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Neuromarketing: Validity and Morality
University of Borås, Swedish School of Textiles.
2012 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The new way of doing marketing the so -called neuromarketing, which is a combination of neuroscience findings collected for and used in the marketing domain, has raised a lot of support but a lot of critic as well. The research question is focusing on whether the neuromarketing has been an approach of explaining and defining the human behavior, or whether it has transformed to an unethical manipulation of consumers in order to discover the much wanted “buy button” in consumers’ brains. Additionally issues of validity of neuromarketing researches is to be examined as well their purpose of conduction and the use of their findings.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Magisteruppsats ; 2012.13.20
Keywords [en]
neuromarketing, decision-making, manipulation, buy button
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-16794Local ID: 2320/11342OAI: oai:DiVA.org:hb-16794DiVA, id: diva2:1308683
Note
Program: Master in Fashion Management with specialisation in Fashion Marketing and RetailingAvailable from: 2019-04-30 Created: 2019-04-30

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