Conceptual model of the factors impacting the adoption of Neuromarketing Technologies

Abstract

The traditional methods are fading away with scientific methods of taking a plunge into the field of market research. Neuromarketing is the recent technique in market research that is attracting a lot of interest. Despite this boom, large enterprises seem to resist implementing them in their marketing activities, thus limiting the development of the discipline. This research reflects on the main factors that impact the adoption of neuromarketing within large-scale enterprises from a bibliographical perspective.

The importance of acceptance of neuromarketing lies upon the fact that business professional, academicians and consumers’ attitudes are mixed and in a state of uncertainty. Neuromarketing is waiting for a strong academic and experimental platform on which, it can stand firmly. Therefore, it becomes extremely important to understand the barriers and specifically the enablers of adopting Neuromarketing techniques.

This paper synthesizes the literature review related to theoretical models and factors of adoption and organizational success of technological innovations and exposes a conceptual model of factors impacting the adoption of Neuromarketing. The model is based on four types of factors: Individuals factors, technological factors, organizational factors and environmental factors, the interrelationships of these factors have been established using the TOE model and a literature review.

This research is motivated by the willingness to fill the knowledge gap on the factors impacting the adoption of Neuromarketing, and contributes to the enrichment of the literature on the subject by proposing a conceptual model that will be the guideline and pilot of a future empirical study.

JEL Classification: M31

Paper type: Theoretical Research