Department of Marketing

Neuromarketing & AI Lab

The Neuromarketing & AI lab is an international and interdisciplinary research and education center. Our mission is to integrate diverse academic disciplines such as marketing, neuroscience, and artificial intelligence to develop a holistic understanding of consumer behavior.  

The lab focuses on the rapid development of artificial intelligence, social robotics, and virtual/augmented reality. The aim is to understand the impact of these emerging technologies on consumer behavior and decision-making. Through its activities, MTSU positions itself as a national and international leader in the fields of neuromarketing and artificial intelligence, offering unique opportunities for collaboration among students, faculty, and international partners.  

The lab operates under a framework of ethical consideration, striving to ensure that research is developed and implemented responsibly. We hope to engage with a broad spectrum of stakeholders, from industry partners to academic collaborators, to both inform our research and ensure its relevance to current and emerging business challenges. 

The Neuromarketing & AI Lab is committed to producing research that is not only academically rigorous but also has practical implications for the business community and beyond. Our endeavor is to contribute thoughtfully to the field of neuromarketing and AI by offering evidence-based insights that businesses can leverage for strategic advantages. 

Coordinator: Dr. Gaia Rancati, 615.898.5124

Collaborations Hub 

Dr. Gaia Rancati in the original lab
Dr. Gaia Rancati in the original lab
Test subject observing photos
Test subject observing photos
Dr. Rancati teaching
Dr. Rancati teaching
Dr. Rancati with student researchers
Dr. Rancati with student researchers
Dr. Rancati at neuromarketing training
Dr. Rancati at neuromarketing training
Brain Behavior in the Age of AI save the date
Brain Behavior in the Age of AI save the date
Students in neuromarketing class
Students in neuromarketing class
Student in neuromarketing class
Student in neuromarketing class
Student researchers
Student researchers
Dr. Rancati at neuromarketing training
Dr. Rancati at neuromarketing training
Test subject's hand
Test subject’s hand
Dr. Rancati at True Blue Preview Day
Dr. Rancati at True Blue Preview Day
Researchers displaying work
Researchers displaying work
Dr. Rancati teaching
Dr. Rancati teaching
Dr. Rancati at AMA
Dr. Rancati at AMA
Dr. Rancati at convention
Dr. Rancati at convention
Dr. Rancati at USF
Dr. Rancati at USF
Dr. Rancati by Frontiers sign
Dr. Rancati by Frontiers sign
Brain Behavior in the Age of AI speakers
Brain Behavior in the Age of AI speakers
Dr. Rancati at Brain Behavior in the Age of AI
Dr. Rancati at Brain Behavior in the Age of AI
Student workers interview subject
Student workers interview subject
Student worker interviews subjects
Student worker interviews subjects
Brain Behavior in the Age of AI speakers
Brain Behavior in the Age of AI speakers
Student worker interviews subject
Student worker interviews subject
Dr. Paul J. Zak at Brain Behavior in the Age of AI
Dr. Paul J. Zak at Brain Behavior in the Age of AI
Dr. Rancati at Brain Behavior in the Age of AI
Dr. Rancati at Brain Behavior in the Age of AI
Dr. Rancati with data science sign
Dr. Rancati with data science sign

The Neuromarketing & AI Lab in the News:

Alessandro Cannas, a product marketing manager for AI tool Google Gemini, discusses his role at the company during a guest lecture on Oct. 27 in the State Farm Room inside the Business and Aerospace Building on the campus of Middle Tennessee State University in Murfreesboro, Tenn. (MTSU photo by J. Intintoli)

Google Gemini marketing manager shares AI insights with MTSU Jones College of Business students

Students at Middle Tennessee State University’s Jones College of Business enjoyed a front-row seat to the future of artificial intelligence during a recent guest lecture by a product marketing manager for Google Gemini.[ Read More ]

May ‘Out of the Blue’ explores new neuromarketing research in Jones College of Business [+VIDEO]

Gaia Rancati, assistant professor of Marketing and Neuromarketing in the Jones College of Business, highlights neuromarketing, artificial intelligence, and how the new program can offer students a competitive advantage with program host Andrew Oppmann, vice president of the Division of Marketing and Communications.[ Read More ]

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Department of Marketing

BAS N429
615.898.2902