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Research on Neuromarketing in Digital Marketing and Virtual Reality 

DIGIMK.COM is a research group of the University of Valencia, which develops research aligned with the methodological and innovation in Digital Marketing, Consumer Neuroscience, and Virtual Reality in Marketing

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RESEARCH LINES

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DIGITAL MARKETING

Measuring customer reactions to digital marketing, social media, eWOM, and e-commerce content, focusing on the customer journey in the multi-channel and multi-device environment based on data and text mining through artificial neural networks, ANN, and sentiment analysis.

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CONSUMER NEUROSCIENCE

Measuring unconscious responses and emotions through Eye Tracking, Electroencephalography, Facial Reader, Electrodermal Activity, and Heart Rate Variability focusing on consumer brand choice and information processing of advertising stimuli

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VIRTUAL REALITY

Measuring effects of 360º video ads, and immersive reality stimuli through Virtual Reality HMD such as Hololens, HTC, or Oculus. Two research projects are developed on Consumer Brand Choice Behavior in virtual commerce (CBCB) and Information Processing of Advertising Stimuli (IPAS).

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       RHUMBO. 2018-2023

RHUMBO proposes using measurements of subconscious brain processes through mixed reality technologies (MRT) and advanced processing of biometric signals as a new paradigm to improve the knowledge that implicit brain processes have in human decision-making. This project has received funding from the European Union's Horizon 2020 research and innovation program as part of Marie Curie grant No 813234.

The objective is to create an innovative multidisciplinary excellence doctoral training network program to produce 11 ESRs in cognitive neuroscience, immersion experiences, and artificial intelligence with a neuro-business approach.

UV Participants: Enrique Bigne, Aline Simonetti, Shobhit Kakaria. Support staff: Blanca Estruch and Laura Martínez

External Advisory Board

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CONSUMER NEUROSCIENCE LAB

THE LAB

Neurophysiological and VR tools

STAFF

Contact us to run experiments

MASTER AND PH.D. STUDENTS

Learn and contribute through internships. Contact us.

TRAINING

DOCTORAL THESES

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  1. Shobhit Kakaria (2023) Consumer behavior in electronic and virtual commerce: merging behavioural and neurophysiological perspectives. Universitat de Valencia. Sobresaliente Cum Laude

  2. Aline Simonetti (2023) Using neurophysiological tools to investigate marketing communications elements in digital and extended reality contexts. Universitat de Valencia. Sobresaliente Cum Laude

  3. Felipe Gomez  (2023). Extensión del modelo de comunicación publicitaria de Rossiter y Percy a la decisión de compra electrónica del consumidor.

  4. Alberto Badenes Rocha (2022). CSR communication through social media: a neurophysiological and self-reported perspective. Co-supervised with Carla Ruiz. Sobresaliente Cum Laude

  5. Ausín, José Manuel (2021). The effectiveness of execution formats of advertising through neuroscientific tools. Sobresaliente Cum Laude, Universitat Politecnica de Valencia. Co-supervised with Mariano Alcaníz and Jaime Guixeres.

  6. Maturana, Patricio (2021). Influencia de los rasgos de personalidad y estilos de vida en el valor percibido por usuarios de tiendas situadas en plataformas de realidad virtual. Sobresaliente Cum Laude, Universitat Jaume I

  7. Cimadevilla, Elsa (2020). Emociones y personalidad en la adopción de eWOM. Análisis consciente e inconsciente.

  8. Torrecilla, Carmen (2019). Evaluación a través de la Neurociencia de la elección de marca en el punto de venta. Un análisis integrado del seguimiento ocular, el recorrido espacial y la realidad virtual. Co-supervised with Jaime Guixeres. Sobresaliente Cum Laude.

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MANAGERIAL MARKETING SEMINARS

RESEARCH SEMINARS

Cuaderno y una pluma

  • Marketing Research Seminar: Measurement with Electroencephalography, 2020

  • Research Seminar on Consumer Neuroscience. How eye tracking can help solve problems in marketing research and practice. Prof.  Andrea Gröppel-Klein, 2021

  • Research Seminar on Consumer Neuroscience in Marketing. Measuring Customer Journey in Augmented and Virtual Reality. Aline Simonetti, 2021.

  • Research Seminar on Applied Neuroscience and Virtual Reality- Farzad Zaffari, Marie Curie Researcher, Neurons Inc. 2022

TEAM

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ENRIQUE BIGNE

Director
Professor of Marketing

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CONTACT US

Universitat de Valencia - Facultad de Economia

 Avenida de los Naranjos s/n, 46022 Valencia, Spain

enrique.bigne@uv.es

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