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.

The advancement in bioelectrical measurement technologies and the push towards a higher impact of the Brain Computer Interfaces and Affective Computing in the daily life have made non-invasive and low-priced devices available to the large population to record physiological states. The aim of this study is the assessment of the abilities of the MUSE headband, together with the Shimmer GSR+ device, to assess the emotional state of people during stimuli exposure. Twenty-four pictures from the IAPS database were showed to 54 subjects and were evaluated in their emotional values by means of the Self-Assessment Manikin (SAM). Using a Machine Learning approach, fifty-two scalar features were extracted from the signals and used to train 6 binary classifiers to predict the valence and arousal elicited by each stimulus. In all classifiers we obtained accuracies ranging from 53.6% to 69.9%, confirming that these devices are able to give information about the emotional state.

Contemporary society requires communication strategies that integrate different media channels in order to improve advertising performance. Currently, there are not many scientific research studies of the various mass media, comparing the results of audiovisual advertising to purely audio or visual messages aimed at detecting the best combination of media, especially from a neurophysiological perspective. This study aims to investigate the effects of previous exposure to an advertisement via radio on the consumers’ response to the same advertisement shown on television (TV) or as a banner on a website. A total of seventy participants in a between-subjects experiment watched several television commercials during the advertising break of a documentary or saw some banners during a web surfing task. Half were first exposed to the same advertisements via radio. The results have shown that participants who previously listened to the radio advertisements spent a longer time looking at the brand and had a higher engagement when watching the same advertisements on television. Moreover, they had a different kind of visual attention to the website banners. This pattern of results indicates the effect of mere exposure—that is, the exposure to a radio advertisement enhances the effectiveness of the same advertisement via television or web, offering useful insights for media planning campaigns. Even if mere exposure has been extensively studied, cross-media research is scarcely explored, whereas this study detected the effects of mere exposure in a cross-media communication strategy, showing that it can be measured through psychophysiological methods.

Colors can elicit cognitive and emotional states. In particular, blue colour is associated to "refresh" and "restart" effects and is suggested to enhance a wake-up after a calm situation. In this exploratory study, these claims are investigated using Electroencephalographic (EEG), Skin Conductance (SC) and pupil diameter data. The results confirmed the "wake-up effect" for subjects wearing the lenses, as measured by Global Field Power (GFP) in Theta Band, Skin Conductance Response (SCR) and pupil diameter data.

Coaching aims to unlock the human’s potential, self-awareness and responsibility, improving the professional performances and the personal satisfaction. Its effectiveness is known to depend on the degree of bonding and mutual engagement of the coaching relationship. In this exploratory study we recorded synchronised EEG and SC data from both coach and coachee during 36 individual sessions, performed following 2 different coaching methods. Our principal aim was to investigate the temporal evolution of the bonding and the mutual engagement along the different steps of a session, by means of a "similarity" metric based on the DTW distance between signals (namely, S-TVM). We found significant differences between session phases for the EEG-related S-TVMs (BAR, BATR and AWI), with maximum values (defined as "tuning") all in the same phase, but differentiated between the two experiments. The results suggest a temporal concurrency of the engagement and emotional tunings, whose specific location seems to be a function of the coaching approach.