Behavioral Science Ethics An argument opposing the ethics of using behavioral science knowledge for social persuasion.

1. Behavioral Science EthicsAn argument opposing the ethics ofusing behavioral science knowledge for social persuasion. MARIANNE BOUSKA, EMILY MERTES, AUTUMN SCHWARTZ, ANGELA SHIELDS

2. Are the lines straight?

3. What do you see?

4. Statement of Purpose Using behavior science knowledge for social persuasion can be valuable for marketing purposes… as long as ethical standards are not compromised. Using behavioral science knowledge for social persuasion is unethical when the intended message is misleading or takes advantage of fear, insecurity, or self-esteem. Our goal is to identify and explain the detrimental effects of unethical practices related to marketing for social persuasion.

5. Overview Definitions Marketing Ethics and Values Types of Unethical Practices Social Persuasion Vulnerable People Subliminal Messaging Conclusion and Closing Arguments

6. Debate: The ethics of using behavioral science knowledge for social persuasion. Behavioral Science Knowledge • Behavioral science looks at individuals and their behavior along with the behavior of societies, groups, and cultures, and processes which can contribute to specific behaviors. • Behavioral sciences generally disregard the existence of mind, and concentrate on the patterns of response to external stimuli.

7. Debate: The ethics of using behavioral science knowledge for social persuasion. Marketing Ethics: Is it an Oxymoron? • Marketing ethics are ethical standards which pertain to marketing. • Even though marketing is governed by law and standards of conduct, it is a field which is often viewed as essentially unethical. • Without changes in current practices, will Government be forced to step in & increase regulations? • Holistic approach: Needs of organization & needs of customers. • Social responsibility: Common sense not so common.

8. Debate: The ethics of using behavioral science knowledge for social persuasion. Social Persuasion • A deliberate attempt on the part of one party to influence the attitudes or behavior of another party so as to achieve some predetermined end. The communicator sends a message to a target person hoping to evoke a particular response. • It’s about understanding what motivates people so that you can influence their perception. • Create a need, appeal to social needs, use loaded words & images.

9. American Marketing AssociationCode of Ethics According to the AMA, there are six core ethical values to be practiced within the marketing industry. They are: Honesty Responsibility Fairness Respect Transparency Citizenship

10. American Marketing AssociationCode of Ethics Values Honesty: Be forthright in dealings with customers and stakeholders.  - It is unethical to give consumers false hope. Responsibility: Recognize the consequences of marketing decisions and strategies.  - It is unethical to target vulnerable market segments

11. American Marketing AssociationCode of Ethics Values Fairness: Balance justly the needs of the buyer with the interests of the seller. - It is unethical to use coercive tactics. Respect: Acknowledge the basic human dignity of all stakeholders. - It is unethical to prey on vulnerabilities.

12. American Marketing AssociationCode of Ethics Values Transparency: Create a spirit of openness in marketing operations. - It is unethical to avoid communicating potential risks Citizenship: Fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders - It is unethical to manipulate or take advantage of consumers

13. Social Persuasion… Persuasion appeals to a person's fundamental needs for love, self-esteem, and acceptance Persuasion appeals to the need to be popular, prestigious or similar to others Persuasion often makes use of loaded words and images: Bigger, better, stronger, faster It is unethical to manipulate consumers by inappropriately exploiting the significant need for social belonging.

14. Unethical Use of Behavioral Science Knowledge Marketing to Vulnerable People

15. Canadian Marketing AssociationCode of Ethics Overarching Ethical Principles: Campaign Limitations H3.4 Marketers must not knowingly exploit the credulity, lack of knowledge or inexperience of any consumer, taking particular care when dealing with vulnerable consumers. The term “vulnerable consumer” includes, but is not limited to children, teenagers, people with disabilities, the elderly and those for whom English or French is not their first language.

16. Marketing to Vulnerable Kids • Technology – • Cell phones • Ipods • Video gaming • Laptops /notebooks • It is unethical to make youth believe they must • have the latest and greatest technology products • in order to be socially accepted.

17. Marketing to Vulnerable Kids • Female body image • Barbie • Teen magazines • America’s Top Model It is unethical to make young people believe that they need to look and dress like models in order to be socially accepted. • Video

18. Marketing to Vulnerable Adults • Medical situations • Death or life diagnosis • Cancer centers of America Video • Over weight • Biggest Loser • Drugs, herbs • Fitness programs

19. Marketing to Vulnerable Adults Addictions: Gambling, Drugs, Alcohol Woman Blames Casino for Gambling Addiction • Video

20. Unethical Use of Behavioral Science Knowledge Subliminal Messaging • Primes the brain for messages • Increases tolerance • May not be for marketing a product

21. Subliminal Messaging History • James Vicary (1957) • Buy popcorn, drink coke • 1974 outlawed in television and radio

22. Subliminal Messaging - Disney • Beauty and the Beast • Women in bar, explicit content • Little Mermaid • Purposeful exploitation, explicit content • Lion King, The Rescuers • Explicit content • Aladdin • Voiced messages Video

23. Conclusion and Closing Arguments Inappropriate use of behavior science knowledge for social persuasion is clearly unethical. It violates the Code of Ethics as established by the American Marketing Association. It undermines the reputation of the marketing industry. It destroys trust. It leads to significant dissatisfaction by consumers who are the victims of manipulative and unprofessional behavior and actions.

24. How many legs does the elephant have?

25. (2009, November 12). Woman blames casino for gambling addiction. Associated Press. Retrieved from http://www.youtube.com/watch?v=facrb1fE4U4 American Marketing Association. (2010). Ethical norms and values for marketers. Retrieved from http://www.marketingpower.com/AboutAMA/Pages/Statement%20of%20Ethics.aspx Behavioral Science. (n.d.). In Free Dictionary online. Retrieved from http://www.thefreedictionary.com/behavioral+science Canadian Marketing Association. (2010). Overarching ethical principles. (2010). Retrieved from http://www.the-cma.org/public.asp?WCE=C=47|K=225849 http://psychology.about.com http://www.sharenator.com http://www.socialmediascience.com Nudelman, J. (2009, March 9). Slot "Linda". Cancer Treatment Centers of America. Retrieved from http://www.youtube.com/watch?v=vBfKC_h1b40 Pent, C. (2010, May 10). Code of ethics in marketing. Retrieved from http://www.ehow.com/about_6495421_code-ethics-marketing.html Piper, T. (2007, October 2). Beauty pressure. Retrieved from http://www.youtube.com/user/tpiper#p/u/1/Ei6JvK0W60I The official subliminal messaging blog http://www.subliminal-messaging.com/when-and-why-was-subliminal-messaging-banned/ References