Brain Behavior in the Age of AI

A Neuromarketing and AI in Business Event with Dr. Gaia Rancati

What?

Experts from around the world will be convening to speak about how AI is impacting the modern landscape of marketing. Dr. Gaia Rancati invites you to learn how this technology will impact your future.

When?

Wednesday, March 19, 2025 — 12:30 p.m.-4:30 p.m.

Where?

Business Aerospace Building (BAS) S102 — State Farm Lecture Hall

Speakers

The Neuroscience of Persuasion

Prof. Paul J. Zak, Professor of Economic Sciences, Psychology & Management Director, Center for Neuroeconomics Studies

Prof. Paul J. Zak is a distinguished university professor at Claremont Graduate University and is among the top 0.3% of most cited scientists. Paul’s two decades of research extending the boundaries of behavioral neuroscience have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea. His most recent book is Immersion: The Science of the Extraordinary and the Source of Happiness. Besides his academic appointment, he is a four-time tech entrepreneur. In 2017, he founded Immersion Neuroscience, a software platform that allows anyone to measure what the brain loves in real time and that is used to improve outcomes in entertainment, education, advertising, and emotional health. He is a regular TED speaker and has appeared on Good Morning America, Dr. Phil, Fox & Friends, and ABC Evening News. His work has been reported in The New York Times, The Wall Street Journal, USA Today, Time, The Economist, Scientific American, Fast Company, Forbes, and many others.

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Fast, Slow, or Just Right: How Executives are Experiencing Their AI Journey

James Forr, Head of Insights at Olson Zaltman

James Forr is Head of Insights at Olson Zaltman, a market research firm founded by Dr. Jerry Olson from Penn State University and Dr. Gerald Zaltman from Harvard Business School.  He has led research projects for Fortune 500 corporations such as Amazon, PepsiCo, Pfizer, P&G, and CVS Health. He also has lectured at universities nationwide, including the Wharton School, Georgetown University, Washington University in St. Louis, and Boston University.

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The Power of Emotion:  Decoding Human Responses for Business Success

Manuel Garcia-Garcia, PhD, Global Lead Science Activation, Research & Strategy Global Science, Experimentation & Implementation

Dr. Manuel Garcia-Garcia is the Global Lead of Science Activation, Research & Strategy at Ipsos, where he spearheads the integration of cutting-edge scientific advancements, particularly in AI, into the company’s solutions. His current focus is on harnessing the power of AI to augment human intelligence.  Dr. Garcia-Garcia combines extensive academic credentials with deep expertise in consumer insights and cognitive sciences. He is widely recognized for his groundbreaking research in areas such as mobile ad effectiveness, cross-platform advertising, and multicultural marketing, with a particular emphasis on the complex interplay between consumer emotions, cognitive conflicts, and decision-making. Dr. Garcia-Garcia is the author of a seminal textbook on Consumer Neuroscience published by MIT Press and is currently finalizing a forthcoming book on The Psychology of AI for Cambridge University Press.

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Bias Framing in Energy Communications Through the Lens of Neuroscience

Dr. Kimberly Rose Clark, Lecturer and Researcher at Dartmouth College

Dr. Kimberly Clark earned a PhD in Psychological and Brain Sciences. Before moving to Dartmouth College, she served as the Co-Founder and Chief Research Officer for Merchant Mechanics, working for clients such as Viacom, Comedy Central, The Advertising Research Foundation, The USPS, Coca-Cola, GSK, McDonald’s, and the U.S. Department of Defense. Notably, she launched the college’s first Consumer Neuroscience course in 2016, the first course of its kind in the United States. Dr. Clark is a sought-after speaker and panelist with a strong publication record in academic and industry journals, including Neuron, Chain Store Age, The Journal of Advertising Research, and The Journal of Retailing & Consumer Services.

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Biometrics in Neuromarketing: New Trends and Possibilities

Dr. Jessica Wilson, Director of Product Specialists at iMotions

Dr. Jessica Wilson earned her PhD in neuroscience from Northwestern University and is the Director of Product Specialists at iMotions. She leads a global team helping clients use tools like eye tracking and EEG to explore human behavior. With over a decade of research experience and a commitment to science communication, Jessica has supported lab setups in institutions like the University of South Florida and MTSU. She has presented at conferences like the Neuromarketing World Forum and received the Society for Neuroscience’s 2013 Next Generation Award. 

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Assessing Emotional States in the Hospitality Industry: A Novel EEG-Based Approach to Enhance Employee Well-Being and Performance

Dr. Spyros Avdimiotis, Associate Professor of the Department of Management of Marketing and Tourism, International Hellenic University

Dr. Spyros Avdimiotis is an associate professor at the International Hellenic University, Department of Organizations Management, Marketing and Tourism. He teaches the courses “Knowledge Management,” “Organization Behavior”, and “Entrepreneurship” at undergraduate and postgraduate levels. He also serves as the deputy director of the Tourism Management & Services laboratory of the International University (TOURLAB). At the same time, he was appointed in 2016 as the vice president of the board of directors of the IT group of companies “Epsilonnet,” which employed more than 1700 people.

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Organizer

Dr. Gaia Rancati, Assistant Professor of Marketing, Middle Tennessee State University

Dr. Rancati is an Assistant Professor of Marketing and Neuromarketing at Middle Tennessee State University in the U.S. and manages the Neuromarketing & AI Lab. Her research interests include neuromarketing, retailing, services marketing, and artificial intelligence. Her work in neuromarketing includes human-robot interactions, retailing, and augmented reality. She previously published in journals such as the Journal of Consumer Behavior, Journal of Services Marketing, and Computers in Human Behavior. Before turning to academia, she was a sales manager at Louis Vuitton and a retail manager at Max Mara.

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