Social advertising is designed to have an impact on the behavior of the target audience to improve the welfare of both the individuals and the society. The challenge for social marketing is to respond to the exchange process in a social perspective, considering that non-profit actions are perceived as intangible since they deal with services. As donations, the neuroscience applied to consumer behavior is an added value since it offers elements explaining the reactions of the individuals to emotional contents. Understanding the emotions in the moment in which they are felt allows to understand the experimentation of a message by individuals and to understand the possibility that the message can change the behavior of the target audience. The aim of the study is to assess the effectiveness of the Unicef bequest campaign in terms of emotional response, comparing different creative proposals to optimize communication, applying neuromarketing tools to the social area. The experiment involved 70 participants (35 males; 35 females; mean age 68.94 years) and compared two different spots and flyers. The progeny factor was introduced to assess the different impacts of bequests depending on the presence or absence of potential heirs. The neuromarketing tools such as electroencephalography (EEG), skin conductance (SC), and eye-tracker were used for instrumentation purposes. Analysis of the two spots showed statistically significant differences in both the Approach–Withdrawal Index (AWI), for the cognitive involvement, and the SC, the emotional activation indicator, particularly for those not having children (target audience) and in a specific spot that linked the possibility to live after death. The detection of the emotional responses through neuromarketing tools, associated with the non-profit communication, resulted particularly effective and verified an increment of 35% of the donations. Analyses performed with neuromarketing techniques allowed to understand both emotional intensity and cognitive involvement and to understand the best solution, according to the target audience and the aim of Unicef.

Background: Globalization and technological progress has changed the relationships among fisheries, society and markets. The industrial primacy has led, among others, to the marginalization of fishermen and the deletion of local culture. It followed a loss of the conventional link between territory and traditions, with a change in consumer behavior.Aim: The purpose of this study is to investigate the way through which the communication of territoriality of fish products influences the consumers' quality perception, their willingness to pay and the exploration of packaging, in the Italian context.Method: In order to obtain quantitative and qualitative data on visual paths (the series of fixations and saccades) and areas of interest (AOI) of the analyzed packaging, gaze data were recorded. AOI permits to define regions of a visual stimulus and to link eye-movement measures to parts of the used stimulus. This study used AOI in order to measure Spent Time (the amount of time that consumers have spent looking at a particular AOI) and Entry Time (the time passed from the moment of the first fixation in a particular AOI) on brands and on products.Results: The results of the drivers identified crucial points for the future communication of fish products and the promotion of the territory. In particular, the analysis lays the foundations for a reorganization of the approach to the creation of product packaging, through greater attention to detail and the intrinsic values that this can express.Conclusion: The use of neuromarketing techniques has proved to be valid in identifying what is the main information that is processed for the evaluation of the product also considering the role played by emotions.

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.

Background: In this paper, data from two studies relative to the relationship between the electroencephalogram (EEG) activities of two isolated and physically separated subjects were re-analyzed using machine-learning algorithms. The first dataset comprises the data of 25 pairs of participants where one member of each pair was stimulated with a visual and an auditory 500 Hz signals of 1 second duration. The second dataset consisted of the data of 20 pairs of participants where one member of each pair received visual and auditory stimulation lasting 1 second duration with on-off modulation at 10, 12, and 14 Hz. Methods and Results: Applying a ‘linear discriminant classifier’ to the first dataset, it was possible to correctly classify 50.74% of the EEG activity of non-stimulated participants, correlated to the remote sensorial stimulation of the distant partner. In the second dataset, the percentage of correctly classified EEG activity in the non-stimulated partners was 51.17%, 50.45% and 51.91%, respectively, for the 10, 12, and 14 Hz stimulations, with respect the condition of no stimulation in the distant partner. Conclusions: The analysis of EEG activity using machine-learning algorithms has produced advances in the study of the connection between the EEG activities of the stimulated partner and the isolated distant partner, opening new insight into the possibility to devise practical application for non-conventional “mental telecommunications” between physically and sensorially separated participants.

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.