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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Office
 

RESEARCH PROJECTS

 
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       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

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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.

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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.

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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.

 
 
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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

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DOCTORAL THESES

  1. 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.

  2. 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

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

  4. 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

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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

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Director
Professor of Marketing

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Technical Director.
Associate Professor of Marketing

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Scientific Director

Associate Professor of Marketing

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Consumer Behavior. 
Associate Professor of Marketing

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Tourism Marketing

Associate Professor of Marketing

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Tourism Marketing

Associate Professor of Marketing

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Researcher in Digital Marketing.
Ph.D. student in marketing. FPI Spanish Ministery of Education

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Researcher in VR and neuromarketing
Ph.D. student in marketing. Marie Curie Researcher, European Union.

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Researcher in VR and neuromarketing
Ph.D. student in marketing. Marie Curie Researcher, European Union.

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NATALIA EASTWOOD

Research assistant. Degree in Tourism. Master in Marketing and Market Research. Prometeo grant. 2022

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CARMEN RUIZ FABRA

Research training. Degrees in Tourism and Business Administration. 2022

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Researcher in VR and neuromarketing
Ph.D. student in marketing. Re_brand. Prometeo grant. 2021.

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BLANCA ESTRUCH

Research assistant. Degrees in Tourism and Business Administration. 2021

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LAURA MARTINEZ

Research training. Degrees in Tourism and Business Administration. 2021

 
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CONTACT US

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

¡Gracias por tu mensaje!