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 is a Ph.D. student in Media Technology at Aalborg University Copenhagen campus but is performing research as ESR at Neurons Inc (Denmark). Mauro has BSc in Neurophysiology, BA in Economics and Finance and MSc in Electronic Engineering and Computer Science.

As previous experience, he has been research assistant at University of Ferrara in Italy working on single neuron recordings and neuropsychological studies. He also worked as research assistant at the National Chiao Tung University “Brain Research Center” (Taiwan), focusing on motor imagery brain computer interfaces and EEG/HRV joint analysis in entropy domain.

He has been also research assistant in other labs of the same University working on spiking neural networks and on ERP analysis in cognitive neuroscience. He has been project assistant at Udine University Hospital (Italy) working in neuroimaging database and he has been a specialist practitioner in neurophysiology too. As computer programmer he collaborated with the World Federation of the Catholic Medical Associations (Vatican City).

He is interested in neural modelling, machine learning applied to neuroscience and neurophysiological data analysis.




“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