Neuroselling: applying neuroscience to selling for a new business perspective. An analysis on teleshopping advertising.

This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build trust. Using cutting-edge consumer neuroscience techniques, this study focuses on the identification of the variables that most impact the Call-to-Action and Purchase Intention. Forty participants were selected and divided into two groups, with each group exposed to one of two infomercials (condition A = male seller; condition B = female seller). EEG signals were recorded as well as Eye-tracking data. After the viewing, participants completed a self-report questionnaire. Results show that seller characteristics such as Performance and Trustworthiness, as well as Neurophysiological variables such as Approach-Withdrawal Index, Willingness to Pay, Attention and Engagement, significantly impact the final Call-to-Action, Purchase Intention, and infomercial Likeability responses. Moreover, eye-tracking data revealed that the more time is spent observing crucial areas of the infomercial, the more it will increase our Willingness to Pay and our interest and willingness to approach the infomercial and product. These findings highlight the importance of considering both the Seller attributes and the consumers' Neurophysiological responses to understand and predict their behaviors in response to marketing stimuli since they all seem to play a crucial role in shaping consumers' attitudes and purchase intentions. Overall, the study is a significant pilot in the new field of neuroselling, shedding light on crucial emotional aspects of the seller/buyer relationship and providing valuable insights for researchers and marketers.

Can Traditional Food Product Communication Convey Safety to the Younger Generations? The Role of Sustainable Packaging.

Traditional food products (TFPs) represent a defining part of one's culture, identity, and heritage with crucial economic, cultural, and environmental benefits in society. Younger generations have a positive idea of TFPs, even if this does not lead to actual purchase, possibly due to the fact that they are often perceived to not meet safety criteria. This study focuses on product communication (CP) and packaging referring to the territory (PT) and to sustainability (SP) in order to verify if these have a direct or mediated impact on perceived product safety (PPS). A structural equation model was conducted on a sample of 1079 young Italian cheese consumers. The results allowed us to confirm the hypothesized impact of CP on PPS through the mediation of PT and, particularly, SP. SP has a crucial communicative role in the model, demonstrating the ability to enhance the perception of the safety of TFPs. This research adds to the knowledge in the field of TFPs, focusing on communication and sustainable packaging as crucial factors conveying healthiness, nutritiousness, and perceived safety, consequently leading to a greater diffusion of the products themselves in the market.

From Coaching to Neurocoaching: A Neuroscientific Approach during a Coaching Session to Assess the Relational Dynamics between Coach and Coachee-A Pilot Study.

Life transitions represent moments characterized by changes that can profoundly influence individual life trajectories and subjective well-being. Recently, career coaching has become an important method of helping people expand their self-awareness, facilitate personal development, and increase their performance in the school-to-work transition. Although previous studies have confirmed that one of the most important keys to the success of a coaching program is the quality of the relationship between coach and coachee, there is a lack of knowledge regarding how to objectively measure it. In this pilot study, we adopted a neuroscientific approach to introduce objective measures of the relationship between coach and coachee through the phases of a coaching session. A sample of 14 university students and a professional coach participated in career-coaching sessions while their affective states were measured by recording brain (EEG) and physiological (Skin conductance) activity. Electroencephalographic indicators of valence, arousal, and engagement showed differences between session phases, highlighting the possibility of a neurophysiological measurement of relational dynamics. Our results provide initial evidence that neurophysiological activity can be considered a way to understand differences in the coach-coachee relationship, thereby providing information on the effectiveness of coaching interventions and facilitating a better life transition from school to work.

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.

A New Academic Quality at Work Tool (AQ@workT) to Assess the Quality of Life at Work in the Italian Academic Context.

The present study provides evidence for a valid and reliable tool, the Academic Quality at Work Tool (AQ@workT), to investigate the quality of life at work in academics within the Italian university sector. The AQ@workT was developed by the QoL@Work research team, namely a group of expert academics in the field of work and organizational psychology affiliated with the Italian Association of Psychologists. The tool is grounded in the job demands-resources model and its psychometric properties were assessed in three studies comprising a wide sample of lecturers, researchers, and professors: a pilot study (N = 120), a calibration study (N = 1084), and a validation study (N = 1481). Reliability and content, construct, and nomological validity were supported, as well as measurement invariance across work role (researchers, associate professors, and full professors) and gender. Evidence from the present study shows that the AQ@workT represents a useful and reliable tool to assist university management to enhance quality of life, to manage work-related stress, and to mitigate the potential for harm to academics, particularly during a pandemic. Future studies, such as longitudinal tests of the AQ@workT, should test predictive validity among the variables in the tool.

Wellbeing in Workers during COVID-19 Pandemic: The Mediating Role of Self-Compassion in the Relationship between Personal Resources and Exhaustion.

Italy was the second country to be affected by COVID-19 in early 2020, after China. The confrontation with the pandemic led to great changes in the world of work and, consequently, to the personal world of workers. In such a challenging situation, it is essential to be able to rely on resources that facilitate individual coping. The aim of this study was to understand the association between personal resources (optimism and humor) and exhaustion, and the role of self-compassion in this relationship. A structural equation model (SEM) was used to test the hypotheses on a heterogeneous sample of 422 Italian workers during the first lockdown in April-May 2020. The results revealed that optimism and humor were positively associated with self-compassion; optimism and humor also had a negative association with exhaustion; and self-compassion had a mediating role between the two personal resources and exhaustion. These results confirmed the importance of personal resources in maintaining workers' wellbeing during a challenging period such as the pandemic. The present study also contributes to the body of knowledge on self-compassion, a relatively new construct that has been little studied in the organizational field.

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.

Job Assessment Through Bioelectrical Measures: A Neuromanagement Perspective.

During recruitment, human resource departments face two challenges: finding the right people for the job and attracting talent. Therefore, the hiring process requires both the ability to communicate a good company brand image and to understand the characteristics and potential of candidates. In this study, we used a neuroscientific approach to measure the experience of candidates during a job interview. The experiment involved 30 participants that individually took part in a job interview lasting 40 min. During the experiment, their engagement and stress levels were measured in real-time with skin conductance and electroencephalographic (EEG) data. From the results, we identified both the most stressful phases (the second and the fourth parts, relating to the explanation of the job and remuneration) and the most engaging phases (the first and the third phases, relating to the presentation of the company and the explanation of the career process) of the interview, suggesting implications for the assessment process. This study is a contribution to the field of neuromanagement, as a neuroscientific approach was applied to management issues in light of work and organizational psychology.

Funeral and Mortuary Operators: The Role of Stigma, Incivility, Work Meaningfulness and Work-Family Relation to Explain Occupational Burnout.

The funeral and mortuary sector, including funeral homes, cemeteries and crematoria, is a largely neglected sector in regard to the study of occupational factors that can affect the quality of working life. The present study aimed at overcoming this gap by investigating job demands and resources that may affect burnout levels. Data were collected through a self-report questionnaire involving funeral industry employees (N = 229) from cemetery, morgues, crematoria and funeral agencies in a Northern Italian region. The survey was cross-sectional and non-randomized. Results reveal that among job demands, stigma consciousness, supervisor incivility and work-to-family negative spillover significantly affect levels of burnout, whereas meaningfulness of work and family-to-work positive spillover may represent relevant resources to counter the onset of burnout. The results of this study contribute to new insights into the psychosocial working conditions that affect occupational wellbeing among the funeral industry sector by also giving insight into how to promote resources to prevent burnout.

Assessing the Emotional Response in Social Communication: The Role of Neuromarketing.

Social advertising is designed to have an impact on the behavior of the target audience to improve the welfare of both the individuals and the society. The challenge for social marketing is to respond to the exchange process in a social perspective, considering that non-profit actions are perceived as intangible since they deal with services. As donations, the neuroscience applied to consumer behavior is an added value since it offers elements explaining the reactions of the individuals to emotional contents. Understanding the emotions in the moment in which they are felt allows to understand the experimentation of a message by individuals and to understand the possibility that the message can change the behavior of the target audience. The aim of the study is to assess the effectiveness of the Unicef bequest campaign in terms of emotional response, comparing different creative proposals to optimize communication, applying neuromarketing tools to the social area. The experiment involved 70 participants (35 males; 35 females; mean age 68.94 years) and compared two different spots and flyers. The progeny factor was introduced to assess the different impacts of bequests depending on the presence or absence of potential heirs. The neuromarketing tools such as electroencephalography (EEG), skin conductance (SC), and eye-tracker were used for instrumentation purposes. Analysis of the two spots showed statistically significant differences in both the Approach-Withdrawal Index (AWI), for the cognitive involvement, and the SC, the emotional activation indicator, particularly for those not having children (target audience) and in a specific spot that linked the possibility to live after death. The detection of the emotional responses through neuromarketing tools, associated with the non-profit communication, resulted particularly effective and verified an increment of 35% of the donations. Analyses performed with neuromarketing techniques allowed to understand both emotional intensity and cognitive involvement and to understand the best solution, according to the target audience and the aim of Unicef.

Does the End Justify the Means? The Role of Organizational Communication among Work-from-Home Employees during the COVID-19 Pandemic.

During the first months of 2020, the world, and Italy at an early stage, went through the COVID-19 emergency that had a great impact on individual and collective health, but also on working processes. The mandatory remote working and the constant use of technology for employees raised different implications related to technostress and psycho-physical disorders. This study aimed to detect, in such a period of crisis and changes, the role of organizational communication considering the mediating role of both technostress and self-efficacy, with psycho-physical disorders as outcome. The research involved 530 workers working from home. A Structural Equations Model was estimated, revealing that organizational communication is positively associated with self-efficacy and negatively with technostress and psycho-physical disorders. As mediators, technostress is positively associated with psycho-physical disorders, whereas self-efficacy is negatively associated. As regards mediated effects, results showed negative associations between organizational communication and psycho-physical disorders through both technostress and self-efficacy. This study highlighted the potential protective role of organizational communication that could buffer the effect of technostress and enhance a personal resource, self-efficacy, which is functional to the reduction of psycho-physical disorders. This study contributed to literature underlying the role of communication in the current crisis and consequent reorganization of the working processes.

Workload, Techno Overload, and Behavioral Stress During COVID-19 Emergency: The Role of Job Crafting in Remote Workers.

The radical changes deriving from the COVID-19 emergency have heavily upset some of the most familiar routines of daily work life. Abruptly, many workers have been forced to face the difficulties that come with switching to remote working. Basing on the theoretical framework proposed by the Job Demands-Resources model, the purpose of this paper was to explore the effect of work overload (workload and techno overload), on behavioral stress, meant as an outcome linked to the health impairment process. Furthermore, the aim of the study was to explore the mediating role of job crafting, considered as a second-order construct consisting of two dimensions (increasing structural resources and increasing challenging demands) in the abovementioned relation. Participants were 530 workers experiencing remote working or work-from-home during the first COVID-19 lockdown in Italy (March-May 2020). Hypotheses were explored by using three different latent variables, measured reflexively through indicators on a 5-point scale, extracted from validated questionnaires. Data analysis was performed through Structural Equation Modeling; to test the mediation, bootstrap validation was computed (n = 2,000). Results showed that the mediation of job crafting was partial. More specifically, the direct effect between work overload and behavioral stress was positive; moreover, the indirect, negative effect through the mediation of job crafting was also significant. Therefore, results showed that job crafting can play a crucial role as a protective factor supporting the activation and adjustment of suitable resources; these resources can be useful to deal with the negative effects of work overload, particularly under the condition of heavy remote working and use of technologies, on individual outcomes. Starting from the current global scenario of the pandemic that has not yet ceased its effects, the study suggested decisive theoretical and practical implications. Accordingly, findings extended the current trends in occupational health psychology research, with special reference to the mainstream topic "work and COVID-19" in the Italian context. Finally, results can give suggestions to companies engaged in managing change, recommending that they build a collaborative workplace at the individual and collective level to implement job crafting interventions and enrich the personal and organizational resources of workers, which is useful cope with the current demands.

Job crafting and well-being at work: an exploratory analysis during health emergency period.

INTRODUCTION: During the health emergency in 2020, in order not to interrupt production processes and at the same time to protect the health of citizens and workers, alternative working methods were adopted different from the traditional ones, to which workers were directed without any previous notice or specific training. AIMS: The purpose of the research is to explore the relationships between meaning of work, job crafting and emotional exhaustion during the first month of lockdown in the Italian territory. The study therefore aims to identify possible strengthening factors related to working well-being. METHODS: The different constructs were detected through an online questionnaire from 11 March to 2 April 2020, involving 405 subjects. After verifying the reliability of the constructs, a mediation model was performed using nonparametric structural equations (PLS-SEM). RESULTS: Model's constructs show adequate reliabilities. The study highlights the total mediation of job crafting in the relationship between the meaning of work and emotional exhaustion. In particular, the regression relationship between meaning of work and emotional exhaustion is equal to c'=-0.04, p=0.480. On the contrary, the relationship between the meaning of work and job crafting is a=0.44 (p<0.001), and the one between job crafting and emotional exhaustion is b=-0.14, p=0.014. CONCLUSIONS: The results suggest that job crafting can be considered a factor able to buffer workers' emotional exhaustion and can guide new lines of intervention, in particular in relation to post-emergency reactivation.

Secondary Traumatic Stress in Italian Police Officers: The Role of Job Demands and Job Resources.

Police officers are among the workers most exposed to acute or chronic stressful events, which compromises their psychosocial well-being and physical health. Exposure to traumatic events, human suffering, problematic situations and episodes of violence can cause psychological damage and lead to the development of secondary traumatic stress. The aim of this research is to explore the effect of job demands and job resources on secondary traumatic stress in police officers. To better understand this phenomenon and its consequences in this population, police officers were compared with health care professionals working as first responders. An ad hoc questionnaire was administered to 112 and 286 health care professionals. The findings showed that compared with health care workers, police officers suffer from secondary traumatic stress to a greater extent. Moreover, the results showed that some police officers suffered more than health care professionals regarding certain consequences of secondary traumatic stress, such as negative emotions and burnout. This study suggests implications and offers insights for both police officers and the organizations in which they work: police officer organizations should contribute to preventing the phenomenon of secondary traumatic stress by proposing programs that implement resilience training and adaptive coping strategies.

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.

Secondary Traumatic Stress: Relationship With Symptoms, Exhaustion, and Emotions Among Cemetery Workers.

Background: Cemeteries workers are deserving of attention because they are exposed to various psychosocial risks: these workers are subject to painful contacts and daily exposed to a work content linked to death experiences and the emotions associated with them. Secondary trauma develops from this continuous contact with others' suffering; operators working with this type of traumatic content and dynamic could suffer from emotional disorders (Figley, 1995). Therefore, the secondary traumatic stress (STS) is seen as an occupational risk factor (Bride et al., 2004) and cemetery workers are subject to this risk. Studies on this topic have focused on the operators of emergencies, social, and health sectors; little attention has been given to cemetery workers. Aim: The present study considers the relations between the dimensions composing the STS and the psychological and physical symptoms, the perception of exhaustion, and the positive and negative emotions at work in a group of cemetery workers. Moreover, differences among occupational tasks are explored considering the different possibilities of contact with clients and trauma contagion. Methods: The study included a qualitative phase (interviews and focus groups) and subsequently a quantitative phase (self-report questionnaire) and involved 114 participants in a cemetery organization in northern Italy, divided into technicians employees (TE), technicians and specialists of decoration and garden (TS), gravediggers (GR) administrative and front office employees (AFO). Levels of secondary trauma and psychophysical symptoms were assessed, and correlations were calculated in the total sample and for the different job categories of employees. Results: AFO and TS showed the highest levels of STS and psychophysical symptoms, in particular for symptoms related to anxiety, sadness, insomnia, and gastric and musculoskeletal disorders. Conclusion: This study highlights the importance of considering the STS among also this category of workers, since they are exposed daily not only with death, but also with suffering people; grief and emotional skills are important to cope with these job characteristics cemetery workers are not trained on this. It is important to monitor symptomatic levels not only to avoid chronicity, but also to provide employees with psychological support and training about secondary trauma and its consequences.