Monitoring consumer responses to online advertising via neuro-marketing techniques: an exploratory study


  • Myriam Caratu' UNINT - Università degli Studi Internazionali di Roma
  • Annarita Sorrentino Department of Management and Quantitative Studies, Parthenope University of Naples
  • Marco Mancini BrainSigns srl
  • Patrizia Cherubino BrainSigns srl


neuromarketing, advertising, social media, communication


Neuromarketing is a widespread research methodology in marketing, and nowadays is being employed also for the assessment of digital communication: however, no experimental research has been conducted on a website banner. This paper assesses the effects of this kind of digital stimuli on the consumer audience by using neuro-marketing techniques. Specifically, the research aims to verify consumers’ responses to a website banner in terms of attention, cognitive effort, interest and emotion by carrying on an exploratory experiment on a pilot sample of Italian consumers. The study was approached in four stages. In the first step, a selected brand has been analysed as a case study in an industry that has only recently entered the digital touchpoint; in the second step, a digital stimulus has been selected; in the third step, an experimental protocol was developed and tested; finally, the above-mentioned neuro-marketing experiment has been carried out. Results show that the effectiveness of the banner is linked to its position on the web page, but this is not enough: for better effectiveness, it has also to be framed properly in the website navigation design. 


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How to Cite

Caratu’, M., Sorrentino, A., Mancini, M., & Cherubino, P. (2023). Monitoring consumer responses to online advertising via neuro-marketing techniques: an exploratory study. European Journal of Volunteering and Community-Based Projects, 1(1), 1 - 38. Retrieved from