NEUROMARKETING
IN DIGITAL MARKETING & VIRTUAL REALITY
Research Unit - University of Valencia - Faculty of Economics, Department of Marketing
- 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 PROJECTS
RHUMBO. 2018-2022
RHUMBO proposes to use measurements of subconscious brain processes through the use of 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 multinational, multisectoral and multidisciplinary excellence doctoral training network program to produce 11 ESRs in cognitive neuroscience, transparent immersion experiences and artificial intelligence with a neuro-business approach.
Participants: Enrique Bigne, Aline Simonetti, Shobhit Kakaria, and Carla Ruiz. Support staff: Blanca Estruch and Laura Martínez
RESEARCH LINES
DIGITAL MARKETING
Measuring customer reactions to digital marketing, social media, eWOM, and e-commerce.
Analysis of 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.
CONSUMER NEUROSCIENCE
Measuring unconscious responses and emotions through Eye Tracking, Electroencephalography, Facial Reader, Electrodermal Activity, Heart Rate Variability
Consumer Neuroscience aims to address consumer brand choice and information processing of advertising stimuli through neurophysiological tools.
VIRTUAL REALITY
Measuring effects of 360º video ads, immersive reality stimuli through Virtual reality HMD such as Hololens, HTC or Oculus.
Analysis of the impact of VR in marketing using neuroscientific tools. Two research projects are developed on Consumer Brand Choice Behavior in virtual commerce (CBCB) and Information Processing of Advertising Stimuli (IPAS). A Prometeo Grant on Re-Branding is also funding this research line.
CONSUMER NEUROSCIENCE LAB
THE LAB
Neurophysiological and VR tools
Contact us to run experiments
MASTER AND PH.D. STUDENTS
Learn and contribute through internships. Contact us.
TRAINING
DOCTORAL THESES
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
Cimadevilla, Elsa (2020). Emociones y personalidad en la adopción de eWOM. Análisis consciente e inconsciente.
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.
MANAGERIAL MARKETING SEMINARS
Applied Consumer Neuroscience in Marketing Series I: Eye Tracking
Applied Consumer Neuroscience in Marketing Series III: fMRI and fNIRS
Rhumbo 2nd Training Week. Consumer Neuroscience and Virtual Reality
Customized training for universities from UE and Russia,
RESEARCH SEMINARS
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
CONTACT US
Facultad de Economia, Avenida de los Naranjos s/n, 46022 Valencia, Spain