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Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media

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  • C. Luna-Nevarez

    (Texas A&M University – San Antonio)

Abstract

Since its emergence, neuromarketing has generated multiple debates about its uses and misuses, the ethics of this highly sensitive data technique, and the lack of regulation for consumer protection. To explore how consumers perceive neuromarketing, a content analysis of user-generated content (UGC) on blogs and social media was conducted. The main purpose of this research was to identify consumers’ opinions about neuromarketing, its perceived benefits and risks, and the ethical concerns and implications for those involved in the use of this method. Taking a social media mining approach, the study uncovers the most common neuromarketing concerns discussed by consumers, describes the main participants (or actors) of the neuromarketing narrative and their interrelationships, and evaluates the overall consumer sentiment of neuromarketing. Six main themes and eight actors emerged from the exploratory analysis. Furthermore, the sentiment analysis demonstrated a positive perception of neuromarketing among consumers, but it also revealed some concerns about the lack of regulation and consumer privacy. The study concludes with a discussion of implications for future research.

Suggested Citation

  • C. Luna-Nevarez, 2021. "Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media," Journal of Consumer Policy, Springer, vol. 44(4), pages 559-583, December.
    • Handle: RePEc:kap:jcopol:v:44:y:2021:i:4:d:10.1007_s10603-021-09496-y
    DOI: 10.1007/s10603-021-09496-y
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    3. Steven J. Stanton & Walter Sinnott-Armstrong & Scott A. Huettel, 2017. "Neuromarketing: Ethical Implications of its Use and Potential Misuse," Journal of Business Ethics, Springer, vol. 144(4), pages 799-811, September.
    4. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
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