Neuromarketing is an emerging field in which academic and industry research scientists employ neuroscience techniques to study marketing practices and consumer behavior. The use of neuroscience techniques, it is argued, facilitates a more direct understanding of how brain states and other physiological mechanisms are related to consumer behavior and decision making. Herein, we will articulate common ethical concerns with neuromarketing as currently practiced, focusing on the potential risks to consumers and the ethical decisions faced by companies. We argue (...) that the most frequently raised concerns—threats to consumer autonomy, privacy, and control—do not rise to meaningful ethical issues given the current capabilities and implementation of neuromarketing research. But, we identify how potentially serious ethical issues may emerge from neuromarketing research practices in industry, which are largely proprietary and opaque. We identify steps that can mitigate associated ethical risks and thus reduce the threats to consumers. We conclude that neuromarketing has clear potential for positive impact on society and consumers, a fact rarely considered in the discussion on the ethics of neuromarketing. (shrink)

This entry has two general aims. The first is to profile the practices of neuromarketing (both current and hypothetical), and the second is to identify what is ethically troubling about these practices. It will be claimed that neuromarketing does not really present novel ethical challenges, and that marketers are simply continuing to do what they have always done, only now they have at their disposal the tools of neuroscience which they have duly recruited. What will be presupposed is (...) a principle of proportionality: marketing practices are morally objectionable commensurate with the degree to which they impugn the moral sovereignty of market actors. With this principle in mind, it is important to consider the literature which is sceptical about the potential for neuromarketing to be successful. If its claims are overblown, as will be suggested, then the ethical threat neuromarketing is said to pose, can be viewed also as overblown. An area that has worried many is that neuromarketing poses a threat to brain privacy, and so an analysis will be given of the nature of this threat, given the principle of proportionality. It will be argued that worries about brain privacy seem, prima facie, to be justified, but on closer analysis, fall away. However, a residual threat to privacy does remain: the collection over time, and aggregation of private brain information, where the target loses control over its ownership and distribution. (shrink)

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. 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. (shrink)

Ethicists and ordinary people are typically more worried by interventions that alter agents’ mind by directly altering their brains than interventions than are focused on the environment, and thereby indirectly change minds. I argue that the causal route to changing minds is not itself important. Moreover, some of the most powerful techniques whereby behavior is altered without the consent or knowledge of agents involve environmental manipulations: manipulations of social space, for the benefit of those in the business of increasing consumption. (...) I argue that insofar as we are fixated on internal interventions, we overlook ways in which our autonomy as agents is impaired. Once we recognize the power of environmental manipulations, however, we should come to see social space as a legitimate target for political control. (shrink)

The latest research in Spain indicates that the most advanced neuromarketing consulting companies in the sector are those that have been able to innovate in the development of their own technologies and methodologies. Despite their reduced volume of business compared to total investment in Marketing and market research in our country, there are signs that suggest these companies have great potential to improve this sector, which is still to be explored. For this reason, this research straddling the ethnographic method (...) and the theoretical-descriptive method, aims to help us better understand the characteristic features of this sector by actively listening to the professional voices that lead it. Its epistemological value lies in its contribution to understanding the business culture related to the professional development of neuromarketing in our country today. The study shows that the main human resources strategy of neuromarketing consulting companies is based on the creation of multidisciplinary work teams. In addition, most of them develop data analysis software, which they can safeguard under various types of copy right, and on other occasions they manage to patent them, to later apply them to the objectives and purposes of their company. This would also explain the widespread use of certain procedures and resources by the vast majority of the consulting companies investigated. Thus, the trend in the market is the implementation of different synchronization software to the available technological and methodological resources. Others have even gone so far as to create a new technological support to incorporate methodologies already in use. Therefore, this gives them exclusivity in their services and the necessary competitive advantage over their competitors. Among other factors, these inferences about how this sector really works are very likely to be very useful in the academic field, which will constitute a further step in generating critical thinking and in expanding the frontiers of knowledge around this disciplin. (shrink)

Neuromarketing relies on Brain Computer Interface (BCI) technology to gain insight into how customers react to marketing stimuli. Marketers spend about$750 billion annually on traditional marketing camping. They use traditional marketing research procedures such as Personal Depth Interviews, Surveys, Focused Group Discussions, and so on, which are frequently criticized for failing to extract true consumer preferences. On the other hand, Neuromarketing promises to overcome such constraints. This work proposes a machine learning framework for predicting consumers' purchase intention (PI) (...) and affective attitude (AA) from analyzing EEG signals. In this work, EEG signals are collected from 20 healthy participants while administering three advertising stimuli settings: product, endorsement, and promotion. After preprocessing, features are extracted in three domains (time, frequency, and time-frequency). Then, after selecting features using wrapper-based methods Recursive Feature Elimination, Support Vector Machine is used for categorizing positive and negative (AA and PI). The experimental results show that proposed framework achieves an accuracy of 84 and 87.00% for PI and AA ensuring the simulation of real-life results. In addition, AA and PI signals show N200 and N400 components when people tend to take decision after visualizing static advertisement. Moreover, negative AA signals shows more dispersion than positive AA signals. Furthermore, this work paves the way for implementing such a neuromarketing framework using consumer-grade EEG devices in a real-life setting. Therefore, it is evident that BCI-based neuromarketing technology can help brands and businesses effectively predict future consumer preferences. Hence, EEG-based neuromarketing technologies can assist brands and enterprizes in accurately forecasting future consumer preferences. (shrink)

La autonomía constituye uno de los pilares básicos de un sistema político como el democrático que se asocia a la capacidad de toma de decisiones de la ciudadanía como su núcleo moral principal. Los descubrimientos en el ámbito de las neurociencias y su aplicación al campo del marketing y a la comunicación política despiertan hoy en día las sospechas por la posible capacidad de activar el "botón del voto" de los electores. Este artículo tiene como objetivo adentrarse en el estudio (...) de los principales trabajos desarrollados sobre el neuromarketing político y la neuropolítica. La finalidad de esta propuesta consiste en presentar los debates éticos que irrumpen con el neuromarketing político. Autonomy is one of the basic pillars of a political system like democracy, which is associated with citizens’ decision-making capacity as its main moral core. Discoveries in the neurosciences domain and their application to the marketing and political communication field now arouse suspicions about the possible capacity of activating voter’s "voting button". The objective of this article is to examine the main works on political neuromarketing and neuropolitics. The purpose of this proposal consists in presenting the specific ethical debates that emerge around political neuromarketing. (shrink)

Over the past decades commercial and academic market researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one (...) neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies. Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application. (shrink)

Modern neurotechnologies are rapidly infringing on conventional notions of human dignity and they are challenging what it means to be human. This article is a survey analysis of the future of the digital age, reflecting primarily on the effects of neurotechnology that violate universal human rights to dignity, self-determination, and privacy. In particular, this article focuses on neuromarketing to critically assess potentially negative social ramifications of under-regulated neurotechnological application. Possible solutions are critically evaluated, including the human rights claim to (...) the ‘right to mental privacy’ and the suggestion of a new human right based on spiritual jurisdiction, where the human psyche is a legal space in a substantive legal setting. (shrink)

Over the last decade, academics and companies have shown an increased interest in brain studies and human cerebral functions related to consumer’s reactions to different stimuli. Therefore neuroethics emerged as a way to draw attention to ethical issues concerning different aspects of brain research. This review explores the environment of neuromarketing research in both business and academic areas from an ethical point of view. The paper focuses on the ethical issues involving subjects participating in neuroimaging studies, consumers that experience (...) the effects of research results and also researchers that conduct such studies. Starting the analysis from the gaps in traditional marketing research, the paper provides information on ethics of neuromarketing research and its challenges and offers perspectives concerning the standards that should be implemented in order to allow the development of both neuroethics and neuromarketing under appropriate conditions. (shrink)

Neuromarketing has become a new and important topic in the field of marketing in recent years. Consumer behavior research has received increasing attention. In the past decade, the importance of marketing has also been recognized in many fields such as consumer behavior, advertising, information systems, and e-commerce. Neuromarketing uses neurological methods to determine the driving forces behind consumers’ choices. Various neuroscience tools, such as eye movements, have been adopted to help reveal how consumers react to particular advertisements or (...) objects. This information can be used as the basis for new advertising campaigns and brand promotions. To effectively explore the research trends in this field, we must understand the current situation of neuromarketing. A systematic bibliometric analysis can solve this problem by providing publishing trends and information on various topics. In this study, journals that focused on neuromarketing in the field of marketing between 2010 and 2021 were analyzed. These journals were core journals rated by the Association of Business Schools with three or more stars. According to the data analysis results, neuromarketing has 15 main journals with relevant papers. Based on the data collected by the Web of Science, this study mainly collected 119 references and analyzed the most productive countries, universities, authors, journals, and prolific publications in the field of neuromarketing via Citespace. Through the analysis of knowledge maps, this study explored the mapping of co-citation, bibliographic coupling, and co-occurrence. Moreover, the strongest citation bursts were used to study popular research at different time stages and analyze the research trends of neuromarketing research methods and tools. This study provides an overview of the trends and paths in neuromarketing, which can help researchers understand global trends and future research directions. (shrink)

Rapid growth in structural and functional brain research has led to increasing ethical discussion of what to do about incidental findings within the brains of healthy neuroimaging research participants that have potential health importance, but which are beyond the original aims of the study. This dilemma has been widely debated with respect to general neuroimaging research but has attracted little attention in the context of neuromarketing studies. In this paper, I argue that neuromarketing researchers owe participants the same (...) ethical obligations as other neuroimaging researchers. The financial resources available to neuromarketing firms and the social value of neuromarketing studies should command greater attention to the elucidation and management of incidental findings. However, this needs to be balanced against finite resources available within most public health systems. (shrink)

Neuromarketing is an emerging research field for prospective businesses on consumer’s preference. Consumer’s preference prediction based on electroencephalography can reliably predict likes or dislikes of a product. However, the current EEG prediction and classification accuracy have yet to reach ideal level. In addition, it is still unclear how different brain region information and different features such as power spectral density, brain asymmetry, differential entropy, and Hjorth parameters affect the prediction accuracy. Our study shows that by taking footwear products as (...) an example, the recognition accuracy of product likes or dislikes reaches 94.22%. Compared with other brain regions, the features of the frontal and occipital brain region obtained a higher prediction accuracy, but the fusion of the features of the whole brain region could improve the prediction accuracy of likes or dislikes even further. Future work would be done to correlate the EEG-based like or dislike prediction results with product sales and self-reports. (shrink)

Two Methods Of Creative Marketing Research Neuromarketing And In-Depth Interview Creativity is one of the most important concepts nowadays' business environment. The purpose of this article is to determine whether neuromarketing and in-depth interviews complete each other in terms of allowing marketers to to create more creative marketing strategies on how customers really feel.Raising global competition pressure does not allow marketers to ignore it. Marketing is a field that is most sensitive to such influences. New point of view (...) most times gives an advantage in the marketing field. It helps to develop creative strategies.Two methods of creative marketing research: neuromarketing and in-depth interview were analyzed. Creativity is a potential which must be developed as a source of further development. It is a source natural to all people, a source that has a motivational effect. Creativity may be developed. Constant education is required. It is necessary to remove barriers and establish opportunities for creative thinking, reduce habitual stereotypes, release space for searching and find further alternatives. Significance of marketing in nowadays business environment is out of any doubts. Companies world wide spend trillions of dollars each year on Advertising, Marketing, and Research and Develoment. For decades, advertisers, marketers, and product developers are making an effort to apply social psychology to discover the tools to tap into the consumer's brain. Some marketers believe that most of biases occur because of responses changed by the customer's conscious mind. Development of technology gives a wide range of opportunities for the new generation marketing research. In conclusion, it is clear, that neuromarketing and in-depth interviews may complete each other and draw together more accurate picture of what the customers really feel, that allows marketers to create more competitive creative marketing strategies. (shrink)

Over the last decade, academics and companies have shown an increased interest in brain studies and human cerebral functions related to consumer’s reactions to different stimuli. Therefore neuroethics emerged as a way to draw attention to ethical issues concerning different aspects of brain research. This review explores the environment of neuromarketing research in both business and academic areas from an ethical point of view. The paper focuses on the ethical issues involving subjects participating in neuroimaging studies, consumers that experience (...) the effects of research results and also researchers that conduct such studies. Starting the analysis from the gaps in traditional marketing research, the paper provides information on ethics of neuromarketing research and its challenges and offers perspectives concerning the standards that should be implemented in order to allow the development of both neuroethics and neuromarketing under appropriate conditions. (shrink)

This article explores a variety of techniques for “cutting through the clutter” in an era of information glut: body language, neuromarketing, and data mining. It traces connections between these different strategies by arguing that they converge on an understanding of the social, political, and economic roles of information, which challenge the empowering promise of the digital information revolution. The attempt to short-circuit the discursive content of communication in order to get straight at the underlying sentiment is symptomatic of an (...) impasse that Slavoj Zizek describes in terms of the demise of symbolic efficiency. The promise of direct access to emotional truths modeled, for example by deception detection experts on the show Lie to Me compensates for what might be described as a vernacular postmodernism in which representations are understood to be not only subject to contrivance, but completely reducible to it. The result, this article argues, is a shift in the relationship of information to power, and thus in strategies for challenging or resisting it. (shrink)

The simulation hypothesis can reinforce a cynical dismissal of human potential. This attitude can allow online platform designers to rationalize employing manipulative neuromarketing techniques to control user decisions. We point to cognitive boosting techniques at both user and designer levels to build critical reflection and mindfulness.

What makes political freedom valuable to us? Two well-known arguments are that freedom contributes to our desire satisfaction and to our personal responsibility. Here, Boudewijn de Bruin argues that freedom is valuable when it is accompanied by knowledge. He offers an original and systematic account of the relationship between freedom and knowledge and defends two original normative ideals of known freedom and acknowledged freedom. -/- By combining psychological perspectives on choice and philosophical views on the value of knowledge, he shows (...) how known freedom is crucial to satisfy our desires and assume responsibility. Known freedom is compromised when salespeople deploy consumer-obfuscation, or when news outlets use contextual framing techniques to steer the way their audiences process information. Conversely, carefully developed consumer protection and information disclosure regulation can foster known freedom. Acknowledged freedom, from ethical and economic perspectives, offers protection and makes our freedoms more stable. It embodies an ideal of mutual recognition that underlies informed consent and the ethics of communication, and can also contribute to a flourishing corporate culture. -/- This book integrates and extends cutting-edge research from philosophy, economics, psychology, and law to reorient debates on privacy, neuromarketing, sustainable finance, corporate culture, consumer protection, media violence, and freedom of speech. -/- An original account of the relation between freedom and knowledge, integrating cutting-edge research from philosophy, economics, psychology, and law; defends the ideals of known and acknowledged freedom; offers new perspectives on debates surrounding privacy, corporate culture, consumer protection, freedom of speech, and more -/- Introduction: Why Freedom is Not Enough 1:From Choice Overload to Discrimination: Arguments for Freedom 2:From Brainwashing to Neuromarketing: Freedom of Belief 3:From the Value of Knowledge to Skills and Stereotypes: The Individual Ideal of Known Freedom 4:From Common Knowledge to the Ethics of Communication: The Social Ideal of Acknowledged Freedom 5:Sustainable Finance and Responsible Investors 6:Ethics Management and Informed Stakeholders 7:Freedom of Speech and Consumer Autonomy 8:Liberal Privacy and Legal Protection Conclusion: How Freedom Can Be Sufficient . (shrink)

Neuroeconomics, neuromarketing, neuroaesthetics, and neurotheology are just a few of the novel disciplines that have been inspired by a combination of ancient knowledge along with recent discoveries about how the human brain works.This fascinating and thought provoking new book critically questions our love affair with brain imaging.

Neuroeconomics, neuromarketing, neuroaesthetics, and neurotheology are just a few of the novel disciplines that have been inspired by a combination of ancient knowledge along with recent discoveries about how the human brain works.This fascinating and thought provoking new book critically questions our love affair with brain imaging.

Neuromarketing has gained attention to bridge the gap between conventional marketing studies and electroencephalography -based brain-computer interface research. It determines what customers actually want through preference prediction. The performance of EEG-based preference detection systems depends on a suitable selection of feature extraction techniques and machine learning algorithms. In this study, We examined preference detection of neuromarketing dataset using different feature combinations of EEG indices and different algorithms for feature extraction and classification. For EEG feature extraction, we employed discrete (...) wavelet transform and power spectral density, which were utilized to measure the EEG-based preference indices that enhance the accuracy of preference detection. Moreover, we compared deep learning with other traditional classifiers, such as k-nearest neighbor, support vector machine, and random forest. We also studied the effect of preference indicators on the performance of classification algorithms. Through rigorous offline analysis, we investigated the computational intelligence for preference detection and classification. The performance of the proposed deep neural network outperforms KNN and SVM in accuracy, precision, and recall; however, RF achieved results similar to those of the DNN for the same dataset. (shrink)

Neuromarketing is the use of imaging technology to ascertain information about brain states during the viewing of advertising and products. It is an area of increasing interest for the purposes of both neuroscience brain research and marketing. At present, there remains significant disagreement about value of knowledge claims made by neuromarketing and its efficacy in both understanding and predicting consumer behavior. This paper outlines an approach to epistemic conception of neuromarketing by applying and broadening the categories of (...) technological knowledge produced by Walter Vincenti and Marc de Vries. Categories of technological knowledge capture several important elements of epistemology and knowledge generation, though more work in areas such as business judgment and knowledge translation remains to be done. The framework provided herein presents new epistemological considerations for the analysis of marketing practice related consumer behavior and brain activity. (shrink)

Neuromarketing is the use of imaging technology to ascertain information about brain states during the viewing of advertising and products. It is an area of increasing interest for the purposes of both neuroscience brain research and marketing. At present, there remains significant disagreement about value of knowledge claims made by neuromarketing and its efficacy in both understanding and predicting consumer behavior. This paper outlines an approach to epistemic conception of neuromarketing by applying and broadening the categories of (...) technological knowledge produced by Walter Vincenti and Marc de Vries. Categories of technological knowledge capture several important elements of epistemology and knowledge generation, though more work in areas such as business judgment and knowledge translation remains to be done. The framework provided herein presents new epistemological considerations for the analysis of marketing practice related consumer behavior and brain activity. (shrink)

This case takes place in the context of a small to medium-sized retail clothing firm. It examines the latest trends in social media marketing technology and the potential ethical issues regarding privacy infringement and behavioral control of teenagers and young adults that such technology presents. The scenario invites students to consider how much, if at all, such marketing practices should be resisted going forward.

El presente artículo tiene como objetivo examinar el significado de la neuropublicidad así como introducir los debates éticos que la acompañan. La búsqueda de la eficacia publicitaria y el conocimiento de las “verdaderas” necesidades de los clientes centran la investigación de esta disciplina que fusiona la publicidad con los nuevos conocimientos sobre el cerebro vinculados con el avance de las neurociencias. El presente artículo analiza esta nueva disciplina y sus características, a la vez que analiza algunas de las problemática morales (...) que plantea. (shrink)

Neuroethics has developed rapidly, driven in large part by developments in neuroscience. This article reviews neuroethics from the standpoint of its growing real-world relevance. It opens up with an analysis of the history of neuroscience that suggests the reason for the emergence of neuroethics now, in the early twenty-first century. It proceeds to survey current applications of neuroscience to diverse real-world problems. Published research in the field of neuromarketing is more focused on academic issues, such as the nature of (...) the brain activity underlying consumer behavior and the accuracy of brain-behavior predictions, than it is on the real-world utility of neuromarketing for improving business. Finally, this article concludes with a discussion of the ethical issues raised by these developments, and outlines three general challenges for society in the age of neuroscience. (shrink)

New brain imaging technology has emerged that might make it possible to read a person's thoughts directly from their brain activity. This novel approach is referred to as “brain reading” or the “decoding of mental states.” This article provides a general outline of the field and discusses its limitations, potential applications, and also certain ethical issues that brain reading raises. The measurement of brain activity and brain structure has made considerable progress in recent decades. The mapping from brain activity patterns (...) to thoughts is learned for each specific subject using brute force statistical pattern recognition techniques. It discusses the degree to which polygraphy and brain-based lie detection can be manipulated by trained subjects. A future application of brain reading technology, “neuromarketing,” has received tremendous interest and there are repeated attempts to optimize marketing campaigns by adding brain-based sources of information. (shrink)

This study decodes consumers' preference levels using a convolutional neural network in neuromarketing. The classification accuracy in neuromarketing is a critical factor in evaluating the intentions of the consumers. Functional near-infrared spectroscopy is utilized as a neuroimaging modality to measure the cerebral hemodynamic responses. In this study, a specific decoding structure, called CNN-based fNIRS-data analysis, was designed to achieve a high classification accuracy. Compared to other methods, the automated characteristics, constant training of the dataset, and learning efficiency of (...) the proposed method are the main advantages. The experimental procedure required eight healthy participants to view commercial advertisement videos of different durations. The cerebral hemodynamic responses of the participants were measured. To compare the preference classification performances, CNN was utilized to extract the most common features, including the mean, peak, variance, kurtosis, and skewness. Considering three video durations, the average classification accuracies of 15, 30, and 60 s videos were 84.3, 87.9, and 86.4%, respectively. Among them, the classification accuracy of 87.9% for 30 s videos was the highest. The average classification accuracies of three preferences in females and males were 86.2 and 86.3%, respectively, showing no difference in each group. By comparing the classification performances in three different combinations between two groups, male participants were observed to have targeted preferences for commercial advertising, and the classification performance 88.4% between “like” vs. “dislike” out of three categories was the highest. Finally, pairwise classification performance are shown as follows: For female, 86.1%, 87.4%, 85.2%, and for male 85.7, 88.4, 85.1%, respectively. (shrink)

According to a widespread view, neuroscientific basic research tells us more about the essence of the mind than psychology and may, in the long run, even replace those higher level approaches. Contrary to this view, it is demonstrated that many features can only be observed and explained on a certain level of complexity. This is particularly obvious in the case of neuromarketing and neuroeconomics. In both cases, neuroscientific methods depend on behavioral paradigms. Still, neuroscientific research in these fields may (...) enhance our understanding of the underlying neural mechanisms. In addition, neuroeconomics provide excellent conditions for the study of human decision making. (shrink)

This article presents the analysis of the main Spanish political candidates for the elections to be held on April 2019. The analysis focuses on the Facial Expression Analysis, a technique widely used in neuromarketing research. It allows to identify the micro-expressions that are very brief, involuntary. They are signals of hidden emotions that cannot be controlled voluntarily. The video with the final interventions of every candidate has been post-processed using the classification algorithms given by the iMotions's AFFDEX platform. We (...) have then analyzed these data. Firstly, we have identified and compare the basic emotions showed by each politician. Second, we have associated the basic emotions with specific moments of the candidate's speech, identifying the topics they address and relating them directly to the expressed emotion. Third, we have analyzed whether the differences shown by each candidate in every emotion are statistically significant. In this sense, we have applied the non-parametric chi-squared goodness-of-fit test. We have also considered the ANOVA analysis in order to test whether, on average, there are differences between the candidates. Finally, we have checked if there is consistency between the results provided by different surveys from the main media in Spain regarding the evaluation of the debate and those obtained in our empirical analysis. A predominance of negative emotions has been observed. Some inconsistencies were found between the emotion expressed in the facial expression and the verbal content of the message. Also, evidences got from statistical analysis confirm that the differences observed between the various candidates with respect to the basic emotions, on average, are statistically significant. In this sense, this article provides a methodological contribution to the analysis of the public figures' communication, which could help politicians to improve the effectiveness of their messages identifying and evaluating the intensity of the expressed emotions. (shrink)

In marketing, the use of visual-art-based designs on products or packaging crucially impacts consumers’ decision-making when purchasing. While visual art in product packaging should be designed to induce consumer’s favorable evaluations, it should not evoke excessive affective arousal, because this may lead to the depletion of consumer’s cognitive resources. Thus, consumers may use heuristic decision-making and commit an inadvertent mistake while purchasing. Most existing studies on visual arts in marketing have focused on preference using subjective evaluations. To address this, we (...) applied a neuroscientific measure, electroencephalogram to increase experimental validity. Two successive tasks were designed to examine the effects of affective arousal and affective valence, evoked by visual artwork, on the consecutive cognitive decision-making. In task 1, to evaluate the effect of visual art, EEG of two independent groups of people was measured when they viewed abstract artwork. The abstract art of neoplasticism group was showing Mondrian’s artwork, while the abstract art of expressionism group viewed Kandinsky’s artwork. The neoplasticism movement strove to eliminate emotion in art and expressionism to express the feelings of the artist. Building on Gallese’s embodied simulation theory, AbNP and AbEX artworks were expected to induce lower and higher affect, respectively. In task 2, we investigated how the induced affect differentially influenced a succeeding cognitive Stroop task. We anticipated that the AbEX group would deplete more cognitive resources than AbNP group, based on capacity limitation theory. Significantly stronger affect was induced in the AbEX group in task 1 than in the AbNP group, especially in affective arousal. In task 2, the AbEX group showed a faster reaction time and higher error rate in the Stroop task. According to our hypotheses, the higher affective arousal state of the AbEX group might deplete more cognitive resources during task 1 and result in poorer performance in task 2 because affect impacted their cognitive resources. This is the first study using neuroscientific measures to prove that high affective arousal induced by visual arts on packaging may induce heuristic decision-making in consumers, thereby advancing our understanding of neuromarketing. (shrink)

New brain imaging technology has emerged that might make it possible to read a person's thoughts directly from their brain activity. This novel approach is referred to as “brain reading” or the “decoding of mental states.” This article provides a general outline of the field and discusses its limitations, potential applications, and also certain ethical issues that brain reading raises. The measurement of brain activity and brain structure has made considerable progress in recent decades. The mapping from brain activity patterns (...) to thoughts is learned for each specific subject using brute force statistical pattern recognition techniques. It discusses the degree to which polygraphy and brain-based lie detection can be manipulated by trained subjects. A future application of brain reading technology, “neuromarketing,” has received tremendous interest and there are repeated attempts to optimize marketing campaigns by adding brain-based sources of information. (shrink)

Understanding and improving how organizations work and are managed is the object of management research and practice, and this topic is of longstanding interest in the academia and in society at large. More recently, the contribution that the study of the brain could make to, notably, our understanding of decisions, emotional reactions, and behaviors has led to the emergence of the field of “organizational neuroscience”. Within the field of management, organizational neuroscience seeks to explore linkages between neuroscience research, theories, and (...) methods and management research. Its primary goal is to incorporate findings on the cognitive processes underlying the thoughts, behaviors and attitudes of organizational actors in order to better inform management theories, and to assist in understanding, predicting and improving these behaviors in the workplace. As a result, we have seen in the last decade a flurry of research projects and publications in organizational neuroscience, as well as novel or rejuvenated innovations around neuromarketing, neuroleadership, and cognitive enhancement in the work place, to name a few. However, research and practical applications in organizational neuroscience pose profound ethical challenges about, for example, organizational responsibility in the responsible use of scientific innovation. Drawing on recent debates in the field, and in response to upcoming ethical challenges of organization neuroscience, this book introduces “organizational neuroethics” as an emerging interdisciplinary field that addresses the ethics of organizational neuroscience research and applications, as well as the neuroscience of organizational ethics. The first part focuses on the ethics of organizational neuroscience and several chapters tackle the ethics of neuromarketing or neuroleadership and discuss the ethical issues associated with neuroenhancement practice in the workplace. The second part of the book addresses cutting-edge topics in the neuroscience of organizational ethics. Written by international experts in the fields of management, neuroscience, ethics, and social science, this book will be of prime interest to practitioners, researchers and students in the various fields concerned with improving management research and practices, as well as organizational ethics. (shrink)

Of the many futuristic prospects offered by neuroscience, one of the more controversial is ‘brain reading’: the use of functional neuroimaging to gain information about subjects’ mental states or thoughts. This technology has various possible applications, including ‘neuromarketing’ and lie detection. Would such applications violate subjects’ privacy rights? Conversely, if God knows and judges all our secret thoughts, do Christians have any stake in defending a right to mental privacy? This article argues that God’s knowledge of us is different (...) not only in degree but in kind from the knowledge sought through brain reading. This view of divine knowledge supports a theological account of privacy, richer and broader in scope than standard accounts of privacy rights, which can aid the ethical analysis of the use of brain reading technology for purposes such as marketing and lie detection. (shrink)

Of the many futuristic prospects offered by neuroscience, one of the more controversial is ‘brain reading’: the use of functional neuroimaging to gain information about subjects’ mental states or thoughts. This technology has various possible applications, including ‘neuromarketing’ and lie detection. Would such applications violate subjects’ privacy rights? Conversely, if God knows and judges all our secret thoughts, do Christians have any stake in defending a right to mental privacy? This article argues that God’s knowledge of us is different (...) not only in degree but in kind from the knowledge sought through brain reading. This view of divine knowledge supports a theological account of privacy, richer and broader in scope than standard accounts of privacy rights, which can aid the ethical analysis of the use of brain reading technology for purposes such as marketing and lie detection. (shrink)