Ricerc@Sapienza

Neuromarketing predicts that multiple factors contribute to the choice of a product, among them, the perceived value, pleasantness, and emotion related to the use of it. In this framework, a particular field is constituted by luxury items, such as wine. Wine is particularly suitable to marketing effects, both extrinsic (label) and intrinsic features (volatile composition and color) lead to the constitution of the experienced value, and the analysis of the contribution of olfaction to the process of tasting is fundamental in order to study flavor perception.

Public service antismoke announcements (PSA) are essential tools for promoting messages
worthy of society. In 2015 the Italian Government released an anti-smoking PSA to raise young people’s
awareness of the smoking dangers. To demonstrate the effectiveness of that campaign, the present study
investigated the mental response of 56 participants while watching the PSA through the
Electroencephalogram (EEG). The EEG is frequently employed in neuromarketing to face the limitations

It is well known that the evaluation of a product from the shelf considers the simultaneous cerebral and emotional evaluation of
the different qualities of the product such as its colour, the eventual images shown, and the envelope’s texture (hereafter all
included in the term “product experience”). However, the measurement of cerebral and emotional reactions during the interaction
with food products has not been investigated in depth in specialized literature. (e aim of this paper was to investigate

Over the last decade, passive brain-computer interface (BCI) algorithms and biosignal acquisition technologies have experienced a significant growth that has allowed the real-time analysis of biosignals, with the aim to quantify relevant insights, such as mental and emotional states, of the users. Several passive BCI-based applications have been tested in laboratory settings, and just a few of them in real or, at least, simulated but highly realistic settings.