Scientific publications and articles are the result of our research activities in the fields of psychology and applied neuroscience concerning widely diverse cases of human experience. Many areas of our research are linked to or inspired by the world of marketing, which is often referred to as “neuromarketing”, but we believe this term to be inadequate. People do not buy products, but rather they live experiences, both during the purchase process and the fruition of the product or service they have chosen. This awareness, gained over the years, is the engine that drives us to want to understand every aspect of those experiences in order to improve them for the people who live them. We do this through the projects we follow for our clients, but even more so through a scientific methodology that substantiates results for the entire scientific community.

Our researchers, certified psychologists, neuroscientists, and engineers, have skills that also relate to humanistic fields, such as anthropology and sociology, as well as mathematical fields, such as statistics and data analysis. Their scientific publications are therefore the result of their dedication and passion, of the combination of knowledge derived from our mixed-methods approach and of the collaboration between TSW and accredited institutes such as universities and research centres.

We have therefore gathered the scientific papers of our researchers, written in collaboration with other sector professionals, and the most significant examples of our research activities here on this page.

01 JUN 2018

Neuromarketing empirical approaches and food choice: a systematic review

Authors: A Stasi, G Songa, M Mauri, A Ciceri, F Diotallevi, G Nardone, V Russo
Journal: Food Research International

Consumers’ food choices are often driven by reasons that consumers are not fully aware of. Decision-making about food is influenced by a complex set of emotions, feelings, attitudes, and values that are impossible to assess simply by asking consumers their opinion. Indeed, traditional techniques such as self-reports or interviews allow to measure mainly conscious and rational reactions toward a product or advertising. In the last decades, there is a rapidly growing interest in the multidisciplinary field of the so called “neuromarketing”, which takes advantage of neuroscientific techniques to study consumer behavior. This discipline applies neuroscientific methods and tools that allow to measure consumers’ emotional and spontaneous reactions in a more objective and observable way. The aim of this paper is (a) to describe neuromarketing underlying assumptions, techniques, advantages of this perspective, examining the scientific literature about the use of neuromarketing in food studies, and (b) to suggest best practices to apply this novel approach in the food marketing domain, with a specific focus on not invasive methods. Finally, although the perception of nutritional elements has been already explored, nevertheless health content of labels, the presence of additives, the evaluation of the information conveyed by food packaging are other possible elements of interest in future food neuromarketing research.

28 FEB 2018

Assessment of the Fitbit Charge 2 for monitoring heart rate

Authors: S Benedetto, C Caldato, E Bazzan, D C Greenwood, V Pensabene, P Actis
Journal: Plos ONE

Fitness trackers are devices or applications for monitoring and tracking fitness-related metrics such as distance walked or run, calorie consumption, quality of sleep and heart rate. Since accurate heart rate monitoring is essential in fitness training, the objective of this study was to assess the accuracy and precision of the Fitbit Charge 2 for measuring heart rate with respect to a gold standard electrocardiograph. Fifteen healthy participants were asked to ride a stationary bike for 10 minutes and their heart rate was simultaneously recorded from each device. Results showed that the Fitbit Charge 2 underestimates the heart rate. Although the mean bias in measuring heart rate was a modest -5.9 bpm (95% CI: -6.1 to -5.6 bpm), the limits of agreement, which indicate the precision of individual measurements, between the Fitbit Charge 2 and criterion measure were wide (+16.8 to -28.5 bpm) indicating that an individual heart rate measure could plausibly be underestimated by almost 30 bpm.

25 AUG 2017

Fake sites through the customers’ eyes

Authors: S Benedetto, C Caldato
Conference: 19th European Conference on Eye Movements

The goal of the present study was to see whether there are differences between expert and novice online shopping users with respect to their navigation behavior on search engine research pages (SERP) and fake websites. Fifteen experts and fifteen novices, were asked to complete three consecutive tasks on a pc while their eyes were tracked. In the first task participant were required to look for a specific garment on a tailormade SERP, and buy it. In the second and third tasks participants were asked to purchase a specific item on two randomly assigned fake clothing websites. As to the behavior on SERP, while experts never go on fake website, novices often fall into the trap: their goal is just looking for the best deal, regardless if it takes to a fake website or not. As to the behavior on fake websites, only the 30% of experts verified the correctness of the url, whereas just the 20% of them noticed the lack of a secure connection (https). Novices never verified neither of them. Overall look and usability seem to influence the perceived reliability of a website, rather than the correctness of the url and the presence of a secure connection.

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