Barriers and enablers of neuromarketing adoption in digital marketing in Finland

Abstract

Neuromarketing, an interdisciplinary domain merging neuroscience, psychology, and marketing, analyzes consumer behavior via physiological and neuroimaging method. To explore the barriers and enablers of neuromarketing adoption in Finnish digital marketing, this thesis employs a qualitative approach, including semi-structure interviews with four Finnish industry professionals with varying neuromarketing knowledge and familiarity. Purposive sampling was utilized for the recruitment process and thematic coding via chosen software was adopted for identifying key themes. Key findings highlight various perceived barriers: high costs, limited expertise, technological complexity, absence of case studies, ethical issues, Finnish privacy-conscious culture and integration difficulties within digital marketing frameworks. Despite barriers, neuromarketing is perceived as a valuable tool for digital marketing if effective enablers like training availability, cost-effective solutions, market trends, platform integration and proven effectiveness with successful case studies exist to support the facilitation of neuromarketing adoption. Through UTAUT (Unified theory of acceptance and use of technology) constructs, the research highlights the importance of facilitating condition, effort expectancy and social influence in impacting neuromarketing adoption in digital marketing in Finland.