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.

From Coaching to Neurocoaching: A Neuroscientific Approach during a Coaching Session to Assess the Relational Dynamics between Coach and Coachee-A Pilot Study

Life transitions represent moments characterized by changes that can profoundly influence individual life trajectories and subjective well-being. Recently, career coaching has become an important method of helping people expand their self-awareness, facilitate personal development, and increase their performance in the school-to-work transition. Although previous studies have confirmed that one of the most important keys to the success of a coaching program is the quality of the relationship between coach and coachee, there is a lack of knowledge regarding how to objectively measure it. In this pilot study, we adopted a neuroscientific approach to introduce objective measures of the relationship between coach and coachee through the phases of a coaching session. A sample of 14 university students and a professional coach participated in career-coaching sessions while their affective states were measured by recording brain (EEG) and physiological (Skin conductance) activity. Electroencephalographic indicators of valence, arousal, and engagement showed differences between session phases, highlighting the possibility of a neurophysiological measurement of relational dynamics. Our results provide initial evidence that neurophysiological activity can be considered a way to understand differences in the coach-coachee relationship, thereby providing information on the effectiveness of coaching interventions and facilitating a better life transition from school to work.

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

Over the past few years, many studies have shown how territoriality can be considered a driver for purchasing agri-food products. Products with certification of origin are perceived as more sustainable, safer and of better quality. At the same time, producers of traditional products often belong to small entities that struggle to compete with large multinational food corporations, having less budget to allocate to product promotion. In this study, we propose a neuromarketing approach, showing how the use of these techniques can help in choosing the most effective commercial in terms of likeability and ability to activate mnemonic processes. Two commercials were filmed for the purpose of this study. They differed from each other in terms of emotional sequence. The first aimed primarily at eliciting positive emotions derived from the product description. The second aimed to generate negative emotions during the early stages, highlighting the negative consequences of humans' loss of contact with nature and tradition and then eliciting positive emotions by presenting cheese production using traditional techniques as a solution to the problem. Based on the literature on the emotional sequences in social advertising, we hypothesised that the second commercial would generate an overall better emotional reaction and activate mnemonic processes to a greater extent. Our results partially support the research hypotheses, providing useful insights both to marketers and for future research on the topic.

Yellow (Lens) Better: Bioelectrical and Biometrical Measures to Assess Arousing and Focusing Effects

Colours can induce several psychological effects, conditioning perceptions, cognitive/emotional states and human performances. In this exploratory study we investigated the effect of a yellow light exposure, obtained filtering the ambient light with coloured glasses, on the human's psychological functioning. In particular we wanted to assess if people are more able to focus when exposed to a yellow light. We recorded EEG, SC, HR and gaze-related data from 16 subjects (50% split in experimental and control group) during the execution of a reactivity test (the Hazard Perception Test, HPT). Compared with the control group, the experimental group showed increases in concentration, focus, visual attention and arousal, as measured by increases of first fixation duration and Beta over-Alpha ratio (BAR) as well as by decreases of distraction, workload, and number of gaze revisits.

Dissociable neural oscillatory mechanisms underlying unconscious priming of externally and intentionally initiated inhibition

Externally and intentionally initiated inhibitory processes, which are fundamental for human action control, can be unconsciously launched. However, the neural oscillatory mechanisms underlying unconscious priming of externally and intentionally generated inhibition remain unclear. This study aimed to explore this issue by extracting oscillatory power dynamics from electroencephalographic data with participants performing an unconscious version of the Go/No-Go/Choose task involving subliminally presented primes. The participants presented prolonged response times upon being instructed or intentionally deciding to commit a "Go" response following a No-Go prime compared with those following a Go prime. This indicates that unconscious inhibitory processes can be externally and intentionally initiated. Time-frequency analysis indicated increased theta band oscillatory power on the forced Go response following a No-Go prime compared with that following a Go prime. Contrastingly, there was pronounced alpha/low-beta band oscillatory power on the free-choice Go response following a No-Go prime compared with that following a Go prime. Moreover, there was a positive correlation of theta and alpha/low-beta band oscillations with human behavior performance related to the two distinct unconscious inhibitory processes. Our findings delineate dissociable neural oscillatory mechanisms underlying the unconscious priming of externally and intentionally initiated inhibition. Moreover, they might provide complementary neural oscillatory evidence supporting the discrepancy between instructed and voluntary human action control.

Neurocoaching: exploring the relationship between coach and coachee by means of bioelectrical signal similarities

Coaching aims to unlock the human's potential, self-awareness and responsibility, improving the professional performances and the personal satisfaction. Its effectiveness is known to depend on the degree of bonding and mutual engagement of the coaching relationship. In this exploratory study we recorded synchronised EEG and SC data from both coach and coachee during 36 individual sessions, performed following 2 different coaching methods. Our principal aim was to investigate the temporal evolution of the bonding and the mutual engagement along the different steps of a session, by means of a "similarity" metric based on the DTW distance between signals (namely, S-TVM). We found significant differences between session phases for the EEG-related S-TVMs (BAR, BATR and AWI), with maximum values (defined as "tuning") all in the same phase, but differentiated between the two experiments. The results suggest a temporal concurrency of the engagement and emotional tunings, whose specific location seems to be a function of the coaching approach.

Emotion assessment using Machine Learning and low-cost wearable devices

The advancement in bioelectrical measurement technologies and the push towards a higher impact of the Brain Computer Interfaces and Affective Computing in the daily life have made non-invasive and low-priced devices available to the large population to record physiological states. The aim of this study is the assessment of the abilities of the MUSE headband, together with the Shimmer GSR+ device, to assess the emotional state of people during stimuli exposure. Twenty-four pictures from the IAPS database were showed to 54 subjects and were evaluated in their emotional values by means of the Self-Assessment Manikin (SAM). Using a Machine Learning approach, fifty-two scalar features were extracted from the signals and used to train 6 binary classifiers to predict the valence and arousal elicited by each stimulus. In all classifiers we obtained accuracies ranging from 53.6% to 69.9%, confirming that these devices are able to give information about the emotional state.

Looking through blue glasses: bioelectrical measures to assess the awakening after a calm situation

Colors can elicit cognitive and emotional states. In particular, blue colour is associated to "refresh" and "restart" effects and is suggested to enhance a wake-up after a calm situation. In this exploratory study, these claims are investigated using Electroencephalographic (EEG), Skin Conductance (SC) and pupil diameter data. The results confirmed the "wake-up effect" for subjects wearing the lenses, as measured by Global Field Power (GFP) in Theta Band, Skin Conductance Response (SCR) and pupil diameter data.