Based on cognitive-emotional neuroscience, the effectiveness of advertisement is measured in terms of individuals' unconscious emotional responses. Using AFFDEX to record and analyze facial expressions, a combination of indicators that track both basic emotions and individual involvement is used to quantitatively determine if a spot causes high levels of ad liking in terms of attention, engagement, valence, and joy. We use as a test case a real campaign, in which a spot composed of 31 scenes (images, text, and the brand logo) is shown to subjects divided into five groups in terms of age and gender. The target group of mature women shows statistically more positive emotions and involvement than the rest of the groups, demonstrating the emotional effectiveness of the spot. Each other experimental groups show specific negative emotions as a function of their age and for certain blocks of scenes.
In the 21st century, to be successful at the workplace and to get their first job, potential employees must have both “soft skills” (“know how to be”) and “hard skills” (“know how to do”). The proposed Soft Skills Training Program (SSTP) combines multiple serious games to train future employees in four key soft skills that are most demanded by companies: intrapersonal, interpersonal, personal social responsibility, and organizational sustainability. These four MacroSoftSkills are subdivided into eight MesoSoftSkills and 21 MicroSoftSkills to establish a complete multilevel structure. The development of soft skills is measured before and after the training using five appraisal questionnaires and tests. The pilot project, aimed at young university and vocational training students, lasted 9 weeks and proved to be effective since the proposed aggregate indicators of soft skills development increased in value, with the results being different across soft skill, gender, and educational center. The contents and length of some of the training sessions should, however, be adjusted to further develop and improve the program.
Virtual reality (VR) technology represents a novel and powerful tool for behavioral research in psychological assessment. VR provides simulated experiences able to create the sensation of undergoing real situations. Users become active participants in the virtual environment seeing, hearing, feeling, and actuating as if they were in the real world. Currently, the most psychological VR applications concern the treatment of various mental disorders but not the assessment, that it is mainly based on paper and pencil tests. The observation of behaviors is costly, labor-intensive, and it is hard to create social situations in laboratory settings, even if the observation of actual behaviors could be particularly informative. In this framework, social stressful experiences can activate various behaviors of attachment for a significant person that can help to control and soothe them to promote individual’s well-being. Social support seeking, physical proximity, and positive and negative behaviors represent the main attachment behaviors that people can carry out during experiences of distress. We proposed VR as a novel integrating approach to measure real attachment behaviors. The first studies on attachment behavioral system by VR showed the potentiality of this approach. To improve the assessment during the VR experience, we proposed virtual stealth assessment (VSA) as a new method. VSA could represent a valid and novel technique to measure various psychological attributes in real-time during the virtual experience. The possible use of this method in psychology could be to generate a more complete, exhaustive, and accurate individual’s psychological evaluation.
Cognitive neuroscience and its applied developments have revolutionized marketing. With advances in neuroscientific techniques, marketing has needed to refocus toward understanding issues like the area of the brain that should be stimulated to transform the consumer's intention to purchase into a real decision, how information is processed when making a decision, and how personality traits affect the purchase decision. Neuroscience has opened the door to the consumer's brain. For many years, scientists have investigated the role of subliminal messages in marketing, with their findings generating a significant controversy. Many have shown that making sound decisions based on intuition rather than conscious reasoning is more common than previously thought. In fact, many studies have shown that sound intuitive decisionmaking depends on the association of the subliminal messages of a given situation with the limbic brain structures formed. Scientists have concluded that the brain does not consciously need to know contextual information to learn the value of this information and make the necessary linkages to make productive decisions. In this study, we consider whether unconscious perceptual processing influences decision-making and explore the influence of aspects of personality that are related to unconscious processing, such as the degree of neuroticism, extroversion, and gender of the individual, applied to the demographic cohort Generation Z, distinguishing between whether the stimuli are verbal or pictorial. The backward masking visual paradigm has been used to assess unconscious perceptual processing. To test these processes, a set of ANOVA models and logistic regressions were run where the dependent variable is whether the people perceived the stimuli or not and the independent variables were gender, the form of the stimuli (pictorial or verbal), and the personality traits extroversion, introversion, and neuroticism. The results suggest
In an environment of extreme competition, it is essential to have a differentiated brand that adds value to consumer communications through packaging. Neuroscience research techniques have undergone remarkable development, facilitating the understanding of consumer brain mechanisms in the choice and purchase decision‐making process. This article presents the first systematic and specific literature review of the branding and packaging from the consumer neuroscience viewpoint. The main objective is to carry out analysis focused on the study of packaging and branding from the field of consumer neuroscience. We used a hybrid methodology. First, a descriptive bibliometric study is applied based on the Web of Science platform, where results confirm that the study field is in a phase of an exponential growth and with high fragmentation of the literature, consistent with its multidisciplinary origin. Using data mining for nodal network analysis with the VOSviewer programme, four clusters of authors and five thematic areas of interest were identified. Finally, a content review provided a list of more than 50 relevant findings in the study field, which are presented through a novel classification approach based on key mental processes in branding and packaging research (attention and memory, emotions and motivation, and reward and decision‐making systems). Thus, it has been possible to classify, order and discuss them, facilitating a comparative analysis and suggesting a possible future research agenda. This research intents to be a guide for branding and packaging professionals and researchers who are interested in learning about the use of consumer neuroscience techniques and theories.
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