Abstract
The application of neuroscience tools in marketing is increasing. However, there are still barriers of adoption for such technologies (e.g., costs and time of experiments, trust in the field, etc.). Thus, it is still unclear which factors can limit or promote the adoption of neuroscience technology in marketing. The aim of this study is to investigate the determinants of intention to use neuromarketing tools among marketing professionals. We study the effect of attitude, subjective norms, perceived behavioural control, perceived usefulness, and perceived ease of use on marketing professional’s intention to use neuromarketing tools. Based on our results, we find that attitude, subjective norms, and perceived usefulness positively influence the intention to use neuromarketing tools. However, perceived behavioural control and perceived ease of use do not significantly impact the intention to use neuromarketing tools. Our study contributes to both academia and business by shedding light on which individual and social factors influence a professional's intention to use neuromarketing tools
| Original language | English |
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| Title of host publication | Proceedings of the European Marketing Academy |
| Publication status | Published - 14 May 2023 |
| Event | 52nd EMAC Annual Conference 2023 - University of Southern Denmark, Odense, Denmark Duration: 24 May 2023 → 26 May 2023 Conference number: 52 |
Publication series
| Name | Proceedings of the European Marketing Academy |
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| ISSN (Print) | 2709-1589 |
Conference
| Conference | 52nd EMAC Annual Conference 2023 |
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| Country/Territory | Denmark |
| City | Odense |
| Period | 24/05/23 → 26/05/23 |