Altromercato and the fair trade coffee industry: a neuromarketing research on packaging choice relations.

The main objective of this thesis is to demonstrate how neuromarketing practices, if properly applied, can influence the consumer’s choice everyday. This science is not about brain manipulation or control, it is about studying what stimulates human beings and how to nudge their choices in a complete free will environment. In this empirical research the first chapters will be dedicated to a general introduction on the main concepts which will be needed to understand the basis of the final experiment. Moreover, since the above mentioned experiment will be conducted on Altromercato coffee packages there will be an introduction about this fair trade consortia and its brand. The last part of the thesis will be about an experiment conducted on six different coffee packages and some final conclusions will be drawn on final results.