The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach.

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.

Dairy Products with Certification Marks: The Role of Territoriality and Safety Perception on Intention to Buy.

Over the years, the territorial origins of agri-food products have become a consolidated marketing model which stand as an alternative to mass production. References to territory, whether on packaging or in advertising, have become an increasingly popular way for marketers to differentiate products, by attributing specific characteristics to them, derived from specific cultural identities and traditions. The aim of this study is to capture the possible differences between two groups, Italian and French, in the perception and intention to buy products with certification marks. We tested a multi-group structural equations model, assessing the mediation of the Perceived Product Safety (PPS) between Packaging with reference to Territoriality (PT) and Intention to Buy (IB). Our findings show that in both groups PT has a positive association with IB and PPS and that PPS has a positive association with IB. The difference is the mediation of PPS, present only in the Italian group. This opens important considerations on the role of the perception of safety, particularly in the pandemic period, in the presentation of products, particularly in products with certification marks linked to sustainability and territoriality.

The foreign language effect on decision-making: A meta-analysis.

In recent years, a growing body of literature has shown that being in a foreign language (FL) context affects the way in which people make choices. This phenomenon is known as the foreign language effect (FLE). The FLE affects both moral decision-making and risk-aversion tendencies, but no cumulative evidence is available. Herein, we aimed to estimate, through a meta-analytical approach, the effect of being in an FL context as compared with that of a native language (NL). We found 17 studies matching our criteria and, in total, 47 experiments were included (N = 38 investigated the FLE in the moral decision-making domain; N = 9 investigated the FLE in the risk-aversion domain). Results showed that FL affects participants' decisions as compared with NL in both the moral decision-making and risk-aversion domains, inducing participants to be more willing to accept harm in order to maximize outcomes in the former and reducing risk aversion in the latter. In addition, two metaregressions were performed on the studies that investigated the moral decision-making domain in order to assess whether participants' proficiency in the FL, or NL-FL similarity, moderated the observed effect. Our findings indicate that proficiency in the FL does not moderate the observed effect, while NL-FL similarity does. Our results support previous findings on the FLE and provide suggestions for future research.

ESB: A low-cost EEG Synchronization Box.

Electroencephalography (EEG) is a neuroimaging technique with a temporal resolution in the millisecond scale. Popular ERPs and ERD/ERS functions, as well as EEG-fRMI data and hyperscanning methods requires a proper temporal alignment (namely, synchronization) with stimulus onsets and other devices. Hardware-based synchronization, based on a SYNC signal injected into the device, ensures a reliable timing. In this paper we describe the design, test and validation of an EEG Synchronization Box (ESB), able to condition and distribute a SYNC signal (analog and digital) to different devices simultaneously. ESB can be easily built by individuals with basic soldering skills and represents a cost-effective solution to the available commercial synchronization boxes, while preserving similar electrical and functional features.