The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach

A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques

Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.

Caciocavallo Podolico Cheese, a Traditional Agri-Food Product of the Region of Basilicata, Italy: Comparison of the Cheese's Nutritional, Health and Organoleptic Properties at 6 and 12 Months of Ripening, and Its Digital Communication

Traditional agri-food products (TAPs) are closely linked to the peculiarities of the territory of origin and are strategic tools for preserving culture and traditions; nutritional and organoleptic peculiarities also differentiate these products on the market. One such product is Caciocavallo Podolico Lucano (CPL), a stretched curd cheese made exclusively from raw milk from Podolian cows, reared under extensive conditions. The objective of this study was to characterise CPL and evaluate the effects of ripening (6 vs. 12 months) on the quality and organoleptic properties, using the technological "artificial senses" platform, of CPL produced and sold in the region of Basilicata, Italy. Additionally, this study represents the first analysis of cheese-related digital communication and trends online. The study found no significant differences between 6-month- and 12-month-ripened cheese, except for a slight increase in cholesterol levels in the latter. CPL aged for 6 and 12 months is naturally lactose-free, rich in bioactive components, and high in vitamin A and antioxidants and has a low PUFA-n6/n3 ratio. The "artificial sensory profile" was able to discriminate the organoleptic fingerprints of 6-month- and 12-month-ripened cheese. The application of a socio-semiotic methodology enabled us to identify the best drivers to create effective communication for this product. The researchers recommend focusing on creating a certification mark linked to the territory for future protection.

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.

Can Traditional Food Product Communication Convey Safety to the Younger Generations? The Role of Sustainable Packaging

Traditional food products (TFPs) represent a defining part of one's culture, identity, and heritage with crucial economic, cultural, and environmental benefits in society. Younger generations have a positive idea of TFPs, even if this does not lead to actual purchase, possibly due to the fact that they are often perceived to not meet safety criteria. This study focuses on product communication (CP) and packaging referring to the territory (PT) and to sustainability (SP) in order to verify if these have a direct or mediated impact on perceived product safety (PPS). A structural equation model was conducted on a sample of 1079 young Italian cheese consumers. The results allowed us to confirm the hypothesized impact of CP on PPS through the mediation of PT and, particularly, SP. SP has a crucial communicative role in the model, demonstrating the ability to enhance the perception of the safety of TFPs. This research adds to the knowledge in the field of TFPs, focusing on communication and sustainable packaging as crucial factors conveying healthiness, nutritiousness, and perceived safety, consequently leading to a greater diffusion of the products themselves in the market.