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Other research product . 2014


Gormsen, Maties Loehr; Larsen, Anna Sofie Lamm; Johansen, Jasmin Alexandra; Hilt, Marcus Christian; Jørgensen, Rasmus Buhl; Glenstrup, Frederik;
Open Access
Published: 01 Jan 2014
Country: Denmark

This paper investigates the study of Neuromarketing, it includes how methods within this study are developed and used, and if these can be used in an unethical way. To illustrate how neuromarketing got approved as a study, the history of neuroscience through a psychological perspective and the history of marketing will be presented. Furthermore the philosopher Immanuel Kants’ (1724-1804) thoughts of moral will be hold up against the methods of Neuromarketing. In continuation of this, the paper will include an experiment where subjects are presented for a Coca-Cola Christmas commercial. While they watch the commercial they are wearing a Neurosky Mindwave EEG-scanner. This is done to measure how much, and where they pay attention through the commercial, to determine that the effects of Neuromarketing works. The experiment is build around the hypothetico-deductive method. Lawsons design method from the book How designers think, are used during the design process. In this method; analysis, synthesis and evaluation are steps to reach the final design product, which in this case is a short movie to inform of the marketing strategy, Neuromarketing. Through the empirical data and the theories it is concluded that, it is possible to measure attention on the subjects during a commercial. Also the knowledge used in Neuromarketing possibly would not be ethical correct according to Immanuel Kants thoughts of moral.


Neuroscience, Neuromarketing, EEG, Psychology, History, Marketing

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