NMSBA道德准则

NMSBA Corporate Vendor members operate according to the NMSBA 道德守则 for the Application of Consumer Neuroscience in Business. 该代码是企业供应商加入NMSBA的条件之一. 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
-非营利组织和政府机构的宣传活动.

神经营销行业的道德准则涉及三个重要问题:

-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守则接受ICC/ESOMAR守则所载的原则

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 被定义为任何个人或组织执行, 或者作为神经营销顾问, 神经营销研究项目, 包括那些在从神经营销研究公司购买服务的组织工作的人.
3. 神经学营销客户 被定义为任何个人或组织询问, 购买或赞助神经营销研究项目.
4. 神经营销研究参与者t 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 被定义为与参与者的一次会议，在此期间收集神经营销的见解.
6. 神经营销学的见解 通过分析市场刺激(广告)所产生的大脑活动的数量，是否支持明智的推论, 网站, 包装, 等.).
7. 脑功能成像 被定义为任何一种允许在体内观察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 神经营销研究项目.
b. 神经营销研究人员不得欺骗参与者或利用他们缺乏神经科学知识.
c. 不得因参与者参与项目而直接向其提供销售报价.
d. 神经营销学研究人员应该对他们的技能和经验诚实.

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:透明度

a. 参与神经营销学研究项目应始终是完全自愿的.
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. 神经营销研究人员应确保神经营销研究项目的创建, 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以外行的方式向参与者解释他们使用的工具.
b. 在提供同意之前, 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. 一旦神经营销研究开始，参与者可以自由退出.

第六条:隐私

a. 神经营销研究人员应确保参与者了解收集见解的目的.
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，参与者的身份不会透露给客户.
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项目所需的时间.
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, 包括脑部扫描和脑部数据仍然是研究公司的财产，不会被分享.

第七条: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. 任何神经营销研究项目的参与者都可以随时退出研究.
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, 必须遵守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 神经营销研究项目 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. 如果不这样做，将导致其会员资格的终止.

第十二条:执行

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会员应表示接受本准则, 通过在他们的网站上发布代码或发布链接到 za.963ssd.com/ethics