veridical Sovereignty and Its Implications
Bioethics to Neuroethics
Business Ethics and CNNM
NMSBA Code of Ethics
Ethics, Marketing, and Foucault
Foucault’s Origin of Ethics
Foucault and His Methods
Veridical Sovereignty in Practice
Next Steps
The Ethics of Pro-social Marketing: Invitation to Still Greater Statism
The World of Foucaultian Business Ethics
References
Bibliography
Index
