REFERENCES: Askarian, B., Jung, K. and Chong, J.W., 2019. Monitoring of Heart Rate from Photoplethysmographic Signals Using a Samsung Galaxy Note8 in Underwater Environments. Sensors (Basel, Switzerland), 19(13). Bellman, S.; Rossiter, J.R; Schweda, A.; Varan, D., 2012. How Coviewing Reduces the Effectiveness of TV Advertising’. Journal of Marketing Communications, 18(5), pp. 363–78. Bennett, R., 2015. Individual Characteristics and the Arousal of Mixed Emotions: Consequences for the Effectiveness of Charity Fundraising Advertisements’. International Journal of Nonprofit & Voluntary Sector Marketing, 20(2), pp. 155–209. Blackwell, R.D., Miniard, P.W. and Engel, J.F., 2006. Consumer Behavior. 10th Edition. Ohio: Thomson: South Western. Blumer, H., 1986. Symbolic Interactionism: Perspective and Method. University of California Press. Bradley, M.M. and Lang, P.J., 2000. Emotion and Motivation. IN: Handbook of Psychophysiology. Cambridge University Press, pp. 602–42. Inside Marketing. Call to action (CTA): what is it, definizion and examples. [Online] Available at: https://www.insidemarketing.it/glossario/definizione/call-to-action/. Cartocci, G.; Cherubino, P.; Rossi, D.; Modica, E.; Maglione, A.G.; Di Flumeri, G.; Babiloni, F., 2016. Gender and Age Related Effects While Watching TV Advertisements: An EEG Study. Computational Intelligence and Neuroscience. Cartocci, G., Modica, E. and Rossi, D., 2019. Antismoking Campaigns’ Perception and Gender Differences: A Comparison among EEG Indices. Hindawi [Online] Available at:https://new.hindawi.com/journals/cin/2019/7348795/#materials-and-methods (Accessed: 17 January 2020). Cherubino, P. and Pozharliev, R., 2020. Consumer’s mind. Guide applied to neuromarketing and consumer neuroscience. LUISS University Press. Corbetta, P., 2014. Methodologies and techniques of social research. Il Mulino. Csikszentmihalyi, M. and Kubey, R., 1981. Television and the Rest of Life: A Systematic Comparison of Subjective Experience. Public Opinion Quarterly, 45(3), pp. 317–28. Davidson, R.J.; Saron, C.D.; Senulis, J.A.; Ekman, P.; Friesen, W.V., 1990. ApproachWithdrawal and Cerebral Asymmetry: Emotional Expression and Brain Physiology I. Journal of Personality and Social Psychology. 58(2) pp. 330-341. Gill, J. and Johnson, P., 2002. Research Methods for Managers. 3rd Edition. London: Sage Publications. Grimes, A., 2006. Are We Listening and Learning? Understanding the Nature of Hemispherical Lateralisation and Its Application to Marketing. International Journal of Market Research, p.p.439–458. The impact of Neuromarketing on consumer behavior Emanuela Marra International Business Management 69 Griswold, A., 2005. Sociology of culture. Translation and Italian Edition by Marco Santoro. Il Mulino. Harrell, E., 2019. Neuromarketing: What You Need to Know. Harvard Business Review, pp. 64–70. Hsu, M., 2017. Neuromarketing: Inside the Mind of the Consumer. California Management Review, 59(4), pp. 5–22. Kim, N., 2014. Advertising Strategies for Charities. International Journal of Advertising. 33(4) pp. 707–724. Lee, N. et al., 2017. This Is Your Brain on Neuromarketing: Reflections on a Decade of Research. Journal of Marketing Management, 33(11/12), pp. 878–892. Mancini, M., 2017. From the Heart to the Wallet: A Neuromarketing Case Study with UNHCR. Brainsigns [Online]. Available at: https://www.brainsigns.com/en/company/c2/blog/from-the-heart-to-the-wallet-aneuromarketing-case-study-with-unhcr. Merchant, A., Ford, J. and Sargeant, A., 2010. Charitable Organisations’ Storytelling Influence on Donors’ Emotions and Intentions. Journal of Business Research, 63. Merton, R.K. and Kendall, P.L., 2012. The Focused Interview. Translated by Carmelo Lombardo. Kurumuny. Messinger, J., 2018. Body language revealed. Pickwick. Moorman, M., Willemsen, L.M., Neijens, P.C., Smit, E.G., 2012. Program-Involvement Effects on Commercial Attention and Recall of Successive and Embedded Advertising. Journal of Advertising. 41(2) pp. 25–38. Ose, S.O., 2016. Using Excel and Word to Structure Qualitative Data. Journal of Applied Social Science. 10(2) pp. 147–162. Page, G., 2012. Scientific Realism: What “Neuromarketing” Can and Can’t Tell Us about Consumers. International Journal of Market Research, 54(2), pp. 287–290. Plassmann, H. et al., 2015. Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, 52(4), pp. 427–435. Pope, C., Ziebland, S. and Mays, N., 2000. Analysing Qualitative Data. BMJ. 320(7227) pp. 114–116. Puntoni, S. and Tavassoli, N.T., 2007. Social Context and Advertising Memory. Journal of Marketing Research, 44(2) pp. 284–296. Robson, C., 2002. Real World Research. 2nd Edition. Oxford. Saunders, M.N.K., Thornhill, A., Lewis, P., Fisher, C., 2007. Research Methods for Business Students. Pearson Education. Schaffer, C.E., Davidson, R.J. and Saron, C.D., 1983. Frontal and Parietal Electroencephalogram Asymmetry in Depressed and Non-Depresses Subjects. Biological The impact of Neuromarketing on consumer behavior Emanuela Marra International Business Management 70 Psychiatry, 18(7), pp. 753–62. Spence, C., 2019. Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research. Organizational Research Methods, 22(1), pp. 275–298. Spielberg, J.M. et al., 2008. Prefrontal Cortex, Emotion, and Approach/Withdrawal Motivation. Social and Personality Psychology Compass, 2(1), pp. 135–153. Vecchiato, G. et al., 2010. Changes in Brain Activity During the Observation of TV Commercials by Using EEG, GSR and HR Measurements. Brain Topogr., 23(2), pp. 165–79. Yin, R.K., 2009. Case Study Research: Design and Methods. 4th Edition. Sage Publications. Yom-Tov, E., Muenning, P. and El-Sayed, A.M., 2016. Web-Based Antismoking Advertising to Promote Smoking Cessation: A Randomized Controlled Trial. JMIR - Journal of Medical Internet Research [Online]. Available at: https://www.jmir.org/2016/11/e306. The impact of Neuromarketing on consumer behavior Emanuela Marra International Business Management 71 Addie, I., 2011. Viewpoint: Is Neuroscience Facilitating a New Era of the Hidden Persuader. International Journal of Market Research, 53(3), pp. 303–305. Agarwal, S. and Dutta, T., 2015. Neuromarketing and Consumer Neuroscience: Current Understanding and the Way Forward’. Decision (0304-0941), 42(4), pp. 457–462. Baldo, D. et al., 2015. Brain Waves Predict Success of New Fashion Products: A Practical Application for the Footwear Retailing Industry. Journal of Creating Value, 1(1), pp. 61– Brenninkmeijer, J., Schneider, T. and Woolgar, S., 2020. Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application. Science, Technology, & Human Values, 45(1), pp. 62–86. Dilley, P., 2000. Conducting Successful Interviews: Tips for Intrepid Research. Theory Into Practice, 39(3), pp. 131–37. Dooley, R., n.d. Your Brain on Soup. Neuromarketing. Neuromarketing by Roger Dooley [Online]. Available at: https://www.neurosciencemarketing.com/blog/articles/yourbrain-on-soup.htm (Accessed: 17 January 2020). East, R., 1997. Consumer Behaviour: Advances and Applications in Marketing. Prentice Hall Europe. Gutmann, J., 2017. Book Review: Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Data. International Journal of Market Research, 59(1), pp. 139–142. Izard, C.E., Kagan, J. and Zajonc, R.B., 1984. Emotions, Cognition, and Behavior. Cambridge University Press. Kennedy, R., 2013. What Research Can We Trust?. International Journal of Market Research, 55(2), pp. 315–317. Lo Iacono, V., Symonds, P. and Brown, D.H.K., 2016. Skype as a Tool for Qualitative Research Interviews. Sociological Research Online, 21(2), p. 12. Online QDA - Glossary. [Online] Available at: http://onlineqda.hud.ac.uk/glossary.php (Accessed: 17 May 2020). Philiastides, M.G. and Ratcliff, R., 2013. Influence of Branding on Preference-Based Decision Making. Psychological Science, 24(7), pp. 1208–1215. Pozharliev, R. et al., 2015. Merely Being with You Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience with Luxury Branded Products. Journal of Marketing Research, 52(4), pp. 546–558. Sebastiani, G., 2018. Rivoluzionare uno spot grazie alle neuroscienze: il caso di BrainSigns e UNHCR Italia. Ottosublog [Online]. Available at: https://ottosunove.com/ottosublog/2018/11/23/unhcr-italia-brainsigns-spotneuroscienze/ (Accessed: 5 March 2020). Venkatraman, V., Dimoka, A., Pavlou, P.A., et al., 2015. Predicting Advertising Success beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling. Journal of Marketing Research [Online]. 52(4), pp. 436-452. Available at: https://journals-sagepubcom.ezproxy.gcd.ie:2443/doi/full/10.1509/jmr.13.0593 (Accessed: 3 January 2020). The impact of Neuromarketing on consumer behavior Emanuela Marra International Business Management 72 Wells, V.K., 2014. Behavioural Psychology, Marketing and Consumer Behaviour: A Literature Review and Future Research Agenda. Journal of Marketing Management, 30(11–12), pp. 1119–1158. Wilson, A., 2018. Book Review: Darren Bridger, Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability. International Journal of Market Research, 60(6), pp. 640–641. Zurawicki, L., 2010. Neuromarketing. Exploring the Brain of the Consumer. Springer.