Friday 24 July 11:25 - 12:55

Hall: 12 - Polveriera

Chair and Discussant: Russo Vincenzo

Division: Division 9: Economic Psychology

The use of neuroscience and of the experimental methodology became more attractive in several fields, including
marketing and consumer psychology. The study of consumer behavior has gained a lot of attention and interest for
several years now and the psychology of everyday behaviors is a dynamic and evolving field. Consumption behavior
is a central lens through which we can understand daily decision-making, habit formation, and emotional engagement.
Knowledge in this area has also grown thanks to the increasingly frequent application of neuroscientific techniques to
marketing. In particular, the development of neuroscientific tools, of the knowledge on brain functioning and on the
unconscious dimension of brain activation, allowed the growth of neuromarketing techniques and of consumer
neuroscience. If on one hand neuromarketing shows scientific advancement, methodologies, applications and data
analyses, on the other hand consumer neuroscience developed the set of basic knowledge of consumption processes analyzed also thanks to basic neurological processes. In fact, innovations in neuroscientific tools, such as brain
imaging and biometric sensors, combined with advancements in artificial intelligence, machine learning, and big data
analytics, have enabled researchers to study behavior with unprecedented precision. These technologies allow for
deeper insights into the interplay between cognitive, emotional, and social factors, providing a more comprehensive
understanding of how people engage with their environments and make decisions.
Consumer neuroscience, indeed, allow to understand how to valorize, in an integrative logic with traditional
marketing and classical consumer psychology this new knowledge, and this symposium explores how the mentioned
advancements are reshaping the study of everyday behaviors, focusing on consumption neuroscience as a central
activity in modern life.
As this discipline is more and more attracting scientific interest and, as scientific publications are more and more
growing, touching several aspects of consumer behaviour, the aim of this symposium is to share advancements in
theories, perspective, applications, methodology,tools, data analyses and, in general, research in this field.
Considering the increase of studies in this sectoritisimportanttoevaluatethestateoftheartandreflectonthenext
developmentswiththeaimofimprovingtheapplicationandstudyofconsumerneuroscience.