Ethics of Consumer Neuroscience
Sven Braeutigam, Peter Kenning
Abstract
This chapter on the ethics of consumer neuroscience presents and discusses a range of relevant ethical principles and guidelines. The chapter outlines the beginning of the discussion on the ethics of neuromarketing, which started more than 15 years ago. The chapter contributes to this discussion by arguing that there is a need to differentiate between, on the one hand, general concerns regarding the application of neuroscience to social science from, on the other hand, specific critiques regarding the application of neuroscientific concepts, theories, and tools to consumer research and neuromarketing. This discussion is followed by an overview of commonly used ethical guidelines, such as the Neuromarketing Science and Business Association (NMSBA) Code of Ethics. Finally, the terms neuroethics and stealth marketing are discussed in the context of consumer neuroscience.