­^¤åºK­n By the trend of Globalization and international marketing, it is impossible for us to neglect the different thoughts of marketing ethics among different countries and cultures. Therefore, the purpose of this research is to discuss the role of cultures in the marketing ethical decision-making procedure by using the concept of cross-cultures. Thus, the point of this research is in that when individuals face the dilemma of marketing ethics, the interactions of dilemma of moral intensity, personal moral philosophy and the differences of cultures will influence on individuals' perception, judgement and intention. In this research, We use the questionnaire as a tool to test the hypotheses and use back-translation technique to translate items between Chinese and English. Our samples are selected from Taiwan, American and France MBA students who have similar age and education background in order to lessen the interference of non-cultural factors. Besides, we will use the confirmatory statistics analysis to test the fit of these hypotheses. Findings: 1. We found that there will be a positive relationship among there stages of ethical decision-making under any cultural environment. 2. We found that moral density has a positive relationship with the procedure of ethical decision-making. 3. We found that there will have different relationships among moral philosophy and three stages of ethical decision-making in different countries. 4. we found that different cultures will play different roles in the ethical decision-making procedure. 5.We found that culture has no relationship with moral philosophy.

Neuromarketing is a new field of research, a mix between neuroscience, marketing, and psychology. With the help of brain research, neuromarketing has succeeded in identifying feelings and reactions which have benefited companies and helped them to construct efficient marketing strategies. Its effective tools and insights about consumer behavior have contributed to a growing optimism and usage. On the other side, neuromarketing has faced some criticism regarding vague guidelines and ethical issues concerning what should or should not be allowed. This study aims to investigate and analyze ethical dilemmas regarding messages and their influence with roots in neuromarketing from a consumer perspective. This thesis is based on a qualitative research strategy that aims to increase the understanding of phenomena and contexts as well as an insight into participants' perceptions of reality. The empirical material has been collected using semi-structured focusgroups and supplemented with scientific articles and literature. The findings of this study identify situations where neuromarketing and its strategies cross the ethical line. Heavy negative emotions and strong influence with an emphasis on indirect - and manipulative marketing are considered unethical. Furthermore, the results show that unethical behavior can be judged differently depending on the intention and the party involved. The conclusions shows that it is not possible to define a general boundary even though a couple of unethical actions have been identified. / Neuromarketing är en relativt ny tvärvetenskap som är en sammanställning av neurovetenskap, marknadsföring och psykologi. Med hjälp av hjärnforskning som identifierar känslor och reaktioner har företag kunnat tillämpa forskningen och konstruera marknadsföringsstrategier. Dess effektiva verktyg och insikter kring konsumentbeteende har bidragit till att forskningsområdet och optimismen kring det vuxit. Parallellt med detta har området även bemött en del kritik rörande vaga riktlinjer samt etiska frågor med avseende på vad som bör vara tillåtet eller ej. Syftet med denna studie är att undersöka och analysera etiska dilemman kring budskap och dess påverkan med grund i neuromarketing utifrån ett konsumentperspektiv. Denna studie bygger på en kvalitativ forskningsstrategi som syftar till att ge ökad förståelse kring fenomen och kontexter samt komma åt deltagarnas uppfattningar av verkligheten. Det empiriska materialet har samlats in med hjälp av semistrukturerade fokusgrupper och kompletterats av vetenskapliga artiklar och litteratur. Studiens resultat identifierar situationer där neuromarketing och dess strategier går över gränsen. Tunga negativa känslor och starkt inflytande med betoning på indirekt och manipulativ marknadsföring bedöms som oetiskt. Vidare påvisar resultatet att oetiskt agerande kan bedömas olika beroende på avsikten och aktören bakom budskapet. Slutsatserna visar på att det inte går att definiera en generell gräns trots att ett par oetiska ageranden identifierats.

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This dissertation examines the emerging practice of consumer neuroscience and neuromarketing, combined called CNNM. CNNM utilizes tools and technologies to measure brain activity and human behavior coupled with scientific theories for explaining behavior and cognition. Consumer neuroscience is one of the newest areas of application of neuroscience and related techniques, and is of significant social consequence for its possible deployment in the market place to both study and shape consumer behavior. Concerns arise in terms of consumer influence and manipulation, but there are also concerns regarding the actual efficacy and utility of the technologies and the application of behavioral theories. The dissertation's three essays each examine a facet of CNNM. Using historical sources, conference participation, and ethical analyses, the dissertation forms a multi-prong effort at a better understanding of CNNM through the use of science and technology studies (STS) methods. The first essay is an historical review of the usage of technologies to measure brain activity and behavior, parallel to the development of psychological theories created to account for human decisionmaking. This essay presents a new conception of "closure" and "momentum" as envisioned by social construction of technology and technological momentum theories, arriving at a new concept for inclusion called "convergence" which offers a multi-factor explanation for the acceptance and technical implementation of unsettled science. The second essay analyzes four discourses discovered during the review of approximately seventy presentations and interviews given by experts in the field of CNNM. Using and adapting actor-network theory, the essay seeks to describe the creation of expertise and group formation in the field of CNNM researchers. The third essay draws on a variety of ethical analyses to expand understanding of the ethical concerns regarding CNNM. It raises questions that go beyond the actual efficacy of CNNM by applying some of the theories of Michel Foucault relating to the accumulation of power via expertise. This essay also points in the direction for actionable steps at ameliorating some of the ethical concerns involving CNNM. CNNM is a useful technique for understanding consumer behavior and, by extension, human behavior and neuroscience more generally. At the same time, it has been routinely misunderstood and occasionally vilified (for concerns about both efficacy and non-efficacy). This dissertation develops some of the specific historical movements that created the field, surveys and analyzes some of the foremost experts and how they maneuvered in their social network to achieve that status, and identifies novel ethical issues and some solutions to those ethical issues. / Ph. D. / Consumer neuroscience, or neuromarketing, (CNNM) is a new and emerging field which uses different devices to measure brain activity and behavior. For many years, scientists and marketers have been seeking to understand and explain decisions and, more specifically, consumer decisions. It has only been in the most recent decades that technology and scientific theories have been working in a close fashion to help understand human decision and consumer behavior. In three essays, this dissertation uses tools from science and technology studies (STS) to better understand CNNM. In Essay One, I track the parallel history of the technologies to measure brain activity and behavior with scientific theories put forward to explain them. In Essay Two, I analyze the content of presentations given by experts in the field to understand how CNNM expertise is formed. In Essay Three, I explore the ethical concerns and propose some new ways of solving some of the ethical problems (such as power, influence, and expertise.) CNNM is an important social phenomenon because of its possibilities of helping marketers, but it is also important for its part in developing areas of technology and scientific theories. The dissertation represents some new approaches at helping to understand its complexities and consequences.

Frankrike är det första landet i världen att ta ställning till barns exponering i marknadsföring. I april år 2021 tillträdde den världsunika lagen som ska skydda barn från att utnyttjas av andra parter i marknadsföringssammanhang. Det är brist på tidigare forskning som undersöker barn som exponeras i marknadsföring av influencers på sociala medier och i relation till etiska och moraliska ställningstaganden. Syftet med denna studie är att bidra till forskningen genom att undersöka föräldrars ställningstaganden till barn som exponeras i marknadsföring av influencers på sociala medier och vilka etiska och moraliska dilemman som det bidrar till. Studien grundas i en deduktiv forskningsansats och en kvalitativ datainsamling där empiriska data samlas in från urvalet föräldrar och därigenom en fokusgrupp och sju enskilda intervjuer. Resultatet visar att innebörden av etik och moral skiljer sig mellan individer, att barns intresse i marknadsföring inte är prioriterat och att barn i marknadsföring på Instagram leder till mer uppmärksamhet åt influencers och företag. De etiska och moraliska dilemman som framkallas av att barn exponeras i marknadsföring på Instagram är individbaserat och baseras på den enskilda individen. Föräldrarna tar ställning till att barn som exponeras av influencers på sociala medier är oetiskt och omoraliskt, men när de själva delar bilder och filmer på sina egna barn är det etiskt och moraliskt korrekt. Därmed kommer det att fortsätta vara dilemman tills det finns tydliga riktlinjer samt forskning inom marknadsföring med barn. / The first country in the world to take a stand on children’s exposure in marketing is France. The world-unique law was adopted in April 2021 to protect children from being exploited by other parties in marketing contexts. There is a lack of previous research that examines children’s exposure by influencers and in relation to ethical and moral positions. The purpose of this study is to contribute to the research by examining parents' attitudes towards children who are exposed in marketing by influencers on social media and what ethical and moral dilemmas it contributes to. The study is based on a deductive research approach and a qualitative data collection where empirical data is collected from the sample of parents and thereby a focus group and seven individual interviews. The results show that the meaning of ethics and morals is different between individuals, that children’s interest in marketing is not a priority and that children in marketing on Instagram lead to more attention to influencers and companies. The ethical and moral dilemmas caused by children's participation in marketing on Instagram are individual-based. The parents take a stand that children exposed by influencers on social media are unethical and immoral, but when they share photos and videos on their own children it is ethical and moral correct. This will continue to be dilemmas until there are clear guidelines and research in marketing with children.

This diploma thesis describes and analyzes the ethical dimension of content marketing practice on social networks. The rapid pace of technological progress, shaping the birth of participatory Web 2.0 and social networks, has led to an ever-increasing gap between the everyday online experience and the discourse of applied ethics. Three main goals of this thesis are met. First, current academical knowledge (and its limits) in the field of marketing and information ethics is described. Secondly, with the help of Luciano Floridi's Information Ethics, a unified ethical framework for assessing specific moral dilemmas on social networks is constructed. Lastly, this framework is verified in an extensive Reddit case study, where each of the six pillars of the constructed ethical framework (which affects fundamental parameters and manifestations indicating unethical activity) are tested on manifestations of unacknowledged marketing activity. At the same time, the existence and emergence of the so-called ethical vacuum are illustrated, indicating that there is a need to update the theoretical approaches of applied ethics for the specifics of social networks and the infosphere in general.