Investigating the adoption of neuroscience technology among marketing professionals: A survey on the intention to use neuromarketing tools
(A2023-114216)

AUTHORS

Letizia Alvino, University of Twente; Carolina Herrando, University of Zaragoza; Agata Leszkiewicz, UNIVERSITY OF TWENTE; Céline Horsten, University of Amsterdam; Henry Robben, Nyenrode Business Universiteit

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.