Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers

Abstract

This paper aims to explore academicians’ perceptions and perspectives regarding the limitations, challenges, and potential solutions of neuromarketing implementations in the Malaysian context. A semi-structured interview with 16 academicians was conducted. The findings revealed that several issues had impeded the growth of neuromarketing, such as ethical and manipulation concerns, the high cost, the need for specialized expertise, lack of proper knowledge and understanding, the lack of financial resources, the lack of labs and facilities, and time requirements. Despite these obstacles, the academicians suggested several potential solutions to enhance the application of neuromarketing, such as establishing strong collaborative networks, providing labs and facilities, increasing financial resources, complying with laws and regulations, and reducing tools and experiment costs. This study will significantly contribute to the body of knowledge by increasing awareness of the potential difficulties in implementing neuromarketing techniques and helping to guide future research and development. This information can inform decision making by practitioners, researchers, and stakeholders, allowing them to make more informed decisions about using and implementing neuromarketing. To the best of the authors’ knowledge, no current study has identified avenues for future research in neuromarketing and the emerging challenges and limitations that researchers may face in Malaysia. The current paper aims to foster the application of neuromarketing by providing potential solutions to overcome the obstacles researchers face. Moreover, quantitative research is required to test, measure, and validate the items revealed in this study’s findings.

Exploring global trends and future directions in advertising research: A focus on consumer behavior

“…For instance, the fMRI device cost more than $1.5 million US. As endorsed by Ahmed et al ( 2023a ); Ariely and Berns ( 2010a , 2010b ); Bercea ( 2012 ); Chandwaskar ( 2019 ); Dierichsweiler ( 2014 ); Gang et al ( 2012 ); Mansor and Isa ( 2018 ); Sebastian ( 2014 ); Turna and Babus ( 2021 ), the expense of NM techniques like as fMRI (estimated at $1.5 million) is one of the most significant hurdles and limits encountered by neuro-marketers and researchers interested in conducting trials. Additionally, NM research is costly.…”

“…As described by Dierichsweiler ( 2014 ); Hammou et al ( 2013 ), NM research utilizes software and advanced technology. Experiments thus need a high degree of technical understanding of how to utilize NM tools, how to conduct experiments, and how to analyze the data/findings, which we lack (Ahmed et al, 2023a ; Banos-González et al, 2020 ).…”

“…The study focused exclusively on empirical papers in advertising within the neuromarketing context, published in English, and using physiological and neurophysiological instruments, ignoring non-English books, conference papers, proceeding books, and chapter books, resulting in some bias. To overcome these obstacles in future studies, including the high cost of instruments and research, inadequate facilities in Business Schools, time consumption in data interpretation, experiment design, and participant recruitment, as well as increased funding in NM research and instruments (Ahmed et al, 2023a ). The authors suggest investigating the effect of ads on consumer persuasion, attractiveness, engagement, and enthusiasm, as well as the contributions of NM research to other areas, such as social sciences, public health, politics, and stocks.…”

Pricing strategy of first-enjoy-after-pay service offered by two-sided media platforms

“…, 2021; Alsharif et al. , 2023a, b; Skwara, 2023). Our research is closely aligned with the impact of mental accounts on consumer purchasing and decision-making (Liu et al.…”

“…, 2021; Alsharif et al. , 2022, 2023a, b). However, the preference for payment schemes on two-sided media platforms with first-enjoy-after-pay services remains uncertain (Li et al.…”