Consumer awareness and perception of neuromarketing tools: insights from a technology acceptance model (TAM) perspective in South India

Key Points

• Neuromarketing tools significantly influence consumer perception and awareness, enhancing marketing strategies.
• In South India, 75% of consumers display positive attitudes towards these technologies.
• Assessment using a technology acceptance model illustrates how cognitive responses shape consumer behavior.
• Highlights the need for companies to adapt to consumer perceptions in a competitive market.