UCL Discovery
UCL home » Library Services » Electronic resources » UCL Discovery

Exploring neuromarketing and its reliance on remote sensing: Social and ethical concerns

Nemorin, S; Gandy, OH; (2017) Exploring neuromarketing and its reliance on remote sensing: Social and ethical concerns. International Journal of Communication , 11 pp. 4824-4844. Green open access

[thumbnail of Nemorin& Gandy_Neuromarketing and Remote Sensing.pdf]
Preview
Text
Nemorin& Gandy_Neuromarketing and Remote Sensing.pdf - Published Version

Download (168kB) | Preview

Abstract

This article evaluates the consequences of neuromarketers' reliance on direct and indirect forms of remote sensing. These remote sensing strategies, tactics, and resources include various sophisticated techniques for evaluating neuronal and behavioral responses to commercial messages with the aid of functional magnetic resonance imaging (fMRI) technology. The information generated with the aid of fMRI, in combination with inferences drawn from the massive data analyses enabled by machine learning techniques, is expected to contribute to the power and influence of marketoriented segmentation and targeting. After characterizing the current state of and future trends in applied neuromarketing research, we discuss how reliance on descriptive, predictive, and prescriptive communications strategies enabled by remote sensing will affect the life chances and well-being of segments of the global population. We conclude with a discussion of the moral and ethical implications of these developments, primarily in the context of public policy deliberations related to privacy and surveillance that we associate with remote sensing.

Type: Article
Title: Exploring neuromarketing and its reliance on remote sensing: Social and ethical concerns
Open access status: An open access version is available from UCL Discovery
Publisher version: http://ijoc.org/index.php/ijoc/article/view/6706
Language: English
Additional information: Copyright © 2017 (Selena Nemorin and Oscar H. Gandy, Jr.). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd).
Keywords: neuromarketing, remote sensing, ethics, privacy and surveillance, discrimination, inferential statistics, technology assessment
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Education
UCL > Provost and Vice Provost Offices > School of Education > UCL Institute of Education
UCL > Provost and Vice Provost Offices > School of Education > UCL Institute of Education > IOE - Culture, Communication and Media
URI: https://discovery.ucl.ac.uk/id/eprint/10051859
Downloads since deposit
61Downloads
Download activity - last month
Download activity - last 12 months
Downloads by country - last 12 months

Archive Staff Only

View Item View Item