Neuromarketing and Ethics: The Gray Area of Influence
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The popularity of neuromarketing is increasingly causing suspicion. Customers and consumers are increasingly asking themselves whether we are not being manipulated en masse to keep buying. Are our purchasing decisions and choices still autonomous?
Disclaimer: Of course! Neuromarketing is much less scary than you might think. Ethical and effective influencing can go together incredibly well. In this article I will tell you more about that. We will discuss the question: Is neuromarketing manipulation?
1. What is neuromarketing?
First things first : determine the definition.
There is still much debate about the exact definition of neuromarketing. Originally, neuromarketing is the application of neuroscience (neuro-imaging techniques) to analyze and understand consumer behavior. Neuromarketing is a research tool here.
Nowadays, the term ‘neuromarketing’ is also used when talking about applying insights from neuroscience and psychology to improve marketing expressions . Neuromarketing is seen here as a marketing tool .
In our eyes, a neuromarketing agency is not a neuromarketing agency if they cannot apply all of these neuroimaging techniques. However, it is also necessary that the insights found can be applied in practice. A good agency can therefore achieve both.
For example, we never target minors and we do not run campaigns that promote political ideologies. Purely because we do not support them.
Every agency has different standards and values and therefore they each accept different assignments. Where they draw the line, they record in an ethical code. Such an ethical code is extremely important.
Also read: Keeping attention with your advertising? Also saint lucia email list 26037 contact leads apply this neuromarketing trick
As a customer, you know immediately whether your marketing partner is a good match (do your standards and values match theirs?). In addition, it immediately obliges your partner to think about the subject of ‘ethics’. The ethical guidelines of a company can often be found on their website.
3. Does the use of neuromarketing mean that consumers are being manipulated?
No, absolutely not! The term ‘manipulation’ suggests that you as fundamentals of b2b segmentation [5 steps] a consumer are forced to buy a product, or that you no longer have any freedom of choice. That is of course nonsense!
As a consumer, you always have the freedom to choose which products ao lists or services you buy. Neuromarketing only ensures that you are truly happy with your purchases, because they fit your needs.
4. When does temptation turn into deception?
Influencing consumers to make them buy a product or service is something we have been doing for centuries. That is why the marketing profession was created. You as a marketer want to increase sales. There is nothing wrong with that.
Questions like: when is something allowed/not allowed? or when do you go too far as a marketer/entrepreneur? are discussions that people have been having for years. It is a gray area, but it is not the case that we only started influencing with the arrival of neuromarketing.