Exploring factors influencing neuromarketing implementation in Malaysian universities: barriers and enablers

• Main Authors: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Hashem E., Alharthi Rami, Ahmad Khraiwish, Ahmad Khraiwish, Putit, Lennora, Mohd. Arif, Lily Suriani
• Format: Article
• Language: English
• Published: MDPI 2023
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.utm.my/107356/1/AhmedHAlsharif2023_ExploringFactorsInfluencingNeuromarketing.pdf; http://eprints.utm.my/107356/; http://dx.doi.org/10.3390/su15054603

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 h...