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Neuromanagement and Neuromarketing Neuromanagement • What is the neuromanagement • What are the applications • What are the basic assumptions • Neuromanagement and Neuromarketing • Neurogatrophisic Faculty Vincenzo Russo Associate Professor of Consumer Psychology and Neuromarketing at IULM University in Milan Director of the Center of Research for Neuromarketing, “Behavior and Brain Lab – IULM University. Author of several papers and books about the Neuromarketing, Social Communication, and about the change management in the Not for Profit Organization. He has widely published in recognized international journals including the Journal of Consumer Behavior, Journal of Advertising Research, Food Quality and Preference; Journal of Global Information Management, European Journal of Information Systems, in the Italian journal of organizational psychology Risorsa Uomo Faculty Giorgio Gabrielli Professor of Neuromanagement and Self Management Laureato con lode in filosofia a Pavia con una tesi in filosofia morale, ha conseguito nell’aprile 2013 il titolo di Dottore di Ricerca in Interazioni Umane: psicologia di consumi, comportamento e comunicazione, presso l’Università IULM di Milano, con il profilo in psicologia dei processi organizzativi. Ha frequentato corsi di formazione manageriale presso le maggiori realtà didattiche e consulenziali italiane e internazionali (SDA Bocconi, Harvard Business School ed altre). Attualmente è Amministratore Delegato di News 3.0 e Consigliere di Amministrazione di Tinaba. Ha una sua attività di Consulenza Aziendale e Formazione ed è Professional Coach e Group & Team Coach. Dal 2014 al 2016 ha ricoperto il ruolo di Deputy General Manager di RCS Pubblicità. Dal 2011 a tutto il 2013 è stato Country Manager Advertising & Online di Microsoft Italia, dopo esserne stato Sales Director Consumer & Online. Dal 1990 a tutto il 2010 ha lavorato nel Gruppo Fininvest. Prima in Publitalia ’80 e poi in Mondadori Pubblicita', fino a ricoprire il ruolo di Chief Operating Officer and Business Development. Dal 1985 al 1990 ha prestato servizio nell’Esercito Italiano come Ufficiale in servizio permanente effettivo presso la scuola di Fanteria e Cavalleria di Cesano con qualifica di Comandante di Plotone e Vice Comandante di Compagnia, con mansioni di comando e di insegnamento. È stato Consigliere di Amministrazione di Fedoweb e Audiweb. Tra i principali pilastri della sua vita manageriale e del suo percorso di studi spicca quello di mantenere elevata la motivazione e lo spirito di squadra attraverso gli strumenti e le competenze del management moderno. Tutte le attività vengono svolte in funzione di una nuova visione aziendale, impostata su learning organization, sentimento di efficacia collettiva, passaggio dal knowledge al knowing, arricchimento dei ruoli e strategia collaborativa. The origin of Neuromanagement Prof. Qingguo Ma, della Zhejiang University e Founder of the first laboratory Prof. Qingguo Ma and the team of the Ningbo University Neuromanagement and Neuromarketing Editor of a single issue dedicated to the most important magazine in the world (open source) Frontiers of Psyhology dedicated to Neuromanagement and Neuromarketing The volume is under construction and will be released by spring 2021 https://www.frontiersin.org/research-topics/14747/ neuromanagement-and-neuromarketing Neuromarketing, Consumer behavior and Consumer Neuroscience Research Center Temi e Obiettivi • Modulo II: NEUROMARKETING E CUSTOMER EXPERIENCE • La Misura delle Emozioni: le principali Tecnologie a confronto - EEC; fMRI, HRV, EMG, l’Eye Tracking e i Tempi di Latenza (IAT) • Neuromarketing, User Experience e possibili applicazioni • Le principali applicazioni pratiche • nel campo della Comunicazione audiovisiva e della Pubblicità • nel campo del Marketing Digitale e dell’User experience nel mondo digitale • nel mondo del Retail, della Shopping Experience e dei luoghi fieristici e museali • nel campo della produzione creativa del Packaging, del Branding e del Labeling CHI SIAMO BEHAVIOR & BRAIN LAB NATO NEL 2008 IN COLLABORAZIONE CON Prof. Riccardo Barbieri Prof. Luca Mainardi © 2018 BTO All Rights Reserved Neuromarketing and Sciences The basic principles of the neuromarketing Behavioral Economics Psychology Marketing Communication Neuroscience NEUROMARKETING Technology Consumer Behavior development Bioengineering Neuromarketing Applications Consumer neuroscience • Consumer neuroscience is a type of market research that uses the techniques of brain science to understand the implicit side of decision making and its subsequent behavior • consumer neuroscience is the foundational piece to implicit testing. TECNICHE E METODOLOGIA DELL’ANALISI DI NEUROMARKETING Presupposti fondamentali allo sviluppo della disciplina The Behavior and BrainLab IULM was born in 2009 at the IULM University of Milan as a Consumer Behavior laboratory. Within a few years it introduces the most advanced techniques EXPERIENCE of neuroscientific analysis. The laboratory, today, is one of the main reference points for Consumer behavior in experiential environment Neuromarketing in Italy thanks to the multidisciplinary skills of the researchers who work there. IG: Fairs, events, human performance The main aim of the lab is to integrate traditional survey techniques with the behavioural and neurophysiological aspects of consumers, in order to improve the experience, communication STORE AND RETAIL and marketing of companies. The possibility to study the emotions, cognitive and behavioural In store experience and analysis of retail world processes of consumers requires constant updating of the latest technology and scientific IG: Markets, Stores, Shopping experience discoveries. The possibility of integrating consultancy with the academic world and publications in international scientific journals has allowed the laboratory to grow exponentially over the last decade, guaranteeing universally recognized quality and professionalism. DIGITAL Experience and Usabiliy in the digital world 11 PEOPLE including professors, researchers and experts IG: Website, E-commerce, Apps, Platforms, In: ADVERTISING ➢ Psychology Fruition of online and offline advertising contents 82 research reports IG: Out of home, Online advertising, Spot, Television ➢ Marketing 5 Accademic books ➢ Neuroscience 30 International pubblications ➢ Engineering 37 International conferences TASTING ➢ Bioengineering Emotions in immersive tasting experience IG: Wine, Beverages, Food, Edible products Prof. Vincenzo Russo, scientific coordinator of the research center 18 GLI STRUMENTI EEG EYE TRACKER Per la rilevazione dei segnali elettrici del cervello mediante elettrodi posizionati sullo scalpo. L’EEG È capace di monitorare il movimento degli presenta oscillazioni a diverse frequenze associabili a occhi, restituendo come output un diversi stati attentivi e cognitivi legati ai processi tracciamento oculare che determina con decisionali. I dati registrati permettono di ricavare assoluta precisione l’intero percorso indicazioni sul grado di attivazione delle diverse aree effettuato dall’occhio durante la visione. cerebrali su una Scalp Map. SKIN CONDUCTANCE RESPIRATION La Skin Conductance è una misura del livello La Respirazione viene rilevata attraverso un sensore di arousal, ossia del livello di attivazione diaframmatico e uno addominale. Insieme agli altri dell’organismo, caratterizzato da un segnali biologici la respirazione è un ulteriore maggiore stato attentivo-cognitivo di parametro di misurazione dell’attivazione vigilanza e/o di emozione. emozionale ed è correlata alle emozioni di paura, rabbia, gioia e tristezza. FACE READER HEART RATE ll Face Reader è un software in grado di riconoscere Heart Rate (HR) e Heart Rate Variability (HRV). La Variabilità le emozioni provate da un soggetto mediante il cardiaca comprendente le misure del battito cardiaco per riconoscimento delle espressioni facciali non minuto e fornisce una misura dell’attivazione del sistema controllabili dalla persona. nervoso autonomo associato agli stati emotivi. EMG TEMPI DI REAZIONE Misura il livello di contrazione dei muscoli come le Sono misurati grazie al Test implicito (IAT), un software spalle, oppure i muscoli zigomatici e corrugatori del utile per studiare gli atteggiamenti e le preferenze delle volto. La contrazione di questi muscoli è strettamente persone attraverso la misurazione dei tempi di risposta correlata con gli stati emotivi. in compiti di associazione. Neuromarketing TECNICHE E METODOLOGIA DELL’ANALISI DI NEUROMARKETING Presupposti fondamentali allo sviluppo della disciplina Russel model – Two assets Two key concept in our analysis… AROUSAL VALENCE 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 PUBBLICAZIONI SU RIVISTE SCIENTIFICHE INTERNAZIONALI O PROCEEDING CON IF DAL 2010 1. Bilucaglia, M., Laureanti, R., Zito, M., Circi, R., Fici, A., Rivetti, F. Russo, V. (2019). Looking through blue glasses: bioelectrical measures to assess the awakening after a calm situation. In 2019 41st Annual International Conference of the IEEE Engineering in Medicine and Biology Society (EMBC) (pp. 526-529). IEEE. 2. Russo V., Songa G., Ciceri A. Mauri M., Gabrielli G., Clement J., (2019) “A Neuroscientific Method for Assessing Effectiveness of Digital vs. Print Ads Using Biometric Techniques to Measure Cross-Media Ad Experience and Recall” in Journal of Advertising Research pp. 1-16 April 2019 DOI: 10.2501/JAR-2019-015 3. Songa G., Slabbinck H., Vermeir I. Russo V., (2019). “How do implicit/explicit attitudes and emotional
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