Využití neurovědy v marketingu s přihlédnutím k etice

The bachelor thesis Application of neuroscience in the field of marketing in relation to ethics focuses on a current topic of neuromarketing and its ethical aspects. Firstly, it describes neuroscience as a discipline which lays the foundation for neuromarketing. Consequently, it defines the term neuromarketing and briefly summarizes its history. The thesis continues with a thorough examination of practical use of findings of neuroscience for commercial purposes, ranging from basic principles of neuromarketing to a relevance of this relatively new discipline. While reflecting diversity of opinions on the actual contribution of neuromarketing, the thesis proceeds with a discussion of the issue of communicating neuromarketing methods on a business-to-business market and then pays close attention to potentially unethical areas in the practice of neuromarketing. In its final part, the thesis debates a question of manipulation through the lens of three different approches to moral philosophy, namely utilitarianism, deontology and the ethics of responsibility.