Ricerc@Sapienza

Emotions play a crucial role in the processes of human decision-making. For this reason, their definition is one of the main challenges for marketers who want to assess the efficacy of their campaigns. This project aims to provide a prototype device that will allow company to make a Neuromarketing analysis for quantifying and qualifying the emotional engagement of their consumers. The partners which will participate in this project will be experts of neurosciences, signal processing and Neuromarketing and it will ensure the finalization of the stated objectives. Initially, a research part will be led in the project in order to define a methodology for investigating the emotions. Two experiments will be run, the first one to validate the indexes for the emotion definition, the second one for applying the validated indexes to the advertising evaluation. Finally, some emotional descriptors will be defined for describing the emotions felt and they will be employed as output of the prototypal device. In particular, the emotional response will be investigated through the analysis of some neurophysiological signals: electroencephalographic signals (EEG), galvanic skin response (GSR), heart rate (HR) and eye blink rate. The generation of the prototype device will provide for software and hardware development during the project. The final prototype will be wearable, easy to use and low-cost in order to make it affordable and attractive on the market. In fact, a part of the project will consist in generating a business plan to propose the prototype to companies that can be interested in testing their campaigns with this Neuromarketing device.