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    giuseppina-gifuni-profesor

    Associate Professor

    Dra. Giuseppina Gifuni

    • Business and Technology
    • Communication and Marketing

    Giuseppina Gifuni is a PhD candidate in Communication, Markets and Society at IULM University in Milan. Her research focuses on consumer behaviour, neuromarketing and brand management. She has worked as a visiting scholar and technical research support staff member at the Neuromarketing Lab of the University of Valencia. Her work combines explicit, implicit and neurophysiological measures (including EEG, eye tracking and biofeedback) to investigate brand reputation, consumer decision-making and the effectiveness of marketing stimuli. She has teaching experience in undergraduate and postgraduate programmes and has published research in international scientific journals.

    Academic background

    • PhD in Communication, Markets and Society

      • IULM University, Milan, Italy
      • 2021 - 2023

    • Master's Degree in Marketing and Communication

      • IULM University, Milan, Italy
      • 2021 - 2023

    • Bachelor's Degree in Business Administration

      • Università Cattolica del Sacro Cuore, Piacenza, Italy
      • 2018 - 2021

    Professional experience

    • University of Valencia
    • Technical Research Support Staff, Neuromarketing Lab
    • 2026

    Supported the design and execution of neuromarketing experiments using iMotions, eye tracking, EEG and psychophysiological measures; coordinated laboratory sessions and research data collection.

    • Behavior and Brain Lab, IULM University
    • Doctoral Researcher in Neuromarketing
    • 2023 - 2026

    Conducted research on consumer behaviour, brand reputation and decision-making through behavioural, implicit and neurophysiological methods.

    • Omnicom PR Group, Milan
    • Research Fellow
    • 2023 - 2026

    Applied research on brand reputation and corporate communication within the framework of a co-funded doctoral research project.

    Degrees

    Bachelor's Degree in Marketing

    • Valencia
    • Campus-based
    • English

    Global Bachelor's Double Degree in Business Management and Entrepreneurship and Marketing

    • Valencia
    • Campus-based
    • English

    Global Bachelor's in Business Management and Entrepreneurship

    • Valencia
    • Campus-based
    • English

    Research projects

    • Brand Reputation and Consumer Neuroscience

      Development and validation of brand reputation models integrating authenticity, trust, explicit and implicit measures, and neurophysiological responses, with particular attention to the N400 ERP component.

    • Multisensory Nudging and Food Choice

      Investigation of how visual, olfactory and contextual cues affect attention, emotions and food decisions using eye tracking, EEG and psychophysiological measures.

    • Consumer Experience, Sustainability and Immersive Technologies

      Research on consumer experiences, the attitude-behaviour gap, sustainability communication and decision-making in digital, virtual and immersive environments.