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.

31 JAN 2017

The impact of emotions on recall: An empirical study on social advertising

Authors: A Missaglia, A Oppo, M Mauri, B Ghiringhelli, A Ciceri, V Russo
Journal: Journal of Consumer Behavior

Emotions are a complex phenomenon that entails a tricky problem regarding the measurement. To partially overcome this question, we assess emotions both using self‐report and measures commonly used in neuromarketing. This study assesses the accuracy of the recall after 4 months regarding two social advertising videos about female genital mutilation. Forty female participants were recruited. The skin conductance trend of the participants is different when viewing the two videos. The majority of participants (94.9%) reported that the two videos elicited different emotions (sadness for the first video and anger for the second one). Furthermore, according to arousal and valence model, these data are consistent with the literature that underlines the importance of psychophysiological indexes in measuring emotions and their associations with memory performances.

15 DEC 2016

Sense effects about wine consumption by means of self-reports and neuromarketing methods

Authors: M Mauri, L Petruzzellis, A Pezzi, M Chiappa
Conference: Proceedings of 7th European Business Research Conference

In this paper expert and non-expert consumers reactions about wine consumption are studied by means of traditional self-questionnaires and neuromarketing methods, as electroencephalography and eye-tracking. Data from self-questionnaires allow to identify the most import factors mediating wine evaluation, while data from electroencephalography show how non-expert consumers feel stressed by wine evaluation in comparison to expert ones. Eye-tracking data show how expertise mediates time spent to process visual elements on wine labels. These techniques can lead to a model enabling to better understand consumers evaluation about wine products.

18 MAY 2016

Air traffic control: Ocular metrics reflect cognitive complexity

Authors: M Marchitto, S Benedetto, T Baccino, JJ Cañas
Journal: International journal of industrial ergonomics

The objective of the study was to evaluate effects of complexity on cognitive workload in a simulated air traffic control conflict detection task by means of eye movements recording. We manipulated two complexity factors, convergence angle and aircrafts minimum distance at closest approach, in a multidimensional workload assessment method based on psychophysiological, performance, and subjective measures. Conflict trials resulted more complex and time-consuming than no conflicts, requiring more frequent fixations and saccades. Moreover, large saccades showed reduced burst power with higher task complexity. A motion-based and a ratio-based strategy were suggested for conflicts and no conflicts on the basis of ocular metrics analysis: aircrafts differential speed and distance to convergence point at trial start were considered determinant for strategy adoption. Eye metrics measurement for online workload assessment enhances better identification of workload-inducing scenarios and adopted strategy for traffic management. System design, as well as air traffic control operators training programs, might benefit from on line workload measurement.

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