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Neuromarketing and Consumer Free Will
Author(s) -
WILSON R. MARK,
GAINES JEANNIE,
HILL RONALD PAUL
Publication year - 2008
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2008.00114.x
Subject(s) - neuromarketing , persuasion , marketing ethics , economic justice , neuroeconomics , psychology , marketing , public relations , political science , sociology , business , social psychology , law , business ethics , cognitive psychology
This article examines the impact of discoveries and methods of neuroscience on marketing practices as they relate to the exercise of individual free will. Thus, our focus centers on ethical questions involving consumers’ awareness, consent, and understanding to what may be viewed as invasion of their privacy rights. After a brief introduction, the article turns to scientific literature on the brain, followed by discussion of marketing persuasion models. Ethical dilemmas within the free will paradigm and Rawlsian justice developed in moral philosophy are delineated next. The article closes with policy implications and a revised consideration of consumer privacy.