NMSBA Corporate Vendor members operate according to the NMSBA 道德规范 for the Application of Consumer Neuroscience in Business. 代码是企业供应商成为NMSBA会员的条件. It represents a first step towards international standards for the use of neuroscientific methods to study the effectiveness of:
——广告活动
-包装和产品设计
-来自非营利组织和政府机构的宣传活动.
神经营销行业的道德规范涉及三个重要问题:
-恢复公众对神经营销者的合法性和诚信的信心
-确保神经营销者保护研究参与者的隐私
-保护神经营销服务的购买者
The code may be revised from time to time to ensure that it adequately reflects the highest ethical standards for the neuromarketing research industry. NMSBA准则接受ICC/ESOMAR准则中的原则
定义
1. 神经学营销的研究, is the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols allowing researchers to explore non-verbal and physiological responses to various stimuli for the purposes of market research.
2. 神经学营销研究 是指任何个人或组织进行的, 或担任神经营销顾问, 一个神经营销学研究项目, 包括那些在从神经营销研究公司购买服务的机构工作的人.
3. 神经学营销客户 被定义为任何个人或组织询问, 购买或赞助一个神经营销研究项目.
4. 神经营销学研究Participant is defined as any individual or an organization from which insights are collected using neuroscientific methods for the purposes of market research.
5. 神经学营销研究 被定义为与参与者进行的一场会议，在此期间收集神经营销学的见解.
6. 神经营销学的见解 通过分析营销刺激(广告, 网站, 包装, 等.).
7. 脑功能成像 是否被定义为任何一种能够在体内可视化大脑活动分布的技术.
第一条:核心原则
a. Neuromarketing researchers shall comply with the highest research standards enforced in their respective countries and use accepted scientific principles.
b. 神经学营销研究s shall not act in any way that could negatively impact the reputation and the integrity of the Neuromarketing research profession.
c. Neuromarketing findings shall be delivered to clients without exaggerating or misrepresenting the neuromarketing insights beyond what is scientifically accepted.
第二条:诚信
a. Neuromarketing researchers shall take all reasonable precautions to ensure that participants are in no way harmed or stressed as a result of their involvement in 一个神经营销学研究项目.
b. 神经营销学研究者不得欺骗参与者或利用他们缺乏神经科学知识.
c. 不得因参与项目而直接向参与者提供销售要约.
d. 神经营销学研究者应该诚实地对待他们的技能和经验.
第三条:信誉
a. Concerns or critics about publicly known neuromarketing projects shall be first presented to the attention of the NMSBA before they are shared widely.
b. Neuromarketing researchers involved in functional brain imaging shall disclose a protocol for dealing with incidental findings.
第四条:透明
a. 参与神经营销学研究项目必须完全自愿.
b. Neuromarketing researchers shall maintain a public website describing their services and the credentials of their core team members as well as post a physical address where officers of the company can be contacted.
c. Neuromarketing researchers shall allow their clients to audit the process by which neuromarketing insights are collected and processed.
d. 神经营销学研究人员应确保创建神经营销学研究项目, delivered and documented with transparency and reported with as many details as the clients would require to understand the scope and relevance of the project.
第五条:同意
a. 神经营销学研究者应该用通俗的语言向参与者解释他们使用的工具.
b. 之前提供的同意, participants in Neuromarketing research shall explicitly express their understanding of the protocols as well as the general objectives of the study.
c. Participants shall be fully informed about the project before any Neuromarketing technique can be used to collect their neuromarketing insights.
d. 一旦神经营销学研究开始，参与者可以自由退出.
第六条:隐私
a. 神经营销学研究者应确保参与者意识到收集见解的目的.
b. Neuromarketing researchers shall have a privacy policy which is readily accessible to participants from whom they collect insights.
c. 未经客户明确同意，参与者的身份不得透露给客户.
d. Personal information collected shall be collected for specified Neuromarketing research purposes and not used for any other purpose.
e. 个人信息的保存时间不得超过神经营销学项目所要求的时间.
f. Neuromarketing researchers shall ensure that adequate security measures are used to protect access to the insights collected during any project.
g. 神经营销研究数据本身, 包括大脑扫描和大脑数据将属于研究公司的财产，不会被分享.
第7条:参与人权利
a. Participants to any neuromarketing research project shall confirm that they are not obligated to participate in the project.
b. 任何神经营销学研究项目的参与者均可随时退出研究.
c. Participants to any neuromarketing research project shall be guaranteed that their personal data is not made available to others.
d. Participants to any neuromarketing research project shall be guaranteed that the insights will be deleted or modified upon request.
e. Particular care shall be taken to maintain the data protection rights of participants when personal data is transferred from the country in which they are collected to another country. 当数据处理在另一个国家进行时, 必须尊重本守则的资料保护原则.
第8条:儿童和青年
Neuromarketing studies involving participants less than 18 years of age shall only take place with the informed consent of the participant’s parents or legal guardians.
第九条:分包
神经营销学研究人员应在工作开始前披露, when any part of the project is to be subcontracted outside the neuromarketing researchers’ own organization (including the use of any outside consultants).
第十条:出版
当一个项目的结果被公开分享时, 神经营销学研究人员应清楚地阐明报告的哪一部分代表了对数据的解释. 数据的哪一部分代表了关键的发现. Neuromarketing researchers shall not associate their names to 一个神经营销学研究项目 unless they have actively participated in the project and are able to defend the findings
第十一条:承诺
Neuromarketing researchers shall commit that they will apply this code and ensure their own clients and other parties will comply with its requirements. 不这样做将导致其成员资格的终止.
第十二条:实现
a. Neuromarketing researchers and their clients shall acknowledge that they know the code and also respect other self-regulatory guidelines that are relevant to a particular region or project; The Code is applicable for all involved in a Neuromarketing project.
b. NMSBA成员应表明他们接受该规范, 通过在他们的网站上发布代码或发布链接 knts7.lazybstables.com/ethics