Mediating role of neuromarketing perceptions in interpersonal intelligence and entrepreneurial opportunity recognition relationship: A triadic approach

Abstract

This study investigates the impact of interpersonal intelligence on entrepreneurial opportunity recognition, with neuromarketing perceptions acting as a mediating variable, among management students in Nepal. A triadic conceptual framework was developed, comprising interpersonal intelligence, neuromarketing perceptions, and entrepreneurial opportunity recognition. Data were collected from 280 undergraduate and graduate management students across five Nepalese universities using a structured 25-item questionnaire rated on a 7-point Likert scale. The sample was selected purposively to ensure representation from both academic levels. Descriptive analysis was conducted using SPSS 26v, and the measurement and structural models were assessed using PLS-SEM in SmartPLS 4.0. The results revealed that interpersonal intelligence had a significant positive effect on neuromarketing perceptions and entrepreneurial opportunity recognition. Neuromarketing perceptions also significantly influenced opportunity recognition and partially mediated the relationship between interpersonal intelligence and opportunity recognition. The study contributes to the entrepreneurship literature by integrating neuromarketing as a cognitive bridge between interpersonal intelligence and opportunity recognition. Practically, the results suggest that fostering emotional and social intelligence among students can enhance their sensitivity to consumer behavior and improve their ability to identify viable entrepreneurial opportunities. The incorporation of neuromarketing tools into educational and training programs may further strengthen students' ability to decode subconscious market cues, supporting more effective and innovative entrepreneurial decisions.