Behavior & Brain Lab

Centre for neuropsychophysiological research on decisions, emotions and actions.

The Neuromarketing Research Centre "Behavior and Brain Lab" aims to analyze the emotions triggered by advertising stimuli and any type of communication through techniques and methodologies based on the analysis of physiological signals, such as those detected with the electroencephalogram (EEG), with eye movement readers (Eye tracking) and with tools capable of detecting arousal and emotional activation (Heart Rate, Skin Conductance).

The tests are aimed at measuring perception, emotion, attention, memory, interest, mental fatigue in consumers both in the laboratory and at the point of sale.

The Research Centre, created in collaboration with Vicenza-based Mind Room, a leading European company in Biofeedback and Neurofeedback technology, provides services based on the recording of physiological signals of brain activity and sensory reaction and uses biofeedback and neurofeedback techniques for scientific research applied to communication, consumption and aimed at advising companies and institutions in the area for market research.

The main feature of the Behaviour & Brain Lab Research Centre is its multidimensional approach, based on the integration of several neuropsychophysiological signals monitored simultaneously, as well as data collected using classical techniques (in-depth interviews and questionnaires). In this way, it is possible to analyze the emotional involvement in decisions and the emotional states of the subjects during an experience (from the fruition of a work of art to purchase choices, to the viewing of a commercial or of more complex television, cinematographic and multimedia products).


Behavior & Brain Lab

Behavior & Brain Lab
Centre for neuropsychophysiological research on decisions, emotions and actions IULM
5, 1st floor, Classrooms 515-516 Tel:

02 - 891412807
[email protected]

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