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

Nemorin, Selena and Gandy, Oscar H. (2017) Exploring neuromarketing and its reliance on remote sensing: social and ethical concerns. International Journal of Communication, 11. pp. 4824-4844. ISSN 1932-8036

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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.

Item Type: Article
Official URL: http://ijoc.org/index.php/ijoc/index
Additional Information: © 2017 The Authors © CC BY-NC-ND 4.0
Divisions: Media and Communications
Subjects: H Social Sciences > H Social Sciences (General)
T Technology > T Technology (General)
Sets: Departments > Media and Communications
Date Deposited: 23 Nov 2017 09:30
Last Modified: 20 Jun 2020 02:37
URI: http://eprints.lse.ac.uk/id/eprint/85694

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