Problemas éticos en la investigación con neuromarketing: una revisión de la literatura

Contenido principal del artículo

Dongye Lyu
Luis Mañas-Viniegra

Resumen

El avance de la tecnología permite el uso de nuevas herramientas en las investigaciones de una forma más precisa y activa. En los últimos años, ha surgido una nueva interdiscipina compuesta por Neurociencia y Marketing, con cuyas técnicas los investigadores pueden evaluar la eficacia de la estrategia de marketing a través del análisis del procesamiento cognitivo del consumidor. Sin embargo, la aparición del Neuromarketing ha provocado algunas preocupaciones y críticas en relación con la intrusión de la medición fisiológica en el estudio del comportamiento del consumidor. Numerosos investigadores han puesto de manifiesto que el uso de algunas de las herramientas de Neuromarketing, como facial coding o fMRI,pueden causar una pérdida de privacidad personal e, incluso, conducir a la discriminación, estigmatización y coerción de individuos o grupos específicos. De ahí, ha surgido la discusión sobre la ética y la responsabilidad en experimentos de Neuromarketing. A partir de una revisión de la literatura científica, este estudio pretende discutir sobre los problemas éticos en los estudios de Neuromarketing, teniendo en cuenta sus surgimientos, desarrollos y futuros. Este artículo proporciona a los investigadores de neuromarketing una referencia en los dilemas éticos del Neuromarketing y también sienta las bases para la investigación de seguimiento del autor.

Detalles del artículo

Cómo citar
Lyu, D., & Mañas-Viniegra, L. (2021). Problemas éticos en la investigación con neuromarketing: una revisión de la literatura. Vivat Academia, 154, 263-283. https://doi.org/10.15178/va.2021.154.e1351
Sección
Nuevos Retos en Neuromarketing y Comunicación en el Ámbito Acad. y Empresarial
Biografía del autor/a

Dongye Lyu, Tongji University

Doctorando en Comunicación Audiovisual, Publicidad y Relaciones Públicas por la Universidad Complutense de Madrid, es asistente de investigación en Tongji University (China). Sus intereses de investigación son los estudios de comunicación en el ámbito del deporte.

Luis Mañas-Viniegra, Universidad Complutense de Madrid

Doctor en Comunicación Audiovisual y Publicidad con Premio Extraordinario, es Profesor Contratado Doctor interino en la Universidad Complutense de Madrid e IP del grupo de investigación UCM Brand Lab, actualmente en validación.

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