University of Twente Student Theses
Unravelling the adoption of neuromarketing techniques in marketing organisations : insight from (neuro)marketing professionals
Slager, Esmée (2023) Unravelling the adoption of neuromarketing techniques in marketing organisations : insight from (neuro)marketing professionals.
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| Abstract: | Purpose – As academic interest in neuromarketing has evolved and the inclusion of neuromarketing research among organisations has increased over the last decades, it is highly relevant to study the adoption of neuromarketing techniques in organisations. Therefore, this research explores the underlying components that influence the adoption of neuromarketing techniques in marketing organisations by applying a tailor-made Technology-Organisation- Environment model (TOE) (Tornatzky & Fleischer, 1990). In this way, this study expands existing research on factors influencing neuromarketing adoption. Methodology – Twenty semi-structured interviews were conducted to gain insights on the opinions, attitudes and experiences of (neuro)marketing professionals on adopting neuromarketing techniques in marketing organisations. A non-probability sampling method was used, combing convenience and snowball sampling. Results – The findings reveal that the costs of neuromarketing techniques have the most influence on adopting of these techniques for marketing professionals. According to neuromarketing professionals, the costs negatively influence the adoption and act as a barrier for adoption. However, neuromarketing professionals contradict this finding. Similar to the costs, complexity negatively influences the adoption of neuromarketing techniques and acts as a barrier for adoption. In addition, organisational culture and employee knowledge on neuromarketing positively influence the adoption of these techniques. Moreover, the results suggest that competitive pressure is not yet a factor of influence. Next to these components, the results show several barriers for adopting neuromarketing techniques, the most important ones being the lack of clarity of the value of neuromarketing, the gap between the scientific and practical fields and lack of awareness and knowledge among society and the industry. In addition, technology developments particularly in the field of AI, could enhance and facilitate the adoption of neuromarketing techniques, by making these techniques more accessible. Conclusion – This research provides new insights into components and barriers that influence the adoption of neuromarketing techniques. As this study only provides a limited perspective on these components and barriers influencing this adoption, recommendations for future research are proposed such as further investigating the barriers that came to light in this research and exploring quantitative and mixed method research approaches. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/97227 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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