ETHICAL ASSESSMENT OF NEUROMARKETING APPROACH

Abstract

The basis of the methods used by neuro-marketing is technologies that can convert neurological findings into neuro-images. The conceptual framework of the current study includes the emergence of the need for neuro-marketing, neuro-marketing applications in the tourism sector, and the ethical dimension of neuro-marketing; "Ethical Codes" metaphor published on the website of the Neuro-marketing Science and Business Association (NMSBA), an internationally official organization in the field of neuro-marketing through metaphor analysis, a method conducive to revealing implicit meanings, in the method part of ethics since it is considered to have a say on the relevant fact. Moreover, using the MAXQDA Qualitative Analysis Program, ethical codes' intimacy relation to each other and most commonly used common words were identified. The main purpose of the research is to expose the implicit meanings that ethical codes want to emphasize, and to reflect on those meanings. Regarding neuro-marketing methods, which are also expected to be widely used in the field of tourism in line with the findings, strictly bearing attention to scientific boundaries in the methods used, consumers' physical as well as preventing both mental and legal damage and imposing necessary sanctions on companies in the event of violations of them, in relation to the methods used, although contrary to the nature of marketing, the transparent notification of consumers and determination of usability limits of methods by all parties, finally, in areas of privacy that consumers certainly would not wish to share with others, non-infringement of privacy rights has been among the recommendations made to companies that are using neuro-marketing methods. On the other hand, the issue of "regulation of data ownership" in particular is among the pressing issues that need to be addressed.

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