Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising.

This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers’ Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers’ attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers

Deletion of Lactate Dehydrogenase-A Impairs Oncogene-Induced Mouse Hepatocellular Carcinoma Development

Hepatocellular carcinoma (HCC) is a multistep process whereby abnormally proliferating cancer cells undergo extensive metabolic reprogramming. Metabolic alterations in hepatocarcinogenesis depend on the activation of specific oncogenes, thus partially explaining HCC heterogeneity. c-Myc oncogene overexpression, frequently observed in human HCCs, leads to a metabolic rewiring toward a Warburg phenotype and production of lactate, resulting in the acidification of the extracellular space, favoring the emergence of an immune-permissive tumor microenvironment. Here, we investigated whether Ldha genetic ablation interferes with metabolic reprogramming and HCC development in the mouse

Unpacking Sustainability: Exploring the Effects of Packaging Cues on Consumer Perceptions

This dissertation explores packaging cues in relation to sustainable perception. It comprises of introduction, three essays and concluding remarks. The dissertation begins with an overview on sustainable consumption and the role of packaging. The first chapter systematically reviews research on consumer perception of sustainability related cues on product packaging. The second chapter validates the Italian version of the ESE-10 scale through exploratory and confirmatory factor analysis. The third chapter explores the impact of ecolabels and textual claims on perceived environmental friendliness and willingness to pay, includes two lab experiments, one behavioral study and one utilizing eye-tracking methodology. The studies focused on testing the effect of two packaging cues (ecolabel and textual claim) on willingness to pay and perceived environmental friendliness, in a 2x2 factorial design. The results reveal that perceived environmental friendliness mediates the relationship between packaging cues and consumer willingness to pay. Moreover, environmental self-efficacy moderates the mediated relationship between packaging cues and willingness to pay. Eye-tracking measures provide some insight on the process; however this aspect of the research needs to be investigated further

Investigating Consumption Values and Purchase Intentions in Metaverse Shopping: A Pilot Study

Consumers are increasingly using the metaverse to enjoy memorable shopping experiences. However, to date, research has yet to focus on the predictors of consumer behaviour in these digital environments. To address this gap, we empirically validate the metaverse-specific consumption values theorized by Venturini and Columbano (2023) to predict the antecedents of the purchase intention in these virtual platforms. An online experiment was conducted with 187 respondents from MTurk and analyzed using a linear regression model. Utilitarianism, social identity, and pro-enviromental engagement were found to significantly influence purchase intention. These findings have important implications for both theory and practice

Neuroselling: quello che le neuroscienze ci dicono sulle tecniche di vendita efficaci. Il caso delle televendite.

La comprensione delle vendite si è recentemente spostata dai modelli razionali per abbracciare psicologia e neuroscienze, rivelando quanto i processi decisionali siano influenzati da variabili emozionali e affettive. Esplorare le vendite attraverso queste discipline può aiutare a comprendere l'impatto del cervello umano sul comportamento e sulle decisioni, migliorando così le dinamiche delle vendite. Pertanto, questa ricerca si pone l’obiettivo di investigare gli elementi emozionali che influenzano le decisioni di acquisto sollecitate dalle televendite, una tecnica di vendita che utilizza la comunicazione emotiva per catturare l’attenzione degli spettatori, suscitare fiducia e coinvolgimento. Utilizzando metodologie di neuromarketing, questo studio si concentra sull'identificazione delle variabili che possono determinare il successo di uno spot pubblicitario. Segnali EEG e dati di eye-tracking sono stati registrati durante la visione dello spot pubblicitario su quaranta partecipanti. Successivamente, è stato completato un questionario di autovalutazione volto a raccogliere dati relativi a intenzione di acquisto, call-to-action, piacevolezza, convenienza della televendita, performance e affidabilità del venditore. I risultati osservati evidenziano l’importanza degli attributi relativi al venditore, quali performance e affidabilità, e delle variabili neurofisiologiche come AWI, WPI, BAR e BATR, che influenzano significativamente le risposte finali di call to action, intenzione di acquisto e piacevolezza. Inoltre, l’analisi di eye-tracking rivela una correlazione positiva tra un aumento dell’attenzione dedicata alle aree di interesse dello spot e una maggiore willingness to pay, nonché una maggiore propensione verso la televendita e verso il prodotto presentato. Questi risultati sottolineano l’importanza tanto delle caratteristiche del venditore quanto delle risposte neurofisiologiche del consumatore nel comprendere e prevedere i comportamenti d’acquisto. In particolare, i risultati relativi alla performance sottolineano l’importanza di monitorare e incrementare le capacità del venditore. In conclusione, questo studio riporta nuovi risultati per il campo del neuroselling, gettando luce su aspetti emotivi cruciali della relazione venditore-consumatore e offrendo preziosi insight a ricercatori e professionisti