Skip to main content

Advertisement

SpringerLink
Log in

Does Ethical Judgment Determine the Decision to Become a Cyborg?

Influence of Ethical Judgment on the Cyborg Market

  • Original Paper
  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

Today, technological implants to increase innate human capabilities are already available on the market. Cyborgs, understood as healthy people who decide to integrate their bodies with insideable technology, are no longer science fiction, but fact. The cyborg market will be a huge new business with important consequences for both industry and society. More specifically, cyborg technologies are a unique product, with a potentially critical impact on the future of humanity. In light of the potential transformations involved in the creation of “superhuman” cyborgs, ethics must be a cornerstone of cyborg marketing decisions. Businesses need to take ethics into account, not only to ensure they behave ethically, as always, but also because ethics will be an important factor in buyers’ decisions in the emerging cyborg market. This is because the decision to become a cyborg is determined, among many other factors, by ethical judgment. Our research focuses on how the dimensions of the Composite Multidimensional Ethics Scale (Composite MES) influence an individual’s decision to become a cyborg. To test our hypotheses, we surveyed a total of 1563 higher-education students in seven different countries. The results of the survey show that ethical judgment will be a keystone in individual cyborgization. Specifically, ethical dimensions explained 48% of the intention to use cyborg technologies. The ethical analysis showed that not all MES dimensions have the same influence on the ethical judgment regarding this decision. Egoism was the most influential dimension, while contractualism was the least. These findings have important implications for both academia and business.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Adams, J. (2010). Motivational narratives and assessments of the body after cosmetic surgery. Qualitative Health Research, 20, 755–767. https://doi.org/10.1177/1049732310362984.

    Article  Google Scholar 

  • Berger, F., Gevers, S., Siep, L., & Weltring, K. M. (2008). Ethical, legal and social aspects of brain-implants using nano-scale materials and techniques. NanoEthics, 2(3), 241–249. https://doi.org/10.1007/s11569-008-0044-9.

    Article  Google Scholar 

  • Berger, J. L. (2011). Medical implant device with RFID tag and method of identification of device. Washington, DC: Patent, U. S., & Office, T. U.S. Patent No. 7,932,825. Retrieved April 10, 2017 from https://www.google.com/patents/US7932825.

  • Buchanan-Oliver, M., & Cruz, A. (2011). Discourses of technology consumption: Ambivalence, fear, and liminality. In R. Ahluwalia, T. L. Chartrand & R. K. Ratner (Eds.), Advances in consumer research (39, pp. 287–291). Duluth: Association for Consumer Research.

    Google Scholar 

  • Caplan, A. L. (2017). Bueno, mejor o lo mejor? In Bostrom N. & Savulescu J. (Eds.), Mejoramiento humano (pp. 209–220). Zaragoza: Teell Editorial.

    Google Scholar 

  • Chin, W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295e336). Manwah: Lawrence Erlbaum Associates.

    Google Scholar 

  • Christie, E., & Bloustien, G. (2010). I-cyborg: Disability, affect and public pedagogy. Discourse: Studies in the cultural politics of education, 31(4), 483–498.

    Google Scholar 

  • Clark, A. J. (2003). Natural-born cyborgs: Minds, technologies, and the future of human intelligence. New York: Oxford University Press.

    Google Scholar 

  • Cortina, A., & Serra, M. A. (2015). Humanos o posthumanos.? Singularidad tecnológica y mejoramiento humano. Barcelona: Fragmenta editorial.

    Google Scholar 

  • Duarte, B. N. (2014). Entangled agencies: New individual practices of human-technology hybridism through body hacking. NanoEthics, 8(3), 275–285.

    Google Scholar 

  • Duarte, B. N., & Park, E. (2014). Body, technology and society: A dance of encounters. NanoEthics, 8(3), 259–261.

    Google Scholar 

  • Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron: University of Akron Press.

    Google Scholar 

  • Fleischman, G. M., Johnson, E. N., Walker, K. B., & Valentine, S. R. (2017). Ethics versus outcomes: Managerial responses to incentive-driven and goal-induced employee behavior. Journal of Business Ethics, https://doi.org/10.1007/s10551-017-3695-z.

    Article  Google Scholar 

  • Frame, J. D., Smith, S., & Kamel, D. (2016). A further case report from the United Kingdom of Breast Implant Associated Anaplastic Large Cell Lymphoma (BIA-ALCL) and a reason to avoid the subpectoral plane. Journal of Surgery, 4(5), 89–94.

    Google Scholar 

  • Goel, L., Hart, D., Junglas, I., & Ives, B. (2016). Acceptable IS use: Conceptualization and measurement. Computers in Human Behavior, 55, 322–328. https://doi.org/10.1016/j.chb.2015.09.029.

    Article  Google Scholar 

  • Greiner, S. (2014). Cyborg Bodies-self-reflections on sensory augmentations. NanoEthics, 8(3), 299–302. https://doi.org/10.1007/s11569-014-0207-9.

    Article  Google Scholar 

  • Haddow, G., King, E., Kunkler, I., & McLaren, D. (2015). Cyborgs in the everyday: Masculinity and biosensing prostate cancer. Science as Culture, 24(4), 484–506.

    Google Scholar 

  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202.

    Article  Google Scholar 

  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better result and higher acceptance. Long Range Planning, 46(1/2), 1–12. https://doi.org/10.1016/j.lrp.2013.08.016.

    Article  Google Scholar 

  • Heffernan, K. J., Vetere, F., & Chang, S. (2016, May). You put what, where? Hobbyist use of insertable devices. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems. ACM. (pp. 1798–1809).

  • Herrera-Vega, E. (2015). Relevance of N. Luhmann’s theory of social systems to understand the essence of technology today. The case of the Gulf of Mexico oil spill: Para Alberto. Technology in Society, 40, 25–42.

    Google Scholar 

  • Hill, A. V., & Sawaya Iii, W. J. (2004). Production planning for medical devices with an uncertain regulatory approval date. IIE Transactions, 36(4), 307–317.

    Google Scholar 

  • Hobbes, T. (2006). Leviathan. London: A&C Black.

    Google Scholar 

  • Hospital & Healthcare Management. (2018). Medtronic Reports Fourth Quarter and Fiscal Year 2016 Financial Results. Retrived July 17, 2018 from http://www.hhmglobal.com/knowledge-bank/industry-reports/medtronic-reports-fourth-quarter-and-fiscal-year-2016-financial-results.

  • Howe, P. D., & Silva, C. F. (2017). The cyborgification of paralympic sport. Movement & Sport Sciences-Science & Motricité, 97(3), 17–25.

    Google Scholar 

  • Hyman, M. R. (1996). A critique and revision of the multidimensional ethics scale. Journal of Empirical Generalisations in Marketing Science, 1(1), 1–35.

    Google Scholar 

  • Ida, R. (2017). Deberíamos mejorar la naturaleza humana? Un interrogante planteado desde una perspectiva asiática. In N. Bostrom & J. Savulescu (Eds.), Mejoramiento humano (pp. 63–74). Zaragoza: TEELL Editorial.

    Google Scholar 

  • Jarrett, C. (2013). The age of the superhuman. Psychologist, 26(10), 720–723.

    Google Scholar 

  • Jones, K., & Leonard, L. N. (2016). Applying the multidimensional ethics scale in C2C E-Commerce. Issues in Information Systems, 17(1), 26–36.

    Google Scholar 

  • Jones, T. M. (1991). Ethical decision making by individuals in organizations: An issue-contingent model. Academy of Management Review, 16(2), 366–395.

    Google Scholar 

  • Jung, I. (2009). Ethical judgments and behaviors: Applying a multidimensional ethics scale to measuring ICT ethics of college students. Computers & Education, 53(3), 940–949.

    Google Scholar 

  • Kadić-Maglajlić, S., Arslanagić-Kalajdžić, M., Micevski, M., Michaelidou, N., & Nemkova, E. (2017b). Controversial advert perceptions in SNS advertising: The role of ethical judgement and religious commitment. Journal of Business Ethics, 141(2), 249–265. https://doi.org/10.1007/s10551-015-2755-5.

    Article  Google Scholar 

  • Kadić-Maglajlić, S., Micevski, M., Lee, N., Boso, N., & Vida, I. (2017a). Three levels of ethical influences on selling behavior and performance: Synergies and tensions. Journal of Business Ethics. https://doi.org/10.1007/s10551-017-3588-1.

    Article  Google Scholar 

  • Kara, A., Rojas-Méndez, J. I., & Turan, M. (2016). Ethical evaluations of business students in an emerging market: Effects of ethical sensitivity, cultural values, personality, and religiosity. Journal of Academic Ethics, 14(4), 297–325.

    Google Scholar 

  • Kirchhoffer, D. G. (2017). Human dignity and human enhancement: A multidimensional approach. Bioethics, 31(5), 375–383.

    Google Scholar 

  • Kurzweil, R. (2005). The singularity is near: When humans transcend biology. New York: Penguin Group.

    Google Scholar 

  • Lai, A. L. (2012). Cyborg as commodity: Exploring conception of self-identity, body and citizenship within the context of emerging transplant technologies. Advances in Consumer Research, 40, 386–394.

    Google Scholar 

  • LaTour, M. S., & Henthorne, T. L. (1994). Ethical judgments of sexual appeals in print advertising. Journal of Advertising, 23(3), 81–90.

    Google Scholar 

  • Lawton, G. (2004). Extreme surgery. New Scientist, 184(2471), 54–56.

    Google Scholar 

  • Leonard, L. N., & Jones, K. (2017). Ethical awareness of seller’s behavior in consumer-to-consumer electronic commerce: Applying the multidimensional ethics scale. Journal of Internet Commerce, 16(2), 202–218.

    Google Scholar 

  • Leonard, L. N., Riemenschneider, C. K., & Manly, T. S. (2017). Ethical behavioral intention in an academic setting: Models and predictors. Journal of Academic Ethics, 15(2), 141–166.

    Google Scholar 

  • Loo, R. (2004). Support for Reidenbach and Robin’s (1990) eight-item multidimensional ethics scale. The Social Science Journal, 41(2), 289–294. https://doi.org/10.1016/j.soscij.2004.01.020.

    Article  Google Scholar 

  • Manly, T. S., Leonard, L. N., & Riemenschneider, C. K. (2015). Academic integrity in the information age: Virtues of respect and responsibility. Journal of Business Ethics, 127(3), 57.

    Google Scholar 

  • Medeiros, J. (2015). How Gadi Amit is putting the future of wearables under your skin, Wired, October 2015. Retrieved February 26, 2017 from http://www.wired.co.uk/article/redesigning-your-body.

  • MIT Technology Review. (2013). 10 Breakthrough technologies 2013, MIT Technology Review May–June. Retrieved November 21, 2016 from http://www.technologyreview.com/featuredstory/513681/memory-implants/.

  • Mudrack, P. E., & Mason, E. S. (2013). Ethical judgments: What do we know, where do we go? Journal of Business Ethics, 115(3), 575–597. https://doi.org/10.1007/s10551-012-1426-z.

    Article  Google Scholar 

  • Nguyen, N. T., Basuray, M. T., Smith, W. P., Kopka, D., & McCulloh, D. (2008). Moral issues and gender differences in ethical judgment using Reidenbach and Robin’s (1990) multidimensional ethics scale: Implications in teaching of business ethics. Journal of Business Ethics, 77(4), 417–430.

    Google Scholar 

  • Nguyen, N. T., & Biderman, M. D. (2008). Studying ethical judgments and behavioral intentions using structural equations: Evidence from the multidimensional ethics scale. Journal of Business Ethics, 83(4), 627–640.

    Google Scholar 

  • Ochsner, B., Spöhrer, M., & Stock, R. (2015). Human, non-human, and beyond: Cochlear implants in socio-technological environments. NanoEthics, 9(3), 237–250. https://doi.org/10.1007/s11569-015-0242-1.

    Article  Google Scholar 

  • Olarte-Pascual, C., Pelegrín-Borondo, J., & Reinares-Lara, E. (2015). Implants to increase innate capacities: Integrated vs. apocalyptic attitudes. Is there a new market? Universia Business Review, 48, 86–117.

    Google Scholar 

  • Oudshoorn, N. (2015). Sustaining cyborgs: Sensing and tuning agencies of pacemakers and implantable cardioverter defibrillators. Social studies of science, 45(1), 56–76.

    Google Scholar 

  • Park, E. (2014). Ethical issues in cyborg technology: Diversity and inclusion. NanoEthics, 8(3), 303–306. https://doi.org/10.1007/s11569-014-0206-x.

    Article  Google Scholar 

  • Parkhurst, A. (2012). Becoming cyborgian: Procrastinating the singularity. The New Bioethics, 18(1), 68–80. https://doi.org/10.1179/2050287713Z.0000000006.

    Article  Google Scholar 

  • Pelegrín-Borondo, J., Reinares-Lara, E., & Olarte-Pascual, C. (2017). Assessing the acceptance of technological implants (the cyborg): Evidences and challenges. Computers in Human Behavior, 70, 104–112. https://doi.org/10.1016/j.chb.2016.12.063.

    Article  Google Scholar 

  • Pelegrín-Borondo, J., Reinares-Lara, E., Olarte-Pascual, C., & Sierra-García, M. (2016). Assessing the moderating effect of the end user in consumer behavior: The acceptance of technological implants to increase innate human capacities. Frontiers in Psychology, 7, 1–13. doi:0.3389/fpsyg.2016.00132.

    Google Scholar 

  • Ram, J., Corkindale, D., & Wu, M.-L. (2014). ERP adoption and value creation: Examining the contributions of antecedents. Journal of Engineering and Technology Management, 33, 113–133. https://doi.org/10.1016/j.jengtecman.2014.04.001.

    Article  Google Scholar 

  • Rawls, J. (1971/1999). A theory of justice (revised edition). Cambridge: Harvard University Press.

    Google Scholar 

  • Reidenbach, R. E., & Robin, D. P. (1988). Some initial steps toward improving the measurement of ethical evaluations of marketing activities. Journal of Business Ethics, 7(11), 871–879. https://doi.org/10.1007/BF00383050.

    Article  Google Scholar 

  • Reidenbach, R. E., & Robin, D. P. (1990). Toward the development of a multidimensional scale for improving evaluations of business ethics. Journal of Business Ethics, 9(8), 639–653. https://doi.org/10.1007/BF00383391.

    Article  Google Scholar 

  • Reinares-Lara, E., Olarte-Pascual, C., & Pelegrín-Borondo, J. (2018). Do you want to be a cyborg? The moderating effect of ethics on neural implant acceptance. Computers in Human Behavior, 85, 43–53. https://doi.org/10.1016/j.chb.2018.03.032.

    Article  Google Scholar 

  • Reinares-Lara, E., Olarte-Pascual, C., Pelegrín-Borondo, J., & Pino, G. (2016). Nanoimplants that enhance human capabilities: A cognitive-affective approach to assess individuals’ acceptance of this controversial technology. Psychology & Marketing, 33(9), 704–712. https://doi.org/10.1002/mar.20911.

    Article  Google Scholar 

  • Roldán, J. L., & Sánchez-Franco, M. J. (2012). Variance-based structural equation modeling: Guidelines for using partial least squares in information systems research. In M. Mora, O. Gelman, A. Steenkamp & M. Raisinghani (Eds.), Research methodologies, innovations and philosophies in software systems engineering and information systems (pp. 193–222). Hershey: Raisinghan Information Science Reference.

    Google Scholar 

  • Rosahl, S. K. (2004). Vanishing senses-restoration of sensory functions by electronic implants. Poiesis Prax, 2, 285–295. https://doi.org/10.1007/s10202-003-0057-y.

    Article  Google Scholar 

  • Sarstedt, M., Hair, J. F., Ringle, C. M., Thiele, K. O., & Gudergan, S. P. (2016). Estimation issues with PLS and CBSEM: Where the bias lies! Journal of Business Research, 69(10), 3998–4010. https://doi.org/10.1016/j.jbusres.2016.06.007.

    Article  Google Scholar 

  • Schermer, M. (2009). The mind and the machine. On the conceptual and moral implications of brain-machine interaction. NanoEthics, 3(3), 217–230. https://doi.org/10.1007/s11569-009-0076-9.

    Article  Google Scholar 

  • Secchi, D., & Bui, H. T. (2018). Group effects on individual attitudes toward social responsibility. Journal of Business Ethics, 149(3), 725–746. https://doi.org/10.1007/s10551-016-3106-x.

    Article  Google Scholar 

  • Selinger, E., & Engström, T. (2008). A moratorium on cyborgs: Computation, cognition, and commerce. Phenomenology and the Cognitive Sciences, 7(3), 327–341. https://doi.org/10.1007/s11097-008-9104-4.

    Article  Google Scholar 

  • Service, R. F. (2017). Bioelectronics herald the rise of the cyborg. Science, 358(6368), 1233–1234. https://doi.org/10.1126/science.358.6368.1233.

    Article  Google Scholar 

  • Sevin, A., Sevin, K., Senen, D., Deren, O., Adanali, G., & Erdogan, B. (2006). Augmentation mammaplasty: Retrospective analysis of 210 cases. Aesthetic Plastic Surgery, 30(6), 651–654.

    Google Scholar 

  • Shawver, T. J., & Sennetti, J. T. (2009). Measuring ethical sensitivity and evaluation. Journal of Business Ethics, 88(4), 663–678. https://doi.org/10.1007/s10551-008-9973-z.

    Article  Google Scholar 

  • Siclovan, H. R., & Jomah, J. A. (2008). Advantages and outcomes in subfascial breast augmentation: A two-year review of experience. Aesthetic Plastic Surgery, 32(3), 426–431.

    Google Scholar 

  • Srivastava, S. K., & Yadav, V. G. (2017). Bionic manufacturing: Towards cyborg cells and sentient microbots. Trends in Biotechnology, 36(5), 483–487.

    Google Scholar 

  • Titcomb, J. (2016). Researchers create ‘smart tattoos’ that can control your phone. The Telegraph. Technology, (15, 08/2016. Retrieved November 22, 2016 from http://www.telegraph.co.uk/technology/2016/08/15/researchers-create-smart-tattoos-that-are-able-to-control-your-p/.

  • Trevino, L. K. (1986). Ethical decision making in organizations: A person-situation interactionist model. Academy of Management Review, 11(3), 601–617.

    Google Scholar 

  • Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46, 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926.

    Article  Google Scholar 

  • Warwick, K. (2003). Cyborg morals, cyborg values, cyborg ethics. Ethics and Information Technology, 5(3), 131–137. https://doi.org/10.1023/B:ETIN.0000006870.65865.cf.

    Article  Google Scholar 

  • Warwick, K. (2014). The cyborg revolution. NanoEthics, 8(3), 263–273. https://doi.org/10.1007/s11569-014-0212-z.

    Article  Google Scholar 

  • Yang, S. C. (2012). Ethical academic judgments and behaviors: Applying a multidimensional ethics scale to measure the ethical academic behavior of graduate students. Ethics & Behavior, 22(4), 281–296.

    Google Scholar 

  • Zareva, T. (2017). A Bionic Lens Undergoing Clinical Trials Could Give You Superhuman Abilities In Two Years, Gig Think, 31 August 2017.

Download references

Acknowledgements

This research was funded by the bridge Grants for research projects awarded by the University of La Rioja (2017 call), subsidized by Banco Santander (reference: APPI17/05) and the Bocam research group at the University of La Rioja.

Funding

This study was funded by Universidad de La Rioja and Fundación Banco Santander (Grant Number APPI17/05).

Author information

Authors and Affiliations

  1. Economics and Business Department, University of La Rioja, Edificio Quintiliano, C/ La Cigüeña 60, 26006, Logroño, La Rioja, Spain

    Jorge Pelegrín-Borondo

  2. Business Department, Rovira i Virgili University, Av. Catalunya 35, 43002, Tarragona, Spain

    Mario Arias-Oliva

  3. School of Commerce, Meiji University, 1-1 Kanda Surugadai, Chiyoda, Tokyo, 101-8301, Japan

    Kiyoshi Murata

  4. School of Business and Communication, Universidad Internacional de La Rioja, Calle de Almansa, 101, 28040, Madrid, Spain

    Mar Souto-Romero

Authors
  1. Jorge Pelegrín-Borondo
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Mario Arias-Oliva
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Kiyoshi Murata
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Mar Souto-Romero
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Mario Arias-Oliva.

Ethics declarations

Conflict of interest

Jorge Pelegrín-Borondo has received research grants from Universidad de La Rioja and Fundación Banco de Santander. Mario Arias-Oliva, Kiyoshi Murata, and Mar Souto-Romero declare that they have no conflict of interest.

Ethical Approval

All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.

Informed Consent

Informed consent was obtained from all individual participants included in the study.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Pelegrín-Borondo, J., Arias-Oliva, M., Murata, K. et al. Does Ethical Judgment Determine the Decision to Become a Cyborg?. J Bus Ethics 161, 5–17 (2020). https://doi.org/10.1007/s10551-018-3970-7

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-018-3970-7

Keywords

Search

Navigation