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首页> 外文期刊>Journal of consumer policy >Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media
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Neuromarketing, Ethics, and Regulation: An Exploratory Analysis of Consumer Opinions and Sentiment on Blogs and Social Media

机译：神经推销，道德和监管：对博客和社交媒体的消费者观点和情绪的探索性分析

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Since its emergence, neuromarketing has generated multiple debates about its uses and misuses, the ethics of this highly sensitive data technique, and the lack of regulation for consumer protection. To explore how consumers perceive neuromarketing, a content analysis of user-generated content (UGC) on blogs and social media was conducted. The main purpose of this research was to identify consumers' opinions about neuromarketing, its perceived benefits and risks, and the ethical concerns and implications for those involved in the use of this method. Taking a social media mining approach, the study uncovers the most common neuromarketing concerns discussed by consumers, describes the main participants (or actors) of the neuromarketing narrative and their interrelationships, and evaluates the overall consumer sentiment of neuromarketing. Six main themes and eight actors emerged from the exploratory analysis. Furthermore, the sentiment analysis demonstrated a positive perception of neuromarketing among consumers, but it also revealed some concerns about the lack of regulation and consumer privacy. The study concludes with a discussion of implications for future research.
机译：自从其出现以来，神经营销已经产生了关于其用途和滥用的多个辩论，这种高度敏感数据技术的道德规范，以及消费者保护的规定缺乏规定。为了探讨消费者如何感知神经营销，进行了博客和社交媒体上用户生成的内容（UGC）的内容分析。本研究的主要目的是识别消费者对神经推销的看法，其感知的益处和风险，以及对参与使用这种方法的人的伦理问题和影响。采取社交媒体采矿方法，该研究揭示了消费者讨论的最常见的神经营销问题，描述了神经推销叙事的主要参与者（或演员）及其相互关系，并评估了神经营销的整体消费者情绪。从探索性分析中出现了六个主要主题和八个演员。此外，情绪分析表明了消费者中神经推销的积极感知，但它也揭示了对缺乏监管和消费者隐私的一些担忧。该研究结束了对未来研究的影响。

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