Neuromarketing is an emerging and innovative field that uses neuroscience methods to study and influence consumer behavior. However, its adoption by marketing organizations is not easy, as it faces several challenges and barriers. Some of these challenges are related to the ethical, legal, and social implications of neuromarketing, the validity and reliability of neuromarketing data, and the cost and complexity of neuromarketing tools. In this article, Slager (2021) investigates the factors that affect the adoption of neuromarketing techniques from the viewpoint of (neuro)marketing professionals. He applies the Technology-Organization-Environment (TOE) model, which distinguishes three main components that influence neuromarketing adoption: technological characteristics, organizational readiness, and environmental pressures. He also develops a conceptual framework that connects these components to the stages of the innovation-decision process. The article offers useful insights for both academics and practitioners who are curious about the current state and future prospects of neuromarketing.
http://essay.utwente.nl/97227/1/Slager_MA_BMS.pdf
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