@article{IRSIC_415,
    author = {COURBET, D. and BENOIT, D.},
    title = {Neurosciences au service de la communication commerciale : manipulation et \'ethique Une critique du neuromarketing},
    year = {2013},
    journal = {Etudes de Communication},
    volume = {40},
    pages = {27-42},
    abstract = {Le neuromarketing pr\'etend \^etre capable de tirer des enseignements des neurosciences pour influencer les comportements d'achat des personnes, notamment \`a leur insu, et permettre l'am\'elioration des strat\'egies de communication commerciale. Nous d\'efendons une autre hypoth\`ese : le neuromarketing serait essentiellement un << coup marketing >>. A travers une analyse critique de cette instrumentalisation des neurosciences, nous montrons comment les chercheurs en communication peuvent employer leurs comp\'etences au service des organisations en mettant en \'evidence l'inutilit\'e de certaines applications scientifiques << dans l'air du temps >> et l'importance d'une r\'eflexion \'ethique dans l'int\'er\^et m\^eme des organisations. The Neurosciences in the Service of Marketing Communication : Manipulation and Ethics – A Critique of Neuro-marketing By using knowledge drawn from the neurosciences, neuro-marketing claims to be capable of influencing the purchasing behavior of individuals without their being conscious of it. In this sense, neuro-marketing could be seen as essentially a marketing trick. Through a critical analysis of this instrumentalization of the neurosciences, we show how communication researchers can use their skills in the service of organizations by highlighting the uselessness of certain fashionable scientific applications and the importance of an ethical reflection in the interest of organizations.},
    keywords = {neuromarketing;communication commerciale;persuasion;\'ethique;manipulation;d\'eontologie;neuromarketing;marketing communication;persuasion;ethics;manipulation;deontology;},
    x-audience = {Internationale},
    x-peerreviewing = {Oui},
    x-popularlevel = {Non},
    x-publisherlink = {https://edc.revues.org/5091},
    x-language = {},
}