Abstract
The final chapter seeks to round off the book by attending more closely to the social and ethical questions that emerged in previous chapters. It situates neuromarketing discourse as a form of public knowledge dissemination and creation fundamental to a surveillance society. The chapter begins with an account of how neuromarketing seeks to produce biovalue from consumer data, all of which are predicated on the act of instrumentalisation comprising implicit practices of dehumanisation. These acts, which are underpinned by algorithmic processes, have consequences for consumers in general but with especially problematic effects on vulnerable populations. The chapter concludes with a consideration of possible ways forward with regard to how the deployment of pervasive neurotechnologies into market research settings ought to be managed.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Thrift, N. (2008). Non-Representational Theory: Space | Politics | Affect. New York, NY: Routledge.
- 2.
Dumit, J. (2004). Picturing Personhood: Brain Scans and Biomedical Identity. Princeton, NJ: Princeton University Press.
- 3.
Palmås, K. (2011). Predicting what you’ll do tomorrow: Panspectric surveillance and the contemporary corporation. Surveillance & Society, 8(3), 338–354; Lazzarato, M. (2004). Les Révolutions du Capitalisme. Paris, FR: Empêcheurs de Penser en Rond, Le Seuil.
- 4.
Haraway, D. J. (1991). A cyborg manifesto: Science, technology, and socialist-feminism in the late twentieth century. In D. Haraway (Ed.), Simians, Cyborgs, and Women: The Reinvention of Nature, 149–182. New York, NY: Routledge.
- 5.
Wilson, R. M., Gaines, J., & Hill, R. P. (2008). Neuromarketing and consumer free will. The Journal of Consumer Affairs, 42(3), 389–410, (p. 403).
- 6.
Rose, N. (2007). Molecular biopolitics, somatic ethics and the spirit of biocapital. Social Theory and Health, 5(1), 3–29, (p. 17).
- 7.
Rose, N. (2007). The Politics of Life Itself. Princeton, NJ: Princeton University Press.
- 8.
Rajan, K. S. (2006). Biocapital. Durham, NC: Duke University Press, (p. 3).
- 9.
Cohen, J. E. (2017). The biopolitical public domain: the legal construction of the surveillance economy. Philosophy & Technology, 1–21. https://doi.org/10.1007/s13347-017-1258
- 10.
Pradeep, A. K. (2010). The Buying Brain: Secrets for Selling to the Subconscious Mind. Hoboken, NJ: Wiley.
- 11.
MacKlem, K. (2005). It’s mind over money. Maclean’s, 118(21), 66–67.
- 12.
Bauman, Z. & Lyon, D. (2013). Liquid Surveillance: A Conversation. Malden, MA: Polity Press, (p. 8).
- 13.
Lyon, D. (Ed.). (2003). Surveillance as Social Sorting: Privacy, Risk and Digital Discrimination. New York, NY: Routledge, (p. 20).
- 14.
Bowker, G. C. & Star, S. L. (1999). Sorting Things Out: Classification and Its Consequences. Cambridge, MA: MIT Press, (p. 326).
- 15.
National Research Council. (2013). Frontiers in Massive Data Analysis. Washington, DC: The National Academies Press, (p. 3).
- 16.
Barocas, S. (2014). Data mining and the discourse on discrimination. In Proceedings of the Data Ethics Workshop. Conference on knowledge and data mining, New York, NY.
- 17.
Angwin, J. & Larson, J. (2016, December 13). Bias in criminal risk scores is mathematically inevitable, researchers say. ProPublica. Retrieved from https://bit.ly/2iTc4B9
- 18.
Bauman, Z. & Lyon, D. (2013). Liquid Surveillance: A Conversation. Malden, MA: Polity Press, (p. 33).
- 19.
Ibid., (p. 137).
- 20.
Costello, K. & Hodson, G. (2014). Lay beliefs about the causes of and solutions to dehumanization and prejudice: Do nonexperts recognize the role of human–animal relations? Journal of Applied Social Psychology, 44, 278–288; Goff, P. A., Eberhardt, J. L., Williams, M. J., & Jackson, M. C. (2008). Not yet human: Implicit knowledge, historical dehumanization, and contemporary consequences. Journal of Personality and Social Psychology, 94, 292–306; Bar-Tal, D. & Teichman, Y. (2005). Stereotypes and prejudice in conflict: Representations of Arabs in Israeli Jewish society. New York, NY: Cambridge University Press; Opotow, S. (1990). Moral exclusion and injustice: An introduction. Journal of Social Issues, 46(1), 1–20.
- 21.
Gandy, O. H. & Nemorin, S. (2018). Toward a political economy of nudge: Smart city variations. Information, Communication & Society. https://doi.org/10.1080/1369118X.2018.1477969
- 22.
Chen, M. (2012). Animacies: Biopolitics, Racial Mattering, and Queer Affect. Durham, NC: Duke University Press, (pp. 43–44).
- 23.
Krell, D. F. (1992). Daimon Life: Heidegger and Life-Philosophy. Bloomington, IN: Indiana University Press.
- 24.
Agamben, G. (1998). Homer Sacer: Sovereign Power and Bare Life. (D. Heller-Roazen, Trans.). Palo Alto, CA: Stanford University Press.
- 25.
Oliver, K. (2007). Stopping the anthropological machine: Agamben with Heidegger and Merleau-Ponty. PhaenEx, 2(2), 1–23, (p. 9).
- 26.
Mackenzie, A. (2008). Suspended animation: Thinking and animality in neurocultural selfhood. South Atlantic Quarterly, 107(1), 145–163, (p. 146).
- 27.
Agamben, G. (1998). Homer Sacer: Sovereign Power and Bare Life. (D. Heller-Roazen, Trans.). Palo Alto, CA: Stanford University Press.
- 28.
Agamben, G. (2004). The Open: Man and Animal. (K. Attell, Trans.). Palo Alto, CA: Stanford University Press.
- 29.
Chen, M. (2012). Animacies: Biopolitics, Racial Mattering, and Queer Affect. Durham, NC: Duke University Press, (pp. 30–42).
- 30.
Mackenzie, A. (2008). Suspended animation: Thinking and animality in neurocultural selfhood. South Atlantic Quarterly, 107(1), 145–163, (p. 149).
- 31.
Haraway, D. J. (1991). A cyborg manifesto: Science, technology, and socialist-feminism in the late twentieth century. In D. Haraway (Ed.), Simians, Cyborgs, and Women: The Reinvention of Nature, 149–182. New York, NY: Routledge, (p. 149).
- 32.
Crain, R. (2013, July 9). Neuromarketing threat seems quaint in today’s ad landscape. Advertising Age. Retrieved from http://bit.ly/1ogH517; Reid, A. (2005). Neuromarketing. Campaign Live, 49, 10. Retrieved from http://bit.ly/1rejco1
- 33.
Edwards, P. N. (1996). The Closed World: Computers and the Politics of Discourse in Cold War America. Cambridge, MA: MIT Press, (p. 162).
- 34.
Marcuse, H. (1964). One-Dimensional Man. Boston, MA: Beacon Press, (p. 10).
- 35.
Dewey, J. (1988). The Later Works of John Dewey 1925–1953. Essays, Reviews, and Miscellany. Volume 14, 1939–1941. J. A. Boydston (Ed.). Carbondale, IL: Southern Illinois University Press, (p. 227).
- 36.
Linsenbard, G. E. (1999). Beauvoir, ontology, and women’s rights. Hypatia, 14(4), 145–162.
- 37.
Eaton, M. L. & Illes, J. (2007). Commercializing cognitive neurotechnology – the ethical terrain. Nature Biotechnology, 25(4), 393–397, (p. 393).
- 38.
The Lancet Neurology. (2004). Neuromarketing: Beyond branding. The Lancet, 3, 71, (p. 71).
- 39.
Stipp, H. & Woodard, R. P. (2011). Uncovering emotion: Using neuromarketing to increase ad effectiveness. Advertising Research Foundation. Retrieved from bit.ly/ZsNPzU, (p. 9).
- 40.
ICC/ESOMAR. (2008). ICC/ESOMAR International Code on Market and Social Research. ESOMAR. Retrieved from bit.ly/1uY8XrE
- 41.
Pop, N. A., Dabija, D., Iorga, A. M. (2014). Ethical responsibility of neuromarketing companies in harnessing the market research – a global exploratory approach. Amfiteatru Economic, 16(35), 26–40, (p. 36).
- 42.
Thomas, A. R., Pop, N. A., Iorga, A. M., & Ducu, C. (Eds.). (2017). Ethics and Neuromarketing: Implications for Market Research and Business Practice. Switzerland: Springer.
- 43.
Ienca, M., & Andorno, R. (2017). Towards new human rights in the age of neuroscience and neurotechnology. Life Sciences, Society & Policy, 13(5), 1–27.
- 44.
Habermas, J. (1984). The Theory of Communicative Action. Volume I. Reason and the Rationalization of Society. London, UK: Heinemann.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 The Author(s)
About this chapter
Cite this chapter
Nemorin, S. (2018). Self-Determination and Implications of Mining the Brain. In: Biosurveillance in New Media Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-96217-7_9
Download citation
DOI: https://doi.org/10.1007/978-3-319-96217-7_9
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-96216-0
Online ISBN: 978-3-319-96217-7
eBook Packages: Literature, Cultural and Media StudiesLiterature, Cultural and Media Studies (R0)