Bioethics Blogs

A Corner on the Neuromarket

By Sol Lee

This post was written as part of a class assignment from students who took a neuroethics course with Dr. Rommelfanger in Paris of Summer 2016.
Sol Lee studies Neuroscience and Behavioral Biology at Emory University. As a pre-med student, he is enthusiastic about primary care and global health concerns. Sol is currently doing research on glutamate receptors in Parkinson’s Disease in the Smith Lab.
Ever since its inception in 2002 [1], neuromarketing has been a rapidly developing and highly controversial field. Neuromarketing employs neuroscience research in order to advertise products and services and is primarily utilized by companies to better understand the brain’s responses to marketing stimuli and advertising [2]. Methods include analysis of galvanic skin response, which can be used to measure stress, and eye tracking, which measures eye location and movement. Common medical research techniques such as functional magnetic resonance imaging (fMRI), which measures brain activity by detecting changes in cerebral blood flow, and electroencephalography (EEG), which measures electrical activity in the brain, are also utilized [3]. With these techniques, neuromarketing promises to create advertising methods that are more impactful and enticing. Although neuromarketing holds much potential in this regard, there are concerns about the ethical implications of this emerging field. Concerns about neuromarketing include the potential for deceptive consumer coercion, infringement of consumer privacy rights, complicating legal ramifications, and inappropriate weighting of private versus public interests. This paper will attempt to address concerns about neuromarketing and propose guidelines for a proper course of action.

Neuroscience technologies used in neuromarketing are relatively new [5].

The views, opinions and positions expressed by these authors and blogs are theirs and do not necessarily represent that of the Bioethics Research Library and Kennedy Institute of Ethics or Georgetown University.