Impulsi o desideri? Per un uso etico delle tecniche di neuromarketing

Translated title of the contribution: [Autom. eng. transl.] Impulses or desires? For an ethical use of neuromarketing techniques

Stefania Garassini

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] Studies on the complex phenomenon of technological dependence (see for example Adam Alter, Irresistible) have highlighted how the operating logic of the most used services are guided by a very specific intent, that of capturing and maintaining the attention of users. The goal is to predict more and more precisely and also to some extent determine our behaviors: whether or not we will click on a certain link, open an image or video, read a certain post or not. To be sure of achieving this goal, a technique such as neuromarketing can be extremely useful, which allows us to identify what we want even before it reaches a level of consciousness, when it is a mixture of pure instinct, and as such ungovernable, peremptory. But also relatively easy to satisfy, according to an infallible stimulus-response scheme. Neurobranding techniques are therefore nothing more than the extreme evolution of a logic already at work in most of the online services we use every day.
Translated title of the contribution[Autom. eng. transl.] Impulses or desires? For an ethical use of neuromarketing techniques
Original languageItalian
Title of host publicationNeurobranding
Pages2-436
Number of pages435
Publication statusPublished - 2020
Externally publishedYes

Keywords

  • Neurobranding, neuromarketing

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