Disability Perspectives on Biometric Research in Advertising
本文指出广告中的生物识别工具常忽略残疾人群，导致数据不全面，并提出一个框架，通过包容性设计和多样化数据集来提升研究的科学性和伦理性。
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.