In this artilce, Letizia Alvino, Carolina Herrando, Agata Leszkiewicz, Céline Horsten, and Henry Robben conducted a survey to investigate the determinants of intention to use neuromarketing tools among marketing professionals. The study aimed to identify the factors that can limit or promote the adoption of neuroscience technology in marketing. The authors found that attitude, subjective norms, and perceived usefulness positively influence the intention to use neuromarketing tools. However, perceived behavioral control and perceived ease of use do not significantly impact the intention to use neuromarketing tools.

https://www.researchgate.net/profile/Letizia-Alvino/publication/375061895_Investigating_the_adoption_of_neuroscience_technology_among_marketing_professionals_A_survey_on_the_intention_to_use_neuromarketing_tools_Investigating_the_adoption_of_neuroscience_technology_among_ma/links/653e86450426ef6369ea0ac3/Investigating-the-adoption-of-neuroscience-technology-among-marketing-professionals-A-survey-on-the-intention-to-use-neuromarketing-tools-Investigating-the-adoption-of-neuroscience-technology-among-ma.pdf

Want to Learn More?