The growing interest in consumer behavior in the digital environment is leading scholars and companies to focus on consumer behavior and choices on digital platforms, such as the metaverse. On this immersive digital shopping platform, consumer neuroscience provides an optimal opportunity to explore consumers’ emotions and cognitions. In this study, neuroscience techniques (EEG, SC, BVP) were used to compare emotional and cognitive aspects of shopping between metaverse and traditional e-commerce platforms. Participants were asked to purchase the same product once on a metaverse platform (Second Life, SL) and once via an e-commerce website (EC). After each task, questionnaires were administered to measure perceived enjoyment, informativeness, ease of use, cognitive effort, and flow. Statistical analyses were conducted to examine differences between SL and EC at the neurophysiological and self-report levels, as well as between different stages of the purchase process. The results show that SL elicits greater cognitive engagement than EC, but it is also more mentally demanding, with a higher workload and more memorization, and fails to elicit a strong positive emotional response, leading to a poorer shopping experience. These findings provide insights not only for digital-related consumer research but also for companies to improve their metaverse shopping experience. Before investing in the platform or creating a digital retail space, companies should thoroughly analyze it, focusing on how to enhance users’ cognition and emotions, ultimately promoting a better consumer experience. Despite its limitations, this pilot study sheds light on the emotional and cognitive aspects of metaverse shopping and suggests potential for further research with a consumer neuroscience approach in the metaverse field.

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.

I DARE: IULM Dataset of Affective Responses

Our eating experiences are largely shaped by brain perceptions rather than the intrinsic qualities of the food itself. Therefore, to provide a comprehensive analysis of these experiences and their impact on our cognitions and emotions, it is essential to assess their neural underpinnings. This research employed a consumer neuroscience approach, integrating neuroscientific techniques with self-report measures to explore cognitive and emotional responses throughout the eating experience, examining how they are influenced by different eating processes and different food flavours. Forty participants consumed 4 pasta dishes (each with a distinct flavour) in a randomised order. The sight, taste, and savour phases of the eating process were separately assessed using electroencephalography (EEG), skin conductance (SC), and heart rate (HR), computing neurophysiological measures for cognitive engagement, memorisation, and emotion. Additionally, emotions were assessed using the Self-Assessment Manikin (SAM). The findings indicated an increased cognitive engagement during sight and tasting phases, and a peak in memorisation during tasting compared to the other phases. Emotions were higher during tasting and savoring compared to the initial sight phase. While neuroscientific data indicated no flavour-related differences, self-report measures showed some differences in terms of the emotional responses elicited. This research maps the sequence of cognitive and emotional processes in the eating experience, validates neurometrics as standardised tools for assessing eating-related consumer responses, and highlights the importance of combining neuroscientific and self-report measures to better understand food perceptions and emotions. Finally, it offers insights for designing better eating experiences to improve consumers’ satisfaction and overall well-being.

Nudge has proven effective in promoting healthier eating, especially in academic environments. However, its application in vending machines has not been extensively studied yet, with existing studies focusing on choice and overlooking the emotional and cognitive responses to these interventions. Our research explored how visual and olfactory nudges (and a combination of both) can encourage healthier choices in university vending machines, and examined the related emotional and cognitive reactions, adopting a consumer neuroscience approach. It encompassed three distinct analysis levels: behavioral (snack choice), neurophysiological (emotional and cognitive reactions assessed through skin conductance and electroencephalography), and attentional (visual attention on snacks evaluated via eye-tracking). The findings revealed that while visual and olfactory nudges, when considered individually, were associated with an increased likelihood of making healthier choices, their combined effect was not significant. Skin conductance indicated that olfactory and combined nudge interventions induced relaxation, potentially promoting healthier choices. Electroencephalography results suggested a reduced motivational approach toward snacks when both nudges were combined. Eye-tracking indicated that individuals pay heightened attention to healthy snacks when positioned at eye level, however, this can also be affected by the nudge condition. Our findings suggest that implementing visual or olfactory nudges alone may promote healthier choices in vending machines, whereas combining them may lessen their impact, and corroborate the importance of positioning target products in locations where they are readily visible to consumers. These insights enhance our understanding of the emotional, cognitive, and attentional components behind nudge interventions and offer practical strategies for promoting healthier eating habits.