com.gmail@Mcha2016.frhotmail@manel-Marketing

The Problematic of the Neuromarketing’s Contradiction with the Ethics according to the Algerian Customer’s Perspective

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:.Abstract: This research work is, on the one hand, a study about the problematic of contradicting the commercial practice (marketing’s practice) with the ethics as a point of view.i.e., in agreement with the researchers’ opinions and, on the other hand, according to the Algerian customer’s view considered as exposed to the neuromarketing’s practices from different regions that are all the inhabitants of the globe. The Neuromarketing’s practices are based on two tenets:(1) the identification of the target individuals’ ideas and perceptions by displaying some advertisements and images in front of certain individuals and filming the target individuals’ brain activities by sophisticated medical devices. This practice is done for the purpose of evaluating the enterprises which have conducted studies for their successfulimage andtesting their new products. (2) The activation of the brain site that directs the individuals through purchasing by means of communication that addresses the subconscious.

As for the theoretical side, there are many studies which have been already elaborated on the problematic of contradicting the neuromarketing with the ethics such as Didier COURBET’s study in 2011. COURBET summarizes the most important points which are about to become a subject of debate between opponents and supporters of the neuromarketing, and collects them in eight main

axes and this will be the basis of this study to identify the Algerian customer’s standpoint about the neuromarketing.

Keywords: Neuromarketing, Neuroscience, the unconscious, perception, Ethics.

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10Marion Bridonneau, Cyril Mathieu, Timothée ParriqueLe Neuromarketing : Perspective d’avenir ou Atteinte à l’ethique ?( Universite de Versailles saint quentin, M1 sete, ethique, 2011), p7 11Didier Courbet Neuromarketing et neurosciences au service des publicitaires : questionnements ethiques, op cit, p1

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