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WS4 - Neuromarketing between product and retail: from the emotional person to the scientific unconscious
Where: Mico, Blue Room 2 - When: Sept, 30th 14.00/16.00
An in-depth workshop consisting of expert’s speeches, round tables and case histories to investigate the increasingly current topic of Neuroscience and the neurological aspects involved in consumer choices.

Content and Objectives:
- Exploring the topic of the link between Neuroscience and marketing.
- Going through customer’s identity: experience, emotion and decision process.
- Discussing the switch from the touch to the selection of raw materials in the conceiving of a cosmetic product.
- Deepening the consumer perceptions of product packaging.
- Examining the evolution of neuromarketing through R&D, communication and customer.

Worth for: R&D technicians and all those working in retail and marketing.  


F. Babiloni – Professor of Physiology at the Faculty of Medicine, La Sapienza University, Rome 
He is also a professor of Biomedical Engineering, Ass. Editor of IEEE Transaction on Neural System & Rehabilitation Engineering, Ass. Editor of IEEE Transaction on Biomedical Engineering, Editor in Chief of International Journal of Bioelectromagnetism. Scientific Director of BrainSigns srl (www.brainsigns.com).

F. Gallucci – Founder of AINEM (Italian Association of Neuromarketing)
Professor of emotional marketing and neuromarketing at Politecnico of Milan. Experienced Associate with a demonstrated history of working in the management consulting industry. Skilled in Neuromarketing, Marketing Management, Consumer Behavior, Strategic Planning and Marketing Strategy.

S.A. Lombardi –
Cosmetologist at Bregaglio Srl - Zschimmer&Schwarz Group
Cosmetologist and sensory scientist member of SISS (the Italian Sensory Science Society) currently involved in the neuroscientific evaluation of the sensory characteristics of formulation prototypes at Bregaglio Srl to better understand how raw materials affect the texture.

C. Caldato –
Researcher at TSW XP Lab
Researcher in Applied Psychology at the TSW XP Lab, since 2011 he has been working as a biofeedback and neurofeedback trainer for both athletes and private companies. From 2011 to 2016 he worked in Formula 1 (Ferrari and Red Bull) with drivers and racing teams to increase their performance and he also worked with athletes in preparation to the Olympic Games competition in Rio 2016. In 2015 he joined TSW. His research aims to improve the quality of experience in different touch points of the customer journey (brand perception, product ergonomics, packaging, store…) through psychophysiological and performance evaluation.

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