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Bilucaglia M, Zito M, Fici A, Casiraghi C, Rivetti F, Bellati M, Russo V. I DARE: IULM Dataset of Affective Responses. Front Hum Neurosci 2024; 18:1347327. [PMID: 38571521 PMCID: PMC10987697 DOI: 10.3389/fnhum.2024.1347327] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/30/2023] [Accepted: 02/28/2024] [Indexed: 04/05/2024] Open
Affiliation(s)
- Marco Bilucaglia
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
| | - Margherita Zito
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
| | - Alessandro Fici
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
| | - Chiara Casiraghi
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
| | - Fiamma Rivetti
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Mara Bellati
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Vincenzo Russo
- Behaviour and Brain Lab, Neuromarketing Research Center, Università IULM, Milan, Italy
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
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Russo V, Bilucaglia M, Casiraghi C, Chiarelli S, Columbano M, Fici A, Rivetti F, Rossi C, Valesi R, Zito M. Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising. Front Psychol 2023; 14:1238879. [PMID: 37854144 PMCID: PMC10579604 DOI: 10.3389/fpsyg.2023.1238879] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 06/12/2023] [Accepted: 09/18/2023] [Indexed: 10/20/2023] Open
Abstract
This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers' Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers' attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers.
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Affiliation(s)
- Vincenzo Russo
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Marco Bilucaglia
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Chiara Casiraghi
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Simone Chiarelli
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Martina Columbano
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Alessandro Fici
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Fiamma Rivetti
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Cristina Rossi
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Riccardo Valesi
- Department of Management, Università degli Studi di Bergamo, Bergamo, Italy
| | - Margherita Zito
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, Milan, Italy
- Behavior and Brain Lab IULM – Neuromarketing Research Center, Università IULM, Milan, Italy
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Russo V, Bilucaglia M, Circi R, Bellati M, Valesi R, Laureanti R, Licitra G, Zito M. The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach. Foods 2022; 11:foods11152349. [PMID: 35954114 PMCID: PMC9368719 DOI: 10.3390/foods11152349] [Citation(s) in RCA: 3] [Impact Index Per Article: 1.5] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 06/16/2022] [Revised: 07/29/2022] [Accepted: 08/03/2022] [Indexed: 11/16/2022] Open
Abstract
Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans' loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.
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Affiliation(s)
- Vincenzo Russo
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Marco Bilucaglia
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Riccardo Circi
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
| | - Mara Bellati
- Institute of Agricultural Biology and Biotechnology (IBBA), National Research Council of Italy (CNR), 20133 Milan, Italy
- Correspondence:
| | - Riccardo Valesi
- Department of Management, Università degli Studi di Bergamo, 24129 Bergamo, Italy
| | - Rita Laureanti
- Departments of Electronics, Information and Bioengineering (DEIB), Politecnico di Milano, 20133 Milano, Italy
| | - Giuseppe Licitra
- Departmentf of Agricolture, Food and Enviroment (Di3A), Università di Catania, 95123 Catania, Italy
| | - Margherita Zito
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi”, Università IULM, 20143 Milan, Italy
- Behavior and Brain Lab IULM—Neuromarketing Research Center, Università IULM, 20143 Milan, Italy
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Zito M, Bilucaglia M, Fici A, Gabrielli G, Russo V. Job Assessment Through Bioelectrical Measures: A Neuromanagement Perspective. Front Psychol 2021; 12:673012. [PMID: 34456790 PMCID: PMC8387828 DOI: 10.3389/fpsyg.2021.673012] [Citation(s) in RCA: 4] [Impact Index Per Article: 1.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 02/26/2021] [Accepted: 07/14/2021] [Indexed: 11/13/2022] Open
Abstract
During recruitment, human resource departments face two challenges: finding the right people for the job and attracting talent. Therefore, the hiring process requires both the ability to communicate a good company brand image and to understand the characteristics and potential of candidates. In this study, we used a neuroscientific approach to measure the experience of candidates during a job interview. The experiment involved 30 participants that individually took part in a job interview lasting 40 min. During the experiment, their engagement and stress levels were measured in real-time with skin conductance and electroencephalographic (EEG) data. From the results, we identified both the most stressful phases (the second and the fourth parts, relating to the explanation of the job and remuneration) and the most engaging phases (the first and the third phases, relating to the presentation of the company and the explanation of the career process) of the interview, suggesting implications for the assessment process. This study is a contribution to the field of neuromanagement, as a neuroscientific approach was applied to management issues in light of work and organizational psychology.
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Affiliation(s)
- Margherita Zito
- Department of Business, Law, Economics and Consumer Behavior “Carlo A. Ricciardi,” Università IULM, Milan, Italy
- Behavior and Brain Lab IULM, Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Marco Bilucaglia
- Department of Business, Law, Economics and Consumer Behavior “Carlo A. Ricciardi,” Università IULM, Milan, Italy
- Behavior and Brain Lab IULM, Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Alessandro Fici
- Department of Business, Law, Economics and Consumer Behavior “Carlo A. Ricciardi,” Università IULM, Milan, Italy
- Behavior and Brain Lab IULM, Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Giorgio Gabrielli
- Department of Business, Law, Economics and Consumer Behavior “Carlo A. Ricciardi,” Università IULM, Milan, Italy
- Behavior and Brain Lab IULM, Neuromarketing Research Center, Università IULM, Milan, Italy
| | - Vincenzo Russo
- Department of Business, Law, Economics and Consumer Behavior “Carlo A. Ricciardi,” Università IULM, Milan, Italy
- Behavior and Brain Lab IULM, Neuromarketing Research Center, Università IULM, Milan, Italy
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Zito M, Fici A, Bilucaglia M, Ambrogetti FS, Russo V. Assessing the Emotional Response in Social Communication: The Role of Neuromarketing. Front Psychol 2021; 12:625570. [PMID: 34149513 PMCID: PMC8209257 DOI: 10.3389/fpsyg.2021.625570] [Citation(s) in RCA: 5] [Impact Index Per Article: 1.7] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/03/2020] [Accepted: 04/22/2021] [Indexed: 11/28/2022] Open
Abstract
Social advertising is designed to have an impact on the behavior of the target audience to improve the welfare of both the individuals and the society. The challenge for social marketing is to respond to the exchange process in a social perspective, considering that non-profit actions are perceived as intangible since they deal with services. As donations, the neuroscience applied to consumer behavior is an added value since it offers elements explaining the reactions of the individuals to emotional contents. Understanding the emotions in the moment in which they are felt allows to understand the experimentation of a message by individuals and to understand the possibility that the message can change the behavior of the target audience. The aim of the study is to assess the effectiveness of the Unicef bequest campaign in terms of emotional response, comparing different creative proposals to optimize communication, applying neuromarketing tools to the social area. The experiment involved 70 participants (35 males; 35 females; mean age 68.94 years) and compared two different spots and flyers. The progeny factor was introduced to assess the different impacts of bequests depending on the presence or absence of potential heirs. The neuromarketing tools such as electroencephalography (EEG), skin conductance (SC), and eye-tracker were used for instrumentation purposes. Analysis of the two spots showed statistically significant differences in both the Approach-Withdrawal Index (AWI), for the cognitive involvement, and the SC, the emotional activation indicator, particularly for those not having children (target audience) and in a specific spot that linked the possibility to live after death. The detection of the emotional responses through neuromarketing tools, associated with the non-profit communication, resulted particularly effective and verified an increment of 35% of the donations. Analyses performed with neuromarketing techniques allowed to understand both emotional intensity and cognitive involvement and to understand the best solution, according to the target audience and the aim of Unicef.
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Affiliation(s)
- Margherita Zito
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi” Università IULM, Milan, Italy
- Behaviour and Brain Laboratory, Università IULM, Milan, Italy
| | - Alessandro Fici
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi” Università IULM, Milan, Italy
- Behaviour and Brain Laboratory, Università IULM, Milan, Italy
| | - Marco Bilucaglia
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi” Università IULM, Milan, Italy
- Behaviour and Brain Laboratory, Università IULM, Milan, Italy
| | | | - Vincenzo Russo
- Department of Business, Law, Economics and Consumer Behaviour “Carlo A. Ricciardi” Università IULM, Milan, Italy
- Behaviour and Brain Laboratory, Università IULM, Milan, Italy
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Abstract
If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.
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