{"id":263297,"date":"2024-02-16T11:47:23","date_gmt":"2024-02-16T11:47:23","guid":{"rendered":"https:\/\/neurometaverse.eu\/?p=263297"},"modified":"2024-02-23T19:06:13","modified_gmt":"2024-02-23T19:06:13","slug":"il-potere-dei-profumi-uno-studio-di-neuromarketing-in-virtual-reality-rivela-preziosi-insights","status":"publish","type":"post","link":"https:\/\/mancinimarco.com\/it\/il-potere-dei-profumi-uno-studio-di-neuromarketing-in-virtual-reality-rivela-preziosi-insights\/","title":{"rendered":"Il potere dei profumi: uno studio di Neuromarketing in Virtual Reality rivela preziosi insights"},"content":{"rendered":"<p>Uno studio condotto in <strong>Virtual Reality (VR)<\/strong> attraverso tecniche di Neuromarketing dimostra come la <strong>manipolazione dei profumi<\/strong> sia in grado di <strong>modificare<\/strong> la nostra <strong>percezione di un&#8217;esperienza di viaggio a livello cognitivo.<\/strong><\/p>\n<p>Lo studio, condotto dal <a target=\"\" rel=\"noopener\"><strong>team di BrainSigns<\/strong><\/a> e pubblicato a Febbraio 2021 sulla rivista<b> <a target=\"\" rel=\"noopener\">Brain Sciences<\/a>, <\/b>ha coinvolto <strong>42 partecipanti<\/strong> ai quali \u00e8 stato chiesto di indossare un visore <strong>HTC Vive<\/strong>\u00a0al fine di poter prendere parte a <strong>due esperienze di viaggio da Roma a Milano<\/strong> su un <strong>treno ad alta velocit\u00e0 in realt\u00e0 virtuale<\/strong>.<\/p>\n<p>Durante l&#8217;intera esperienza, \u00e8 stata monitorata l&#8217;attivit\u00e0 cerebrale dei partecipanti attraverso l&#8217; <strong><a href=\"https:\/\/mancinimarco.com\/it\/cos-e-l-elettroencefalografia-eeg-e-come-viene-applicata-in-neuromarketing\/\">elettroencefalografia<\/a> (<a href=\"https:\/\/mancinimarco.com\/it\/cos-e-l-elettroencefalografia-eeg-e-come-viene-applicata-in-neuromarketing\/\">EEG<\/a>)<\/strong>,una tecnica attraverso cui \u00e8 possibile<strong> quantificare\u00a0le risorse cognitive impiegate<\/strong> da i partecipanti nell&#8217;<strong>elaborazione dell&#8217;ambiente<\/strong> circostante e <strong>degli eventi pi\u00f9 significativi<\/strong> dell&#8217;esperienza.<\/p>\n<p>Prima di prendere parte alle due esperienze di viaggio, i partecipanti sono stati <strong>divisi in due gruppi:<\/strong><\/p>\n<ul>\n<li>Il primo gruppo \u00e8 stato esposto al <strong>profumo di lavanda\u00a0\u00a0<\/strong><\/li>\n<li>Il secondo gruppo \u00e8 stato esposto al <strong>profumo di limone<\/strong><\/li>\n<\/ul>\n<p><strong>L&#8217;obiettivo<\/strong> dello studio era quello di indagare, confrontando le risposte cerebrali dei partecipandi <strong>esposti ai due diversi gruppi<\/strong> (&#8220;&#8221;lavanda&#8221;&#8221; e &#8220;&#8221;limone&#8221;&#8221;), eventuali differenze nel <strong>dispiegamento delle risorse cognitive durante l&#8217;esperienza di viaggio<\/strong>.<\/p>\n<h3>Perch\u00e8 Lavanda e Limone?<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2589\" src=\"https:\/\/mancinimarco.com\/\/\/wp-content\/uploads\/2024\/02\/lemons-lavender-neuromarketing-virtual-reality.jpg\" alt=\"\" width=\"700\" height=\"351\" srcset=\"https:\/\/mancinimarco.com\/\/\/wp-content\/uploads\/2024\/02\/lemons-lavender-neuromarketing-virtual-reality.jpg 700w, https:\/\/mancinimarco.com\/\/\/wp-content\/uploads\/2024\/02\/lemons-lavender-neuromarketing-virtual-reality-480x241.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 700px, 100vw\" \/><\/p>\n<p>La letteratura scientifica \u00e8 ampiamente dimostrato come la <strong>lavanda e il limone<\/strong> abbiano <strong>effetti opposti<\/strong> in termini di <strong>rilassamento\/attivazione<\/strong>. In particolare, la lavanda \u00e8 un&#8217;aroma che tende a <strong>rilassare l&#8217;individuo<\/strong>, mentre il limone tende ad <strong>aumentarne l&#8217;attivazione<\/strong>.<\/p>\n<p>Inoltre, l&#8217;aroma di limone, presente tradizionalmente nei <strong>detergenti per la pulizia degli ambienti<\/strong> (e.g. pulizia dei treni), rappresenta un&#8217;<strong>aroma congruente con il contesto sperimentale<\/strong>.<\/p>\n<h3>Risultati dello studio<\/h3>\n<p>I risultati dello studio hanno dimostrato come le persone esposte al profumo di<strong> lavanda<\/strong> abbiano avuto un&#8217;<strong>attivit\u00e0 in banda theta frontale<\/strong> significativamente <strong>maggiore<\/strong> rispetto alle persone esposte al profumo di limone, durante i due viaggi virtuali in treno. Tale pattern cerebrale, indica che i partecipanti esposti al profumo di lavanda hanno dedicato <strong>maggiori risorse cognitive al fine di elaborare l&#8217;ambiente circorstante<\/strong> ed alcuni eventi significativi dell&#8217;esperienza (e.g. messaggi audio automatici relativi alla comunicazione di un ritardo).<\/p>\n<p>Tale risultato indica chiaramente come uno\u00a0<strong>stato di\u00a0calma<\/strong> o di <strong>rilassamento<\/strong> generi le <strong>condizioni ideali<\/strong> per il <strong>dispiegamento di risorse cognitive<\/strong> orientate all&#8217;elaborazione delle informazioni fornite dall&#8217;ambiente.<\/p>\n<h3>Perch\u00e8 eseguire uno studio di Neuromarketing in Virtual Reality?<\/h3>\n<ul>\n<li>Consente di tenere <strong>sotto controllo ogni variabile di interesse<\/strong>, riducendo il rumore normalmente prodotto da diversi fattori ambientali.<\/li>\n<li>Consente di <strong>studiare stimoli che non sarebbe possibile approfondire in laboratorio o in un ambiente reale<\/strong>, principalmente a causa degli <strong>altissimi costi<\/strong>. Immaginiamo ad esempio di voler testare la percezione degli interni di un nuovo aereo&#8230; quanto costerebbe farlo in un contesto reale?<\/li>\n<li>La ricerca scientifica ha dimostrato come ambienti virtuali progettati con grande <a href=\"https:\/\/mancinimarco.com\/it\/cosa-e-un-eye-tracker-e-perche-e-importante-utilizzarlo-in-neuromarketing\/\">attenzione<\/a> siano in grado di generare <strong>emozioni e stati mentali reali.<\/strong><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Uno studio condotto in Virtual Reality (VR) attraverso tecniche di Neuromarketing dimostra come la manipolazione dei profumi sia in grado di modificare la nostra percezione di un&#8217;esperienza di viaggio a livello cognitivo. Lo studio, condotto dal team di BrainSigns e pubblicato a Febbraio 2021 sulla rivista Brain Sciences, ha coinvolto 42 partecipanti ai quali \u00e8 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":263207,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[87],"tags":[88],"class_list":["post-263297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-it","tag-eeg-it"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Il potere dei profumi: uno studio di Neuromarketing in Virtual Reality rivela preziosi insights - Marco Mancini<\/title>\n<meta name=\"description\" content=\"Uno studio condotto in Virtual Reality (VR) 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Mancini","author_link":"https:\/\/mancinimarco.com\/it\/author\/marco-mancini\/"},"uagb_comment_info":0,"uagb_excerpt":"Uno studio condotto in Virtual Reality (VR) attraverso tecniche di Neuromarketing dimostra come la manipolazione dei profumi sia in grado di modificare la nostra percezione di un&#8217;esperienza di viaggio a livello cognitivo. 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