Integration of traditional and neuroscientific techniques in the study of consumer behaviour: the contribution of Neuromarketing

Organiser: Maurizio Mauri, University of Milan

Schedule: Wednesday 6th June, G34


The aim of the symposium is to explore and discuss the integration of traditional techniques in the field of marketing research (such as Likert self-report scales, interviews, focus-group, etc.) with the application of neuroscientific techniques as an innovative contribution to the study of consumer behavior. Consumers’ choices are often driven by reasons that consumers are not fully aware of. Decision-making is influenced by a complex set of emotions, feelings, attitudes, and values that are impossible to assess simply by asking consumers their opinion. Indeed, traditional techniques such as self-reports or interviews allow measuring mainly conscious and rational reactions toward a product or advertising. In the last decades, there has been a rapidly growing interest in the multidisciplinary field of so-called “neuromarketing” (Lee et al., 2007; Plassmann et al., 2008; Ariely, 2010; Missaglia et al., 2017), which takes advantage of neuroscientific techniques to study consumer reactions. This discipline applies neuroscientific methods and tools that allow measuring consumers’ emotional and spontaneous responses in a more objective and observable way.

The aim of this symposium is (a) to describe neuromarketing underlying assumptions, techniques, advantages of this perspective, examining the scientific literature about the use of neuromarketing in consumer studies, and (b) to suggest best practices to apply this novel approach in the marketing domain, with a specific focus on non-invasive methods. Finally, although the perception of packaging has been already explored, nevertheless health content of labels, the presence of specific information and lay-out of the labels and evaluation of the communication conveyed by packaging are other possible elements of interest in future neuromarketing research.


10:00-10:20    Dominika Maison
Implicit Association Test (IAT) – computer based method to measure implicit attitudes and better predict consumer behaviour
10:20-10:40    Christian Caldato, Simone Benedetto, Elia Bazzan, Luca Rodighiero and Maurizio Mauri
Emotional Impact played by Art Experience Measured by Means of Neuroscientific Techniques
10:40-11:00    Maurizio Mauri, Luca Rodighiero, Elia Bazzan, Simone Benedetto, Christian Caldato and Linda Armano
Assessment about Storefront Displays with a Multidisciplinary Approach based on Neuroscientific Methods, Self-reports and Anthropological Marketing.
11:00-11:30    Coffee
11:30-11:50    Hendrik Slabbinck, Iris Vermeir, Nanouk Verhulst and Maurizio Mauri
Self-serving technology or an employee? A neurological approach
11:50-12:10    Jesper Clement
Validation of visual attention data comparing 2D and 3D set-up
12:10-12:30    M. Ángeles Vargas, Jeff Brunstrom, Salomé Pérez, Verónica Ciaurriz, Stefano Sobrino, Blanca Martínez de Morentin, Santiago Navas-Carretero, Alfredo Martínez and Eva Almiron-Roig
Measuring the Effects of Visual Cues on Eating Behaviour through a Combined Methodological Platform

Ariely D., Berns G.S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci;11:284–92.
Lee N., Broderick A.J., & Chamberlain L. (2006). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 199-204.
Missaglia A., Oppo A., Mauri M., Ghiringhelli B., Ciceri A. Russo V. (2017). The impact of emotions on recall: an empirical study on social ads. Journal of Consumer Behavior (in press).
Plassmann H., O'Doherty J., Shiv B., & Rangel A. (2007). Marketing actions can modulate neural representations of experienced pleasantness. In Proceedings of the National Academy of Sciences, 105(3), 1050-1054. 


consumer choice