The Role of Neuromarketing in Influencing Consumer Behavior in the Wine Industry

The thesis addresses the topic of Neuromarketing with a specific focus on the wine sector. The first chapter analyses the structure of the brain, with particular attention to the main areas and their functions. It then explores cognitive processes, the main biases and consumer decision-making. The second chapter focuses on neuromarketing and communication, illustrating the techniques and tools used in sector studies, before addressing the benefits, limitations and ethical implications of such practices. The third chapter opens with an overview of the wine sector based on ISTAT and OIV data, highlighting its economic and cultural significance. Communication in the wine sector is then examined from a neuromarketing perspective, with an analysis of different types of consumers. The study then moves on to the consumer experience, both in supermarkets and online, highlighting the differences between the two. Further analysis is devoted to packaging and labelling, essential elements for wine companies, concluding with an analysis of sensory and advertising stimuli aimed at guiding and modifying consumer behaviour. Finally, the fourth chapter presents an experimental study aimed at analysing implicit associations through specific tests, in order to investigate how neuromarketing can influence choices in the wine sector.