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Disability Perspectives on Biometric Research in Advertising

Edward Timke

Published 2025 in Journal of Advertising

ABSTRACT

Abstract This paper addresses the critical need for integrating disability perspectives into biometric research in advertising. It highlights the failure of biometric tools, which are key to understanding consumer interactions through physical, physiological, and behavioral responses to advertising, to capture the full diversity of human experiences. Particularly, these tools often exclude or do not accommodate individuals with disabilities, leading to potentially limited data insights into advertising effectiveness across the range of human bodily differences. A systematic review of scholarly articles discussing biometrics in advertising and marketing from the past 20 years across 10 leading advertising and marketing journals revealed a significant underrepresentation of disability perspectives and accessibility considerations, indicating a pressing need for systemic change. The paper proposes a framework that includes embracing accessibility and universal design principles while diversifying research datasets to broaden participant representation and add disability-focused nuances to data analysis. By prioritizing disability inclusivity from the outset, biometric advertising research can more accurately reflect the diversity of consumers and thereby strengthen its scientific validity and ethical integrity. This approach drives a cultural shift toward a more equitable advertising research paradigm that can enrich the field by embracing the full spectrum of consumer experiences and bodies.

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