Information processing on advertising stimuli: a morphing paradigm IPAS (WP3)
Recent breakthroughs in neuroscience in marketing communications are helping to understand how the consumer process information. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes, and decisions are beyond our consciousness (implicit processes), research is still laggard. The ESR 8 will be focused on the application of Mixed Reality techniques to consumer information processing of different sources: user-generated content (e.g. eWOM) and firm-generated content (e.g. advertising). From a theoretical point of view, ESR8 will develop a diffusion model of advertising content on real-time virtual information adaptive to consumer behaviour. ESR8 will 1) identify the most impactful adverting content; 2) study how different advertising stimuli influence the customer journey to the purchase decision; 3) assess how multiple touch points affect customer decision; 4) Define the optimal level of advertising effort in different formats; 5) Assess the neurophysiological measures of advertising effectiveness which will be tested using advanced biometric signals processing (EEG, fNIRS, GSR, HV, ET, among others).
Planned secondments: UPISA (2 months) to study the application of machine learning techniques to psychophysiological signals; AMS (2 months) to study fNIRS technologies and UVEG (2 months) to study consumer behaviour models.
Aline Simonetti is from Brazil and holds a bachelor’s degree in Food Engineering (UFRGS – Brazil), a specialization in Business Administration (FGV – Brazil), and a master’s degree in Neuroeconomics (Maastricht University – Netherlands). During her bachelor, she worked as a student assistant for two years in two master’s projects and started working in a chocolate factory. During her master’s program, she engaged in a special project from Philips Company made in partnership with the university and went to Bonn University (Germany) for my internship. Besides this, she has many years of working experience in retail business (Brazil). As it can be noticed, she has a broad range of interests; however, she is particularly fascinated in consumer behaviour and food-related topics.
“Information processing on advertising stimuli: a morphing paradigm IPAS (WP3)“
- The ESR will offer new insights into how contextual information influence decision making and how future “artificial” realities will influence human decisions