Neuromarketing algorithms’ consumer privacy and ethical considerations: challenges and opportunities
Date
2024-04-04
Authors
Goncalves, Marcus
Hu, Yiwei
Aliagas, Irene
Cerdá, Luis Manuel
Version
Published version
OA Version
Citation
M. Goncalves, Y. Hu, I. Aliagas, L.M. Cerdá. 2024. "Neuromarketing algorithms’ consumer privacy and ethical considerations: challenges and opportunities" Cogent Business & Management, Volume 11, Issue 1, pp.1-48. https://doi.org/10.1080/23311975.2024.2333063
Abstract
This research investigates the ethical and privacy issues arising from using AI and ML in neuromarketing, framed by rule utilitarianism. It assesses the impact of these technologies on consumer privacy and human rights through a combination of literature review, bibliometric analysis, and empirical data from surveys and interviews with experts in the US and Spain. The study reveals the tensions between the efficacy of neuromarketing techniques and the imperative to protect consumer privacy, particularly in light of the GDPR’s influence on global practices. It emphasizes the need for internationally consistent ethical standards and consumer data regulations, drawing from the comparative analysis of policies in the US and EU. The outcomes include policy recommendations to minimize ethical risks and promote the responsible progression of neuromarketing. These recommendations guide companies and managers toward ethical transparency and accountability. Additionally, the research offers a policy framework for crafting ethical neuromarketing practices that reconcile technological progress with consumer well-being, thereby contributing to broader discussions on embedding ethics within technological innovation.
Description
License
© 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group. This is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent.