Part V

Living with Neuromarketing: Practical and Ethical Considerations

In this part . . .

Here, we consider some important practical and ethical considerations for using neuromarketing. We describe a number of best practices that both large and small companies can employ to ask the right questions, design the best studies, pick the right neuromarketing partners, and achieve the best results for their market research spending.

We also look at what constitutes responsible and ethical neuromarketing and address some of the public policy questions that have arisen around neuromarketing. We consider whether neuromarketing should be limited or whether it may, in fact, become a force for good in society.