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Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach

Listed author(s):
  • Nicolae Al. Pop

    (Academia de Studii Economice din Bucuresti)

  • Dan-Cristian Dabija


  • Ana Maria Iorga

    (Academia de Studii Economice din Bucuresti)

A key challenge in the 21st century is identifying how to satisfy consumers’ needs in the best manner possible, whilst ensuring companies’ financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and tools have continuously evolved. In the last two decades, the development of these instruments has seen an important boost, as neuromarketing methods and techniques added depth and accuracy to traditional studies. The main aim of this paper is to highlight the role and importance of neuromarketing research techniques in the evolution of neurosciences and to explain how these techniques are used in market research. One of the most important challenges for companies who offer neuromarketing services is to stick to ethical principles when performing the investigations. This is an obligation they have both towards the beneficiaries – the companies providing products or services – and towards their consumers as well. This challenge has always been a subject of dispute between the advocates and critics of neuromarketing.

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Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

Volume (Year): 16 (2014)
Issue (Month): 35 (February)
Pages: 1-26

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Handle: RePEc:aes:amfeco:v:1:y:2014:i:35:p:26
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  1. Pop Ciprian-Marcel & Radomir Lacramioara & Maniu Andreea Ioana & Zaharie Monica Maria, 2009. "Neuromarketing – Getting Inside The Customer’S Mind," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 4(1), pages 804-807, May.
  2. Nicolae Al. POP, 2008. "Romanian academic marketing. Present and perspectives," Management & Marketing, Economic Publishing House, vol. 3(2), Summer.
  3. Ionica Holban (Oncioiu), 2010. "Business, Ethics and the Environment: Imagining a Sustainable Future," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 254-256, February.
  4. Vasile Dinu, 2013. "Protection of consumer rights in the field of economic services of general economic interest," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 309-310, June.
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