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Title: Neuromarketing. Is there a room for ethics?
Author: Niño Broto, Maria
Director: Casas Romeo, Agustí
Keywords: Empreses multinacionals
Conducta dels consumidors
International business enterprises
Consumer behavior
Issue Date: Feb-2017
Abstract: Neuromarketing is an emerging field born from two branches; neuroscience and marketing. The latest advancements on the brain knowledge have provided unique and powerful insights to develop effective marketing campaigns. At the same )me, the growth of this new field has arose many ethical concerns. The worrisome is related to the risk of manipulating the purchasing decisions and jeopardizing the consumers rights. Nonetheless, the limits of neuromarketing have not yet been defined as well as there is no a clear legal framework.
Note: Treballs Finals del Grau d'Empresa Internacional, Facultat d'Economia i Empresa, Universitat de Barcelona, Curs: 2016-2017 , Tutor: Agustí Casas Romeo
Appears in Collections:Treballs Finals de Grau (TFG) - Empresa Internacional

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