Nöropazarlama Yaklaşımının Etik Açıdan Değerlendirilmesi

Yıl 2022, Cilt: 9 Sayı: 2, 431 - 446, 19.12.2022

Ceren Avcı , Selma Meydan Uygur

Öz

Nöro-pazarlamanın kullandığı yöntemlerin temeli, nörolojik bulguları, nöro-imaj haline dönüştürebilen teknolojilerdir. Mevcut çalışmanın kavramsal çerçeve kısmında nöro-pazarlama ihtiyacının ortaya çıkışı, turizm sektöründe nöro-pazarlama uygulamaları ve nöro-pazarlamanın etik boyutuna yer verilmiş; etiğin ilgili olgu üzerinde söz hakkı sahibi olduğunun düşünülmesinden hareketle yöntem kısmında, örtük olan anlamları açığa çıkarmaya elverişli bir yöntem olan metafor analizi aracılığıyla nöro-pazarlama alanında uluslararası düzeyde resmi bir kuruluş olan Nöro-pazarlama Bilim ve İşletme Derneği (NMSBA)’nin web sitesinde yayınladığı “Etik Kodlar” metafor analizine tabi tutulmuştur. Ayrıca MAXQDA Nitel Analiz Programı’ndan yararlanılarak etik kodların birbirleriyle olan yakınlık ilişkisi ve en sık kullanılan ortak kelimeler belirlenmiştir. Araştırmanın temel amacı, etik kodların vurgulamak istediği örtük anlamların açığa çıkarılması ve bu anlamlar üzerine düşünmektir. Bulgular doğrultusunda turizm alanında da yaygın olarak kullanılması beklenen nöro-pazarlama yöntemleriyle ilgili olarak, kullanılan yöntemlerde kesinlikle bilimsel sınırlara dikkat edilmesi, tüketicilerin hem fiziksel, hem ruhsal, hem hukuki açıdan zarar görmesinin engellenmesi ve bunların ihlali halinde şirketlere gereken yaptırımların uygulanması, kullanılan yöntemlerle ilgili olarak, pazarlamanın doğasına aykırı olsa da, tüketicilerin şeffaf bir biçimde bilgilendirilmesi ve yöntemlerin kullanılabilirlik sınırlarının tüm taraflarca belirlenmesi, son olarak ise, tüketicilerin kesinlikle başkalarıyla paylaşmayı arzu etmeyeceği mahremiyet alanlarında, mahremiyet haklarının ihlal edilmemesi, nöro-pazarlama yöntemlerini kullanmakta olan şirketlere sunulmuş öneriler arasında olmuştur.

Anahtar Kelimeler

nöro-pazarlama, nöro-pazarlama ve etik, turizm ve nöro-pazarlama, NMSBA etik kodları

Teşekkür

Bu çalışmayı bana sunma imkanı veren değerli hocalarıma teşekkürü bir borç bilirim.

ETHICAL ASSESSMENT OF NEUROMARKETING APPROACH

Öz

The basis of the methods used by neuro-marketing is technologies that can convert neurological findings into neuro-images. The conceptual framework of the current study includes the emergence of the need for neuro-marketing, neuro-marketing applications in the tourism sector, and the ethical dimension of neuro-marketing; "Ethical Codes" metaphor published on the website of the Neuro-marketing Science and Business Association (NMSBA), an internationally official organization in the field of neuro-marketing through metaphor analysis, a method conducive to revealing implicit meanings, in the method part of ethics since it is considered to have a say on the relevant fact. Moreover, using the MAXQDA Qualitative Analysis Program, ethical codes' intimacy relation to each other and most commonly used common words were identified. The main purpose of the research is to expose the implicit meanings that ethical codes want to emphasize, and to reflect on those meanings. Regarding neuro-marketing methods, which are also expected to be widely used in the field of tourism in line with the findings, strictly bearing attention to scientific boundaries in the methods used, consumers' physical as well as preventing both mental and legal damage and imposing necessary sanctions on companies in the event of violations of them, in relation to the methods used, although contrary to the nature of marketing, the transparent notification of consumers and determination of usability limits of methods by all parties, finally, in areas of privacy that consumers certainly would not wish to share with others, non-infringement of privacy rights has been among the recommendations made to companies that are using neuro-marketing methods. On the other hand, the issue of "regulation of data ownership" in particular is among the pressing issues that need to be addressed.

Anahtar Kelimeler

neuro-marketing, neuro-marketing and ethics, tourism and neuro-marketing, consumer rights, NMSBA ethics codes

Kaynakça

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