Investigating the adoption of neuroscience technology among marketing professionals: A survey on the intention to use neuromarketing tools

Letizia Alvino, Carolina Herrando, Agata Leszkiewicz, Celine Horsten, Henry Robben

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

11 Downloads (Pure)

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 languageEnglish
Title of host publicationProceedings of the European Marketing Academy
Publication statusPublished - 14 May 2023
Event52nd EMAC Annual Conference 2023 - University of Southern Denmark, Odense, Denmark
Duration: 24 May 202326 May 2023
Conference number: 52

Publication series

NameProceedings of the European Marketing Academy
ISSN (Print)2709-1589

Conference

Conference52nd EMAC Annual Conference 2023
Country/TerritoryDenmark
CityOdense
Period24/05/2326/05/23

Fingerprint

Dive into the research topics of 'Investigating the adoption of neuroscience technology among marketing professionals: A survey on the intention to use neuromarketing tools'. Together they form a unique fingerprint.

Cite this