Neuromarketing

Marketing refers to the interaction between costumers and organizations, exploring ways to intervene on choice mechanisms. Neuroscience evidences about sensory cognitive and emotional responses to stimuli enrich the perspective offering objective indexes correlated to choice behavior. One of the aim of neuromarketing studies for example has been seeking the most direct communication channel towards purchase decision processes.
 
 
National and International Pubblications
 
 
Books and book chapters
 
Balconi, M., A. Antonietti (Eds.), Scegliere, comprare: Dinamiche di acquisto in psicologia e neuroscienze, Springer-Verlag, Milano, 2009.
Balconi, M., Antonietti, A., Iannello P., Ragione ed emozione nella decisione secondo la prospettiva neuropsicologica, in Le passioni non sbagliano       mai i calcoli (G. Bellelli, R. Di Schiena, a cura di). Il Mulino, Bologna, 2012, pp. 85-106.

 

Scientific papers

2014

Balconi, M. Consumer neuroscience and neuromarketing: What new on marketing research?, «Micro&Macro Marketing», 23(2), 229-240.
Balconi, M., Stumpo, B., Leanza, F. Advertising, brand and neuromarketing or how consumer brain works, «Neuropsychological Trends», XVI,       15-21.
Iannello, P., Balconi, M., Antonietti, A. Intuitive versus analytical decision making modulates trust in e-commerce, «Neuropsychological Trends»,       XVI, 31-49.

2010

Balconi, M., Trezzi, V. Choice and preference. Neuropsychological, autonomic and cognitive measures in response to supraliminal/subliminal       stimulation and emotional masking effect, «Psychophenia», 22: 109-145.

2007

      Antonietti, A, Balconi, M., Business ed emozioni: ecco la neuroeconomy, «Vita e Pensiero», gennaio, 34-41.