Coaching psychology: methodology, theory, practice
- Author:
- Aleksei I. Ezhikov
- Work direction:
- Psychological security in the digital environment of an educational institution
- Abstract:
- This article presents a critical analysis of marketing strategies and ethical aspects of neurological coaching (neurocoaching) promotion within the Russian-speaking information space. Based on an examination of training organizations' materials, the study identifies key issues in marketing communications, including the use of pseudoscientific terminology, exploitation of the "seductive allure" of neuroscience, and unsubstantiated promises of results. The research reveals significant gaps between neuroscientific evidence and claims made in neurocoaching promotional materials. Recommendations are proposed for the ethical promotion of neuroscience-informed coaching practices that adhere to scientific accuracy and transparency standards. The findings contribute to the ongoing discourse on evidence-based approaches in coaching and highlight the need for greater scientific rigor in the application of neuroscientific concepts to coaching practices.
- Keywords:
- evidence-based coaching, neurocoaching, coaching marketing, coaching ethics, pseudoscience, neuroscience-informed coaching, neurolinguistic coaching, NLP coaching, wingwave coaching