A structural model of factors influencing the introduction of neurobranding technologies

Subject. The article discusses neurobranding as a new research approach. Objectives. The focus is on the conceptualization of the structural model of factors influencing the introduction of neurobranding technologies. Methods. We developed a structural model of factors influencing the introduction of neurobranding technologies based on the metatheoretical method of cognition. Results. The paper established that the structural model of factors influencing the introduction of neurobranding technologies rests on four types of factors (technological, organizational, individual, and environmental) and expands the theoretical basis of research in the field of neurobranding. Conclusions. Technological, organizational, individual, and environmental factors can be used to study the implementation of neurobranding in various contexts. The identified factors have a positive or negative impact on the introduction of neurobranding technologies.