Ethics and Neuromarketing

Andrew R. Thomas Nicolae Alexandru Pop Ana Maria Iorga • Cristian Ducu Editors

Ethics and Neuromarketing Implications for Market Research and Business Practice

ISBN 978-3-319-45607-2 ISBN 978-3-319-45609-6 (eBook) DOI 10.1007/978-3-319-45609-6

Library of Congress Control Number: 2016956854

© Springer International Publishing Switzerland 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfi lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specifi c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

Printed on acid-free paper

This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland

Editors Andrew R. Thomas University of Akron Broadview Heights , OH , USA

Ana Maria Iorga Bucharest Academy of Economic Studies Bucharest , Romania

Nicolae Alexandru Pop Faculty of Marketing The Bucharest Academy

of Economic Studies Bucharest , Romania

Cristian Ducu Centre for Advanced Research

in Management and Applied Ethics Bucharest , Romania

v

Contents

1 Introduction ............................................................................................. 1 Andrew R. Thomas

2 Neuromarketing: Understanding the Application of Neuroscientific Methods Within Marketing Research .................... 5 Terry Daugherty and Ernest Hoffman

3 Topoi in Neuromarketing Ethics ............................................................ 31 Cristian Ducu

4 A Guideline for Ethical Aspects in Conducting Neuromarketing Studies ......................................................................... 65 David Hensel , Lisa-Charlotte Wolter , and Judith Znanewitz

5 Ethical and Legal Considerations in Research Subject and Data Protection ................................................................................ 89 Eugenia Laureckis and Àlex Martínez Miralpeix

6 Transparency and Reliability in Neuromarketing Research .............. 101 Arianna Trettel , Patrizia Cherubino , Giulia Cartocci , Dario Rossi , Enrica Modica , Anton Giulio Maglione , Gianluca di Flumeri , and Fabio Babiloni

7 Implicit Measures of Attitudes in Market Research ............................ 113 Michał Matukin and Rafał Ohme

8 Ethical Considerations regarding Stakeholders in Neuromarketing Research. Empirical Insights from NMSBA Corporate Members, TAAN Advertising Agencies and Romanian Companies ..................................................... 123 Nicolae Al. Pop , Dan-Cristian Dabija , and Ana Maria Iorga

vi

9 Dealing with the Devils: The Responsibility of Neuromarketing Practitioners in Conducting Research for Ethically Questionable Client Agendas ........................................... 147 Kimberly Rose Clark

10 The Limits and the Ethics of Consumer Profiling ............................... 157 Nansi Lungu

11 Ethical Dilemmas of Future Technologies ............................................ 171 Ana Maria Iorga and Nicolae Al. Pop

12 The Ethics of Neuromarketing in Sports .............................................. 187 Gregory Dumont

Erratum to: ...................................................................................................... E1

Addenda ........................................................................................................... 197

Contents

vii

Abbreviations

AMA American Medical Association APA American Psychological Association ARF American Research Foundation CIOMS Council for International Organizations of Medical Sciences EEG Electroencephalography ESF European Science Foundation ESOMAR European Society for Opinion and Market Research ET Eye tracking FDA US Food and Drug Administration fMRI Functional magnetic resonance imaging GSR Galvanic skin response IRB Institutional Review Board MEG Magnetic encephalography MRI Magnetic resonance imaging NMSBA Neuromarketing Science & Business Association PET Positron emission tomography TMS Transcranial magnetic stimulation SPECT Single photon emission tomography

ix

Contributors

Fabio Babiloni He is currently Professor of Physiology at the Faculty of Medicine of the University of Rome “Sapienza,” Rome, Italy. He is also full pro-fessor of biomedical engineering and teaches Physiology and Neuroscience, Industrial Neuroscience, and Biomedical Engineering courses. He is the author of 200 papers on bioengineering and neurophysiology topics in international peer-reviewed scientifi c journals and has more than 250 contributions to conferences and books chapters. He wrote several books on EEG signal

processing. He is Scientifi c Director of BrainSigns.

Giulia Cartocci Since 2015, Giulia collaborates with BrainSigns, being involved in the clinical application of the technological protocols for the acquisition of human biosignals (EEG) in particular aiming at measuring the approach/withdrawal motivation towards stimuli and the cognitive effort related task execution. She is also involved in writing and submitting national and international research proposals (mainly European Projects) and scien-tifi c publications concerning BrainSigns research topics (Clinical Trials, Neuroaesthetics, and Neuromarketing).

x

Patrizia Cherubino Since 2010, Patrizia collaborates with BrainSigns in the Neuromarketing Research & Innovation area. The main activity is focused around the generation and validation of biometrics tests for the eval-uation of TV commercial and consumer stimuli using EEG, HR, and GSR signals. Her expertise is also focused on the evaluation of the Neuroaesthetic, Neuroshopping, and Neuropolitics studies. She is also coauthor of several publications on neuromarketing in peer-reviewed scien-tifi c journals and coauthor of a neuromarketing book.

Kimberly Rose Clark Kimberley currently serves as Senior Lecturer and Affi liated Researcher for Dartmouth College’s Department of Psychological and Brain Sciences in Hanover, New Hampshire, USA, and is the Co-Founder and Chief Research Offi cer for the research and consulting fi rm Merchant Mechanics, Inc.

Dan-Cristian Dabija Dan-Cristian is Associate Professor at the Department of Marketing, Faculty of Economics and Business Administration, Babeş-Bolyai University, Romania. His teaching and research fi elds are retailing, international marketing, consumer behav-ior, and tourism marketing. Since December 2015 he is a Ph.D. supervisor in Marketing. Dan-Cristian cur-rently leads a research project on sustainable retailing.

Terry Daugherty Terry is an Associate Professor and Chair of the Department of Marketing in the College of Business Administration at the University of Akron. He is an expert in interactive marketing, consumer psychology, and behavioral research methods having authored numer-ous publications while presenting his intellectual work at research conferences worldwide. He has led the Consumer Neuroscience Research Initiative at UA since 2010 and is also Editor-in-Chief of the Journal of Interactive Advertising .

Contributors

xi

Cristian Ducu Cristian holds a Ph.D. in Moral Philosophy from the University of Bucharest, and he is the General Manager of the Centre for Advanced Research in Management and Applied Ethics, an inde-pendent research and consulting NGO. In the last 13 years, he specialized in Applied Ethics (mostly, Business Ethics, Communication Ethics, Bioethics, and Ethics in New and Emerging Technologies) and taught various classes in these fi elds at the University of Bucharest and National University of Political Studies and Public Administration.

Gregory Dumont Greg is currently the Director of Students and Assistant Professor of Marketing at Plymouth State University in New Hampshire. He has earned an M.B.A, M.S. in International Business and Ph.D. in International Business with a concentration in Marketing. As a former collegiate athlete, he has main-tained an interest in sports and his current research interest remains focused on the sporting fi rm, mega sporting events in particular. His research has increas-ingly integrated the unique insights gleaned through behavioral economics and neuroimaging to analyze the

marketing of sports and marketing of non-sports brands through sports.

Gianluca di Flumeri Gianluca is a Biomedical Engineer, currently a Ph.D. Student in Morphogenesis and Tissue Engineering, Biophysics curriculum. His main research activity is focused on the acquisition and analysis of human biosignals (EEG, HR, GSR, EOG), to investigate cognitive processes and mental states, in particular in operational environments. He has a great expertise in GUIs and signal processing in Matlab.

David Hensel He is a Ph.D. candidate and research assistant at the Institute of Marketing at Helmut Schmidt University, Germany. He is responsible for the advertising research of the employer Bundeswehr in a project funded by the Federal Armed Forces. He holds a Master of Science in business administration from the University of Hamburg with a focus on marketing. His research interests are neuromarketing and implicit mea-surement methods.

Contributors

xii

Ernest Hoffman Ernest is a Management Consultant for PRADCO in Columbus, Ohio, USA. His primary research interests center around leadership, consumer neuroscience, and research methods/measurement. He holds a B.A. in Psychology, an M.A. in Psychology, and a Ph.D. in Industrial and Organizational Psychology from the University of Akron.

Ana Maria Iorga Ana is a savvy neuromarketing expert that has a passion for bringing science to market-ing. She is a Medical Doctor that holds a double M.B.A. in marketing and fi nance from the University of Ottawa and is currently a Ph.D. student in neuromarketing with the Bucharest Academy of Economic Studies. She has over 10 years of experience as an advertising profes-sional and entrepreneur, leading a full-service advertis-ing agency. In 2012, she founded Buyer Brain, a consumer neuroscience research lab.

Eugenia Laureckis Researcher and marketing con-sultant. Lecturer at EEN Business School (Madrid, Spain), ISG (Lisbon, Portugal), and HMS (Hamburg, Germany). She holds a B.A. in International Trade, an M.S. in International Business, another in Management Development, and an M.Sc. in Knowledge and Information Society. She’s pursuing her Ph.D. in Economics (Marketing).

Nansi Lungu Nansi is a behavioral analyst and trainer with an interdisciplinary background (Cognitive Science, Logic, Philosophy). He is the coordinator of the Consumer’s Psychology Department within Bitdefender, a Romanian IT company, and Lecturer at Titu Maiorescu University, Bucharest, Romania. He is also the founder of Mindset, a consulting fi rm special-ized in educational programs.

Contributors

xiii

Anton Giulio Maglione Giulio is a Biomedical Engineer. He collaborates with BrainSigns since 2011. His main research activity is focused on the acquisition and analysis of human biosignals (electrocardiography, electrodermal activity, and electroencephalography), to investigate cognitive and emotional processes in clini-cal, neuromarketing, and neuroaesthetics environments.

Michał Matukin Michał is a social psychologist working in marketing research based on neuroscientifi c research methods since 2007. He is the Chief Scientifi c Offi cer at NEUROHM, a global neuro research and technology provider. His research focuses on affective neuroscience applied to marketing communications. He authored several publications in journals and books including the Journal of Interactive Advertising , Journal für Marketing or the book Dynamics in Emotions: Science and Practice .

Àlex Martínez Miralpeix Human Resources and Neuromarketing consultant, Psychologist specialized in personality and behavior. Lecturer at EEN (Madrid, Spain), ISG (Lisbon, Portugal), and HMS (Hamburg, Germany). He is also President of the Institute of Morphopsychology “Louis Corman” and author of two books about Memory. He holds a B.A. in Psychology, an M.S. in Graphology, an M.Sc. in Research Techniques, and a Ph.D. in Psychology.

Enrica Modica Since November 2015, Enrica is a Ph.D. student in Morphogenesis and Tissue Engineering, Cellular and Tissue Biophysics curriculum, at the University of Rome Sapienza. Her main research activity, on behalf of BrainSigns, is focused on the acquisition and analysis of biosignals (EEG, HR, GSR, Eye Tracking). She developed expertise in the fi eld of Web Usability based on the detec-tion of physiological responses during user interaction with the Web sites, the technique eye tracking, and use of specifi c software for the study of the Usability.

Contributors

xiv

Rafał Ohme Rafał Ohme is Professor of psychology at the University of Social Sciences and Humanities in Poland and Honorary Professor at the Department of Business Management School in Stellenbosch, in South Africa. His research focuses on automatic pro-cessing of information, implicit social cognition, emotions, and communication. His company, NEUROHM, creates neurophysiological and reac-tion-time based methods. Author of more than 150 articles, a book Subliminal Facial Information (2003),

a scientifi c Editor of Unconscious Affect (2007), and trilogy Automaticity (2001, 2002, 2003).

Nicolae Al. Pop He currently serves as Professor for the Marketing Department of the Bucharest University of Economic Studies. He is also a specialist in relation-ship marketing, international marketing, and neuromar-keting. He is also Professor at the University of Applied Sciences Bochum, at Babes,-Bolyai University Cluj- Napoca, at Politehnica University of Bucharest, visit-ing professor la HEC Montreal, TU Darmstadt, ISCAE Casablanca, Goethe University Frankfurt Main, and CNAM Paris. Dr. Pop is also Doctor honoris causa of the University of Oradea.

Dario Rossi Since 2015, Dario is a Ph.D. student in Morphogenesis and Tissue Engineering, Cellular and Tissue Biophysics curriculum, at the University of Rome Sapienza. He is specialized in the evaluation of the visual perception of different stimuli such as pic-tures, videos, real objects, or different kind of environ-ments, in particular in Neuromarketing area.

Andrew R. Thomas Andrew is Associate Professor of Marketing and International Business at the University of Akron and the bestselling author of 21 books. His most recent works include The Customer Trap: How to Avoid the Biggest Mistake in Business and Global Supply Chain Security . His book The Distribution Trap: Keeping Your Innovations from Becoming Commodities was awarded the Berry-American Marketing Association Prize for the Best Marketing Book of 2010. Direct Marketing in Action was a fi nalist for the same award in 2008. Andrew has traveled to and developed

sales and distribution channels in 120 countries on all seven continents.

Contributors

xv

Arianna Trettel Arianna is co-founder and general manager of BrainSigns, a marketing research company, and has more than 20 years of activity in marketing research supporting communication and social education. She is also the Italian chair of NMSBA since 2012. At BrainSigns, she coordinates Neuromarketing studies for big companies and brands and also contributes to books and scientifi c articles in the fi eld, with focus on EEG measurements combined with other biometric tools.

Lisa-Charlotte Wolter She studied business admin-istration at the University of Hamburg, Copenhagen Business School, and University of Technology Sydney. She completed her doctorate in the fi eld of media and brand management. From 2011 until 2014 she held a research fellowship from Hubert Burda Media. Subsequently, she consults companies in media strategic issues and founded a Neuro Lab at Hamburg Media School together with a leading digi-tal content marketing company in Germany. Her

research interests are media engagement, consumer neuroscience, and strategic brand management.

Judith Znanewitz Judith is a Ph.D. candidate and research assistant at the Institute of Marketing at Helmut Schmidt University, Germany. She is responsible for mar-ket research concerning the employer brand Bundeswehr in a project funded by the Federal Armed Forces. She holds a Master of Science in business administration from the University of Hamburg with a focus on marketing and public management. Her research interests are neuromar-keting and human resource management.

Contributors