Neurosciences au service de la communication commerciale : manipulation et éthique - Une critique du neuromarketing

Abstract : title : Neurosciences in the service of marketing communication: manipulation and ethics- A critique of neuromarketing Abstract : By using knowledge in neurosciences, the neuromarketing claims to be capable of influencing the purchasing behavior of the persons without they are conscious of it, and thus, improve commercial communication strategies. We defend another hypothesis: the neuromarketing would be essentially a "marketing trick". Through a critical analysis of this instrumentalization of neurosciences, we show how the communication researchers can use their skills in the service of organizations by highlighting the uselessness of certain "fashionable" scientific applications and the importance of an ethical reflection in the interest of organizations.
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Submitted on : Wednesday, March 5, 2014 - 10:03:10 AM
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  • HAL Id : sic_00879096, version 2

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Didier Courbet, Denis Benoit. Neurosciences au service de la communication commerciale : manipulation et éthique - Une critique du neuromarketing. Études de communication - Langages, information, médiations, Université de Lille, 2013, 40, pp.28-42. ⟨sic_00879096v2⟩

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