Nöropazarlama Yaklaşımının Etik Açıdan Değerlendirilmesi

Year 2022, Volume: 9 Issue: 2, 431 - 446, 19.12.2022

Ceren Avcı , Selma Meydan Uygur

Abstract

Nöro-pazarlamanın kullandığı yöntemlerin temeli, nörolojik bulguları, nöro-imaj haline dönüştürebilen teknolojilerdir. Mevcut çalışmanın kavramsal çerçeve kısmında nöro-pazarlama ihtiyacının ortaya çıkışı, turizm sektöründe nöro-pazarlama uygulamaları ve nöro-pazarlamanın etik boyutuna yer verilmiş; etiğin ilgili olgu üzerinde söz hakkı sahibi olduğunun düşünülmesinden hareketle yöntem kısmında, örtük olan anlamları açığa çıkarmaya elverişli bir yöntem olan metafor analizi aracılığıyla nöro-pazarlama alanında uluslararası düzeyde resmi bir kuruluş olan Nöro-pazarlama Bilim ve İşletme Derneği (NMSBA)’nin web sitesinde yayınladığı “Etik Kodlar” metafor analizine tabi tutulmuştur. Ayrıca MAXQDA Nitel Analiz Programı’ndan yararlanılarak etik kodların birbirleriyle olan yakınlık ilişkisi ve en sık kullanılan ortak kelimeler belirlenmiştir. Araştırmanın temel amacı, etik kodların vurgulamak istediği örtük anlamların açığa çıkarılması ve bu anlamlar üzerine düşünmektir. Bulgular doğrultusunda turizm alanında da yaygın olarak kullanılması beklenen nöro-pazarlama yöntemleriyle ilgili olarak, kullanılan yöntemlerde kesinlikle bilimsel sınırlara dikkat edilmesi, tüketicilerin hem fiziksel, hem ruhsal, hem hukuki açıdan zarar görmesinin engellenmesi ve bunların ihlali halinde şirketlere gereken yaptırımların uygulanması, kullanılan yöntemlerle ilgili olarak, pazarlamanın doğasına aykırı olsa da, tüketicilerin şeffaf bir biçimde bilgilendirilmesi ve yöntemlerin kullanılabilirlik sınırlarının tüm taraflarca belirlenmesi, son olarak ise, tüketicilerin kesinlikle başkalarıyla paylaşmayı arzu etmeyeceği mahremiyet alanlarında, mahremiyet haklarının ihlal edilmemesi, nöro-pazarlama yöntemlerini kullanmakta olan şirketlere sunulmuş öneriler arasında olmuştur.

Keywords

nöro-pazarlama, nöro-pazarlama ve etik, turizm ve nöro-pazarlama, NMSBA etik kodları

Thanks

Bu çalışmayı bana sunma imkanı veren değerli hocalarıma teşekkürü bir borç bilirim.

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.

Keywords

neuro-marketing, neuro-marketing and ethics, tourism and neuro-marketing, consumer rights, NMSBA ethics codes

References

• Achrol, R. S. & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. J. of the Acad. Mark. Sci., 40, 35–52.
• Agapito, D., Mendes, J. & Valle, P. (2013). Exploring the conceptualization of the sensory dimension of tourist experiences. Journal of Destination Marketing & Management, 2, 62–73.
• Ambler, T. et. all.(2004). Salience and choice: Neural correlates of shopping decisions. Psychology & Marketing, 21 (4), 247-261.
• Anders, S. et. all. (2004). Brain activity underlying the emotional valence and arousal: A response-related fMRI study. Human Brain Mapping, 23, 200-209.
• Ariely, D. & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11, 284-292.
• Astolfi, L. et. all. (2008). Neural basis for brain responses to TV commercials: A high-resolution EEG study. Neural Systems and Rehabilitation Engineering, 16 (6), 522-531.
• Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, 119–128.
• Bublitz, J. C., & Merkel, R. (2012). Crimes Against Minds: On Mental Manipulations, Harms and a Human Right to Mental Self-Determination. Criminal Law and Philosophy, 8(1), 51–77.
• Burgos-Campero, A. A. & Vargas-Hernandez, J. G. (2013). Analitical Approach to Neuromarketing as a Business Strategy. Procedia - Social and Behavioral Sciences, 99, 517- 525.
• Dapkevicius, A. & Melnikas, B. (2009). Influence of price and quality to customer satisfaction: neuromarketing approach. Scince – Future of Lithuania, 1 (3), 17-20.
• Du Plessis, E. (2011). The Branded Mind: What Neuroscience Really Tells Us about the Puzzle of the Brain and the Brand. Great Britain and the United States: Kogan Page. Dunagan, J. (2012). Designer governance. Futures, 44(9), 832–844.
• Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining Neuromarketing: Practices and Professional Challenges. Harvard Review of Psychiatry, 18(4), 230–237.
• Flores, J., Baruca, A. & Saldivar, R. (2014). Is Neur Is Neuromarketing Ethical? Consumers Sa eting Ethical? Consumers Say Yes. Consumers Sa es. Consumers Say No. Marketing Faculty Publications 1, 77-91.
• Gaafar, H. A. & Al-Romeedy, B. S. (2022). Neuromarketing as a Novel Method to Tourism Destination Marketing: Evidence from Egypt. JAAUTH, 22 (1), 48-74.
• Gakhal, B. & Senior, C. (2008). Examining the influence of fame in the presence of beauty: An electrodermal neuromarketing study. Journal of Consumer Behaviour, 7, 331-341.
• Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31, 637–651.
• Hammou, K. A., Galib, M. H and Melloul, J. (2013). The Contributions of Neuromarketing in Marketing Research. Journal of Management Research, 5 (4), 20-33. Harari, Y. N. (2018). 21. Yüzyıl İçin 21 Ders (Selin Siral Çev.). İstanbul: Kolektif.
• Hatemi, P. K., & McDermott, R. (2011). The Normative Implications of Biological Research. PS: Political Science & Politics, 44(02), 325–329.
• Häyry, M. (2010). Neuroethical Theories. Cambridge Quarterly of Healthcare Ethics, 19(02), 165.
• Hazlett, R. L. & Hazlett, S. Y. (1999). Emotional response to television commercials: facial EMG vs. self-report. Journal of Advertising Research (March-April).
• Illes, J. et. all. (2009). Neurotalk: improving the communication of neuroscience research. Nature Reviews Neuroscience, 11(1), 61–69.
• Javor, A. Koller, M., Lee, N., Chamberlain, L., Ransmayr, G. (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurology, 13 (13), doi:10.1186/1471-2377-13-13.
• Kaya, İ. (2009). Pazarlama Bi’Tanedir (Bir Pazarlamalar Ansiklopedisi). İstanbul: IV. Dijital Baskı.
• Koc, E. & Boz, H. (2014). Psychoneurobiochemistry of tourism marketing. Tourism Management, 44, 140-148.
• Kumar, H., Mathur, N. & Jauhari, S. (2016). Role of Emergengening Neuromarketing Techniques (...) – AISECT University Journal, 3 (5), 424-428.
• Lee, N., Broderick, A.J. & Chamberlain L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 199–204.
• Lindstrom, M. (2009). Buyology: Truth and Lies About Why We Buy. Arrow Books Ltd.
• McClure, S. M., Laibson, D. I., Loewenstein, G. and Cohen, J. D. (2004). Separate Neural Systems Value Immediate and Delayed Monetary Rewards. Science Magazine, 306 (5695), 503-507.
• Linton, J. C. (2010). 2020 Foresight: Practicing Ethically While Doing Things That Don’t Yet Exist. Journal of Clinical Psychology in Medical Settings, 17(4), 278–284.
• Markgraf, I., Scheffer, D., & Pulkenat, J. (2011). The Needs of Package Tourists and Travel Agents – Neuromarketing in the Tourism Sector. Trends and Issues in Global Tourism, 79–91.
• McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44(2), 379–387.
• Michelfelder, D. P. (2010). Dirty Hands, Speculative Minds, and Smart Machines. Philosophy & Technology, 24(1), 55–68.
• Moser, K. S. (2000). Metaphor Analysis in Psychology —Method, Theory, and Fields of Application. Forum: Qualitative Social Research, 1 (2), 1-10.
• Morin, C. (2011). Neuromarketing: The New Science of Consumer Behaviour. Society, 48, 131-135.
• Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour, 7(4-5), 293–302.
• NewScientist, We have ways of making you buy, 7 August 2010.
• Olteanu, B. (2015). Neuroethics and Responsibility in Conducting Neuromarketing Research. Neuroethics, 8(2), 191–202.
• Pamungkas, K., Sujatna, E. T. & Heriyanto (2016). TROPES and pictorıal metaphors (...)- International E-Journal of Advances in Social Sciences, 2 (4), 60-69.
• Plassman, H., Ramsoy, T. Z., Milosavljevic, M. (2012). Branding the brain: A critical review and Outlook. Journal of Consumer Psychology, 18–36.
• Rapp, J., Hill, R. P., Gaines, J. & Wilson, R. M. (2009). Advertising and Consumer Privacy, Journal of Advertising, 38 (4), 51-61.
• Reimann, M., Castaño R., Zaichkowsky J. & Bechara, A. (2012). Novel versus familiar brands: An analysis of neurophysiology, response latency, and choice. 23, 745– 759.
• Renvoise P, Morin C. (2007). Neuromarketing: Understanding the ‘‘Buy Button’’ in Your Customer’s Brain. T. Nelson: Nashville, TN.
• Ruanguttamanun, C. (2014). Neuromarketing: I Put Myself into a fMRI Scanner and Realized that I love Louis Vuitton Ads. Procedia - Social and Behavioral Sciences, 148, 211-2018.
• Sebastian, V. (2014). Neuromarketing and Evaluation of Cognitive and Emotional Responses of Consumers to Marketing Stimuli. Procedia - Social and Behavioral Sciences, 127, 753- 757.
• Solnais, C., Andreu-Perez, J., Juan Sánchez-Fernández, J., Andréu-Abela, J. (2013). The contribution of neuroscience to consumer research: A conceptual framework and empirical review. Journal of Economic Psychology, 36, 68–81.
• Smykova, M., Kazybaeva, A. & Tkhorikov, B. (2020). Neuromarketing Approach to Assessing Tourism Products. Advances in Economics, Business and Management Research, 157, 243-246.
• Ulman, Y. I., Cakar, T., & Yildiz, G. (2014). Ethical Issues in Neuromarketing: “I Consume, Therefore I am!” Science and Engineering Ethics, 21(5), 1271–1284.
• Vashishta, D. S., & Balaji, B. (2012). Social Cognitive Neuroscience, Marketing Persuasion and Customer Relations. Procedia - Social and Behavioral Sciences, 65, 1033–1039.
• Vecchiato G. et. all. (2011). Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements. Med Biol Eng Comput, 49, 579–583.
• Wang, Y. J., & Minor, M. S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology and Marketing, 25(2), 197–232.
• Wardlaw, J. M. et. all. (2011). “Can It Read My Mind?” – What Do the Public and Experts Think of the Current (Mis)Uses of Neuroimaging? PLoS ONE, 6(10)
• Wilson, R. M., Gaines, J., & Hill, R. P. (2008). Neuromarketing and Consumer Free Will. Journal of Consumer Affairs, 42(3), 389–410.
• Wyly, E. (2014). Automated (post)positivism. Urban Geography, 35(5), 669–690.