Systematic design of virtual and augmented commerce sites (WP3)

This Early State Researcher (ESR) will study and develop protocols for assessing the relationship between mixed reality and subconscious consumer responses. More specifically, the ESR will study how different virtual and augmented commerce solutions can lead to motivation and customer choice, or cognitive overload and mental taxation. These responses are to be combined with the responses found in comparable physical stores. Through the study of emotional and cognitive responses (using EEG neuroimaging) to different VR and AR commerce solutions, this ESR will 1) design protocols for integrating VR/AR with EEG and optimally study emotional and cognitive responses to such environments; 2) identify and define neural markers and range of scores of optimal VR/AR commerce design that drives or inhibits customer choice; and 3) test the effect of multiple sensory (especially vision and audition) on these responses.

Planned secondments: AAU (SD, M12-M15): Psychophysiological methods in media cognition; UPV (MC, M22-M23): VR/AR training; UV (CR, M24-M25): Marketing concepts; JKU (TF, M29-M30): Principles in electronic engineering.

Mauro Nascimben


Mauro Nascimben has a BSc in Neurophysiology techniques, BA in Economy and Finance and MSc Electronic Engineering and Computer Science. He is from Italy.

As working experience, he is been working as research assistant at University of Ferrara in Italy, working on single neuron recordings and neuropsychological studies. He also has worked as Research Assistant at the National Chiao Tung University  in Taiwan, focused on brain computer interfaces, EEG and HRV joint analysis. He has been also Research Assistant at this University focused on spiking neural networks and in cognitive neuroscience.

He has been project assistant at Udine University Hospital in Italy working in neuroimaging database creation and management and as a specialist practitioner in neurophysiology. He has also experience as database programmer at Féd. Int. des Associations de Médecins Catholiques in Vatican City.

He has up to ten paper publications.




“Systematic design of virtual and augmented commerce sites (WP3)”


  • Well-defined protocols for combining VR/AR and EEG in the study of consumer responses
  • Actionable insights and design principles for optimal VR/AR commerce design
  • A thorough understanding of emotional and cognitive responses to VR/AR commerce exposures and decision-making compared to traditional commerce decisions